Create Variants of an Email or Landing Page

Create Variant creates a complete version of an existing asset.

Your variant includes the email or landing page, such as:

The original email acts as the parent, or master asset. Your new variant stays linked to the parent while remaining a separate asset that you can edit, review, and sync.

Knak uses the same variant relationship for translated assets. As a result, the Variant dropdown shows both:

For example, if your master email has a French translation and a Canadian regional variant, both appear in the Variant dropdown.

Use Create Variant when you need multiple versions of the same email or landing page to remain active at the same time.

Create Variant works best when:

Create separate emails and landing pages for different markets or regions that use the same language.

For example, create one version for the United States and another for Canada. Adjust content such as:

Keep regional content separate while maintaining a relationship to the master asset.

Create full-asset versions for different audiences or customer segments.

For example, create variants for:

Use a variant when changes affect a large part of the asset. Each audience can have its own content, review process, and sync lifecycle.

For smaller changes within the same email, consider using Dynamic Content instead.

Use variants when the same campaign needs a different presentation for each brand or subsidiary.

Keep the campaign structure consistent while changing elements such as:

Each brand receives a complete email that can be edited and reviewed separately.

Create separate versions when your email requirements differ by region, product, customer type, or regulatory requirement.

For example, change:

Each variant can follow its own review and approval process.

This workflow is useful when different versions need separate compliance approval while still sharing the same core design.

You can also use variants when you need complete emails for different audiences, delivery contexts, or creative approaches.

Create Version A, Version B, or additional variants when you want to test major creative differences.

Change elements such as:

Each variant can be synced as a separate email to your marketing automation platform (MAP).

Your MAP still manages test functions such as traffic allocation, winner selection, and reporting.

Create separate versions of a message for different sending situations.

For example, you may need:

Each version can share the same starting creative while using different content or email settings.

Use variants when a central team controls the master email while local teams manage their own versions.

Your central team can create and approve the master. Your regional or business teams can then update permitted content in their variants.

Each team can manage its own review, approval, and sync process while maintaining a connection to the master.

Choose the option based on how much your email needs to change and whether the new version needs to stay connected to the original.

Use Create Variant when each version needs to be a separately editable, reviewable, or syncable email.

Choose this option when most of the email may differ, multiple versions can remain active, and you want the versions to retain a relationship to the master.

Use Dynamic Content when you want to keep a single email in your marketing automation platform.

Dynamic Content works best when only specific sections, images, or offers change based on the recipient.

For example, use Dynamic Content to show one offer to customers and another offer to prospects without creating two complete emails.

Use Clone when you need an exact, one-off copy of an existing email and do not need an ongoing relationship with the original.

Use cloning carefully. Cloning copies everything from the original asset. This can include:

Review all copied content and settings before using the cloned asset.

If your goal is to create a new asset that follows your current brand standards, consider starting with a Theme instead. Themes give you access to approved modules and current brand settings. They also reduce the risk of carrying outdated content or settings into a new asset.

Learn more in Why You Should Use Themes Instead of Cloning Assets.

Decide whether your new asset needs to remain connected to the master.

Ask yourself:

If most answers are yes, Create Variant is likely the appropriate workflow.

Need more help? Contact support via live chat using the chat bubble in the bottom right corner or email support@knak.com.