Split an automation by subscriber attributes

You can add conditional branches to your automations that route subscribers down different paths based on what you know about them — their profile details, the tags they carry, or any combination of criteria you’d use to build an audience segment.

Availability

This capability may need to be enabled for your account — contact support if you don’t see it.

Add a split

1. Open the automation for editing and add a branch where you want the split.
2. Define your criteria using subscriber attributes or tags — you can combine multiple criteria, just like building a segment.
3. Build separate paths for subscribers who match and those who don’t.

Attribute splits combine with the other branching tools — see Branch a simple series automation for branching by newsletter engagement and nesting branches inside one another at any depth.

Use cases

• Send different welcome sequences to free vs. paid subscribers
• Tailor content by subscriber location or interests
• Route subscribers by engagement tags — including tags applied by a tag step earlier in the journey
• Personalize onboarding flows by subscriber type

See how your audience splits

Once the automation runs, each branch shows a live count of subscribers who took that path, so you can confirm your criteria work as intended — see Monitor a running automation. For the full Automations picture, see Working in Automations.