Content variants

Content variants turn one static message into content tailored to different audiences. You create several versions of part of your message, and Marketing agent picks the right one for each customer at send time.

What you can optimize using content variants

Choose the best subject line.
Choose the best hero image.
Choose the best hero block: image, text, and call to action.
Choose the best promotion offer.
Choose the best SMS message.

Decide which variants to create

There are two ways to decide which variants to create for your goal:

Marketing agent suggests them. When it sees that the message would benefit, Marketing agent offers to cluster your audience and uses AI to suggest which variants to create. You accept or decline the suggestion. See Audience clustering.
You tell it. Name the variants you want, for example from an existing segmentation.

Create three hero images for this email: one for new customers, one for regular buyers, and one for our VIP segment.

How variants are organized

Each content decision, such as which subject line to send, is saved in one Omniblock. The Omniblock holds every variant that's considered at send time, so it's the pool of options for that decision.

Each variant contains:

Targeting: why the variant was created, such as the audience it's meant for.
Content fields: the content that decision needs. For example, a subject line and preheader, or a desktop image, mobile image, CTA text, and CTA link.

All variants in an Omniblock share the same content fields and differ only in their content.

Default variant. The default variant is typically the content you'd normally send, so it's the benchmark for comparing how the other personalized variants perform. AI uses it for experimentation and evaluation, and it goes to customers who don't fit any other variant.

Manage and preview variants

The Omniblock artifact is where you manage which variants are created and inspect each variant's content fields.

In the email or SMS preview, pick which variant to show. See Preview and test.

How customers get the right variant

Variants sit in the email as Jinja: dynamic text and dynamic images. At send time, AI picks the best variant for each customer.

Limitations

AI selection only. You can't choose variants by rule, such as by segment.
Variants change text and images only. All variants share the same layout, so you can't vary a block's design.