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Gainsight Inc.

Create and Send Multi-Variant Emails

Gainsight NXT
Gainsight helps innovative companies protect and nurture their most valuable asset - their customers - with the power of our award-winning platform. With our Customer Success Solution, you can gain deeper insights into customer behavior, operationalize the customer lifecycle, and coordinate actions and results across teams.

This article supports Gainsight NXT, the next evolution of the Customer Success platform. New and upgraded customers are deployed on Gainsight NXT.

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Admins can create and send multiple variations of an email within one Program to scale personalized customer communications and simplify reporting. You can personalize multi-variant emails based on customer segments using fields such as industry, role, location, language, and more.

This article provides an overview of how to add variants to email templates and how to configure Programs to send multi-variant emails.

Identify Multi-Variant Use Case

It’s important to identify your use case for multi-variant emails and the customer segments you want to target with each variant. This will help determine how to best configure any multi-variant email templates and programs.

For multi-variant communications, customer segmentation should be based on a field with selections that align to segments you want to target. For example, if you want to send one version of an email to customers working in construction, and another version of an email to customers working in agriculture, then you will need to select a field that aligns with each customer segment, such as Industry.

You will select participant sources and configure program emails based on this field. For more information on this process, refer to Configure Participants and Configure Program Email.

Create Variant Email Templates

Variants are separate versions of the same email, contained within a single email template. Each program is meant to be sent to a different segment of customers. You will not assign segments to each variant when creating your email template. Instead, you will complete this step as part of program configuration.

First, you must create multi-variant templates before you can configure a multi-variant program. Complete the following steps to add variants to an email template.

  1. Navigate to Journey Orchestrator > Email Templates.

  2. Click to edit an existing template, or click +CREATE to create a new one.

  3. Configure your default Email Template. For information on how to configure an email template, refer to Create Journey Orchestrator Email Templates.

  4. To add your variant, click +VARIANT at the bottom-left of the email template screen. You can create a maximum of 15 variants.

  5. Select for your variant to either start as an empty template, or a copy of one of the existing email variants.

Note: You can also copy variants by hovering over them and clicking the “copy” icon.

create variant.gif

  1. Make any necessary adjustments to each email variant. You can rename the variant by clicking its name in the top-left of the layout. In our example, we’ll translate the English text in our Default template to Spanish for the variant.

  2. Click SAVE to save the template.

IMPORTANT: It is a requirement that if the default variant has a survey, then every variant MUST include that survey either as a link or button. If not, this can adversely affect reporting.

Configure Multi-Variant Emails within Programs

To successfully send multi-variant emails through a Program, you need to configure the Program’s participants and model. The example below will walk you through the typical configuration steps. For more information on configuring programs, refer to How to Configure Programs (Path).

Note: The specific configurations of your multi-variant email will differ depending on your specific use case. In the example below, we’ve chosen to configure email variations based on different languages, since this is a common use case.

Configure Participants

You can add participants to a program from three potential sources: Events, CSV files, and Query Builder. For multi-variant communications, it is important to pick a source containing data that can align with your targeted customer segmentation. Pick sources that have a field you can use to target each email variant to the correct customer segment.

In this example, we want to send an English version of an email to customers in the United States, and a Spanish version of the same email to customers in Mexico. We will select a source that contains both a field that aligns with these customer segments (such as the Location field), as well as other participant data we need, such as the name and email address for the participant.

Perform the following steps to configure participant sources for multi-variant emails:

  1. Navigate to Journey Orchestrator > Programs.

  2. Select a program from the list view to configure, or click +CREATE to create a new one. For more information on the program list view, or creating a new program, refer to Program List View and Create New Program.

  3. Click the green participant icon at the beginning of the program model.


  1. Click +SOURCE to select your participant sources. For more information on selecting and configuring participant sources, refer to Adding Participants to a Program. In our example, we have selected Query Builder as one of our participant sources. We can use it to query the Company Person object, which has both the general participant data we need for the program, and access to the Location field we need for our multi-variant email.

nxt multi variant query builder source.png

  1. Select participant fields for mapping within the program. For more information on selecting fields for your source, refer to Adding Participants to a Program. In our example, we are selecting the Location field, as well as the other fields we need to complete program configuration.

nxt multi variant location field.png

  1. Complete the remaining participant configuration including adding any other participant sources, selecting uniqueness criteria, and mapping sources. For more information on completing participant configuration, refer to Adding Participants to a Program.

Configure Program Email

You can add a multi-variant email template to any email step in a program model. For our example, we’ll select the Survey Email step. For more information on selecting email steps, refer to Configure Model and Emails for Programs.

After you select a template, you need to set the filter condition for each email variation in your template. Filters are based on the mapped participant fields and match the email variant with the appropriate segment of customers.

In our example, we based our filters on the Location field and selected values for where we want to send each variant. The default variant in English is configured with the filter “Location = USA” to target customers in the United States, and the Spanish language variant is configured with the filter “Location = Mexico” to target customers in Mexico.

Complete the following steps to configure program email steps for multi-variant emails:

  1. Within the program model, select the email step you wish to configure with your multi-variant template. For more information on selecting email steps, refer to Configure Model and Emails for Programs.

  2. Select your multi-variant template from the template drop-down. For more information on creating multi-variant templates, refer to Create Variant Email Templates.

  3. Click the Email Settings icon.

  4. By default, the checkbox “Send default variant if the variant filter does not have a match.” will be checked. Uncheck this if it does not apply to your use case.

  5. By default, the checkbox “Skip sending the email if the record value and the default value are unavailable for token” will be unchecked. Check this if it does apply to your use case.

NXT multi variant email settings.gif

  1. Within the Default variant, click the filter icon at the top-left of the variant’s layout.

  2. Configure the filter condition to match the customer segment you wish to target with the Default variant.

    Note: You can click the Null checkbox to select a value of Null as your filter value. For example, if you wanted to send a variant to participants who have a blank value listed for the Location field, you could select a filter of “Location = Null”.
  3. (Optional) Click +FILTER to add filters to the variant.

  4. (Optional) Configure the Advanced Logic if more than one filter is applied to a variant.

  5. Click APPLY to save filter configurations.

  6. Complete remaining email configuration steps, such as mapping tokens.

  7. Add filters and complete other email configuration steps for all variants.

  8. (Optional) Preview and test the email. For more information, refer to How to Test a Program.

  9. Click SAVE to save the email step.

NXT multi-variant email filter variants.gif

Complete Remaining Configurations

  1. Complete any remaining configurations needed for your program model. For more information on configuring program models, refer to Create Variant Email Templates.

  2. (Optional) Test the functionality of the Program. For more information on this process, refer to How to Test a Program.

  3. Click PUBLISH to publish the Program. You can choose to publish the program right away, or schedule it to be published at a later time. For more information on these options, refer to Configure Model and Emails for Programs.

    Note: Once a Program is published, very few configurations can be made. The Program will move to an Active status and initial messages will be sent. For more information on editing active programs, refer to Program List View and Create New Programs.

Additional Example Uses

  • Run A/B testing on your customer communications by creating alternate versions of an email and comparing response results

  • Reduce the number of emails and campaigns by tailoring the message according to recipient or customer attribute for the same email content. For example, send a Product Announcement that has varying messages for each role within one outreach and analyze response rates within one report.



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