Conditional Execution V2 gives marketers more control over who receives a campaign by moving approval from the campaign level to the Send Group level.

Instead of approving the full campaign at once, marketers can review and approve smaller groups of customers based on when they are scheduled to receive a specific template. This is especially useful for campaigns with Send Time Optimization or multiple templates, where different customers may receive different messages at different times.

What is a Send Group?

A Send Group is a group of customers who are scheduled to receive the same template at the same send time.

With Conditional Execution V2, approvals are managed per Send Group. This means each group can be reviewed and approved separately before the campaign is sent.

How Conditional Execution V2 Works

1. Approval happens at the Send Group level

In previous versions, campaign approval happened for the entire campaign. With Conditional Execution V2, each Send Group has its own approval process.

This allows marketers to approve or reject customers closer to the actual send time, using the most relevant and up-to-date customer data.

2. For Send Time Optimization campaigns

When a campaign uses Send Time Optimization, each customer is assigned the best send time for them within the selected time window.

Because customers may be scheduled for different send times, approvals are handled by Send Group. Each Send Group includes customers assigned to the same template and send time.

3. For multi-template campaigns

When a campaign includes multiple templates, customers may be assigned to different templates and different send times.

Conditional Execution V2 lets marketers approve customers separately for each Send Group, giving them more flexibility and control over campaign execution.

Approval Process

1. Receive a heads-up notification

Before a Send Group’s approval deadline, marketers receive a notification that it is time to review and approve customers.

By default, this notification is sent 1 hour before the approval deadline, but admins can configure the timing.

2. Review the customer list

Marketers can review the customers included in the Send Group before the campaign is sent.

This gives them the opportunity to approve or reject customers based on relevant criteria, such as loyalty tier, segment, customer attributes, or other business rules.

3. Approve or reject customers

Only approved customers will receive the campaign.

Customers who are rejected, or not approved before the deadline, will not receive the campaign.

Important Timing Rules

• Approval happens at the Send Group level, not the full campaign level.
• The approval deadline is 15 minutes before the Send Group send time.
• If the deadline is missed, customers in that Send Group will not receive the campaign.
• If your tenant uses channel eligibility, ineligible customers are automatically removed from the Send Group and will not be sent the campaign.

Why Conditional Execution V2 Matters

Conditional Execution V2 helps marketers approve campaign recipients closer to the actual send time.

This is important because customer data can change between campaign setup and campaign send. By approving Send Groups closer to execution, marketers can make decisions based on more relevant customer data and ensure that only the right customers receive the campaign.

It also gives marketers more flexibility when managing advanced campaigns, especially campaigns that use Send Time Optimization or multiple templates.