Create conditional email paths based on link clicks in previous messages

Email & Newsletters

This task focuses on building conditional email paths that adapt to subscriber behavior by analyzing link-click data from prior messages.

Who is this for?

Email marketers, automation engineers, and CRM practitioners implementing behavior-based journeys.

Before you start

Basic email campaign data, a method to track link clicks, access to an automation/workflow tool, and a subscriber data model.

General Process (How it works)

  1. Define objective and data sources Identify which link-click events from prior messages should influence following paths and ensure data capture is reliable.
  2. Map click events to paths Create a decision matrix that assigns each click pattern to a branch path.
  3. Configure conditional routing Set up automation to evaluate click history at message send time or upon link click and route accordingly.
  4. Design follow-up content per path Create tailored emails for each branch with timing, offers, and clear calls to action.
  5. Test end-to-end Run tests with representative contacts to verify routing, content correctness, and data accuracy.
  6. Monitor and optimize Track engagement and conversion metrics and refine branches over time.
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