TL;DR
Branches split a sequence by condition: engagement, persona, account tier, or signal. Each branch runs its own steps. Use 2–3 branches max — more becomes unmaintainable.
Add a branch
In the sequence editor, click + on any step → Add Branch → set the condition. Everything after the branch point runs per-branch.
Useful conditions
- Opened-but-no-reply vs never-opened — different problem, different message.
- Persona — economic buyer vs practitioner.
- Account tier — A-tier gets the high-touch path.
- New signal mid-sequence — branch to the signal-specific angle.
Keep it shallow
One branch point with 2–3 paths covers most needs. Nested branches multiply variants to test and maintain — if you need deep branching, you probably need two separate sequences.
Measuring branches
The sequence report shows per-branch performance. If a branch consistently underperforms its sibling, fix its messaging or fold its audience into the winner.
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