A Variable Branch allows you to route contacts down different workflow paths based on the value of a specific variable. This is one of the most powerful ways to personalize automations since it lets you deliver tailored actions and messaging to different groups without creating separate workflows for each case.
How it works
When a contact reaches a Variable Branch in a workflow, Conversion checks the value of the variable you’ve selected (for example: industry, region, or plan_type). Each defined path corresponds to a specific value of that variable.
If the contact’s variable value matches one of the defined paths, they will continue down that branch.
If the value does not match any of the listed paths, the contact will automatically be routed down the All others branch.
This ensures every contact always has a valid path forward.
Example
Let’s say you’re branching based on the industry variable:
Path 1:
Software Development→ Send a product-led email sequence.Path 2:
Financial Services→ Send compliance-focused content.Path 3:
Healthcare→ Send security and integrations content.All others → Send a general nurture sequence.
If a contact has industry = Software Development, they’ll follow Path 1. If they have any other industry value (like Education, Retail, or Unknown), they’ll be routed to All others.
Rules and safeguards ⚠️
No duplicate values: Each path must have a unique value. If you try to reuse the same value across multiple paths, Conversion will show a conflict error.
Always an “All others” branch: Even if you don’t define it explicitly, every Variable Branch automatically has an “All others” path so no contacts get stuck.
Exact matches only: Branching values must exactly match the variable’s stored value (including capitalization, spaces, or punctuation).
Single-variable logic: A Variable Branch evaluates only one variable. If you need multiple conditions with AND/OR logic, use a True/False Branch instead.
Common uses
Sending different onboarding sequences based on plan type (Free, Pro, Enterprise).
Routing leads to different sales reps based on region.
Tailoring nurture streams to industry.
Providing personalized offers depending on lifecycle stage.
Best practices
Keep it clean: Don’t create dozens of paths unless necessary. Group smaller segments together and use “All others” for long-tail values.
Review variable formatting: Make sure the values you expect (e.g.
Information Technology & Services) match exactly how they’re stored in your CRM or enrichment source.Test with sample contacts: Run test contacts through your workflow to confirm they branch as expected.
Combine with enrichment: Use Magic Enrichment to fill in missing variables before branching, so more contacts land in a specific path instead of “All others.”