Adding Complex Logic to HubSpot Emails

One of HubSpot’s powerful features is the ability to have a workflow send an email. Typically, the workflow contains the logic (if-then-else), and the email contains some dynamic data, such as the first name of the person, the title of the person, the company that the person works in, etc… However, the email cannot contain complex logic, such as “show this section if someone has X field set to ‘ABC'”, leading to having another version of the email and another workflow just to have this functionality.

There is a workaround, however, to do the above. The workaround consists of leveraging the “Smart Content” feature that HubSpot supports in all of its templates, including its email templates. So, in order to show a specific section in the email for people with a field (property) set to a specific value the following must be done:

  • A dynamic list that contains the aforementioned property (set to the specific value) is created.
  • The module (section) in the email that should be displayed only when the property above is set to a specific value is converted to “Smart Content”.
  • The “Smart Content” module is set to display only when the client (the person who receives the email) is a member of the list created in the first step.
  • That’s it!

As you can see, having some complex logic (such as displaying a module when a property is set to a specific value) in your HubSpot email is possible, and is relatively not that hard. Having said that, we do reckon that it is not straightforward, so if you need help with implementing the above on your website, then all you need to do is to contact us. Our rates are affordable, our work is professional, and we love working with new (and old) clients!

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