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Optimove: Visionary Leader in Multichannel Marketing According to Gartner
Why it matters:
Recurring campaigns drive long-term CRM success, but their constant repetitive nature makes performance difficult to track and hard to see. Without a structured way to measure them, marketers risk overreacting to noise or missing real growth opportunities.
A clear measurement framework turns these always-on automations into a reliable, data-backed engine for engagement and retention.
Key takeaways:
Define success before launch, plan checkpoints, and gather enough data to ensure credible results. Measure uplift over time—not in isolation—and act only when patterns are clear. Structure and patience turn recurring campaigns from background activity into a continuous source of measurable, compounding growth.
Recurring campaigns, also known as scheduled, periodic, or ongoing automations, are the backbone of CRM. They’re the daily, weekly, or monthly touchpoints that keep your brand in front of customers and your funnel moving.
Think of:
They run automatically, building relationships one small interaction at a time. Yet because they run continuously, their results can easily blur together. The real challenge? Seeing what’s working, what’s not, and what deserves more investment.
Recurring campaigns behave differently from one-time blasts. Their audiences overlap; their effects compound, and small wins stack up quietly over time.
The biggest mistake is measuring too fast or too slow. Checking too early, and noise looks like failure. Wait too long, and weak automations continue to run. The key is finding balance, structure, patience, and timing.
Let’s make that real.
Say you run a weekly reactivation campaign for players who haven’t deposited in seven days. You compare performance to a control group that doesn’t receive the message.
After six weeks, the data shows:
Here’s what that means. The first few weeks lacked sufficient data to be credible. But by weeks five and six, the uplift became consistent and significant—meaning it was statistically reliable, not random. Plus, when using Optimove’s Control Group Optimization, you can dynamically shrink your control group as significant results continue to validate an experiment.
That’s your signal: the campaign is performing, not just fluctuating.
To evaluate recurring campaigns confidently, you need a structured approach. This framework works across every industry and campaign type.
Define success early
Choose one or two measurable KPIs that connect directly to business outcomes: deposits, purchases, active days, or total revenue. Set those before you launch.
Plan checkpoints
Decide when and how you evaluate results. We recommend:
Gather enough data
Aim for approximately 500 customers per group and 30–50 measurable KPI events (such as orders, deposits, etc.).
If those thresholds aren’t possible, consider dynamically adjusting audience size or consolidating timeframes to maintain statistical reliability. Smaller samples often lead to misleading results.
Interpret uplift with context
Look at performance trends, not isolated weeks. When uplift becomes consistent and statistically significant over several checkpoints, it’s a clear signal to continue. Random spikes or dips are noise, not evidence.
Act on the evidence
The real advantage of structured measurement isn’t just better data it’s better decisions.
By following a consistent framework:
In modern CRM, it’s not about sending more message—it’s about knowing what each one achieves.
Recurring campaigns are proof that intelligent marketing isn’t built on volume, but on structure. When every automation is measured consistently, marketers can turn repetition into progress and automation into measurable, continuous growth.
For more insights on Optimove’s recurring campaigns measurement approach, contact us to request a demo.
Optimove is a Visionary in Gartner’s 2025 Magic Quadrant™ for Multichannel Marketing Hubs
In this Gartner report, learn why Gartner recognized Optimove as a Visionary for the second consecutive year and how our Positionless approach unites AI, data, and orchestration to help brands deliver relevant, high-impact customer experiences at scale.
Sophie is a product marketing manager with a communications and marketing background. She specializes in go-to-market strategy, product messaging, and digital engagement for SaaS and B2B companies. She combines creative storytelling with a data-driven mindset to clarify product value and build stronger connections with target audiences. Sophie holds a degree in Communications and Marketing from Reichman University (IDC Herzliya).
