Conditional content and personalization

Conditional content and personalization make one email feel tailored to each contact. You can show or hide parts of an email based on contact data and custom fields, insert contact details automatically, and set fallback text so missing data does not leave a blank gap.

For a local service business, one campaign can show a different image or offer depending on where a customer is. A greeting can read Hi Sarah when you have the first name and Hi there when you do not.

To add a conditional element, go to Marketing, then Email Marketing, and create a campaign or template. Select any element, open the Visibility tab and turn on the Conditional Element toggle, or use the Conditional Element icon in the element's overlay. Then set conditions based on contact fields. Each content block can use one custom field condition, such as First Name is empty or is not empty. That lets you pair a personalized block with a default block.

To set a default value, click a custom value, such as the contact's first name, to open the Default Text Editor, enter the fallback text and click Save. The tag turns green when a default is set and stays grey when it is not. Each use of a custom value gets its own default. Defaults work in subject lines, preview text and body content across campaigns, workflow emails, bulk emails and templates. They only appear when the field is empty and do not change saved contact data.

To preview as a contact, open the three-dot menu in the email builder, choose Preview Template and select Preview Contact Info. Search for a contact to see how their details will appear before you send.