As an Optimove client, advanced promotional integrations allow your marketing and CRM teams to efficiently allocate, grant, and track promotions at scale. These capabilities enable targeted, data-driven campaigns while maintaining operational efficiency.

To ensure the highest level of accuracy and control when managing promotions, it is a best practice to pair Optimove's robust targeting engine with your own internal operational safeguards. While Optimove provides powerful tools to segment and deliver your campaigns, combining these with your internal verification processes ensures that your promotions are executed exactly as intended, maintaining complete control over your promotional strategy.

Above-The-Line (ATL) vs. Targeted Promotions

When structuring your promotional strategy, it is highly recommended to differentiate between mass-market and personalized offers. Above-The-Line (ATL) or site-wide promotions should not be dependent on specific campaign executions; they should remain active for all eligible customers natively within your internal system. Conversely, personalized or targeted promotions should be strictly managed and activated via Optimove campaigns to ensure precise audience allocation and tracking.

Conditional Execution: The Primary Safeguard

Conditional Execution is the most critical safeguard recommended for any campaign involving promotions. While Optimove identifies the initial Target Group, this feature introduces an API-driven approval flow that gives your internal system ultimate control over which customers actually receive the promotion.
Learn more about Conditional Execution:

Using Conditional Campaign Execution

Setting Up Conditional Execution

How it Works:

Webhook Notification: Optimove notifies your system's registered listener 30 minutes prior to execution (the "Clearance Required By" time) via a Scheduled Campaigns Webhook (EventTypeID=5).
Verification & Approval: Your internal system calls the GetProcessedCampaignCustomers API to retrieve the list, performs compliance and eligibility checks (e.g., verifying minimum deposit thresholds or account status), and approves eligible customers via the UpdateCustomerPromotionStatus API.
Execution: Optimove will only send the campaign to the customers explicitly approved by your system.

Any incorrectly targeted customers due to a manual configuration error will simply be rejected by your internal checks. We highly recommend integrating this flow from the start of your setup.

Promotion Capping and Budgeting

Optimove Promotions (formerly OptiPromo) supports hard limits on the number of rewards that can be issued. This ensures that if a campaign performs exceptionally well, the system automatically caps your monetary output to align with your predefined budget.
Read more about Optimove Promotions capabilities in the Academy.

Audience Capping (Customer Capping): Limits the total number of unique customers who can receive the promotion.
Budget Capping: Sets a strict monetary limit per reward type. Once the budget is exhausted, the promotion automatically pauses.
Layered Time Constraints: For maximum control, you can apply a Daily Cap to pace your spend, combined with a Lifetime Cap as an absolute limit.

Note for non-Promotion clients: If you are not using the Optimove Promotions product, you should implement a similar capping mechanism within your internal promotion system to manage promo codes and allocations.

Automated Threshold Alerts

For promotions that rely on unique promo codes, Optimove Promotions provides an automated early-warning system to ensure your campaigns run smoothly without unexpected pauses.

Configurable Thresholds: Set alerts based on absolute values or percentages of remaining codes.
Delivery: Alerts are delivered via Email or Webhook through the Notification Service (alerts are deduplicated and sent once per breach).
Replenishment: If codes are replenished and then drop again, a new alert can trigger. If no fallback reward is defined, the promotion will automatically pause when codes reach zero.

Operational Governance & Monitoring

Technical tools work best when paired with strong operational governance. Establishing clear internal processes ensures promotions remain controlled and auditable throughout their lifecycle.

Phase	Essential Best Practices
Pre-Launch Validation	Validate audience size and sync required attributes. Confirm Daily and Lifetime caps and reward limits. Ensure the correct promo code type is used. Test execution on a small segment first.
Real-Time Monitoring	Track reward volume and budget consumption during execution. Validate Conditional Execution approval rates. Monitor logs and review any rejected customers to optimize future targeting.
Access & Change Control	Restrict budget and cap editing permissions. Log all configuration changes. Require managerial approvals for high-value promotions.

Operational Redundancy Processes

Highly optimized organizations plan for seamless continuity with clear internal protocols:

Rapid Response Protocols: Define a clear internal process for immediate campaign pauses, cap adjustments, listener deactivation, and SLA ownership escalations if business needs suddenly change.
Manual Promo Backup: Establish a manual process to trigger and enable promotions internally. This ensures campaign execution remains on track even during routine maintenance or scheduled delays.
Post-Campaign Reconciliation: Reconcile approved versus issued rewards and validate final spend against configured caps.

Running targeted promotional campaigns at scale is highly effective when paired with structured monitoring and strategic alignment. By implementing Conditional Execution, utilizing robust capping features, and maintaining clear operational checkpoints, you empower your teams to deliver highly accurate, safe, and successful promotions.