Conditional content lets you personalise marketing and operational emails, so each recipient sees information that’s relevant to them. Instead of sending the same messaging to everyone, you can change parts of the email based on factors like behaviour, preferences, or previous booking details. For example, if you have some holidays leaving from specific airports, why not target those trips to people living within those areas? This can be set up as Conditional content in your AdHoc and Recurring emails.You can in additional use Conditional Layout in Recurring emails.  

This makes your communication feel more tailored, improves the customer experience and increases engagement because people are more likely to act on content that applies to them.

It also helps your team work more efficiently. Rather than creating separate templates for every segment or use case, you can build one email that automatically adapts to different audiences. 

Here is a basic breakdown of how to set up your audience criteria and then your Emailer using Conditional Content. If you would like to go through it with a member of our team, please let us know and we'll arrange some training. 

Part 1: Selections/Campaign Setup

Before setting up your email in Emailer, you need to create your audience selection for the campaign. Go to Selections then choose either your new Campaign criteria, or find the previously set up Campaign you'd like to use. 

1. Create Your Campaign

• Create a new campaign, or

• Search and filter to find an existing template, or

• If this is a repeat campaign, find the previous email and note the Email ID

2. Copy Existing Page Criteria

If you’re basing the campaign on an older one, copy and save the page criteria for reference.

3. Update the Criteria

Adjust the audience filters as required for the new send - if you are including Conditional content, please ensure you include your criteria data that you need, so for example, Holiday Type data if you want to target different groups with different offers.  

4. Check Suppressions

• Ensure any required suppression group is applied.

5. When creating or copying existing Criteria, make sure the data you want the conditional content to work off is tagged in the output formatter

5. Save Your Work

6. Update Campaign Details

• Update name,

• Release date,

• Manager.

7. Modify Seeds

• Select “Modify Seeds”.

• Confirm the correct seed list is attached - to create a Seed list or add emails to one, see this document

8. Confirm Changes

Click OK.

9. Save and Note Campaign Number

This number will be needed in the Emailer tool.

Part 2: Building the Email (Emailer Tool)

10. Create Email

Choose Recurring → Select Create New if creating a automated email with Conditional Layout, or AdHoc for a one-off email such as a newsletter that requires Conditional Content.

Create your email design as required in Design Email

11. Upgrade the Campaign

Use the campaign number you saved in Step 9.

12. For Repeat Campaigns

• Go to Design/Preview

• Load the previous HTML 

• Locate and save the Email ID as noted in Step 1.

13. Add Conditional Content (If Required, see Creating Conditional Content below for more on this)

Once Conditional content has been added, complete the following steps: 

14. Send Test Emails

Send tests to yourself.
Check:

• Layout

• Link

• Dynamic content visibility

15. Final Approval

Once approved:

• Sign off

• Schedule send date/time

• Activate the campaign

Part 3: Creating Conditional Content

16. Identify What Content Will Be Conditional

Decide which elements change by segment (country, product, offer)

17. Generate Conditional Content Spreadsheet to create Rule

From the emailer design details:

• Click Manage Rules

• Select “…or create a new one”

18. Name Your Rule & Download Blank Spreadsheet

• Choose a descriptive rule name

• Select the output tag (ensure the correct tag is added to your output format)

• Download the blank spreadsheet (this will automatically download once ready)

19. Add New Fields (If Needed)

Insert new columns near the start of the sheet. Examples:

• Offers → image URLs

• Feature link → hero and other key hyperlinks

• From price → promotional pricing (e.g 123)

Please Note: Dragging the spreadsheet into the first one (edit existing rule) will over write the data in the rule selected by the dropdown, while dragging it into the second one will create a new rule. Updating an existing rule when the structure of the spreadsheet has been changed (e.g. columns added or removed) may cause errors due to old data not being purged from the dataset.

20. Upload the Completed File

Drag the spreadsheet into the upload area. Do not navigate away — wait until it finishes!

21. Confirm Upload

When the previous spreadsheet name reappears, click OK.

22. Apply the Conditional Content

In the email designer:

• Open the Conditional Content panel

• Select the newly uploaded rule

23. Use Tags in the Email

The tags from your spreadsheet will now be available in the conditional content dropdown.

Editing Conditional Content

24–25. Update Your Spreadsheet

Make necessary edits and save.

26–28. Re-upload

• Go to Manage Rules

• Select your campaign

• Drag in the updated file

• Wait for it to finish uploading

Conditional Content in Subject Lines

29. Open Design Preview

Open the email in Design/Preview mode.

30. Load Previous HTML (If Repeat)

31–32. Add Subject Line Placeholder

Go to Source and insert the following (with a space after):

33. Save

34. Add Placeholder Subject

Type anything into the subject line (it will not be used).

35–36. Load Subject Line Spreadsheet

Ensure each segment/country has its correct subject line in the Subject column.

37. For Testing

Append Trade/Consumer/Country to the subject lines to identify which version is rendering.

38. Before Final Send

Remove the extra testing identifiers.

Conditional Layout – How-To Guide