Personalizing Emails with Conditional Elements

Conditional elements show or hide pieces of an email depending on what you know about each contact. One campaign can serve many audiences without separate lists.

What you can personalize

• Offers or images based on a contact's location.
• Text that changes with a field such as job title or interest.
• Buttons shown only when a related field has data.

Setting a condition

1. Open an email in Marketing > Emails > Campaigns or Templates.
2. Click the element (text, image, button or a row).
3. Open the Visibility tab, or click the conditional icon on the element overlay.
4. Switch on Conditional Sending.
5. Choose a Field, a condition and a Value.
6. Preview, then send a test.

Available conditions

• Is and Is Not compare against a value.
• Is Empty matches contacts with a blank field.
• Is Present matches contacts who have any value, including attachment fields.

Examples: show a Download Invoice button only when an attachment field Is Present, or hide a greeting when First Name Is Empty.

Supported field types

Single-line text, number, radio select and single-select dropdown. For numbers, use plain digits with no symbols. For radio and dropdown fields, match the stored option exactly.

Empty values

Do not type the word NULL. To target blank fields, choose Is Empty and make sure the contact's field truly has no spaces or placeholder text.

Why use it

You save time by maintaining one email, reduce list clutter and give readers content that feels written for them.

Good to know: Always include a sensible default block, so contacts who match none of your conditions still receive a complete message.