Personalize campaigns with conditional elements
Use conditional elements in JourneyCARE email campaigns to show or hide specific content blocks based on each contact’s data.
What conditional elements do
Conditional elements display content such as images or text only when a contact meets the criteria you set, so one campaign can tailor its message to individual contacts automatically.
Set conditional behavior at the element level in the Email Builder. You can apply it to elements such as Text, Image, Button, and Rows/Sections.
Location-based content: Display different images or offers based on a contact’s geographic location.
Field-based text: Change a text element based on contact fields such as job title or interests.
Why use conditional elements
Conditional elements let you personalize content, avoid creating separate smart lists and campaigns for each variation, and manage those variations in one campaign.
Personalization: Show customized content to each contact.
Time-saving: Use one campaign with conditional elements instead of creating smart lists and separate campaigns for each variation.
Engagement: Personalized content can increase the likelihood of higher click-through rates, responses, and conversions.
Simpler campaign management: Keep content variations in one place, reducing campaign complexity and the chances for error.
Set up a conditional element
Configure conditional sending from an element’s Visibility settings while editing an email campaign or template.
Open the email in the Email Builder from Marketing → Emails → Campaigns or Templates.
Select the element you want to personalize, such as Text, Image, or Button, and open the Visibility tab in its settings panel.
Alternatively, select the Conditional Element icon in the element overlay action to open the conditional-element settings.
Turn on Conditional Sending.
Choose a Field, set a Condition, and enter a Value.
Leave Value blank to target a null value. When the value is null, the element renders only when the specified field is empty.
Choose a visibility operator
Use the visibility operator that matches whether the selected field should match, differ, or contain a value.
Is
Is Not
Is Empty
Is Present
These operators work with custom fields in the visibility dropdown, including attachment fields.
Show a Download Invoice button only when an attachment field Is Present.
Hide a personalized greeting when First Name Is Empty.
Use empty-field conditions
Conditional elements evaluate reliably when a contact’s custom field is not set.
To target an empty field, leave the value blank and use Is Empty; typing “NULL” does not match an empty field.
Make sure the contact’s field contains no spaces or placeholder text when you use an empty-field condition.
Use supported field values
Conditional elements support single-line text, number, radio select, and single-select dropdown fields.
For number fields, enter plain numeric values without symbols.
For radio and single-select fields, match the exact stored option value.