Conditional Content Items let you show or hide email sections based on contact properties, segments, or tags. When you need to send specific details to a particular group of customers, you don't need to design multiple automations emails with various triggers or multiple email campaigns.
With conditional items, only one email with information relevant to each customer needs to be designed.
Before You Begin
Pro plan users can access Conditional Content at no extra cost.
Standard plan users can purchase this feature as a standalone add-on (pricing based on your contact tier).
If upgrading to Pro is more cost-effective, Omnisend will show the upgrade option instead.
Add-on billing:
Billed with your main subscription (same invoice, same cycle).
Scales with your contact tier.
View active add-ons in Store Settings.
Key limitations:
Campaigns: Conditional items work with contact properties, segments, and tags.
Automation Workflows: Conditional blocks work only with contact properties. Segments and tags are not supported.
Why Use Conditional Content Blocks?
Personalization: Tailor email content to each contact's profile without creating multiple campaigns.
Efficiency: One email design serves multiple audience segments.
Relevance: Show offers, images, or CTAs only to the contacts who need them.
How to Set Up Conditional Content Items
In your item layout settings, you can change the block's condition and decide whether it should be displayed to all customers or a custom group.
The All Contacts option is the default option, showing the item to all customers without differentiation.
The Custom Contacts option allows you to choose what contacts this item will be displayed to.
Step 1: Add a Content Block
Open your email in Email Builder (Campaign or Automation).
Drag any content block (text, image, button) into your layout.
Step 2: Choose Your Audience
Click the content block → select Layout Settings (top-right).
Under "Show this block to," choose:
All Contacts – Block appears for everyone (default).
Custom Contacts – Block appears only for contacts matching your rule.
Step 3: Define Your Rule
Select Custom Contacts.
Choose a filter type:
Contact Properties (works in Campaigns and Automations)
Segments (Campaigns only)
Tags (Campaigns only)
Keep in mind that conditional content based on segments or tags is only available in Campaigns.
For Automations, conditional content works only with contact properties – segments and tags won’t apply there.
After selecting the rule for your customers' filtering, specify which value of the rule should be assigned to customers for whom this block will be shown (for example, select the segment name if you want to filter by segments).
For example, if you want to filter the email content by Country, enter the Country's name in the input field. If you need to add several rules, you can do that by clicking the 'Add rule' button.
Step 4: Add Multiple Rules (Optional)
You can add multiple rules by clicking Add rule. When doing so, it’s important to choose the appropriate operator for combining them.
Use the OR operator if a contact should match any of the rules. For example, to show content to anyone from country A or country B.
Use the AND operator if a contact must meet all rules at the same time. For example, contact has contact property A and gender B.
⚠️ Using "IS NOT" Conditions
When creating rules with "IS NOT" logic (e.g., Country is not X), make sure to use the AND operator between them. This ensures the block is shown only to contacts who do not match any of the excluded values.
For example, if you set five "IS NOT" conditions with the AND operator, the content will appear only for contacts who meet none of those five criteria. If you use OR instead, the logic may not work as expected.
When you need to exclude some values or your rule needs to be less strict, use one of the following rules.
Make sure to select a valid contact property, segment, or tag. If the rule you choose doesn’t exist in any contact’s profile, the layout will not appear in the emails you send.
Use Cases
You can use this feature to send different emails to customers based on the information you have just collected.
If you use the sign-up forms to ask your customers about their preferences, you can account for the information they provide when sending your Welcome automation.
In the Abandoned Cart sequence, you can send your Free Shipping discount to only customers from some countries.
A special offer can be sent to customers whose name is Valentine in the Valentine's Day promotional newsletter; only these customers will see it.
FAQ
What happens if no contacts match my rule?
The item won't appear in the email for anyone. Use Preview & Test to verify your conditions before sending.
Can I preview conditional content?
Yes. In Email Builder, click Preview → select a contact profile → the preview shows items matching that contact's data.
What if I downgrade from Pro?
If you cancel your Pro plan or the add-on, emails will be sent without conditional items. The content becomes visible to all contacts.
How do conditional items affect Clickmap reports?
Clickmap shows data only for contacts who received the item. If 50% of recipients saw the item, the report reflects only those contacts.
Can I use conditional items in Automation Workflows?
Yes, but only with contact properties. Segments and tags are not supported in Automations.
What happens if I cancel my Pro plan?
If you downgrade the Pro plan, your email will be sent without the conditional content item.
If you didn't find the answer to your question, contact our support team through the in-app chat or at [email protected].