Available rules: what they do, how they work, and when to use them

Learn about the rules you can use to determine actions, or the timing of actions, in a journey in Movio EQ.

Note: These are ordered alphabetically, not according to how they appear in the user interface.

A/B test

What it does: Randomly splits members into different groups to test which variation performs better.

When to use it:

• Test different email subject lines
• Compare two offers
• Test message timing
• Optimise conversion rates

How it works:

1. Creates 2–4 branches
2. Assigns each a percentage (total must equal 100%)
3. Members are randomly distributed according to percentages

Condition

What it does: Splits members into different paths based on their data or behavior.

When to use it:

• Send different messages to different member types.
• Personalise journey based on member characteristics.

How it works:

1. Defines multiple branches (different paths)
2. Each branch has conditions (rules)
3. Members matching a branch's conditions go that way
4. Members matching no conditions go to the "Everyone else" path

Time delay

What it does: Pauses the member at this step for a set amount of time.

When to use it:

• Allow time between communications or for members to interact with a previous message
• Send messages at optimal times

Configuration options:

Wait until transacted

What it does: Waits for a member to make a purchase. If they do, it moves on to the next step. If they don’t, it waits till a defined maximum of X days/hours/minutes.

When to use it:

• Incentivise purchases with a reminder
• Send different messages based on whether the member made a purchase
• Follow up with non-purchasers

How it works:

1. Member enters the journey
2. Journey waits for them to make a transaction
3. If they transact, the journey proceeds to the next step, which you configure under the ‘Success’ path
4. If they don’t and maximum time to wait has been reached, the journey moves to the next step under the ‘Timeout’ path

Configuration:

• Set a maximum time period to wait for the member to transact.

See also:

• Rules
• Creating a journey