Abstract: Various embodiments of the present technology provide for systems and methods to automatically measure and tune campaigns to achieve the most effective campaigns (e.g., balancing the most desired outcomes against the least negative outcomes and opportunity cost of sending) without requiring intervention by the campaign sender. By using various embodiments of campaign message selection and/or send time selection optimization, the sender does not have to manage and manually tune a multitude of experiments. Some embodiments of the technology leverage real-time user profiles to help send relevant messages to the right person at the right time on the right device. This helps customers of the marketing system delight their users with relevant messages, while boosting their bottom line and the brand experience.