Conditional Content allows you to send different messages to different contacts using a single campaign. For instance, you can display a different product image depending on what category of products a contact is interested in. Or, you could insert a different offer depending on what stage of the customer lifecycle your contact is in. Or, you could send a different informative article based on what problem a contact is trying to solve with your product.
This type of personalization is a way to increase the relevance of your message for each contact. Making your messages more relevant using personalization has a variety of benefits. This type of personalization will improve your relationship with your contacts, increase your open rates, improve your conversion rate, and may improve deliverability.
Using Conditional Content with the email designer
In the Design step of the campaign creation process, select a content block. A gear icon will appear to the right of the content block:
Click the gear icon and then click “Make Conditional” to display the Conditional Content modal window.
From this window, you can select the contact data field that is used to modify the content block. For instance, you could specify that if the contact’s gender is “male” then it display an image of a men’s product:
In this example, you might also add another image to the campaign directly below the other that displays a women's product if the contact’s gender is “female.”
When the campaign is sent, the images will hide or display based on whether the contact is tagged as male or female.
Using Conditional Content with HTML or Text only email campaigns
You can use Conditional Content in HTML or Text Only emails by inserting code. Conditional Content uses “If/Then” logic.
In the upper left-hand side of the campaign creation screen, you’ll see “Insert.” Click “Insert” to display a menu. Click “Conditional Content.”
A modal window will display that allows you to configure the logic of your conditional content.
In this example, I’ll display a different product name based on what the contact is tagged as interested in:
After you’ve defined the conditions you want to use, click “Okay.” This will automatically insert the conditional content logic into your campaign where your cursor is placed. Your code might look something like this:
Now you would modify this code where it says “Insert Content Here” to define what will display if they match your conditions and “Insert Alternative Content Here” to define what will display if they do not match any of the conditions you’ve set. After it is modified, it might look something like this:
If you are sending an HTML email, you can insert any HTML or CSS code including images, links, etc. Note that if you are sending a Text Only campaign, you can only insert text.
Previewing Conditional Content
To preview an email campaign personalized with conditional content, go to the Campaign Summary step of the campaign creation process:
Click Desktop Preview.
In the upper right hand corner of the Desktop Preview, there is an email field:
Insert the email address of one of your contacts and click “Preview” to see how the campaign will appear for that contact when it is sent.