Skip to main content

Sending a Campaign with Content Variation

Blair Matheson
  • Updated
Phased GA: Content Decisioning is in phased general availability starting June 2026. Contact your Customer Success Manager (CSM) to confirm eligibility.

Once your template has content variations set up, the next step is building your campaign.

Content Decisioning activates automatically when you select a template that contains vary() tags — there's nothing extra to configure. This guide walks you through selecting your template, reviewing your optimization settings, and choosing your send time.

Step-by-Step: How to Send a Campaign with Content Variations

Step 1: Select Your Template

In Campaign Builder, templates that include content variations are marked with an AI icon in the template dropdown. This tells you at a glance which templates have Content Decisioning active.

Screenshot 2026-06-26 at 13.56.06.png

Step 2: Review the Agentic Decisioning Panel

When you select a template with content variations, the Agentic Decisioning panel in Campaign Builder updates to reflect what's active:

  • Content Variation Optimization — appears automatically when your selected template contains content variations.
  • Send Time Optimization — appears if STO is enabled on your tenant. This is optional and independent of Content Decisioning.

Screenshot 2026-06-15 at 13.50.47.png

Step 3: Choose Your Send Time

You have two options for when to deliver the campaign:

  • Send at a specific time (default) — The campaign sends at your scheduled time. Content Decisioning optimizes which content each customer sees, but everyone receives the campaign at the same time.
  • Optimize within a time window — Set a start and end time (e.g., 12:00 PM to 4:00 PM), and the system optimizes both when each customer receives the campaign and what content they see. Content Decisioning runs 15-minute optimization batches within the window.

Screenshot 2026-06-15 at 13.51.22 (1).png

Both options use the same Content Decisioning optimization — the difference is the time scale. A specific send time optimizes across sends (day-over-day for recurring campaigns). A time window optimizes sends in 15-minute increments.

Step 4: Confirm in the Campaign Summary

Before launching, the Campaign Summary confirms your optimization settings. You'll see which channels have Content Variation Optimization active and, if applicable, your send time window.

Screenshot 2026-06-15 at 13.55.15.png

Next: See how your variations perform — see Monitoring Content Decisioning Performance.

Related articles