Campaign approach

arrone_braze

Scenario: I want to send an email to my customers in which I want to include dynamic content based on the attribute "state". State is an array and some customers will be having multiple values stored in it.

So, I'm thinking if I use if/elsif liquid logic in the email template what content will be rendered to customers with 2 values in state.

or will it be a safer option if i choose audience path and attach a static copy for each state. It's just for four states.

Not satisfied with the answer AI gave me, hence posting here to listen from people with real life experience in execution.

Nirnay






if/elsif is perfectly fine for this scenario.

Liquid evaluates conditions from top to bottom and stops as soon as it finds the first match. So if your state attribute is an array and a user belongs to multiple states, you can simply order your conditions based on the priority you want.

For example, if a user has:

["California", "Texas"]

and you always want to show the Texas banner when both are present, check for Texas first:

{% assign states = custom_attribute.${state} %}

{% if states contains 'Texas' %}

  <!-- Texas banner/content -->

  <img src="TEXAS_BANNER_URL" alt="Texas offer">

{% elsif states contains 'California' %}

  <!-- California banner/content -->

  <img src="CALIFORNIA_BANNER_URL" alt="California offer">

{% elsif states contains 'New York' %}

  <!-- New York banner/content -->

  <img src="NEW_YORK_BANNER_URL" alt="New York offer">

{% elsif states contains 'Florida' %}

  <!-- Florida banner/content -->

  <img src="FLORIDA_BANNER_URL" alt="Florida offer">

{% else %}

  <!-- Default banner/content -->

  <img src="DEFAULT_BANNER_URL" alt="Current offer">

{% endif %}

A user with both California and Texas would receive the Texas banner because Texas is checked first. A user with California and Florida would receive the California banner because California appears before Florida.

The key is to define your priority order before building the Liquid.

For only four states, I would personally keep this within one email using Liquid rather than creating separate Audience Paths. It is easier to maintain, avoids duplicating the full email, and ensures the shared content stays consistent.

Audience Paths may be preferable when each state needs a substantially different journey, separate reporting, different send timing, or independent testing. But for swapping a banner or a small content section, Liquid is usually the cleaner option.

I would also recommend adding a default else condition and testing profiles with:

• one state
• multiple states
• no state
• unexpected spelling or casing

Also, make sure the stored values are consistent. For example, use either California everywhere or CA everywhere rather than mixing formats.

Hope this helps.