Why Contacts End Up in the NO Branch of Your Campaign

Learn why contacts might mistakenly end up in the “No” branch after an “If... Else...” action.

This typically happens because actions are executed instantly, unless specified otherwise, meaning the check occurs before your contacts have enough time to meet the condition.

To fix this, we recommend inserting a “Wait” action before the “If... Else...” action, giving your contacts enough time before the check is performed. Alternatively, you can use the “Goals” action for ongoing checks. Remember, campaigns run step by step, from top to bottom.

For example, if you want to check whether a contact has opened a specific email, you can add an “If... Else...” action after the email. However, since the “opened” or “not opened” check happens instantly, most contacts end up in the “No” branch. This is because contacts typically don’t open the email that quickly.

To avoid this issue, insert a “Wait” action before the “If... Else...” action and set it to about 2 days. This gives your contacts enough time to open the email before the check is made. If you need to perform ongoing checks, such as tracking whether a contact has made a purchase, the “Goals” action is a great option.