# How to Personalize Your Campaigns with Conditional Elements > Use Conditional Elements in GHL Customer Care to personalize email content by contact data. Show the right text, images, and CTAs to the proper audience in a single send. - Source: https://docs.ghlcustomercare.com/docs/marketing/email-builder-capabilities/how-to-personalize-your-campaigns-with-conditional-elements - Section: Marketing / Email Builder Capabilities - Reading time: 2 min - Images: 5, each explained below --- Use conditional element to effortlessly personalize your email campaigns! Conditional Elements let you show or hide specific content blocks in the Email Builder based on each contact’s data. --- **TABLE OF CONTENTS** - [What is a Conditional Element?](#what-is-a-conditional-element)[](#key-benefits-of-conditional-elements) - [Key Benefits of Conditional Elements](#key-benefits-of-conditional-elements)[](#how-to-use-conditional-elements) - [How to Use Conditional Elements](#how-to-use-conditional-elements)[](#new-conditional-visibility-operators) - [New Conditional Visibility Operators](#new-conditional-visibility-operators)[](#frequently-asked-questions) - [Frequently Asked Questions](#frequently-asked-questions)[](#related-articles) - [Related Articles](#related-articles) --- # **What is a Conditional Element?** A conditional element allows you to display content (such as images or text) within an email only if a contact meets certain criteria. This enables you to tailor your messaging to individual contacts automatically. Conditional Elements are configured in the Email Builder at the element level (e.g., Text, Image, Button, Rows/Sections) and can be based on multiple types of criteria including: - **Location-based content**: Display different images or offers depending on a contact’s geographic location. - **Field-based text**: Change a text element based on specific contact fields, like their job title or interests. --- ## **Key Benefits of Conditional Elements** - **Personalization**: Make your campaigns more relevant by showing customized content to each contact. - **Time-Saving**: Avoid the need to create smart lists and separate campaigns. Use one campaign with conditional elements instead. - **Increased Engagement**: Showing content that's personalized to each recipient increases the likelihood of higher click-through rates, responses, and conversions. - **Simplified Campaign Management**: Instead of juggling various lists and campaigns, manage all variations of content in one place, reducing complexity and chances for error. --- ## **How to Use Conditional Elements** 1. Open your email in the Email Builder. (**Marketing** \> **Emails** \> **Campaigns** or **Templates**) ![Step 1 of 4: Open your email in the Email Builder. (Marketing > Emails > Campaigns…](https://s3.amazonaws.com/cdn.freshdesk.com/data/helpdesk/attachments/production/155064214065/original/0_VFLp06V9FNJdGyL9MwqrOUOdB0ozPEWg.png) **Step 1 of 4: Open your email in the Email Builder. (Marketing > Emails > Campaigns…** This screenshot accompanies step 1 of 4 in the "How to Use Conditional Elements" section of "How to Personalize Your Campaigns with Conditional Elements". At this point in the walkthrough you open your email in the Email Builder. (Marketing > Emails > Campaigns or Templates). The navigation path used here is Marketing > Emails > Campaigns. The next step is to select an element (e.g., Text, Image, Button) and open the Visibility tab in its settings panel.Alternatively, click on the Conditional Element icon in the element overlay action to access conditional elements easily. - Path: Marketing > Emails > Campaigns - Where to go: Open your email in the Email Builder. (Marketing > Emails > Campaigns or Templates) - Controls: Marketing, Emails, Campaigns, Templates, Visibility, Conditional Element, Conditional, Sending, F, ield, Condition, V - Next: Select an element (e.g., Text, Image, Button) and open the Visibility tab in its settings panel.Alternatively, click on the Conditional Element icon in the element overlay action to access conditional elements easily. Full procedure: 1. Open your email in the Email Builder. (Marketing > Emails > Campaigns or Templates) <- this image 2. Select an element (e.g., Text, Image, Button) and open the Visibility tab in its settings panel.Alternatively, click on the Conditional Element icon in the element overlay action to access conditional elements easily. 3. Toggle on Conditional Sending. 4. Choose a F ield, set a Condition (is/is not), and enter a V alue. Leave the value blank to set the conditional element's value to null. When set to null, the element will only render when the specified field is empty. 2. Select an element (e.g., Text, Image, Button) and open the **Visibility** tab in its settings panel. ![Step 2 of 4: Select an element (e.g., Text, Image, Button) and open the Visibility…](https://s3.amazonaws.com/cdn.freshdesk.com/data/helpdesk/attachments/production/155064214124/original/8an3-B_coLa2a2ovUe8sqpVcVEUcv6ZfYQ.png) **Step 2 of 4: Select an element (e.g., Text, Image, Button) and open the Visibility…** This screenshot accompanies step 2 of 4 in the "How to Use Conditional Elements" section of "How to Personalize Your Campaigns with Conditional Elements". At this point in the walkthrough you select an element (e.g., Text, Image, Button) and open the Visibility tab in its settings panel.Alternatively, click on the Conditional Element icon in the element overlay action to access conditional elements easily. The navigation path used here is Marketing > Emails > Campaigns. The next step is to toggle on Conditional Sending. - Path: Marketing > Emails > Campaigns - What to choose: Select an element (e.g., Text, Image, Button) and open the Visibility tab in its settings panel.Alternatively, click on the Conditional Element icon in the element overlay action to access conditional elements easily. - Controls: Visibility, Conditional Element, Marketing, Emails, Campaigns, Templates, Conditional, Sending, F, ield, Condition, V - Next: Toggle on Conditional Sending. Full procedure: 1. Open your email in the Email Builder. (Marketing > Emails > Campaigns or Templates) 2. Select an element (e.g., Text, Image, Button) and open the Visibility tab in its settings panel.Alternatively, click on the Conditional Element icon in the element overlay action to access conditional elements easily. <- this image 3. Toggle on Conditional Sending. 4. Choose a F ield, set a Condition (is/is not), and enter a V alue. Leave the value blank to set the conditional element's value to null. When set to null, the element will only render when the specified field is empty. Alternatively, click on the **Conditional Element** icon in the element overlay action to access conditional elements easily. ![Step 2 of 4: Select an element (e.g., Text, Image, Button) and open the Visibility…](https://s3.amazonaws.com/cdn.freshdesk.com/data/helpdesk/attachments/production/155064214302/original/DxWB3jHLbF1CH1POX4wNzBqWkqRKJRhW7Q.png) **Step 2 of 4: Select an element (e.g., Text, Image, Button) and open the Visibility…** This screenshot accompanies step 2 of 4 in the "How to Use Conditional Elements" section of "How to Personalize Your Campaigns with Conditional Elements". At this point in the walkthrough you select an element (e.g., Text, Image, Button) and open the Visibility tab in its settings panel.Alternatively, click on the Conditional Element icon in the element overlay action to access conditional elements easily. The navigation path used here is Marketing > Emails > Campaigns. The next step is to toggle on Conditional Sending. - Path: Marketing > Emails > Campaigns - What to choose: Select an element (e.g., Text, Image, Button) and open the Visibility tab in its settings panel.Alternatively, click on the Conditional Element icon in the element overlay action to access conditional elements easily. - Controls: Visibility, Conditional Element, Marketing, Emails, Campaigns, Templates, Conditional, Sending, F, ield, Condition, V - Next: Toggle on Conditional Sending. Full procedure: 1. Open your email in the Email Builder. (Marketing > Emails > Campaigns or Templates) 2. Select an element (e.g., Text, Image, Button) and open the Visibility tab in its settings panel.Alternatively, click on the Conditional Element icon in the element overlay action to access conditional elements easily. <- this image 3. Toggle on Conditional Sending. 4. Choose a F ield, set a Condition (is/is not), and enter a V alue. Leave the value blank to set the conditional element's value to null. When set to null, the element will only render when the specified field is empty. 3. Toggle on **Conditional****Sending**. ![Step 3 of 4: Toggle on Conditional Sending](https://s3.amazonaws.com/cdn.freshdesk.com/data/helpdesk/attachments/production/155064214135/original/gO7lepdZAkHWsLCSSGOPSO56uvJIxocvyQ.png) **Step 3 of 4: Toggle on Conditional Sending** This screenshot accompanies step 3 of 4 in the "How to Use Conditional Elements" section of "How to Personalize Your Campaigns with Conditional Elements". At this point in the walkthrough you toggle on Conditional Sending. For context, this section explains: Open your email in the Email Builder. (Marketing > Emails > Campaigns or Templates) Select an element (e.g., Text, Image, Button) and open the Visibility tab in its settings panel.Alternatively, click on the Conditional Element icon in the element overlay action to access conditional elements…. The navigation path used here is Marketing > Emails > Campaigns. The next step is to choose a F ield, set a Condition (is/is not), and enter a V alue. Leave the value blank to set the conditional element's value to null. When set to null, the element will only render when the specified field is empty. - Path: Marketing > Emails > Campaigns - What to choose: Toggle on Conditional Sending. - Controls: Conditional, Sending, Marketing, Emails, Campaigns, Templates, Visibility, Conditional Element, F, ield, Condition, V - Next: Choose a F ield, set a Condition (is/is not), and enter a V alue. Leave the value blank to set the conditional element's value to null. When set to null, the element will only render when the specified field is empty. Full procedure: 1. Open your email in the Email Builder. (Marketing > Emails > Campaigns or Templates) 2. Select an element (e.g., Text, Image, Button) and open the Visibility tab in its settings panel.Alternatively, click on the Conditional Element icon in the element overlay action to access conditional elements easily. 3. Toggle on Conditional Sending. <- this image 4. Choose a F ield, set a Condition (is/is not), and enter a V alue. Leave the value blank to set the conditional element's value to null. When set to null, the element will only render when the specified field is empty. 4. Choose a **F****ield**, set a **Condition** (is/is not), and enter a **V****alue**. Leave the value blank to set the conditional element's value to null. When set to null, the element will only render when the specified field is empty. ![Step 4 of 4: Choose a F ield, set a Condition (is/is not), and enter a V alue…](https://s3.amazonaws.com/cdn.freshdesk.com/data/helpdesk/attachments/production/155064214196/original/09Aj5eafLj8sNjKxee8GPgQ6KPSOjnxXSg.png) **Step 4 of 4: Choose a F ield, set a Condition (is/is not), and enter a V alue…** This screenshot accompanies step 4 of 4 in the "How to Use Conditional Elements" section of "How to Personalize Your Campaigns with Conditional Elements". At this point in the walkthrough you choose a F ield, set a Condition (is/is not), and enter a V alue. Leave the value blank to set the conditional element's value to null. When set to null, the element will only render when the specified field is empty. The navigation path used here is Marketing > Emails > Campaigns. - Path: Marketing > Emails > Campaigns - What to fill in: Choose a F ield, set a Condition (is/is not), and enter a V alue. Leave the value blank to set the conditional element's value to null. When set to null, the element will only render when the specified field is empty. - Controls: F, ield, Condition, V, alue, Marketing, Emails, Campaigns, Templates, Visibility, Conditional Element, Conditional Full procedure: 1. Open your email in the Email Builder. (Marketing > Emails > Campaigns or Templates) 2. Select an element (e.g., Text, Image, Button) and open the Visibility tab in its settings panel.Alternatively, click on the Conditional Element icon in the element overlay action to access conditional elements easily. 3. Toggle on Conditional Sending. 4. Choose a F ield, set a Condition (is/is not), and enter a V alue. Leave the value blank to set the conditional element's value to null. When set to null, the element will only render when the specified field is empty. <- this image ## Conditional elements now evaluate reliably when a contact’s custom field is not set. --- ## **New Conditional Visibility Operators** Conditional visibility now supports more flexible rule logic so you can handle missing or empty values more cleanly when personalizing emails. You can now use these operators when configuring visibility rules: - Is - Is Not - Is Empty - Is Present These operators work with custom fields in the visibility dropdown, including attachment fields. **Example use cases** Show a **Download Invoice** button only when an attachment field **Is Present** Hide a personalized greeting when **First Name Is Empty** --- ## **Frequently Asked Questions** **Q: Can I type “NULL” as the value to target empty fields?** No. Typing “NULL” will not match an empty field. Leave the contact’s field blank and set the condition to Is empty. Also ensure there are no spaces or placeholder text in the field. **Q: Which field types are supported for Conditional Elements?** Supported types are single-line text, number, radio select, and single-select dropdown. For numbers, use plain numeric values (no symbols). For radio/single-select fields, match the exact stored option value. --- ## **Related Articles** - [How to use the Email Builder and its In-line Editor](https://docs.ghlcustomercare.com/docs/marketing/email-builder-capabilities/how-to-use-the-email-builder-and-its-in-line-editor) - [Different elements in email builder](https://docs.ghlcustomercare.com/docs/marketing/email-builder-capabilities/different-elements-in-email-builder) - [Text Element in Email Builder](https://docs.ghlcustomercare.com/docs/marketing/email-builder-capabilities/text-element-in-email-builder) - [Button Element in Email Builder](https://docs.ghlcustomercare.com/docs/marketing/email-builder-capabilities/button-element-in-email-builder) - [Visibility Section for Layouts in Email Builder](https://docs.ghlcustomercare.com/docs/marketing/email-builder-capabilities/visibility-section-for-layouts-in-email-builder) - [How to Preview & Test Your Email Campaigns/Templates](https://docs.ghlcustomercare.com/docs/marketing/campaign-settings-functionalities/how-to-preview-test-your-email-campaigns-templates) --- Documentation for GHL Customer Care. Support: support@ghlcustomercare.com