Conditional merge-tags (if-elsif-else conditions) are very useful to personalise your email and subject content.

Note: you can use this in both your subject line and the email body.

Lets say you want to start an email with a salutation like:

If prospect has a first name:

"Hi {{first_name}}," 

else if the prospect has company:

"Hello {{company}} team,"

else:

"Hey there,"

depending on whether the prospect has non-empty 'first_name' and 'company' columns.

You can achieve this conditionally with the following syntax: 

{% if first_name %}Hi {{ first_name }}, {% elsif company %}Hello {{company}} team, {% else %}Hey there, {% endif %}

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