This article explains how to create message variations in Tivian Communicate XI (CXI) for different sub-audiences. It covers creating variations in both content and format, such as tailoring email messages for specific locations or adding posters for deskless employees. The article provides step-by-step instructions on how to set up these variations and highlights the importance of adapting content for different formats and audiences.

Information

Creating Message Variations

Once you have created your Sub-Audiences, you can start putting them to use. Message variation for a single communication is a powerful feature in Tivian Communicate XI (CXI).

For example, you may need to add a reminder about a local tax ordinance for your New York office in an announcement about tax-advantaged accounts. Here are your steps:

1. Open or create your email announcement in the Timeline section.
2. Click the Audience button next to the Edit button.
3. Select the Sub-Audiences radio button.
4. Check the applicable box for your Sub-Audience, in this case, “New York”.
5. Check the applicable box for Everyone Else since you want all the rest of your employees to receive the original message.
6. Click Save.

You have created two message variations. One is for your New York Sub-Audience, and one for Everyone else. The two variations appear as editable messages below, under Message Variations Each variation shows a symbol for the format of the message (email, poster, etc).

You can click on either message and edit it for each audience.

NOTE: The large “EDIT” button for the message is still there above the Message variations. This button is used to change the message’s date or the Call-to-Action link. All your message variations will go out the same day and link to the same content.

Audience Icon

The audience icon will appear on any message with variations in your timeline overview. Mousing over the icon will show you how many audiences and message variations.

Varying Message Format

Along with varying message text for different groups, CXI also enables you to change the format, or type, of message.

Available formats are: email, poster, postcard, text message, web banner, and trackable asset.

We will continue with our example of the Tax-Advantaged Accounts announcement. Let’s say that the Austin location also includes a factory. You’d really like to add a poster in the workplace for those deskless employees. You can print it out and hang it in the break room to remind that group of employees about these benefits. First, open the email announcement in the timeline, then follow these steps:

1. Click the Audience button next to the Edit button
2. Check the box for your Sub-Audience, in this case Austin
3. Click on the + next to the email
4. Select Poster from the menu
5. Click Save

Austin, along with its two variations – the email and the poster – will now be added to your Message Variations menu.

NOTE: Different formats call for different writing. At this point, you should edit the text of the Poster for Austin, and make it much shorter than the email, so it’s easy and quick to read.

Segmentation FAQ

• Can you use audience segmentation for language translations or for different countries?
  • Although technically possible, if you are varying your messages and content for all or most of your messages and content, we recommend setting up a separate journey.

Watch our webinar on audience segmentation.

FAQ

How do I create a message variation for a specific sub-audience?

To create a message variation, open your email announcement in the Timeline section, click the Audience button, select Sub-Audiences, check the box for your specific sub-audience and Everyone Else, then click Save. You can then edit the content for each variation separately.

Can I change the format of a message for different audiences?

Yes, you can vary the message format for different audiences. After selecting your sub-audience, click the + next to the email option and choose a different format (e.g., poster, postcard, text message). Remember to adapt the content appropriately for the new format.

Is it recommended to use audience segmentation for language translations or different countries?

While it’s technically possible to use audience segmentation for language translations or different countries, it’s recommended to set up separate journeys if you’re varying messages and content for all or most of your communications.