Systems and methods for path optimization in a message campaign

A computer system for performing path optimization for a message campaign, the computer system comprising a processor and a memory, the memory comprising instructions executable by the processor for:

• displaying a graphical user interface representation of the message campaign, wherein the message campaign is electronically connected to one or more sources of destination target information, the one or more sources of destination target information collectively defining a plurality recipients;
• receiving a plurality of sets of input instructions, each respective set of input instructions in the plurality of sets of input instructions corresponding to a path in a plurality of paths in the message campaign, wherein, each path defines non-content characteristics of the message campaign according to which associated messages are sent, including:
• type, quantity, means for sending, recipient, and at least one of interval, order and frequency;
• the plurality of paths in the message campaign including:
• a first path specifying that a first subset comprising one or more electronic messages is to be sent following a delay of a first predefined wait period to a first subset of recipients, wherein the first subset of recipients includes two or more recipients;
• and
• a second path specifying that a second subset comprising one or more electronic messages is to be sent following a delay of a second predefined wait period, different from the first predefined wait period, to a second subset of recipients, different from the first subset of recipients, wherein the second subset of recipients includes two or more recipients;
• for each respective set of input instructions in the plurality of sets of input instructions, sending a respective subset of electronic messages in a first plurality of electronic messages according to a corresponding path in the plurality of paths to a respective subset of recipients in the plurality of recipients, including sending the first subset comprising one or more electronic messages to the first subset of recipients following the delay of the first predefined wait period and sending the second subset of electronic messages to the second subset of recipients following the delay of the second predefined wait period;
• monitoring responses to the first subset comprising one or more electronic messages;
• determining a winning path from among the plurality of paths based on a path discriminator, the path discriminator using:
• i) a correlation of a criterion with a goal for the message campaign for each respective set of input instructions in the plurality of sets of input instructions, and
• ii) the responses to the first subset comprising one or more electronic messages;
• upweighting, responsive to the determining, the winning path from among the plurality of paths;
• and
• using the message campaign with the upweighted winning path by causing a second plurality of electronic messages to be sent through the winning path to recipients in the plurality of recipients.