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Segment

Segment splits the Journey into branches based on a profile field value.

Segment step panel showing a profile field selector, group names, and an other branch
The Segment step panel — choose a profile field, define groups and their values, and connect each branch including the implicit other branch.

What Segment does

When a contact reaches a Segment step, DinMo evaluates their profile field and routes them to the matching branch.

Each group of values you define creates one branch. Contacts that do not match any group take the implicit other branch.

This makes Segment useful when different types of contacts should follow different downstream paths — different activation destinations, different timing, or different content.

Common use cases

Profile field
Groups
Example branches

country

US / EU / APAC

Different regional activation destinations

plan

Free / Pro / Enterprise

Different upgrade flows per tier

lifecycle_stage

New / Active / At risk

Different re-engagement paths by status

language

EN / FR / DE

Different language-specific destinations

How to configure Segment

  1. Choose the profile field — this is the field that will be evaluated for each contact.

  2. Create at least one group — give it a name that describes the business category.

  3. Add one or more values to each group — contacts whose field matches one of these values will enter this branch.

  4. Repeat for each additional branch you need.

The other branch is implicit and does not require configuration. Contacts that match no group will always take it.

Giving each group a clear, business-readable name (for example High-value plan instead of enterprise) makes the canvas easier to review and troubleshoot.

Constraints

Constraint
Value

Maximum groups

10

Minimum groups

1 (plus the implicit other branch)

Group name uniqueness

Names must be unique within the same Segment

Overlapping values

Avoid — contacts with overlapping values create ambiguous routing

Overlapping values across groups (the same value assigned to two different groups) creates ambiguity in routing. DinMo will flag this, but the safest approach is to keep each value in exactly one group.

What happens to the other branch

The other branch catches every contact that does not match any configured group. You should always decide what happens to these contacts — connect a Activate, a Stop, or further steps to the other branch rather than leaving it open.

Leaving the other branch disconnected is a common configuration gap. It can mean a significant portion of contacts have no defined path.

When Segment is the right choice

Choose Segment when:

  • The routing decision is based on a profile value already known at the time the contact reaches this step

  • Different contact types should take meaningfully different downstream paths

If you only need to wait for a condition to be met before continuing, Pause Until is simpler.

If the same action applies to all contacts regardless of attribute, you do not need a Segment step.

Best practices

  • Keep group names business-readable.

  • Connect every branch including the other branch.

  • Avoid creating too many groups — a Segment with 8 branches is usually a sign that the flow can be simplified.

  • Use Segment only when the branching decision meaningfully changes the downstream path, not just cosmetically.

Related pages

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