Merge rules: If… Then… Else

In the fast-paced world of digital marketing, personalization has become a key strategy in engaging customers and driving sales. That is why we (at Publigo) understand the importance of delivering tailored messages to individual recipients. With our innovative If... Then... Else feature, Publigo empowers our users to inject words, phrases, sentences, or even paragraphs before or after a target marker, or even replace the marker itself completely. 

In this article, we'll explore a real-world scenario to illustrate how this feature can greatly improve your marketing efforts. 

In this article

How does it work?

Publigo's If...Then...Else feature allows you to create customized document merge campaigns based on specific conditions. By defining If...Then...Else logic, you can tailor the content of your document merge dynamically. Our feature enables you to inject words, phrases, sentences, or paragraphs before or after a target marker, or even replace the marker itself. This feature enables you to dynamically personalize your document merge based on recipient-specific information, enhancing engagement and delivering a tailored experience.


Imagine that you are the owner of a charming independent bookstore. You have a loyal customer base, and you want to thank them personally for their continued support. You use Publigo to send out a monthly newsletter, but you always felt that your newsletters could be more tailored and engaging. This is where Publigo's If... Then... Else feature comes to the rescue!

Benefits and Impact

Enhanced Personalization

By customizing markers based on specific conditions, you can create personalized document merges that resonate with each recipient on an individual level.

Improved Engagement

When customers receive a document merge that addresses them by first name and provides tailored content, they are more likely to engage.

Time and Cost Efficiency

Publigo's If...Then...Else feature allows you to automate the personalization process, saving you time and effort compared to manually crafting individual document merges.

How to use

We’re going to use the scenario above for this walkthrough:


In the Publigo main page, click More actions > Merge rules > If... Then... Else


Identify the target markers (merge tags). 

You craft a newsletter with a marker that dynamically inserts each customer's first name in the greeting. However, you want to take it a step further and make the content even more personal

Injecting Customized Content using Publigo's If... Then... Else feature. 

Using Publigo's If... Then... Else feature allows you to inject personalized and relevant content.

In our example, we replaced (C) the marker months inactive (A) to inject the promo / offer below if the number of months inactive is equal to 1 or 0 (B). 
- We entered the first conditional output in the Use this text field (D):  

Enjoy a 20% discount on your next purchase with the code ViP20

Note: Markers (merge tags) currently do not work when used inside the Use this text or Otherwise, use this text fields.

Info: These are the parameters and the available options for our If… Then … Else feature: 

A. Marker - Select the relevant marker.

B. Condition - Choose the option that applies to your use case.

    • Is equal to
    • Is different than
    • Is lower than
    • Is higher than
    • Is lower or equal to
    • Is higher or equal to
    • Is empty
    • Is not empty

C.  Compare to - Enter the value of the condition you want to test.

    • Replace marker with
      - To replace the actual marker with the specified output/value.
    • Precede marker with
      - To inject the specified output/value before the marker.
    • Follow marker with
      - To inject the specified output/value after the marker.

D.  Output / value - Enter the value of the condition you want to test.

    • Use this text
      - The output/value to be displayed when the condition is met.
    • Otherwise, use this text
      - The alternative output/value to be displayed when the condition is not met.

Note: Only 2 conditional outputs can be specified. If you have 3 or more conditions, this feature is not suitable for your needs.


Add an alternative output if the first condition is not met. 

To add more versatility, we're going to offer a discount to customers who haven't made a purchase for more than 1 month. Using the same arguments entered above, we simply added this in the Otherwise, use this text field (D - highlighted): 
Enjoy a 10% discount on your next purchase with the code MissYou10

Then click SAVE for the changes to take effect. 


Send the Tailored Newsletter.

You are thrilled with the final result!
Now, when your customers receive the newsletter (either via email or snail mail), they will be greeted by their first name and presented with personalized content that: 

  • Acknowledges their previous purchase with a 20% discount voucher or
  • Offer a 10% discount for infrequent patrons

Observe how Publigo automatically injected relevant promotional content based on the number of months the customer has been inactive with their book purchase (see the highlighted section in the middle).

Info: Did you see the dynamic QR codes in the examples above? Learn how to create this.


Elevate your marketing strategies with Publigo's If... Then... Else feature. This empowers you to create highly personalized and relevant content, allowing you to forge stronger connections with your customers. By injecting relevant content, you can deliver tailored messages that resonate with individual customers. This level of customization enhances the customer experience and boosts engagement, ultimately driving better results for your business. 

Tip: Are you manually and painstakingly deciding whether to create a merged document or not? With our innovative Skip Record If feature, you will automatically streamline your workflow by determining whether to create a document or not based on specific conditions with ease, saving you valuable time and effort. Learn more.

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