Use the Split action step in your Automation workflow to test different scenarios and monitor which strategies drive optimal results.
Adding a Split step will branch the workflow, similar to the way Condition steps branch into Yes / No paths. The Split step will divide the audience into two groups based on user defined percentages:
When including a Split, a “Rejoin Split” step will also be included. The “Rejoin Split” step serves as a helpful visual aid to see the split representation on screen.
A variety of Action and Conditions can be added between the "Split" and “Rejoin Split” steps to customize the journey of each audience in the Automation workflow.
Then, the “Rejoin Split” brings the audience back together as one group to continue through the Automation.
An easy way to digest the split functionality is to think of it like an A/B test campaign. To be clear, this is not the same as A/B test campaigns, however, this new function will allow customers to split an audience and send two versions of an email.
Automation splits are not exclusive to running A/B tests on campaign variables. A split may be used anywhere you choose, including placing a split inside of a split.
Consider these possibilities for using the Split action in your Automations:
1. A/B test campaign variables to determine which Subject line/From line/Preheader/Email design got the best engagement.
2. Update contact data that will be used in the future:
- Assign randomized coupon codes to a contact field that merge into the next email.
- Or, for small sales teams, assign a Sales rep.
3. Stagger email delivery to control incoming call volume or website traffic:
- Add a Pause to only Path B before the next email.
4. Test performance of the timing of an email:
- Send the 1st email of a welcome automation immediately for Path A but adding a 1 day Pause to Path B to determine which time got the best open rate.
- Or, send an immediate email follow-up after a SMS message in Path A but wait 2 hours in Path B to determine which time got the best response.
5. Test performance of the campaign type:
- Sending an email as the 1st message in a welcome automation in Path A while sending a SMS message in Path B.
1. Automation splits are available at the Professional license.
2. For instances where an automation path needs to be split into more than two paths, it can be done in a manner like this example: