Why You Should Use “Conditional Content” in Your Atomic Newsletter

Stop putting money through the shredder!

One of the most important features an ESP provider can offer concerning your newsletter is the ability to use something called “conditional content.”

Conditional content allows you to show different messages to different users who receive the same email.

How is this possible?

ConvertKit uses a code called “Liquid”

Here’s exactly how it works and why you want to use it.

The Power of Conditional Content

Let’s imagine you sell two digital courses.

The first course costs $97 and the second course costs $297.

Whenever someone buys your $97 course you assign them a tag.

For simplicity's sake, let's say that tag is “Purchased $97 Course.”

If someone has already purchased your $97 course, it doesn’t make much sense to promote it to them again simply because they’re unlikely to buy it a second time.

Maybe if they’re drunk.

But they’ll probably request a refund when they sober up so it’s best to just avoid the scenario altogether.

Instead, it would be better to show them a different offer.

In this case, your $297 course.

Here’s how you accomplish this in ConvertKit:

Once you open the “snippet window” you simply copy and paste the following code and change the relevant text with a link to your offer.

{% if subscriber.tags contains "Purchased $97 Course" %}

This will show if the subscriber has the "Purchased $97 course" tag.

{% else %}

This will show if the subscriber does not have the "Purchased $97 course" tag.

{% endif %}

Here’s an example:

{% if subscriber.tags contains "Purchased $97 course" %}

Buy my $97 course here!

{% else %}

Buy my $297 course here!

{% endif %}

This is what it looks like in an actual email:

But what if your subscriber has purchased both courses?

In that case, you can use what’s called an “Else If” Statement.

{% if subscriber.tags contains "Purchased $97 Course" %}

This will show if the subscriber has the "Purchased $97 Course" tag.

{% elsif subscriber.tags contains "Purchased $297 Course" %}

This will show if the subscriber has the "Purchased $297 Course" tag.

{% else %}

This will show if the subscriber has neither the "Purchased course" nor 
"Purchased ebook" tags.

{% endif %}

With an “else if” statement, the first positive match will apply and that content will be shown, even if there’s another positive match lower down.

This means if you want certain conditions to take priority over others, you need to place them in order of importance from top to bottom.

So you would write something like this:

{% if subscriber.tags contains "Purchased $97 Course" %}

Buy my $97 course!

{% elsif subscriber.tags contains "Purchased $297 Course" %}

Buy my $297 course!

{% else %}

Thank you for being a valued customer, you might like this $497 course 
by my friend Mark!

{% endif %}

By leveraging “conditional content” you maximize your sales, lead your audience deeper into your sales funnel, and fatten your wallet instead of leaving money on the table.

So, let me ask you:

Will you use conditional content in your newsletter?

If not, why are you so stupid?

About the Author

My name is Evan. I love drinking black coffee and reading Jack Reacher novels. Oh, and I’m addicted to simplifying online business so I can spend more time with my family and live a life of freedom. Also, WordPress sucks.

A few ways to connect:

💌 Join 1800+ smart creators and discover how to replace your income by writing an “atomic newsletter”

💻 Join the Newsletter Alchemy Skool Community and get instant access to courses, resources, and more tricks like this to help you build the life of your dreams with a simple newsletter business.