Migomail's conditional logic engine lets you build IF/THEN/ELSE rules that dynamically show or hide email content blocks, change subject lines, swap product recommendations, and route subscribers to different sequences — all within a single campaign send.
A single campaign can deliver a different experience to every subscriber when conditional logic controls what they see. Migomail's condition engine evaluates subscriber data at send time — not at build time — so every subscriber gets content that matches their exact profile.
Place conditional content blocks anywhere in your email — hero section, product recommendations, CTA button, pricing table, or any paragraph. Each block evaluates a condition at render time and shows one of two content variants: THEN (condition true) or ELSE (condition false). Multiple conditional blocks can appear in a single email, each with its own independent condition.
Combine multiple conditions within a single block using AND (all conditions must be true), OR (any condition must be true), and NOT (condition must be false) operators. Chain up to 10 conditions in a single rule. Complex rules like "Show this block IF subscriber is in the VIP segment AND has purchased in the last 30 days AND is located in Delhi" are supported.
Apply conditional logic to subject lines — not just email body content. Test whether a first-name personalised subject line outperforms a generic one, show a different urgency hook to subscribers who have never purchased, or reveal a VIP subject line to your highest-value customers. Subject line conditions use the same IF/THEN/ELSE rule builder as content block conditions.
Show different product recommendations based on subscriber purchase history, browsing behaviour, category preference, or geographic location. IF a subscriber has purchased from the "Running" category, show running gear recommendations. ELSE show your best-selling products from the subscriber's most recently browsed category. All resolved at render time from your connected ecommerce store.
Send multilingual emails from a single campaign — IF subscriber locale is "hi" (Hindi), show the Hindi content block; ELSE show the English block. Locale conditions work with any language and script, including right-to-left languages. Combine with geographic conditions to show currency-specific pricing, country-specific shipping details, and region-specific product availability.
Show different content based on the current date, time, or a subscriber-specific date. Display countdown timers to sale-end for subscribers who have not purchased, show "today only" content on the day of a launch, hide content blocks after an event has passed, or show anniversary-specific content on the exact date a subscriber joined. Date conditions evaluate at open time, not send time.
Before sending, preview your conditional email exactly as it will appear for any subscriber in your list — select a subscriber profile and Migomail renders the email with all conditions evaluated for that specific subscriber's data. Test the VIP version, the new subscriber version, the returning customer version, and the non-purchaser version from a single preview screen, with no test send required.
Conditions can reference data from any object in the subscriber record — not just direct profile fields. Reference most-recent order data (last order amount, last order product, last order date), website visit data (last visited URL, page category, time on site), automation history (enrolled in workflow X, exited workflow Y), email history (opened email Z, clicked link W), and any custom event payload data.
Migomail's condition builder uses a visual interface — select a data field, choose an operator, enter a value. Conditions read like plain English sentences so any marketer can build complex logic without engineering support.
Conditions can reference any field in the subscriber profile — first name, email, tags, custom fields, segment membership, join date, last open/click date, purchase history, geographic data, and any custom event payload sent via API.
Chain up to 10 conditions using AND (all must be true), OR (at least one must be true), and NOT (must be false) operators. AND/OR can be mixed within the same rule — (Condition A AND Condition B) OR Condition C.
Conditions are evaluated when the email renders for each subscriber — not when you build the campaign. This means a condition referencing "last order date" always uses the actual data at send time, not a snapshot taken when you configured the rule.
Use the profile preview to test your conditions before sending. Select any subscriber, and Migomail renders the email with all conditions evaluated for their specific data — showing exactly which blocks they will see.
Place as many independent conditional blocks as you need in a single email. Each block has its own rule — different sections can use different conditions, so a product block, a CTA block, and a footer block can all show different content based on different subscriber attributes.
This example shows a single monthly campaign with conditional logic applied. Every subscriber receives it in the same send — but what they see is determined entirely by their profile data, resolved at render time.
Migomail supports conditional operators for every data type in the subscriber record. Here is the complete operator reference — with examples of real conditions you can build for each type.
First Name
is not empty → Show personalised greeting
City
contains Delhi → Show Delhi store offer
Email domain
ends with .gov → Show government plan
Order count
is greater than 5 → Show loyalty reward
Points balance
is between 500–1000 → Show tier upgrade CTA
Last order amount
is greater than ₹10,000 → Show premium offer
Last order date
is within 30 days → Show repeat-buyer offer
Join date
is more than 365 days ago → Show anniversary badge
Birthday field
is today → Show birthday discount
Marketing opt-in
is true → Show promotional content
SMS opt-in
is false → Show SMS sign-up prompt
Trial account
is true → Show upgrade CTA
Tags
contains vip-member → Show VIP exclusive content
Segment
is Cart Abandonners → Show recovery incentive
Tags
does not contain churned → Show retention offer
Industry
is Healthcare → Show healthcare case study
Plan type
is not Enterprise → Show upgrade prompt
Category preference
is in [Running, Yoga] → Show activewear
Building a conditional email in Migomail follows a straightforward flow — design your template, add conditional blocks, set rules, preview across profiles, and send.
Email performance improves measurably when content matches the subscriber. These are the average lifts Migomail customers see when they move from static campaigns to conditional logic emails on the same audience.
Conditional subject lines — showing a different subject to VIP subscribers, new subscribers, and lapsed customers — produce a 34% average open rate improvement over a static subject line sent to all three groups.
When product recommendations, CTAs, and offers are conditionally matched to each subscriber's purchase history and segment, click-through rates improve by 58% on average versus a single static product grid sent to all subscribers.
The compound effect of higher opens and higher clicks — combined with more relevant offers shown to each subscriber — produces a 41% average improvement in revenue per send when conditional logic is applied to product recommendation blocks.
Subscribers who receive content that matches their profile and interests unsubscribe at a 22% lower rate than subscribers who receive a generic one-size-fits-all email. Relevance is the single strongest driver of long-term list retention.
For ecommerce campaigns with conditional product blocks — showing purchase-history matched recommendations to returning customers and bestsellers to new subscribers — conversion rate improves by 29% versus a static product grid.
Subscribers who regularly receive conditional emails — content relevant to their profile — are 17% more likely to remain on the list 12 months after subscription compared to subscribers who receive generic broadcasts.
Feedback from email marketers, ecommerce managers, and growth leads who use Migomail's conditional logic to personalise campaigns without multiplying their workload.
Before Migomail conditional logic, our monthly campaign process was: segment list into 4 groups, build 4 separate emails, send 4 campaigns, reconcile 4 sets of analytics. It was 3 days of work per campaign. Now we build one email with conditional blocks for each audience group, preview it across 4 profiles, and send once. Same personalisation, 4 hours of work instead of 3 days. We use the time we saved to run more campaigns — we have gone from 2 campaigns per month to 6, which has been the single biggest driver of our email revenue increase.
The condition that changed our revenue the most was surprisingly simple: IF last order date is within 30 days, THEN show "Complete your collection" with products from the same category they bought. ELSE show bestsellers. That single IF/ELSE block on our monthly campaign increased revenue per send by 67% compared to showing bestsellers to everyone. We had been showing the same product recommendations to both new customers and repeat buyers — customers who bought from us last week have completely different needs from customers who bought 4 months ago, and we were ignoring that difference. One conditional block, one afternoon to set up, 67% more revenue per send.
We use the profile preview feature before every single conditional campaign, without exception. Before Migomail we would guess that the conditions were working correctly and occasionally discover — after sending to 60,000 people — that a condition was wrong and everyone saw the same version. Now we select 10 representative subscriber profiles before every send and verify that each one renders the correct version. The first time we caught a misconfigured condition in preview, it would have shown our "new subscriber" 15% discount to every single VIP customer on the list. The preview feature is not a nice-to-have — it is what makes conditional emails safe to send at scale.
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Common questions about Migomail's conditional logic and dynamic email content.
Conditional logic in email means showing different content to different subscribers within the same email send — based on rules you define. Instead of building separate campaigns for different audience segments, you build one email with IF/THEN/ELSE rules that determine which content block each subscriber sees. For example: IF the subscriber is tagged as "VIP", THEN show the VIP product offer. ELSE show the standard product grid. Every subscriber receives the same email send, but the content they see is personalised to their profile.
Any field in the subscriber record — text fields (name, city, industry), number fields (order count, spend amount, loyalty points), date fields (join date, last order date, birthday), boolean fields (opt-in status, trial status), tags and segment membership, dropdown/select fields (category preference, plan type), and data from connected integrations (last order product, last visited page, CRM fields). Custom fields added to your account are also available as condition fields.
Yes. You can chain up to 10 conditions using AND and OR operators, and mix them within the same rule. For example: (IF subscription_tier is "Enterprise" AND last_login_date is within 7 days) OR (IF account_type is "Agency"). The parenthetical grouping of AND/OR is configured in the rule builder using condition groups — each group evaluates independently and the groups are combined with OR.
Conditions are evaluated at render time — when Migomail generates the email for each individual subscriber during the send process. This means a condition referencing "last order date" uses the subscriber's actual last order date at the moment of sending, not a cached value from when you built the campaign. If a subscriber makes a purchase after you build the email but before you send it, the condition evaluates correctly against their updated data.
Yes. Subject line conditional logic works the same way as body content conditions — you configure an IF/THEN/ELSE rule that shows a different subject line to subscribers who match the condition versus those who do not. You can also apply A/B testing on top of conditional subject lines — testing two subject line variants within each conditional branch — though this requires the A/B testing feature to be enabled on your plan.
Use the profile preview feature. Open the send preview and select a subscriber from your list. Migomail renders the complete email with all conditions evaluated for that subscriber's specific data — showing you exactly which content blocks they will see. Switch between different subscriber profiles to verify every conditional branch is rendering correctly. This is the step we strongly recommend before every conditional campaign send, particularly when conditions involve multiple rules.
Yes. Conditional content blocks work inside emails sent from automation workflows — welcome series, drip campaigns, win-back sequences, and trigger-based emails. This means a single workflow email step can show different content to different subscribers based on their profile at the time that specific email renders for them, rather than requiring separate workflow branches to achieve the same personalisation.
No hard limit. You can place as many independent conditional blocks as your email design requires. Each block has its own rule — they are evaluated independently. In practice, emails with more than 8–10 conditional blocks can become complex to preview and test thoroughly, so we recommend using the profile preview across a representative set of subscriber profiles before sending high-complexity conditional emails.