With variants, you can easily create different versions of the same campaign or message and adapt the content to your recipients.
For example, you can show different content to different segments, use a different subject line for a specific target group, or choose a different sender – without having to create several separate campaigns.
When the campaign is sent, the active variants are checked in order, from top to bottom. The first variant that matches the recipient is used for the send. If a recipient matches multiple variants, the one that is highest up is sent.
If the recipient does not match any of your variants, the Standard variant is used. This way, you can easily control what content different target groups receive, while still having a standard version that catches all other recipients.
Create variants
You always start with a Standard variant. It is used as the default for recipients who do not match any of your other variants.
Create a new campaign and then click Add variant.
Choose a trigger for the variant. You can choose between a segment or a tag.
Customize the variant as needed, for example with a different template, subject line, or sender.
If you have multiple variants, you can drag and drop them to change the order and therefore the priority.
You can also switch between the variants in the preview to see what the different versions look like.
Customise each variant
Each variant can be customized based on what you want to show or send to that specific target group.
You can customise:
Content – give the variant its own content or appearance.
Subject line and pre-header – customize these for email.
Sender name and sender address – use a different sender for a specific variant.
Sender number – for SMS and RCS.
UTM parameters – use your own UTM Campaign and UTM Term values.
Segment or tag – determine which subscribers should receive the variant.
Priority – change the order of the variants by dragging and dropping them.
Activate and deactivate variants
If you don't want to use a variant right now, you can easily deactivate it. The variant will remain, but won't be used for sends.
If you later want to start using it again, you can activate it again.
Keep in mind that if an active variant is already using the same trigger as a new variant, the new variant may become inactive. This prevents you from accidentally having multiple active variants with the same trigger.
Statistics
Do you want to compare how the different variants perform? You can find the statistics directly in Analytics.
If a campaign contains multiple variants, you can select a specific variant and view the results for that variant.
Frequently asked questions
A subscriber received a different variant than I expected. What should I check?
Start by checking that the subscriber matches the segment or has the tag used as the trigger for the variant. Also check that the variant is active.
If the subscriber matches multiple variants, you need to check the order. The first matching variant is used for the send.
What happens if the subscriber doesn't match any variant?
The Standard variant is always used.
Can I use the same trigger for multiple variants?
Yes, but only the active variant with the highest priority is used. If you create a new variant with a trigger that is already used by an active variant, the new variant may therefore become inactive.
Can I use variants in automations?
Variants also work in automations and make it possible to customize messages based on the recipient's segment or tags.