Iterating on Nurture Campaigns

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Overview

• Test new messaging variations without disrupting live campaigns
• Optimize underperforming emails based on engagement metrics
• Implement A/B test learnings at scale
• Maintain version history across campaign iterations

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When to Iterate

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Iteration Workflow

1

Build your initial nurture campaign

Start by creating your baseline nurture campaign with Mary using the standard campaign creation process:

1. Submit your campaign brief
2. Let Mary build all email programs and assets
3. Review and approve
4. Deploy to production

Your nurture runs for weeks or months, collecting performance data.

2

Analyze performance and identify improvements

Review your nurture campaign metrics to identify opportunities:

• Which emails have low open rates?
• Where are prospects dropping off in the sequence?
• Which subject lines or CTAs are underperforming?
• Are specific emails triggering spam flags?

Document the specific changes you want to test in your next iteration.

3

Update your briefing document with version 2 content

Add new sections to your existing campaign brief for the emails you want to improve.Naming convention: Use version numbers to track iterations clearly:

Original	Iteration
Email 1	Email 1.5
Email 3	Email 3.5
Email 7	Email 7.5

Keep your original email sections in the brief for reference. Add the new versions as separate sections with clear version labels. Feel free to copy and paste the original’s table structure—just be sure to rename it.

Example: 

4

Clone the email programs you want to iterate on

In your Asana task (or directly in the allGood platform), tell Mary which programs to clone:

"@Mary please clone email program 1 and name it email 1.5"
"@Mary please clone email program 3 and name it email 3.5"

We currently only support one email clone request at a time. We are working on supporting multiple email clones in a single request.

Mary will:

• Create duplicate programs within your parent program in Marketo with the new naming
• Preserve all settings, tokens, and configurations
• Set the new programs to Draft status
• Maintain the connection to your campaign in allGood

5

Apply your updated content

Once Mary confirms the cloning is complete, provide the updated brief:

"@Mary please update email programs 1.5, 3.5, and 7.5 with the new content from this updated brief: [attach file or paste link]"

Mary will:

• Extract the version 2 content from your brief
• Apply updates to the cloned programs
• Update tokens, subject lines, and body copy
• Swap any new images or assets

6

Review and test your iterations

Just like with new campaigns, Mary automatically provides test emails for review.What to verify:

• Content changes applied correctly
• Images and links working properly
• Formatting matches your expectations
• Tokens populating with correct values

Request any additional edits using the standard conversation flow:

"@Mary in email 1.5, bold the first paragraph and change the CTA button color to #0066CC"

7

Deploy iterations and measure results

When ready, approve your iterations for deployment:

"@Mary approve and deploy email programs 1.5, 3.5, and 7.5"

Deployment strategies:

Strategy	Description
A/B split test	Run original and iteration versions simultaneously to different segments
Sequential replacement	Pause original versions and activate iterations for all new entrants
Controlled rollout	Deploy to a small segment first, then expand based on results

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Best Practices for Campaign Iteration

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Getting Help & Support

• Ask Mary directly: “Why didn’t the cloned program get my updated content?”
• Check the event log: “Show me all events for email program 1.5”
• Review validation errors: Mary provides specific error messages when updates fail
• Contact support: For platform issues, reach out with your campaign ID and iteration details