Closed Beta: This capability is currently in Closed Beta and may not be available to all customers. For information beyond this article, please reach out to your Customer Success Manager.

Optimove has completely rebuilt its Campaign Execution engine on a cloud-based, modular infrastructure — making it faster, more scalable, and more flexible. With improved support for large datasets and complex target groups, Campaign Execution 2.0 ensures every campaign is orchestrated with precision.

What’s New

Always-fresh audiences: Each campaign’s target group is recalculated just before sending (there is no need to “Re-evaluate” or “Run anyway”), reflecting all same-day data updates.
UTC is no longer an issue: Campaigns execute on time, regardless of time zones — no more tenant-clock limitations or workarounds (there is no need to set a 1 day “lead time”).
Continuous Decisioning: Campaign priorities, exclusions, and eligibility are evaluated throughout the day, adapting to ad-hoc campaigns and customer data changes.
Usability enhancements:
- Conditional execution no longer requires a scheduler on the client side because notifications arrive closer to the campaign send time, allowing immediate approval or denial.
- Campaign modifications are taken into account close to execution time.

Campaign Execution 2.0 gives marketers the flexibility, responsiveness, and confidence to deliver the right message, to the right customer, at the right moment — every time.

Note: Relevant only for scheduled campaigns. Clients are migrating to this new infrastructure, unlocking advanced features such as Send-Time Optimization (already live) and Channel Eligibility (coming soon).

Execution process in Campaign Execution 2.0

Optimove’s AI orchestration engine updates throughout the day to deliver the most relevant campaign to each customer, using the latest data, and campaign changes.

The Campaign Execution

1. Target Group Eligibility

Target Groups will be updated once a day with the data from the batch data process, and again close to the send time of the campaign (10-60 minutes prior, based on your configuration).
The following data can be updated:

Real-Time Attributes
API Updated Attributes
Web & App Activity
Campaign History
Engagement Activity
Self-Serve Data Ingestion Attributes

Optimove uses this data to dynamically identify all eligible customers for each Target Group, in addition to the data updated once a day in the batch data process.

Note: Always Exclude Target group is still being updated only once a day, after batch data update is complete.

2. Campaign Prioritization & Exclusion

Customer campaign eligibility and selection may change during the day due to:

Updates to Target Group eligibility
Priority changes between Target Groups
Addition or removal of campaigns
Edits to campaign inclusion/exclusion rules

Optimove continuously evaluates these changes to ensure customers are assigned to the most relevant campaigns. Optimove prioritizes all campaigns scheduled for the same date to ensure the best one is sent to each customer. This includes regular campaigns and now campaigns set as Run Anyway.

3. Campaign Execution

Campaigns are processed for execution shortly before their scheduled send time, allowing full flexibility to edit or delete them until processing begins.

Note: By default, processing begins 15 minutes before the first template’s scheduled time.

Different types of campaigns:

Campaign	What It Does	When to Use It
Regular campaigns	Sends the campaign at the scheduled time only if the data is up to date (batch data process ran on time)	All campaigns that you want to run only if the data is updated
Run Anyway campaigns	Sends the campaign at the scheduled time, even if data is not up to date	For time-sensitive campaigns that must go out regardless of the batch data update status

Note: Campaign Execution 2.0 solves timing issues when there is a gap between your time zone and UTC.
E.g: There is no longer a need to use Run Anyway if you want to send a campaign after midnight UTC (when being on a different time zone).

Tracking Execution Progress
Use the Real-time Campaign Progress widget to confirm your site is up to date and track campaign execution in real time. It shows scheduled campaigns, their status, and executed campaigns, with clickable counts that open Mission Control. Learn more in the Discover Optimove’s Batch Process article.

Manual Execution Behavior

If Optimove could not execute a regular campaign, the campaign will enter “Not Run” status. Running it is available only manually from the Mission Control, using Run Today’s Occurrence option. In this case, Optimove will run the campaign immediately with the available data, even if the data is not up to date. Some delay may occur if extra processing is needed.

Campaign Emergency Cancellation

Occasionally, an issue may be identified in a campaign template. For multi-template, multi-channel, or cross-time-zone campaigns, this issue might be caught before all messages are sent to all customers.
With Campaign Emergency Cancellation, you’ll be able to:

Attempt to cancel a Running campaign from Mission Control.
If not all messages have been sent, Optimove will:
- Remove unsent messages
- Update campaign metrics
- Unlock customers that didn’t receive any message, making them eligible for other campaigns that day

Note: This is a time-sensitive action. Even if the "Cancel" button is available, it does not guarantee successful cancellation. You will be notified of the result of the cancellation attempt.

Editing and Deleting Campaigns

Before: Campaigns scheduled to run on the same day entered "Processing" at a fixed time during the Batch Process. This locked them from editing or deletion, even if they were set to run hours later.

Now with Campaign Execution 2.0: Campaigns enter "Processing" only shortly before their scheduled execution time, which now happens multiple times throughout the day. This gives you more flexibility and time to make last-minute edits or deletions.

Editable: Up until a campaign enters "Processing"

Processing: Editing and deleting are locked

Running: Campaign has started; changes will only affect future occurrences

Notifications

Changes to Campaign notifications sent via API

Event Type 1 - This notification is now available with Campaign Execution 2.0.
Event Type 2 - This notification is removed with “Campaign Execution 2.0”.
Event Type 5 – This notification will be available when scheduled conditional execution is supported with "Campaign Execution 2.0”.
Event Type 13 - This notification is now available with Campaign Execution 2.0.

Email notifications – subscribe from the settings page

Daily Summary: Delivered at 00:15 (your site time), summarizing campaigns processed from the past 24 hours.
Iteration Summary (New): Delivered hourly, summarizing campaigns processed in the last hour.

Unsupported features

CSV campaigns setup from campaign builder – Instead, use the “Customers list” option when creating a Target Group
Re-evaluate – This feature is deprecated with Campaign Execution 2.0.

Scheduled Conditional Execution

Before
All notifications were sent during the batch process for all campaigns using conditional execution.
Read the full article on Conditional Execution →

Now:

Optimove sends a "Campaign is Ready" notification for each campaign (Event Type 5), before its scheduled send time (configurable, default: 1 hour).
*Make sure the campaign is set to send enough time after the batch to send the notification, or mark it as "Run anwyay".
Notification responses to Optimove are accepted up to 15 minutes (configurable) before the campaign sent time.

Note: Conditional execution no longer requires a scheduler on client side, because notifications arrive closer to the campaign send time, allowing immediate approval or denial.