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Conditions show a section only to some recipients. Merge tags put each recipient’s own details into the email, such as their first name. The Builder writes both in your email platform’s own syntax when you export.

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Tell the Builder where the email is going

The syntax depends on your email platform. Set it once per email:
  1. Click an empty part of the canvas, then More settings.
  2. Under Sending, pick the platform in Where it’s going.
For Marketo, Pardot, ActiveCampaign, MailerLite, Acoustic, Netcore and Stripo, the Builder doesn’t write condition code. Use My own code, below.

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Add a condition to a section

  1. Select the section.
  2. In the Style panel, under Show when, choose Only when….
  3. Pick a saved condition from Condition, or click New condition.
The section becomes one version of the condition. To show a different section to another group, click that version’s name, marked +, under Versions in this email. The Builder adds a copy of the section for that version. Change the copy’s content. Code for your platform shows the code the Builder will write. If your platform can’t use the condition, the panel says so, and only the version for everyone else goes out. To write the code yourself, choose My own code in Condition and fill in Opening code and Closing code. It goes to your platform exactly as written.

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Create a condition

New condition opens New conditional content.
  1. Enter a Name, for example “Loyalty tier”.
  2. Add a version for each group. For each one, enter a Version name and set the Field, Check and Value, for example “tier”, “is”, “gold”.
  3. Click Add a version for more. People get the first version they match.
  4. The last version is for Anyone who matches none of the versions above.
  5. Check the Code for each platform. You can write your own for any platform.
  6. Click Create.
Saved conditions can be reused in any email in the workspace. Manage saved conditions opens the Dynamic Content page.

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Preview each version

When an email has conditions, a bar above the canvas lets you pick which version to see: Show all, a single version, or Hide all. Preview as at the top shows the email for one set of example values. See Preview and test emails. Test emails show every section unless you choose a version under Send as.

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Merge tags

Merge tags live on the Dynamic Content page, in the sidebar. Workspace owners set them up. Everyone else uses them in emails. Every workspace starts with First name, Last name, Email and Company.

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Add a merge tag

  1. Go to Dynamic Content and open Personalization tags.
  2. Click Add Tag.
  3. Enter a Label. This is what people see in the merge tag list.
  4. Add the tag’s syntax for your platforms under ESP Syntax. Leave a platform blank and the Builder writes its tag from the label.
  5. Enter an Example Value, shown in previews and test emails, and a Fallback Value, used when a recipient’s data is empty.
  6. Click Create Tag.
In an email, a merge tag looks like {{@First name@}}. When you export, send a test or push to your platform, the Builder turns it into the platform’s own tag. Some email platforms let you import their merge tags. Workspace owners can do this from the platform’s panel on Integrations.

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Conditional content

The Conditional content tab on Dynamic Content lists your saved conditions. Click Add conditional content to make one, or See the code for a platform to check what the Builder writes.

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Dynamic branding

If one email goes out for several brands, a brand value such as a colour or logo can come from each recipient’s data. Set this up in the design system’s Brand styles › Dynamic branding. See Brand styles.