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3 Ways to Use Our New Conditions Feature

Kirk Bentley

Using Conditions

Our new Conditions feature gives you a powerful new way to send customized content to each subscriber. Instead of creating a new email template with different content for each subscriber on your list, you can now create one dynamic template.

WordFly will automatically display the right content for the right subscriber. Conditions can save you time and help you provide more relevant content to your subscribers which—as you can probably guess—results in higher engagement and conversion rates. Conditions is a super helpful and effective new set of tools you’ve got at your disposal now.

Let’s take a look at three basic techniques to get you started. We’ll use a reminder email example to walk you through it all.

 

1. Inside the body of an email

This is the most basic method and a great place to start. Using this technique, we’ll choose a content block (text, image, video, etc.) and wrap a conditional statement around it. This is a simple “yes or no” situation. If the subscriber meets the condition, they’ll see the content. If they don’t, they won’t!

In this example, we will only show this content if the subscriber has not already booked a hotel. Instead of making two templates, we can make one template that works for both subscribers who have a hotel reservation and those who don’t.

A condition wrapped around an email container

Here’s how we used the Conditions tool in WordFly to stipulate that it should only show this content to subscribers who are listed in our database as NOT confirmed for a hotel reservation.

Detail of condition showing When Hotel is not equal to Confirmed

 

2. Use custom blocks as conditional content

Another great way to use conditional content is by creating a custom content block using our new Block Editing tool. In this technique, we put together the elements of the block and then wrap the conditional content around the entire block. In this example, we have created a custom block with content pre-built for subscribers who have booked the “Best Lunch Ever” add-on. Similarly, to example #1, the entire custom content block will either display or not display depending on whether the subscriber meets the conditions. This is just a fancy, more custom version of example #1 but there’s a lot of flexibility built in here. Plus, using custom blocks allows us to save all our work for next time. This technique is great for that content you use consistently across various campaigns. Now let’s get more advanced.

A condition wrapped around a custom block

 

3. Insert conditional content inside a custom block

Here’s where things get interesting. Using this technique, we’ve created a custom block but instead of wrapping the conditions around the entire block, it’s wrapped around the various elements inside the block. In addition, we’ve chained together the conditions, creating a complex IF/THEN statement out of four separate statements. This approach provides an incredible amount of flexibility going forward.

In our example, we want to promote retention in our loyalty program for subscribers visiting Seattle and remind members of their benefits. In addition, for non-members, we want sell the benefits of our membership programs and encourage sign-up. It might look something like this:

To solve this content puzzle we created a custom block that we can save and reuse for all our Seattle trip reminders. We’ve chosen to create a highly flexible custom block using three columns across. We’ve built a “row” of blocks for each membership level and then chained together each condition in a “column”.

If you’re a Super Gold member, you’ll see only the Super Gold discounts and the same for Super Silver and Super Fly members. This approach makes it easy for us to switch out any of the offers by editing our custom block in the future. The text is not conditional in this example but easily could be. Another huge advantage here is the ability to save this conditional content block for use in all future “Trip to Seattle,” campaigns.

Are there other approaches to this task? Most certainly. But this example shows just how deep you can go with one simple set of conditions chained together.

Conditions placed inside a custom block

 

Let us know what you think.

These three examples should give you a good starting place for our new Conditions tool—but this is really the tip of the iceberg. How are you using conditional content? Let us know!