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.
Assistants need to reach this page over the internet. While it is only running on your machine, these two buttons will not be able to load it.
Each image has a one line explanation. Switch to full detail for the step it belongs to, the fields and buttons involved, examples and the whole procedure.
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.
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
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…What this shows Step 1 of 4: Open your email in the Email Builder.What this showsShows where to go for step 1 of 4 in the "How to Use Conditional Elements" section of "How to Personalize Your Campaigns with Conditional Elements".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.Step 1 of 4Path: Marketing > Emails > CampaignsImage 1 of 5Where to goOpen your email in the Email Builder. (Marketing > Emails > Campaigns or Templates)
Buttons and menus referencedMarketingEmailsCampaignsTemplatesVisibilityConditional ElementConditionalSendingFieldConditionV
Next stepSelect 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.All 4 steps in this procedure
Open your email in the Email Builder. (Marketing > Emails > Campaigns or Templates) this image
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.
Toggle on Conditional Sending.
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.
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…What this shows Step 2 of 4: Select an element (e.g., Text, Image, Button) and open the Visibility tab in its settings panel.Alternatively, click on the Conditional…What this showsShows what to choose for step 2 of 4 in the "How to Use Conditional Elements" section of "How to Personalize Your Campaigns with Conditional Elements".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.Step 2 of 4Path: Marketing > Emails > CampaignsImage 2 of 5What to chooseSelect 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.
Buttons and menus referencedVisibilityConditional ElementMarketingEmailsCampaignsTemplatesConditionalSendingFieldConditionV
Next stepToggle on Conditional Sending.All 4 steps in this procedure
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 easily. this image
Toggle on Conditional Sending.
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…What this shows Step 2 of 4: Select an element (e.g., Text, Image, Button) and open the Visibility tab in its settings panel.Alternatively, click on the Conditional…What this showsShows what to choose for step 2 of 4 in the "How to Use Conditional Elements" section of "How to Personalize Your Campaigns with Conditional Elements".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.Step 2 of 4Path: Marketing > Emails > CampaignsImage 3 of 5What to chooseSelect 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.
Buttons and menus referencedVisibilityConditional ElementMarketingEmailsCampaignsTemplatesConditionalSendingFieldConditionV
Next stepToggle on Conditional Sending.All 4 steps in this procedure
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 easily. this image
Toggle on Conditional Sending.
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.
Toggle on ConditionalSending.Step 3 of 4: Toggle on Conditional SendingWhat this shows Step 3 of 4: Toggle on Conditional Sending.What this showsShows what to choose for step 3 of 4 in the "How to Use Conditional Elements" section of "How to Personalize Your Campaigns with Conditional Elements".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.Step 3 of 4Path: Marketing > Emails > CampaignsImage 4 of 5What to chooseToggle on Conditional Sending.
Buttons and menus referencedConditionalSendingMarketingEmailsCampaignsTemplatesVisibilityConditional ElementFieldConditionV
Next stepChoose 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.All 4 steps in this procedure
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 easily.
Toggle on Conditional Sending. this image
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.
Choose a Field, set a Condition (is/is not), and enter a Value. 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…What this shows Step 4 of 4: Choose a F ield, set a Condition (is/is not), and enter a V alue.What this showsShows what to fill in for step 4 of 4 in the "How to Use Conditional Elements" section of "How to Personalize Your Campaigns with Conditional Elements".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.Step 4 of 4Path: Marketing > Emails > CampaignsImage 5 of 5What to fill inChoose 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.
Buttons and menus referencedFieldConditionValueMarketingEmailsCampaignsTemplatesVisibilityConditional ElementConditional
All 4 steps in this procedure
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 easily.
Toggle on Conditional Sending.
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.
