Show email content by contact
Show a row or column to matching contacts, use a saved segment and test personalisation with a contact's details.
Conditional content lets you show part of an email only to relevant contacts. For example, everyone can receive the same newsletter while an invitation appears only for contacts in your event-interest segment.
Add a visibility condition
Select a row or column
The condition applies to the row or column containing the content, rather than to an individual image or text block. Put content with different conditions in separate rows.Choose who should see it
Under Show to, change Everyone to Contacts matching a condition.Set the field, condition and value
Use a contact field, tag, list membership or saved segment. For example, choose Segment and select your existing event-interest segment.Preview two different contacts
Use View as a contact to select someone who matches, then someone who does not. Check that the section appears only for the intended contact.
The panel accepts one condition. For combinations such as “Event invitations is Yes and country is United Kingdom”, create a segment first, then select it. MailGraf checks that segment's current rules when sending.
Show alternative content
You could show one row to contacts tagged “SEO” and another to contacts tagged “Google Ads”. A contact with both tags sees both rows. A contact with neither sees neither.
Check for overlaps when the rows are meant to be alternatives. Keep a shared introduction or other common content where needed.
A section that does not match is removed before the email is sent. The recipient's email app does not have to interpret the condition; Outlook and other apps receive only the content prepared for that contact.
Add fallback text
When inserting a personalisation tag, use If empty, use for contacts whose field is empty. For example, {{first_name|there}} can turn “Hi” followed by the tag into “Hi Sam” or “Hi there”.
The fallback applies only when the field has no value. Check the whole sentence with both a named contact and one without a name.
Check a real inbox
In Send test, choose the example contact under Send as this contact and enter your own address in Send to. The email uses the selected contact's details but arrives at your test address. See Send a test email.
Device visibility is separate
Mobile and Desktop visibility depend on the screen, not the contact's segment. Some email apps do not support device hiding. This limitation does not apply to contact-based conditional content.
For device settings, see Create and use an email template. To use topic choices in your conditions, first set up email preferences.
Related articles
Was this helpful?
Still need help?
Write to us and a person will answer.
