Use dynamic content to send a single email that shows unique, personalised content to different contacts, based on the contact fields you have set up in your account. Instead of building separate campaigns for each audience, you can build one email that adapts to each recipient.

This guide explains what dynamic content is, how the conditions work, and how to set up, edit, or remove dynamic rows in your Connect email campaigns.

Topics

• How it works
• Understanding the conditions
• How to create dynamic content
• How to show different content to different audiences
• How to edit or remove conditions
• Troubleshooting

How it works

Dynamic content lets you show or hide specific rows in your email based on conditions you choose. Each contact sees only the rows that match their profile, so one campaign can speak to many audiences at once. This saves you from building (and sending) multiple versions of the same email.

Example: You're running a Friday drinks promo and want to show:

• A beer banner to male contacts
• A cocktail banner to female contacts

Instead of sending two separate emails, build one campaign with two rows. Each row has its own conditions, and every contact only sees the row that matches their profile.

There's no limit on the number of conditions or contact fields you can combine.

Before you start

• You'll need a Connect email campaign open in the design editor
• The contact fields you want to use (e.g. Gender, Date of Birth, Postcode, Tags) must be set up and populated on your contacts; empty fields can't be matched

Understanding the conditions

Each conditional row is built from three parts: a contact field, an operator, and a value.

Contact fields you can use

The contact field dropdown lists every field set up in your account. You can make content dynamic based on any of the following:

1. Name
2. Age
3. Date of Birth
4. E-mail or Mobile
5. Location or Postcode
6. Gender
7. Anniversary Date
8. Tags
9. Segments
10. Preferences
11. Loyalty Points
12. Any other data captured via Forms
13. Data populated in your account via third-party integrations

Operators you can use

The operator dropdown sets how the contact field is compared to your value.

Any or All

When a row has more than one condition, you choose how they combine using the Show this content if [Any / All] conditions are met dropdown at the bottom of the dialog.

• All: the contact must match every condition to see the row
• Any: the contact sees the row if at least one condition matches

How to create dynamic content

1. Open your email campaign in Connect and go to the design editor
2. Hover over the row you want to make conditional
3. Click Edit Row 🔧
4. Click Make Conditional
5. In the Conditional Content dialog, set your criteria: choose a contact field, an operator, and a value (e.g. Gender Equals Female). Only contacts matching this will see the row
6. Click + Add New Condition to layer more criteria on the same row (e.g. Gender Equals Male AND Date of Birth this month AND Tag Equals "UK")
7. At the bottom, set Show this content if [Any / All] conditions are met
8. Click OK to save the row

How to show different content to different audiences

To swap content between audiences (e.g. different banners by gender), create separate rows and add conditions to each:

• Row A: shown if Gender Equals Male (beer banner)
• Row B: shown if Gender Equals Female (cocktail banner)

Only one row will render per recipient, based on the contact field value on their profile.

Add a fallback row for contacts without that field

Not every contact will have every field populated. If a contact's Gender field is empty, they won't match either of the rows above and will see nothing in that spot.

To cover this, add a third row with a neutral image (e.g. a bar with a mix of drinks) and set the condition to Gender Is empty. That row will be shown to anyone who doesn't match Male or Female, so every recipient sees something.

• Row A: Gender Equals Male (beer banner)
• Row B: Gender Equals Female (cocktail banner)
• Row C: Gender Is empty (neutral bar banner)

💡 Tip: Stack as many conditional rows as you need. This works well for tag-based segments, loyalty tiers, or location-specific content.

How to edit or remove conditions

Once a row has dynamic content enabled, you can update or remove the conditions at any time.

1. Open your campaign and click the row you want to update

2. In the row settings panel, scroll to Conditional Display; you'll see "Conditional Display is enabled" when conditions are active

    

3. Click Update Display Criteria

   

4. Add, remove, or change conditions as needed

   

5. Click OK to save your changes

ℹ️ Note: To turn dynamic content off entirely, remove all conditions in the dialog. The row will then be shown to every contact.

Troubleshooting

A contact didn't receive the expected content

• Cause: The contact field used in the condition is empty or has a different value than expected on that contact's profile
• Fix: Open the contact and check the field value matches the condition. Case and spelling matter for Equals and Contains operators

Both conditional rows showed up for the same contact

• Cause: The conditions on each row overlap, so the contact matches both
• Fix: Make sure each row's conditions are mutually exclusive (e.g. Row A = Male, Row B = Female; not Row A = Male, Row B = no gender condition)

No conditional content showed at all

• Cause: The contact didn't match the conditions on any row, and no fallback row was set up
• Fix: Add an unconditional row to your campaign so contacts who don't match any condition still see something

Related articles

• Contact Fields Overview
• How to create and send an email campaign
• Managing Tags

You can now use a single Connect email to deliver tailored content to every contact in your list.

Any questions? Reach out to us via email at support@meandu.com