Heads up: this article assumes that you’re already familiar with how journeys work in Attentive. Before diving in here, you may want to check out the following first:

When you add a branch step to a journey, you send subscribers along different paths in a journey depending on their attributes, past activity, segment, and more.

For example, you can: 

  • Send a tailored messages to subscribers who viewed specific products:
    j-branch-viewed-no.png
  • Send a cart abandonment message to subscribers who added a product to their cart, but not to subscribers who did not:
    j-branch-cart-abandon.png
  • Send a different message to subscribers in different segments, like a special VIP discount:
    j-branch-segment-overview.png

Available types of branch step

  • Device: Subscriber device details, like the device type or operating system.
  • Subscriber action: Subscriber part activity like viewing or adding products to their cart.
  • Subscription type: Whether or not the subscriber has opted-in to receive both transactional marketing messages, or just transactional messages. For more, check out What are transactional journeys?
  • Product data: Branch based on the name, category, tag, or availability of the product that the subscriber interacted with. For more, check out What is branching on product data.
  • Segment: Branch based on the segment the subscriber is included in.

Device branch step

Use an attribute branch if you want to send different kinds of messages to customers using different operating systems or device types. For example, send customers discount codes for iOS products if they’re using an iPhone.

j-branch-device-type.png

There are two types of attribute branches:

  • Device type: Desktop, Mobile, or Other
  • Operating system: iOS, Android, Mac OS X, Windows, Chrome OS, or Linux

Subscriber action branch step

Use a subscriber action branch if you want to branch your journey based on actions your customers made. For example, send a browse abandonment message if a customer added an item to their cart but did not complete the purchase.

  • Has viewed products: Use when you want to branch for subscribers who have added at least one item to their cart, but did not complete the purchase.
  • Has added to cart: Use when you want to branch for subscribers who have completed a purchase.
  • Has made a purchase: Use when you want to branch for subscribers who have viewed a product, but did not add it to their cart.
  • [Beta] Has received an email: Use when you want to branch for subscribers who received one or more emails from you. Available only if you’re using the Klaviyo integration.
    • Note: Klaviyo email activity does not appear in real time in journeys, and there is a delay between when a subscriber interacts with an email and when that activity is “seen” by a journey. Estimated delay: 1-3 hours.
  • [Beta] Has opened an email: Use when you want to branch for subscribers who have opened at least one email from you. Available only if you’re using the Klaviyo integration.
    • Note: Klaviyo email activity does not appear in real time in journeys, and there is a delay between when a subscriber interacts with an email and when that activity is “seen” by a journey. Estimated delay: 30 minutes.
  • [Beta] Has clicked an email: Use when you want to branch for subscribers who have clicked on a link in at least one email from you. Available only if you’re using the Klaviyo integration.
    • Note: Klaviyo email activity does not appear in real time in journeys, and there is a delay between when a subscriber interacts with an email and when that activity is “seen” by a journey. Estimated delay: 30 minutes.

Subscriber action branches let you set both the frequency of the action and the time period in which the action took place.

j-branch-add-branch.gif

To add a past activity branch to a journey:

  1. Add a Branch step, and then select What action the subscriber has taken.
  2. Select the past action you want to branch on.
    j-branch-action-viewed-products.png
  3. From the remaining menus, select the frequency of the past action and the duration in which to look for the action. When you’re done, click Save.

Subscription type branch step

The subscription type step lets you branch a transactional message journey by the type of messaging your subscribers have opted in to. Once branched, you can send marketing messages -- including upsell product by text -- in the branch that includes subscribers who have opted into marketing and transactional messages.

Note: the subscription type step is only available in transactional journeys.

To add a subscription type branch step:

  1. Create a transactional journey, and then click Edit in the upper-right corner.
    j-branch-edit.png
  2. Add a branch step after the transactional message, and then select Subscriber is opted into promotional and transactional texts.
    j-branch-opted-both.png
  3. Click Save.

Product data branch step

The branch on product data step lets you send messages to subscribers based on the products that they interacted with in your store. You can add this type of branch step to Post Purchase, Browse Abandonment, and Cart Abandonment journeys. Note that the branch step that appears while building a journey is based on the type of journey you started with:

  • Post Purchase: What product was purchased. Use to branch a journey based on what product subscribers purchased.
    j-branch-purchased-product.png
  • Browse Abandonment: What product was viewed. Use to branch on what product subscribers viewed, but did not add to cart or purchase.
    j-branch-viewed-product.png
  • Cart Abandonment: What product was added to cart. Use to branch on what product subscribers added to their cart, but did not purchase.
    j-branch-added-product.png

You can include up to 20 product detail branches in both the main and else branch paths.

Not sure how to use branching on product data for your business? Be sure to check out Branching on product data use cases.

Segment branch step

The segment branch type lets you create a unique journey path for different subscriber segments. View the following video to learn how to build a transactional journey:

With segment branches, you can send tailored messages to your subscribers based on existing audiences that you’ve already defined. You can also create a new dynamic segment from within a journey.
j-branch-msg-dif-segments.png

For example, you can send a bigger discount to subscribers in a VIP segment, or send a custom journey message to subscribers who have recently clicked on a message from you or browsed particular pages.

Before jumping in to segment branches, it might be helpful to check out What is segmentation? and Create a dynamic segment.

To add a segment branch to a journey:

  1. Create a new segment or decide which existing segment you want to include in your journey.
  2. Add a branch step, and then select What segment the subscriber is in.
  3. Click Choose segment, and then use the search field to find the segment you want to branch on.
    j-branch-segment.png
    Note: You can also click + create a new segment to create a new segment.
  4. Click the segment you want to branch on, and then click Apply selection.