To truly provide individualized experiences for customers, you can send them down different paths within your campaign, depending on their actions and specific conditions. To do this, you’ll use filter elements such as conditions, splits and forks. You can also use filters to pause or hault your contacts’ journey down an automated campaign in order to keep them from progressing through the automation until they display further specific actions you require (e.g., purchasing a product, visiting a landing page, clicking a link in an email, etc.). Here’s how to use the different filter elements to customize your contacts’ journeys.

Using filters in your automated campaigns


Filters change contacts’ path and how they move through your campaign. Filters can break the path into two separate paths, pause or end the path, or redirect the path, moving a contact from one element to another.

  • To add a filter to a new or existing campaign, either click the + between elements where you want your filter to be, or click What Happens Next?
  • Choose from these filter elements: Go To, Condition, End, Fork, Split, Wait. Goals are also filters, but they warrant their own article here.

Below are just some of many usecases for filter elements:

The Go To Element


When to use it: To redirect contacts from one element to another on your campaign map

A Go To element can be used to move contacts throughout your campaign by redirecting contacts to a different, non-sequential element somewhere else on your campaign map. To connect a Go To to the desired element, simply grab the drag handle below the filter and connect it to the desired element.

the go to element in use

A frequent use case for the Go To element occurs when there is a group of contacts that are already on a later email in a campaign and you want to drop new contacts into that group, not at the beginning of the campaign.

It’s important to note that a Go To cannot be connected to triggers or goals.

The Condition Element


When to use it: To separate contacts’ automation path based on whether or not they meet the criteria

The Condition element is used to separate a path into two different paths based on criteria you set. With a Condition element, unlike a Split element, the paths do not rejoin. Conditions are good to use if you have criteria, like a specific quality a contact must have, that determines how you want to communicate with the contact. This is best used if the condition being used will not change based on a contact’s action. For example, a pet store business might use a Condition to separate dog owners from non dog owners, taking them down two paths that give them content relative to whether or not they own a dog.

the condition element in use

Conditions would not be a great option for criteria like, “Did the contact open the email?” Since the contact can open the email at any time, a Goal element would be better in this case. The Goal element would allow contacts to be moved to that automated path once they have opened the email, while the Condition would not allow them to receive the “opened email” content after they’ve already gone down the “didn’t open email” path.

The Fork Element


When to use it: To send contacts down two separate paths at the same time

In cases where you want to have two simultaneous, separate paths of actions, you can use a Fork element. The contacts on your campaign all go down both legs of a Fork, so you can have them branch off to wait for an event using a goal, while continuing in the main campaign.

the fork element in use

A Fork would be a great addition to your campaign map if you want to communicate with contacts about two different things simultaneously. For example, you can add them to a campaign path that sends out relevant content as well as a campaign that encourages them to buy.

The Split Element


When to use it: To split test campaign paths

You can use Split elements to split test sections of your campaigns. The Split element will split a section of your path into separate paths that will eventually rejoin. These elements can help you test the wait time between email sends, different actions you want your contacts to take, or even different versions of an email or SMS message. The Split element also allows you to choose a custom weighting to the percentage of people you want to go down one path versus the other, such as 50/50 or 70/30.

the split element in use

The Wait Element


When to use it: To hold contacts on a place in your campaign path for a set amount of time

To hold a contact in place along a path in your campaign, use a Wait element. Wait elements allow you to define how long to wait until the next action or process occurs on a campaign path. For example, Wait elements can be used between email send actions to send the emails on the cadence you choose.

the wait element

The Wait element can be set to hold the contacts forever, until some time passes (like the one pictured above), until a specific date arrives (such as a holiday), relative to a date field in the contact record (such as three days before the birthday field), or until a day of the week arrives (such as Monday).

Keep in mind these notes regarding Waits:

  1. Wait until some time passes: Each day is a full 24 hours. If the contact reaches the Wait element at 10:30 AM, and the Wait is configured to “Wait 1 day and then wait until 10 AM,” the Wait will pause the contact for a full 24 hours, until 10:30 AM the next day and then wait until 10 AM is next seen (the following day).
  2. Wait until a specific date: The Wait element will advance contacts only on the date specified. Contacts reaching the Wait element before the date will simply pause until that date arrives. Contacts arriving at the Wait element after the date has passed will be paused there forever.
  3. Wait until a specific date and time: The wait element will advance contacts only on, before, or after the date and time specified. For example, you can schedule an email to be sent hours or minutes before a date and time based on a contact’s field.

The End Element


When to use it: To stop contacts from continuing on a campaign path

Adding an End element stops the contact on that path. You can choose to have the End element also remove the contact from the campaign map they are on (shown as an exit element) by checking the checkbox to remove them. This action will not remove the contact from all paths on the campaign map; it will just remove them from that individual path.

the exit element in use

If you delete the End element to add more steps, the contacts will be removed from the campaign as well. If you know you will want to add new campaign elements to the campaign path later, use a Wait element set to “forever” before the End element. This will hold the contacts where they are and allow you to add new elements between the Wait and the End. Later, you can edit the Wait to hold them for a specific period of time. The contacts on the Wait will then flow to the next element.