How to create a rule-based image

Last updated October 31, 2026

A rule-based image shows one of several images to each subscriber, chosen when they open the email. Use it to show a different banner by loyalty tier, location, day of the week, device or anything in your subscriber data, all from one piece of code.

Step 1: Create it and add images

In the dashboard, open Tools and choose Rule-based Images.
Click Create New.
Click Add Image and choose an image from the Media Library (JPG or PNG, up to 1 MB, ideally no larger than 1000 × 1000 pixels). An option can also be another widget, like a countdown timer. See how to put one widget inside another.
Add an image for each version you want to show. You can have up to 2 on Free, 4 on Micro, 10 on Standard and as many as you like on Power and above.

Add the images in priority order, because they're checked from top to bottom.

The Rule-based Images editor with two images, their display conditions, and the fallback image section

Step 2: Set when each image shows

On each image, click Update Conditions and add one or more conditions, like "Merge Tag: Text contains gold" or "Day Of Week is Saturday". See how to set display conditions for rule-based images for every option.

An image without conditions is never shown, so give each image at least one condition.

Step 3: Add a fallback image

Under Fallback Image, click Upload Fallback Image (Micro and above). It shows when no conditions match. Without one, nothing shows for those subscribers.

Step 4: Preview, save and add it to your email

Click Preview and use the simulation to test different dates, devices and merge-tag values. It doesn't count as a view.
Click Save, then Copy code.
Paste the code into an HTML block in your email and replace each {{VARIABLE_NAME}} placeholder with your platform's merge tag. How to use this? next to the code explains it.

Ideas

A different store or destination image by city.
Loyalty-tier banners: gold, silver and bronze.
Lunch offers before noon and dinner offers after.
A different timer design per segment.

To learn more about rule-based images, see our Rule-Based Images page.