A 90-day nurture sequence. Twelve emails. Six months of work to write and set up. And when I pulled the report, it had produced exactly zero closed deals in the previous quarter.
The sequence was fine. The copy was solid. The problem was structural: it was built like a conveyor belt. Contact enters at one end, emails drip out in order, sequence ends. Whether they were ready to buy in week one or week eleven, they got the same emails in the same order at the same cadence.
We rebuilt it with Jump To. In the next 60 days, the same list closed $40K. Same contacts. Same offer. Different routing logic.
What Jump To actually does
Jump To is a step you place inside an automation that says: if a contact meets this condition at any point, move them directly here, regardless of where they currently are in the sequence.
It isn't a one-time check at a specific step. ActiveCampaign evaluates Jump To conditions continuously. A contact sitting in a wait step on day 18 can be pulled forward the moment they hit your pricing page, click a specific link, or get tagged from an external source.
This is different from a conditional wait. A conditional wait pauses and checks. Jump To watches and acts.
Where to find it
In the automation builder, click the plus sign to add a step. Under the "Conditions and Workflow" section, you'll see Jump To. It's not buried — it's right there next to Go To, Wait, and If/Else. Most people scroll past it because they don't know what it does.
You'll be asked to set a condition (what triggers the jump) and a destination (where in the automation the contact lands).
The two ways to use it
1. Fast-track ready buyers. This is the one that recovered the $40K.
Place a Jump To near the top of your nurture sequence. Condition: contact clicks your pricing page link, or visits a key URL, or gets tagged as "high-intent" from lead scoring. Destination: skip straight to the booking offer or the direct ask.
Someone who signals readiness in week one shouldn't sit through nine more emails before you ask them to buy. Jump To gets them there in hours, not weeks.
2. Exit buyers who converted. This is the one that prevents the embarrassing post-purchase pitch.
Place a Jump To near the top of any revenue automation. Condition: has tag customer or has tag purchase-complete. Destination: end of automation, or a post-purchase sequence instead.
The moment someone buys, they jump out of the pitch sequence and into onboarding. No more "last chance to buy" emails landing in a paying customer's inbox.
The placement rule
Put Jump To steps near the top of the automation, not scattered throughout. One Jump To at or near step two handles every scenario without creating a maze of crossing paths.
If you place Jump To at step eight, contacts in steps one through seven don't benefit from it. They have to reach step eight first, then the condition evaluates. That's not continuous watching — that's another checkpoint.
Near the top, it's always in scope. The moment a contact enters the automation, Jump To starts watching.
What it replaced in our rebuild
Before: 12 emails, fixed order, 90 days, everyone gets everything.
After: same 12 emails, but with two Jump To steps at the top.
- Jump To 1: if contact clicks pricing link → skip to Email 9 (the direct close). Contacts who self-select as ready get the ask fast.
- Jump To 2: if contact has tag
consult-booked→ jump to end. Contacts who book bypass the remaining sequence entirely.
The emails didn't change. The routing did. Contacts who were ready got treated like they were ready. Contacts who needed more time kept getting it.
The audit question
Pull up your highest-value automation right now. Ask two questions:
- Is there anything in this sequence that a ready buyer shouldn't have to sit through?
- Is there any step in this sequence that a converted customer could still receive?
If yes to either, you have a Jump To opportunity. It takes about ten minutes to add and configure. The sequence you already built keeps running — you're just adding intelligence to the routing.
Same contacts. Same emails. Different outcome.