Definition
Conditional merge variables are pieces of template logic in email that evaluate a data field and display content accordingly. If a condition is true, one block shows; if false, an alternative block or nothing shows. This is how a single template delivers different messages to different recipients dynamically.
They extend basic merge tags, which simply insert a value. Conditionals act on the value — for example showing a special headline only to subscribers with a loyalty status, or hiding a section when a field is empty.
Merge Tags vs Conditional Logic
| Feature | Merge Tag | Conditional Merge Variable |
|---|---|---|
| Base action | Inserts a value | Evaluates a condition |
| Example | {{ first_name }} |
{{#if loyalty == "gold"}} |
| Output | Always the value | Varies by the condition |
You often pair them: a conditional tests a field, then merge tags inside it insert the tailored details.
Common Conditional Patterns
{{#if first_name}}
Hi {{ first_name }},
{{else}}
Hello there,
{{/if}}
Other common uses:
- Show personalised offers only to qualifying segments.
- Hide empty sections when a merge field has no value.
- Branch by status or stage for different messages.
- Select currency or language by a recipient attribute.
How to Use Conditional Merge Variables Well
- Always provide a fallback: Define an
elsebranch for recipients who match no condition. - Test each branch: Render every outcome to confirm the correct block displays.
- Handle empty values: Plan for missing data so emails never look broken.
- Keep logic simple: Over-complex conditionals are hard to maintain and likely to break.
- Check data availability: Ensure the referenced fields exist and are populated.
Related Glossary Terms
Abandoned Cart Email
An abandoned cart email is a triggered message sent to online shoppers who added items to their cart but did not complete the purchase.
Abandoned Cart Email
An abandoned cart email is an automated message sent to customers who added items to their online shopping cart but left without completing the purchase. It is one of the highest-converting email types in ecommerce.
Back-in-Stock Email
A back-in-stock email is a triggered message sent to shoppers who requested notification when an unavailable product becomes available again.
Batch Sending
Batch sending is the practice of delivering a single email campaign to a large list in groups or waves rather than all at once.
Behavioral Email
Behavioral email is a message triggered by a subscriber's action, inaction, or engagement pattern, making it more relevant than scheduled broadcast sends.
Email Campaign Orchestration
Email campaign orchestration is the coordination of multiple emails, channels, messages and timing into a unified customer experience.
Frequently Asked Questions
Conditional merge variables are template logic that shows different content based on a data value or whether data exists. They let a single email template display distinct messages to different subscribers.
A merge tag simply inserts a value such as a name. A conditional merge variable evaluates a condition, like when a field is empty or a status matches, and changes the content accordingly. Conditionals often wrap merge tags to tailor output.
Yes. Using a conditional, you can display a section only when a field has a value and hide it otherwise, providing a clean fallback so recipients never see blank or broken content.
Render the email for every branch of the logic, verify the correct block appears for matching data, and confirm the fallback shows for recipients who match no condition or lack the referenced data. Testing all outcomes prevents broken sends.