How to create multi-branch automations on Mailchimp

intermediate 8 min read Updated 2026-03-18

Quick Answer

Multi-branch automations in Mailchimp allow you to create different customer journeys based on subscriber behavior or conditions. You can set up branches using decision points that split your automation based on actions like email opens, clicks, or custom field values.

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Prerequisites

Active Mailchimp paid account
Existing email list with subscribers
Basic understanding of automation workflows
Email templates ready for your automation

Step-by-Step Instructions

Access the Automations section

Log into your Mailchimp account and navigate to Automations from the main menu. Click Create and select Customer Journey to start building a custom multi-branch automation workflow.

Customer Journey is the most flexible option for creating complex multi-branch automations.

Set up your automation trigger

Choose your starting trigger from options like Signup to list, Date-based, or API. Select your target audience list and configure any additional trigger conditions. Click Next to proceed to the workflow builder.

Consider your customer lifecycle when choosing triggers - welcome series work well with signup triggers.

Add your first email step

In the workflow builder, click the + button and select Email. Configure your email settings including subject line, sender information, and email content. Set the timing for when this email should be sent after the trigger occurs.

Create your first branch point

After your initial email, click the + button and select Decision Point. Choose your branching criteria such as Email Activity (opens, clicks), List or Group, or Contact Information. Configure the specific conditions for each branch path.

Email activity branches are most effective when you wait 2-3 days after sending before evaluating the condition.

Build separate paths for each branch

For each branch outcome, add different email sequences by clicking the + on each path. Create tailored content for engaged subscribers (who opened/clicked) versus non-engaged subscribers. You can add multiple emails, delays, and additional decision points to each branch.

Keep engaged subscriber paths more promotional and non-engaged paths more educational or value-focused.

Add additional branching logic

Continue adding Decision Points throughout your workflow to create more sophisticated branches. You can branch based on purchase behavior, website activity, or custom field data. Use Delay steps between decision points to allow time for subscriber actions.

Don't create too many branches initially - start simple and add complexity based on performance data.

Test and activate your automation

Click Review to check your workflow for any errors or incomplete steps. Use the Test feature to send sample emails and verify your branching logic works correctly. Once satisfied, click Start Sending to activate your multi-branch automation.

Test with different subscriber profiles to ensure all branch conditions work as expected.

Common Issues & Troubleshooting

Decision point not working as expected

Check that you've allowed sufficient time between the email send and decision point evaluation. Ensure your branching conditions are properly configured and that subscribers meet the criteria you've set.

Subscribers stuck in automation workflow

Review your decision point logic for any conditions that might prevent progression. Add fallback paths or time-based exits to ensure subscribers always have a way to complete or exit the automation.

Emails not sending on correct branch

Verify that your Decision Point conditions are correctly configured and that the email steps are connected to the right branch paths. Check the automation activity feed for error messages or failed conditions.

Cannot create complex branching

Ensure you're using a paid Mailchimp plan as advanced automation features are not available on free accounts. Some complex branching options require Standard or Premium plans.

Prices mentioned in this guide are pulled from current plan data and may change. Always verify on the official Mailchimp website before purchasing.

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