When you build an email experience, you may want to serve more than one image to the email recipients. Some reasons for doing this may include the following:
- To show recipients both a countdown timer and a dynamic image
- To serve both a header image and a footer image to track click-through rate on each image
Using Multiple Targets
Multiple targeting functionality allows you to create more focused email experiences and personalize the emails with an additional level of granularity for the recipients. When you choose a target for dynamic content, it's automatically added to all variations of that content for consistency to ensure that each piece of dynamic content has mutually exclusive target groups.
Example 1
All your retail locations are having a one-day sale, but you only have retail locations in certain states. You could set the States target for all recipients who open the email in states with a retail location and then add the Date/Time target for all recipients who open the email on the day of the sale. Any recipient who opens the email in a state where you don't have a retail location or who opens the email on any date other than the date of the sale sees the default image.
Example 2
You want to market a new line of weatherproof iPhone cases to people who have iPhones in locations where it's currently raining or snowing. You could set the Device Platform target for all recipients who open the email on an iPhone and add the Current Weather target for all recipients who open the email where it's currently raining or snowing. Any recipient who opens the email from a device other than an iPhone or in a location where it isn't currently raining or snowing sees the default image.
Adding Additional Content Areas
Follow these steps to add an additional content area to an email experience.
- Click ADD CONTENT AREA.
- Optionally, change the name of a content area by clicking the pencil icon next to the content area name.
After you create a new content area, configure it by following the steps in Create an Email Experience along with the guidance in this documentation for configuring the experiment and control groups.
Decision-Making for Experiment and Control Groups
Decision-making for control and experiment groups across multiple content areas may result in recipients seeing a combination of control and experiment content in a single email.
If you set all the content areas to have the same split for experiment and control, then each email recipient see all images from the control group or all images from the experiment group. For example, if you have two content areas that are set to 50% experiment and 50% control, then the recipient sees the two experiment images or the two control images.
If you set the content areas to have different splits for experiment and control, then each email recipient could see a combination of experiment and control images. For example, if one content area is set to 50% experiment and 50% control and another content area is set to 75% experiment and 25% control, then a recipient could see two experiment images, two control images, or one experiment image and one control image.
There are two important notes about this process:
- If a recipient sees one content area's control image and one content area's experiment image, then analytics are not negatively affected because analytics are calculated and displayed based on individual content areas and not recipients.
- No matter what content is shown to the recipient, that same content persists for all subsequent times when the recipient opens the email. This means that recipients don't see different content if they open the email again at another time.
Analytics for Multiple Content Areas
Analytics for email experiences with multiple content areas work in the same way as analytics for experiences with single content areas. You can view the analytics by clicking EMAIL ANALYTICS.
Each content area has its own tab with its own analytics.
