3 Reasons Why You Should Use Conditional Splits in Email Automations


We’ve talked about the importance of email automations to drive engagement and revenue – and now you level up your automations even more by adding conditional splits. By doing so, your automations become even more tailored to your subscribers since conditionals let you specify unique customers’ actions to enter into your flows. From abandoned cart to winback automations, let’s dive into why and how conditional splits can take your email marketing strategy to the next level!

Your customers are all different

As a brand, it’s common to have many types of customers with different purchasing behaviors and needs. By using conditional splits, you can actively target your email campaigns to fit those customers’ needs, send more relevant emails, and drive conversion long term.

Automated abandonment cart emails are a good example of how you can leverage conditionals to increase engagement and drive sales. We recommend splitting your automations based on customers’ cart size and value and sending specific emails geared towards high value carts vs low value carts. For example, you can offer a discount code for customers abandoning a cart over $100:

If you share a coupon code depending on the value of the cart, you’re more likely to have the customer open and click through. Offering discount codes for higher valued carts are a proven and effective way to grab your customers’ attention, and drive a higher open rate of 44%. Conditional splits help you target these high value carts more easily, and let you offer discount codes to customers with a higher chance of converting at a bigger cart value.

Here’s an example of an abandoned cart email that could be used for customers with a cart value of over $100.

For customers that have a cart value of less than $100 or are first time buyers, you’d want to engage without giving them a discount code right away. You can do this by sending a simple reminder email, creating a sense of urgency, or offering free shipping. Here’s an example of a similar abandoned cart email the company could use for customers with less than $100 in their cart or new customers:

Conditionals → better targeting → better engagement → improved deliverability

There’s no question that increased personalization leads to higher engagement, which improves your deliverability and inbox placement. Since you’re sending emails that are specifically targeted to a customer group based on specific actions, your automations will drive higher engagement with conditionals.

Since your customers are in different stages of the buyer cycle, creating conditional splits that send emails based on where they are in the buying journey will help optimize your automations for engagement and help improve your deliverability.

Related: How to Use Email Journeys to Improve Deliverability

Re-engage subscribers at the right time

Re-engaging customers with a winback campaign is not a one size fits all strategy. Using conditional journey splits is a great way to target your winback campaigns depending on the engagement level! You can set up conditions in Hive that allow you to send emails depending on how frequently and how they engaged with recent emails. You can send emails catered to specific categories and past behaviour whether that’s not opening any of the most recent five emails, or opening one or two without clicking through, or a customer that’s purchased previously from your store. For example, if a customer hasn’t opened the last three to five emails, a simple “We miss you” email could do the trick. On the other hand, if a customer hasn’t been engaging for a longer period, it might be time to offer other incentives like a discount code. By using conditional splits you’ll be more likely to re-engage them and convert them back to an active subscriber.

Wrap up

Conditional splits in email automations let you send more flexible and targeted email campaigns to your subscribers. Leveraging conditionals will drive higher engagement and improve your deliverability long term, as you’ll only be sending emails that are highly relevant to your customers.

Want to learn more about Hive’s conditional splits feature? Check out this FAQ!

This article originally appeared in the blog and has been published here with permission.

About the author

Steve Hutt

Steve has entrepreneurship in his DNA. In the early days of online commerce, he achieved Power Seller status at eBay, which then propelled him to become a founding partner of, a contact lens, and eyewear retailer. After a successful exit from his startup, he embarked on his next journey into agency work in e-commerce and digital strategy.

Currently, Steve is part of the Merchant Success Team at Shopify Plus, where he is a Strategic Advisor helping brands continue to grow and scale with the Shopify Commerce Platform.

To maintain a competitive edge and life of learning mantra, Steve also hosts and produces a top-rated weekly podcast show, eCommerce Fastlane, where he interviews Shopify partners and subject matter experts who share the latest marketing strategy, tactics, platforms, and must-have apps, to help Shopify brands build and scale lifetime customer loyalty.