Conditional Content allows you to display only the content of interest to your contacts, depending on data that they have listed against their contact record.
An example of this might be emails from a fashion website where the gender of the recipient determines what type of fashion offers are displayed to them in the email. Females would receive information about women's fashion, and men would receive information about men's fashion.
The beauty of conditional content is that it allows you to do all of this within one email message. So instead of creating a separate message and separate sends to each demographic on your contact list, you can do it all in one message and only send the message once.
Please note that for conditional content to work correctly and efficiently, you must have the relevant contact data in your contact list prior to sending your message.
For those contacts who may not have any data selected, you can always choose a fall-back option which will be suitable no matter who the target audience is. If you are not sure what to use for your fall-back, the default setting can be helpful here!
This article will step through some important information on inserting conditional content and its limitations. Here is what we will be covering (click to skip ahead):
- Using conditional content on entire components
- Using conditional content on specific content within a component
- Conditional content limits
- Open the email message in question for editing.
- Select the component that you would like to apply conditions to make conditional. In our example, we're going to select an image component - but you can add conditional content to almost any component.
- From the right Settings panel on the right, expand the Conditions section.
- Click .
- In our example, we're going to change the image for recipients who have Gluten Free set on their profile. So in our case, the criteria for the first condition would be: Dietary - Includes any - Gluten free.
- Click .
- Once the condition is added, you can now populate the component with the content that matches this conditions, so in our case we'll change the image to a gluten free cake, as shown below.
- Now let's add another condition - this time for our paleo customers. Click again.
- The criteria for our second condition would be: Dietary - Includes any - Paleo.
- Click .
- Once the condition is added, you can now populate the component with the content that matches this condition, so in our case we'll change the image to a paleo donut, as shown below.
- Repeat this process for any additional conditions.
- Once complete, we then need to set the image for the default condition (ie. when none of the other conditions are met). To do so, click on the Default condition in the Conditions panel over on the side to select it.
- Now set the image for the default condition. In our case, it will be an image of a regular donut.
- Save your message.
- Once your message is saved, click from the top right corner of the editor.
- Test your conditions are set correctly by choosing the list and scrolling through the contacts. The images should swap as you scroll through - based on the dietary preferences of each contact in the database.
You can also apply conditions to specific content (such as single words or lines of text) within your paragraphs by highlighting the content and then clicking theconditional content icon from the floating toolbar.
- Type all the content required into your component.
- Highlight the first bit of content that you want to apply a conditional rule to.
- Click the
conditional content icon from the floating toolbar.
- Set up the criteria for your condition. In this example, we want to show this link to the men on our contact list, so the criteria we use is: Gender - Includes any - Male.
- Repeat the steps above for your other conditions - highlight & apply conditional rules.
- Save your email and test using steps 17 & 18 above.
Conditional content can be a very useful tool when wanting to customise the content of your emails to specific recipients. However, users should be aware of the limitations of this feature, to avoid problems when sending their emails.
When using conditional content, in any type of email, there is a cap of 75 conditional content checks which cannot be exceeded.
When using the drag and drop editor in the system, individual components have a limit of 5 conditional content checks ie. on a paragraph or header component for example.
If these limits are exceeded, you will receive a warning and the email containing the conditional content will not be able to be sent.
These limits are in place to optimise the system's performance and make sure everything runs smoothly and quickly. If a subscriber meets multiple criteria for a condition, the last condition is displayed.