How to use variant selectors in Mailchimp

by | Dec 22, 2015

Mailchimp experts, email marketing agency

There’s a very handy MailChimp feature called the Variant Selector which is rarely used but could take your static email template into a fully customisable thing of beauty!

What is a Variant Selector?

Basically, the Variant Selector lets you switch between any number of different content structures within your email template.

Note that when you create a new campaign using your template you’ll always begin with a single content block. Hovering over the content block will allow you to change its styling by using the Variant Selector drop down menu.

Why is it a good idea to use Variant Selectors?

Let’s say you’re building email templates for a client and you find out that they want you to change the layout of the newsletter. Instead of making an entirely new template, with the help of the Variant Selector, you can easily change the order of each section/module. Then your client can just select which layout they’d like to send out.

This makes it easy for them and it’s a little less work for you to achieve your client’s goal. So, let’s take a look at the process of building a Campaign and using the Variant Selector.


Read more about Variant Selectors on the MailChimp website here