Conditional Content items let you show or hide email sections based on contact properties, segments, or tags. Instead of designing multiple emails for different groups, you build one email and control who sees each item.
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 set the block's condition to display it to all contacts or to a custom group.
The All Contacts option is the default option, showing the item to all contacts without differentiation.
The Custom Contacts option lets you choose which 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.
In Automations, conditional content works only with contact properties – segments and tags won’t apply there.
After selecting the rule for your contacts' filtering, specify which rule value should be assigned to contacts 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.
How to Preview Conditional Items
⚠️ Important: The Send Test function and the default static preview do not process conditional logic. They show all items or none – this is expected behavior, not a setup error.
To verify your setup before sending:
In the email editor, click Preview & Test.
Select Preview as one of your contacts.
Choose a specific contact from your audience.
The builder renders the email as that contact would see it, applying all conditional rules.
Use Cases
You can use this feature to send different emails to contacts based on the information you have just collected.
In a Welcome Automation Workflow, use contact properties collected from Signup Forms to show different content items based on each contact's stated preferences.
In an Abandoned Cart sequence, show a Free Shipping offer only to contacts from specific countries using a Country property condition.
In a Valentine's Day Email Campaign, display a personalized message item only to contacts whose first name is stored as "Valentine."
FAQ
What happens if no contacts match my rule?
The item will not appear in the email for anyone. Use Preview as one of your contacts to verify your conditions before sending.
Can I use conditional items in Automation Workflows?
Yes, but only with contact properties. Segments and tags are not supported in automations. Use a Conditional Split step as a workaround for segment-based logic.
Can I show different content based on which products are in a contact's cart?
No. Conditional items target contact-level data only – tags, segments, and custom properties. To personalize content based on cart products, use the Abandoned Products item or a Conditional Split step in the workflow.
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.
What happens if I downgrade from Pro or cancel the Personalized Content add-on?
Your emails will send without conditional items – all content becomes visible to every contact. Your conditional item settings are saved and will be reactivated when you re-enable the feature.
My test email shows all items regardless of my conditions. Why is that?
This is expected. Send Test delivers all content items to the recipient regardless of the conditions set – it is designed to check layout and design only, not conditional logic. Use Preview as one of your contacts in the email editor to verify which items a specific contact will see.
💬Need help? If you didn't find the answer to your question, contact our support team through the in-app chat or at [email protected].