A journey branch in Zoho Campaigns is a conditional split in the automation workflow that routes subscribers down different paths based on whether they meet a specified condition. Branches create personalised experiences by delivering different content or actions based on each subscriber’s behaviour or properties.
Branch conditions can evaluate whether a subscriber opened the previous email, clicked a specific link, has a certain field value (e.g., industry or plan type), has a lead score above a threshold, or meets any other contact-level condition. Subscribers who meet the condition take one path; those who do not take another.
Complex journeys with many branches can become difficult to maintain and debug. Start with simple linear journeys and add branches only when the personalisation genuinely improves outcomes. A well-designed 3-email linear sequence often outperforms a complex 10-branch journey that is poorly maintained.
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