When your contacts have different interests, needs, or details, you don't need a separate email for each group. Conditional sending lets you build one email that holds all of your content, then show or hide each content block based on the contact's field data. Every contact receives a version that feels personal to them, and you only have one email to manage.
A conditional element is any part of your email (such as a text block, image, button, or a whole section) that only displays when a contact meets a condition you set. For example, you might show one paragraph to contacts who chose Program A on your intake form, and a different paragraph to contacts who chose Program B.
When the email sends, Ivorey™ checks each contact's details - if they meet the conditions you set they will see the conditional element, if they don’t meet them that element will be hidden for them. This works in both email campaigns and emails sent from a workflow.
Some ways you might use it:
Show different offers or images, depending on where a contact is based
Change a paragraph based on a contact's interests, or the program they've chosen
If your content is already written and you only need to include or exclude blocks based on a contact's field values, conditional sending is the recommended option. There's no need for AI to choose the content, every contact receives consistent results, and you avoid additional AI usage costs. Conditional sending works best when your rules are clear (e.g. show this block when Custom Field X is Y).
If you need more complex logic, or want the content rewritten or combined into a brand new message for each contact, a Managed Agent or a workflow using AI actions may be a better fit.
This guide is perfect if you want to:
Send one email that automatically shows each contact the content that's relevant to them
Personalise your workflow emails based on each contact’s custom field values
Keep fewer email templates to manage, without losing the personal touch
Conditions are added in the Email Builder, directly on each element you want to show or hide. Once your email template is set up, you can send it as a campaign or through a workflow, and the conditions will apply to every contact either way.
Build your email with all of the content you want to include, then give each block its own condition. Each contact will only see the blocks that match their details.
From the Ivorey™ main menu, go to Marketing > along the top menu bar, click [Emails] > then click [Campaigns] or [Templates] > and open the email you want to personalise or click [+ New] to create a new one
Click the element you want to add a condition to (e.g. a text block, image, button, or section) > in the settings panel on the right, click on the [Visibility] tab > and toggle on Conditional Sending
Note: You can also click the Conditional Element icon (to the right of the 💻 desktop icon), in the pop-up menu above the element, to open these settings directly.
Set your condition:
Field - Select the contact field you want the condition to check (e.g. Country or Program)
Condition - Select how the field should be checked:
Is - Shows the element when the field matches the value you enter
Is Not - Shows the element when the field does not match the value you enter
Is Empty - Shows the element when the field has no value
Is Present - Shows the element when the field has any value
Note: Certain field types such as Dropdown (Multi) or File Upload will only offer an Is Empty or Is Present condition.
Value - Enter the value the field should match. For number fields, use plain numbers with no symbols (e.g. 50, not $50). For radio select and drop-down fields, enter the option exactly as it's stored in the field
Note: Each element or section can only be based on one field, with one condition for that field.
Repeat for every element that should only show for certain contacts
To create conditional content blocks in your email, you can duplicate an entire section of your email > edit the copied section with different text, offers or images > and set a condition on each section, rather than the individual elements
Preview your email and send yourself a test, to confirm that the right blocks show for contacts with different field values
Click the [Save] or [Save template] button
Once your email is ready, you can send or schedule it as a campaign to your chosen contacts, or add it to a workflow, and each recipient will only see the content that matches their details.
Refer to our Create and Send Newsletters guide for the steps to send a campaign email, and our Create an Email Sequence guide for the steps to send emails via workflows.
No, typing "NULL" won't match an empty field. Use the Is Empty condition instead. It's also worth checking that the field on the contact's record is truly empty, as any spaces or placeholder text will count as a value.
Yes, the Is Empty and Is Present conditions also work with attachment (file upload) fields. For example, you could show a Download button only when a specific file field is present on the contact's record.
Hit the support chat widget inside Ivorey™ - we can:
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Walk you through any of the steps
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