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A/B Template Variations

Create multiple versions of your message to improve deliverability, keep outreach feeling natural, and discover which messaging performs best.

💡 What This Is & Why You Want to Use It

Template Variations allow you to create multiple versions of the same message and automatically distribute them across your audience.

Rather than sending the exact same message to every prospect, Template Variations help your outreach feel more conversational and less repetitive. This reduces the appearance of templated messaging while providing valuable insight into which offers, messaging, and calls-to-action generate the best engagement.

Whether you write each variation yourself or use Ask Jackie AI to enhance your messaging, GlassHouse tracks the performance of every variation so you can continually improve future outreach.

⚙️ Create Template Variations

Template Variations can be created from both:

  • Campaign Templates
  • Message Templates

You can either:

  • Create a brand-new template with multiple variations
  • Convert an existing template into Template Variations

🆕 Create a New Template

  1. Navigate to Templates.

  2. Select Create Template.

  3. Enter a template name.

  4. Create Variation A by writing your initial message.

  5. Select Variation B, C, or D to create additional versions.

  6. Write each variation manually, or enter your draft message and use Ask Jackie AI to improve the wording, strengthen your message, and help ensure it follows SMS best practices and compliance guidelines.

  7. Preview each variation.

  8. Click Save & Publish.

🔄 Convert an Existing Template

  1. Navigate to Templates.
  2. Select the checkbox next to the template you want to update.
  3. Select Create Template Variations.
  4. Your existing message becomes Variation A.
  5. Create Variations B, C, and D.
  6. Write each variation yourself, or use Ask Jackie AI to refine your draft messaging, improve clarity, strengthen your call-to-action, and help ensure it follows SMS best practices and compliance guidelines.
  7. Preview each variation.
  8. Click Save & Publish.

💡 Create Meaningful Variations

Create variations that sound like different conversations—not just small edits.

Consider changing:

  • Opening message
  • Offer or promotion
  • Call-to-action
  • Overall wording and tone
  • Personalization
  • Message length

Meaningful variations help your outreach feel more authentic, improve deliverability, and provide more meaningful performance insights.

Best Practice: We recommend creating up to four meaningful variations, depending on your audience size. Vary the opening, offer, call-to-action, and overall wording so your outreach feels like a genuine conversation rather than repetitive marketing.

🧠 Best Practices

  • Create variations that feel like different conversations—not just minor wording changes.

  • Start with your own message, then use Ask Jackie AI to improve wording, strengthen your call-to-action, and help ensure your messaging follows SMS best practices.

  • Refresh your Template Variations periodically to keep outreach from becoming repetitive.

  • Review performance regularly and continue improving your messaging over time.

  • Test different offers, calls-to-action, and messaging styles to learn what resonates most with your audience.

⚠️ Important Notes & FAQs

Question Answer
Where can I create Template Variations? Template Variations can be created from both Campaign Templates and Message Templates.
Can I convert an existing template? Yes. Existing templates can be converted into Template Variations with a single click.
How many variations should I create? We recommend creating up to four meaningful variations, depending on your audience size (Variations A–D).
Can I use Ask Jackie AI? Yes. Start with your own draft message, then use Ask Jackie AI to improve the wording, strengthen your message, and help ensure it follows SMS best practices and compliance guidelines before publishing.
How are messages distributed? GlassHouse automatically and randomly distributes messages across all active variations.
Can I edit my variations later? Yes. Each variation can be updated at any time.
Where do I view performance? Expand the template within the Templates page to view performance metrics for each variation.

🧠 Pro Tip

Start with three to four meaningful variations and review performance regularly. Small improvements over time can lead to better engagement, stronger deliverability, and more conversations with prospective customers.