New option to send email mail merge to just selected rows of a spreadsheet

When connecting to a Google Sheets spreadsheet to send a mail merge campaign, you can now specify filter criteria to pull only certain email addresses that match the criteria. Be sure to reload Gmail in Chrome to get the update.

You’ll notice a new “Filter Rows” box when connecting to a spreadsheet.

This post explains how to use the “Filter Rows” box and what to type to get the rows that you want to select. Specify one criteria per line, in the format:


For example, if you have a spreadsheet column called “Company”, and you want to send a mail merge campaign to just everyone who’s Company is “Microsoft”, you would enter:


Instead of the = sign, you can instead use the ~ operator to represent “contains”. For example, let’s say that your email addresses are in a column called “Email”. You want to send to only addresses. You could enter:


meaning all rows where the “Email” value contains “yahoo”.

Multiple Criteria

You can also specify multiple criteria. Let’s say your spreadsheet has the columns “Company” and “Position”. Let’s say you want to send to everyone whose Company=Microsoft, and Position=Manager. You would enter:


Or, let’s say that in your actual spreadsheet, the Position column had values like “Product Manager” and “Technical Support Manager”, but you still wanted to email everyone at Microsoft that was some type of manager. In that case you would set the Position criteria to just “contain” the word “manager”. So:


In these cases, you want rows that match both criteria. So in these cases, the boolean operator should be set to AND. You might, however, want to switch to OR in certain cases. Let’s say your spreadsheet has all of your customers but you want to send a campaign to only customers with an email address at a consumer domain, like,,, and You would enter:

And you would set the boolean dropdown to OR. Meaning you want to send to everyone where Email contains OR Email contains OR Email contains OR Email contains

As another example, let’s go back to our spreadsheet containing the company column. You’re sending a mail merge campaign to executives at billion-dollar tech companies, so you want to only send to people where Company is either Microsoft, Apple, or Facebook. You would enter:


and set the boolean dropdown to OR. If you entered this criteria and set the boolean dropdown to AND, you would get an error saying that no rows could be selected, since there isn’t a single row where the Company is equal to all three of those values, as that would be impossible!

17 Replies to “New option to send email mail merge to just selected rows of a spreadsheet”

  1. Unknown

    I've got an error after selecting the google sheet (no optional settings has been added) :

    "GMass: No recipients found for the specified Filter."

    Please help

  2. Ajay Goel

    I believe I've already helped you via email, but the answer to this is:

    This happens if your spreadsheet isn't in the right format. You must have column headings in the first row and the data must start on the second row. In the past, it was more flexible with misformatted spreadsheets, but with this new feature, spreadsheets do have to be in the right format. More info on how to make sure your spreadsheet is in the right format:

  3. Dennis

    Hi, I want to filter by a column with null value.

    I have tried
    col1 = 0
    col1 = null

    but neither 0 or null worked.

    How do I filter by empty value?

    I got
    "GMass: No recipients found for the specified Filter."

    thank you

  4. Archana Hari


    I have a spread sheet which has multiple columns with email ids of people playing different roles in the given organisation. For eg, one column has CEO Contacts, one has fundraising contacts etc. Each row is one organisation. Is it possible for me to send only to a given column of ids?

  5. Paul Williams

    Any chance to amend this to allow for exclusions? I.e., send this email to everyone in the sheet, EXCEPT those with the company name "Microsoft". I would think this would look like this:

    However, this does not work.

    Even more advanced would be "not containing Microsoft":

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