Show content to specific recipients

A display condition shows or hides a block for specific recipients based on their Tags. Every subscriber gets the same email, but each one only sees the blocks meant for them.

Example

You tag some subscribers as loyalty_member. You add a block with a members-only offer and set a condition: show this block only when loyalty_member is true. Everyone else never sees it.

You can add a display condition to any block or element on the canvas, except the Footer.

To set a display condition:

1. Select the block or element on the canvas.
2. In the right panel under Display condition, turn on Show this block conditionally (Show this element conditionally if you selected an element inside a block).

3. In the first field, pick a Tag.
4. Set the operator and value (for example, is and true).

5. Click + Add rule to add more rules. Choose All rules if every rule must match, or Any rule if at least one is enough.
6. Under If value is unknown, choose Hide block or Show block. This controls what happens when the Tag has no value for a recipient.

When a condition is active, the block shows a chip on the canvas with a short summary of the rule: IF for a standalone condition, or ELSE IF / ELSE for a block in a branch chain.

Show different content to different groups

A single display condition only controls one block: the editor shows it to some recipients and hides it from others. It does not replace one block with another.

Use Branch when different recipients should see different blocks in the same place, and each recipient should see exactly one variant.

To set up a branch chain:

1. Place two or more blocks (or elements inside the same block) directly next to each other on the canvas.
2. On the first block, turn on Show this block conditionally (or Show this element conditionally) and set the Tag rule. The first block has no Branch setting. The editor checks this block first.
3. On each middle block (every block below the first except the last), turn on the display condition, set a Tag rule, and set Branch to Else if. The editor checks this block only when the conditions of the blocks above it didn’t match.
4. On the last block, turn on the display condition and set Branch to Else. Do not add a Tag rule. This block is the fallback for everyone who did not match any block above.

نصيحة

Think of the chain as if → else if → else: the first block is the first check, each Else if block is the next check when the previous one did not match, and Else is what everyone else sees.

The editor checks blocks in order from top to bottom and shows the first one that matches. All other blocks in the chain stay hidden for that recipient.

ملاحظة

Each branch links only to the block directly above it. If you move blocks apart or set Branch without a valid block above, the chain breaks. Check your email flags this as an issue.

Example scenario: re-engagement by last purchase

A re-engagement email where each recipient sees content based on how long ago they last bought something.

ملاحظة

days_since_last_purchase must be a Number (Integer or Price) Tag set on the recipient profile. The ≥ operator is only available for numeric Tags.

Block	Branch	Condition	What the recipient sees
Block 1	None	days_since_last_purchase ≥ 90	”We miss you” message with a win-back discount
Block 2	Else if	days_since_last_purchase ≥ 30	A reminder about new arrivals
Block 3	Else	None	A regular promo block

A recipient inactive for 120 days matches both Block 1 and Block 2, but sees the win-back message because Block 1 comes first. Someone inactive for 30–89 days sees the new-arrivals reminder. Everyone else sees the regular promo block.

To set up this scenario:

1. Add three Text blocks one after another as three separate blocks on the canvas.
2. Block 1: turn on Show this block conditionally. Set days_since_last_purchase ≥ 90, leave If value is unknown on Hide block, and add the win-back copy.

3. Block 2: turn on the display condition. Set days_since_last_purchase ≥ 30, set Branch to Else if, and add the new-arrivals copy.

4. Block 3: turn on the display condition, set Branch to Else, and add the regular promo copy. Do not add a Tag rule.

Write a custom Liquid condition

When the rule builder is not enough, write the condition yourself in Liquid.

1. Select the block or element on the canvas.
2. Under Display condition, turn on Custom Liquid expression.
3. Type your condition. For example, to show a block to recipients in Germany or VIP subscribers:

Country == "DE" or VIP

The editor wraps your expression as {% if ... %} around the block when the email is sent. A custom expression replaces any rules set in the builder above it.

Tag names with spaces are converted automatically. For example, Last Order becomes LastOrder.