Email Journey Optimization in Marketing Cloud Next

A campaign that launched is a campaign in progress. The first two weeks of performance data tell you more about what is working and what is not than any amount of pre-launch planning.

Email journey optimisation is the practice of using that performance data to improve results while the campaign is still running. It requires knowing which metrics indicate fixable problems, which indicate structural issues that need flow changes, and which require the campaign to be rebuilt entirely.

The Optimisation Diagnostic

Start every optimisation review by answering three questions:

1. Where are contacts dropping off? A multi-email journey has a funnel. Contacts enter, engage with some emails, and either convert, disengage, or exit. The drop-off rate at each step — the percentage of contacts who opened Email N but did not open Email N+1 — identifies where the journey is losing people.