The Kickdynamic rule builder is a powerful feature that allows you to use on-open recipient context rules based on weather, device, date/time, location to adapt, optimize & update images at the time of open.

You can use the rule builder to create simple rules, or use it's advanced features for more for a fully customizable open time marketing rule engine.

The following guide will show you how to get started with the Rule Builder. If you are looking for ideas on how to use the Rule Builder then take a look at the use cases.

If you have any questions please don't hesitate to contact our support team.

Let’s get started!

In your account, navigate to the campaign section:

You can either create a new campaign, or add a rule to an existing campaign. You can access the rule builder via the drop down menu by clicking on the ‘wand’ icon.

This will open the Tag Generator window where you can follow the steps to create a rule builder Tag. Enter a name and description for your rule. Clicking next will take you into the Rule builder.

Define your rules

This is where you define the core rules for your rule builder Tag. This step has a few parts depending on what you would like the rule to do. Remember you can save and come back to the the Tag if you haven’t finished.

Handy things to know before going further:

  • Each rule builder Tag must have one rule and default to be allow as a complete rule

  • You can upload multiple images for separate rules

  • You can duplicate a rule for faster creation
Upload mulitple images
Duplicate rule:

Insight: Rules flow from top to bottom (Rule 1 onwards). We wil try and match rule 1, if no match the rule 2 etc. If the open conditions don’t match any of the rules the default is displayed.

Building your first rule

Part 1: Select condition(s).

Conditions are used to determine what images or widgets to display based on the context at the time of open. These include Weather, Device, DateTime, Geo, Parameters. Here is a description of each condition:


  • Temp C; temperature range, highs or lows in celsius
  • Temp F; temperature range, highs or lows in Fahrenheit
  • Weather; weather condition including sunny, rainy, snow, foggy, rain, windy, cloudy


  • Device; type of device at open
  • Client; type of email client used at open
  • Reading envornment: Mobile, vs desktop vs webmail


  • DateTime; select a date and time range
  • Date of week; select a day of week
  • Time of day; select a time of day
  • Day of month; select a day of month


  • Country; define what to display based on country of open
  • GeoFence; select a geo fence


  • Parameters; define unique parameter name and value

You can select multiple conditions per rule using the and/or SQL language to edit what you want to rule to do. The rule builder will alert you if the formula of the conditions is incorrect.

1. Select Property

2. Select Operator

3. Select Value

Once you have selected your conditions, click save. You can now apply an action to your conditions:

The action is what you want to display depending on the conditions you have used in the rule.

1. Select your action:

The are two types of action you can chose:

Use an image:

To use a pre-defined image, select 'image' and then click next. Upload an image from your computer and apply the href for when a recipient clicks on the image. When you select next save the image is now applied to the rule.

Use a widget:

You can also use a widget with the rule. A widget is context or content Tag that has built separately. Widgets include Image Optimizer, Countdown Clock, Nearest Store, Social feeds and Web To Email. Select the widget you want to apply the rule, hit next to select the Tag in that widget and then save to apply the widget.

The fist part of the rule has now been set up.

Creating multiple rules

Remeber, you can easily create multiple rules by duplicating the previous rules to easily build you Tag. You can then edit the new rule conditions and action. Once you have built all the rules required you will then need to apply a default.

The default

The default is the action to use when none of the rule conditions can be meet, it is also used as a fallback image. We recommend the default action to be a generic image or widget.

Once you have built your rules and selected the default you can now complete your rule builder Tag by selecting next and the Tag will be generated. Here's an example of a complete rule, display images specific to device:

Now you can copy and paste the Tag into the HTML where you want the image to display.

Hit done and you’re finished!

Advanced Features

The rule builder has the following advanced features that allows you to customize your rules to use data from your email provider.


Parameters allow you to create a data merge to append to the end of a Tag that will take data from your ESP at the time of send, and the combine with the context rule you have build. For example you can merge M for male gender and F for female gender and then display the selected image and widget.

When you select Parameter string from the condition selector you have two options:

Parameter name = the name of the parameter in the Tag, this is used for you to know what data is being merged. For example: gender

Parameter value = the exact mail merge command from your ESP. Post merge this is the value that tells the Tag what to display. For example ‘M’ or ‘F’.

Once you have select those values. You can build your rules as normal!