Conditional elements make it easy to personalise your email campaigns. They let you show or hide specific content blocks in the Email Builder based on each contact's details.
What is a conditional element?
A conditional element lets you show content, such as images or text, in an email only when a contact meets certain criteria. This means your message is tailored to each contact automatically.
You set up conditional elements in the Email Builder for each element, such as Text, Image, Button or Rows/Sections. They can be based on different kinds of criteria, including:
Location-based content: Show different images or offers depending on where a contact is located.
Field-based text: Change a text element based on specific contact fields, such as their job title or interests.
Key benefits of conditional elements
Personalisation: Make your campaigns more relevant by showing customised content to each contact.
Time-saving: There's no need to create smart lists and separate campaigns. Use one campaign with conditional elements instead.
Increased engagement: Content that's personalised to each recipient is more likely to get clicks, replies and conversions.
Simpler campaign management: Instead of juggling lots of lists and campaigns, you manage every version of your content in one place. This reduces complexity and the chance of mistakes.
How to use conditional elements
Open your email in the Email Builder (Marketing > Emails > Campaigns or Templates).
Select an element (for example Text, Image or Button) and open the Visibility tab in its settings panel.
You can also click the Conditional Element icon in the element's overlay actions to get there quickly.
Turn on Conditional Sending.
Choose a Field, set a Condition (is/is not) and enter a Value.
Leave the value blank to set it to null. When the value is null, the element only shows when that field is empty.
Note: Conditional elements now work reliably when a contact's custom field is not set.
New conditional visibility operators
Conditional visibility now supports more flexible rules, so you can handle missing or empty values more cleanly when personalising emails.
You can use these operators when setting up visibility rules:
Is
Is Not
Is Empty
Is Present
These operators work with custom fields in the visibility dropdown, including attachment fields.
Example use cases
Show a Download Invoice button only when an attachment field Is Present.
Hide a personalised greeting when First Name Is Empty.
Frequently Asked Questions
Q: Can I type "NULL" as the value to target empty fields?
No. Typing "NULL" won't match an empty field. Leave the contact's field blank and set the condition to Is Empty. Also make sure there are no spaces or placeholder text in the field.
Q: Which field types can I use with conditional elements?
You can use single-line text, number, radio select and single-select dropdown fields. For numbers, use plain numeric values (no symbols). For radio and single-select fields, match the exact stored option value.