Improving Campaign Performance with One from Many

The One from many block is Reteno’s “always-on” message optimizer. Instead of building separate A/B branches, you add multiple message variants to a shared pool (via tags), and the block automatically chooses which single variant to send to each contact at that step.

See details on setting up the One from many message block by the link.

What the Block Does

At each workflow step where you place One from many, Reteno:

Rotates variants to collect performance data.
Prioritizes stronger variants over time (optimization is based on CTR).
Avoids repetition (freshness rules), so contacts don’t receive the same variant too often.
Automatically excludes underperformed variants from the pool.

When to Use It

Use One from many when you want:

Deliverability-friendly testing of first-touch emails
Message order optimization in flexible long chains
Variety in repeating trigger campaigns
Lightweight hypothesis testing without rebuilding workflow logic
Continuous campaign optimization with a stable operating rhythm

Use Cases

1. Email Deliverability Optimization

Deliverability is the most critical use case for One from many. If mailbox providers (Gmail, Yahoo, Outlook, etc.) see your sender reputation as weak, running other campaigns doesn’t make much sense — emails will be more likely to land in spam, get throttled, or be blocked.

So the question is: which campaign should you use to build and protect that reputation first? In most products, it’s the Abandoned Subscription workflow — it usually drives the most revenue and has the highest user intent, which typically translates into stronger engagement signals (especially Open Rate). That makes Abandoned Subscription the best place to fight for a consistently high OR and use One from many to find the email variant users respond to best.

Goal: Lift Open Rate (and downstream clicks) by testing multiple first-touch email variants — similar to ad creative testing.

Best for

Abandoned Subscription
Any first-touch triggered email that sets early reputation signals

Setup

Step 1 (first email): One from many with 3–5 “simple-first” variants
- Plain design, no images, individual tag for 1st message’s variants

Test subject + preheader + first screen
Step 2+ (next emails): more creative variants
- Layouts, social proof, offers, richer content, individual tag for 2-3/5 initial messages’ variants

Tips

The block optimizes by CTR, so give every variant a meaningful click target even if OR is your main KPI.
Keep offers comparable across variants to avoid noisy results.

Measure

Primary: Open Rate of the first 3-5 emails
Secondary: CTR, conversions, revenue per send

2. Sequence Swapping

In long chains where strict order doesn’t matter, performance often depends on which message appears earlier. One from many can help you “shuffle” the sequence across contacts and learn better ordering without building multiple branches.

Goal: Discover which message performs best as 1st/2nd/3rd in a chain when order is flexible.

Best for

Abandoned Subscription series with interchangeable reminders
Any multi-day trigger flow where messages are modular

Setup

Place One from many at each step (Day 1 → Day 2 → Day 3…)
Point every block to the same pool tag (one shared message pool)

Tips

Plan pool size: roughly 2× the number of One from many blocks in the chain.
Keep message intent consistent (all are “reminders”), otherwise sequence learning becomes hard to interpret.

Measure

Primary: total workflow conversion rate
Secondary: CTR by step, time-to-conversion

3. Diversify Communication

If users can re-enter a trigger workflow multiple times, sending the same message again and again increases fatigue. One from many keeps content fresh without adding complex branching.

Goal: Maintain variety across repeated launches so messages stay relevant and less repetitive.

Best for

Lesson/training reminders
Recurring usage nudges
Churn prevention/reactivation prompts
Any workflow with frequent re-entry

Setup

One from many with a large pool (8+ variants recommended)
Keep variants within the same intent (same “ask”, different angle)

Tips

Use a standard stop tag (e.g., Stopped) to remove weak variants fast.
Don’t overload the pool with radically different offers — segment pools instead.

Measure

Primary: CTR/action completion over time
Secondary: unsubscribe rate, complaint signals (for email)

4. Hypothesis Testing

One from many lets you test ideas quickly without redesigning workflows. You swap variants in the pool, not the workflow structure.

Goal: Validate a specific hypothesis quickly with real production traffic.

Best for

Copy tests (short vs long, tone)
Personalization tests (generic vs personalized)
Framing tests (discount vs social proof)

Setup

Add 2–5 variants under one pool tag
Run until you have meaningful volume
Compare results

Tips

Change one major variable at a time per pool to keep results interpretable.
Make CTAs comparable so CTR remains a clean learning signal.

Measure

Primary: CTR (optimization signal)
Secondary: conversions/revenue per send

5. Continuous Optimization

Key trigger workflows run continuously. One from many turns them into an ongoing optimization system instead of periodic manual experiments.

Goal: Keep improving performance over time with minimal maintenance.

Best for

Abandoned Subscription
Reactivation flows
Any evergreen trigger workflow

Setup

Keep one stable pool tag per key block (e.g., AbSub_D1_Pool)
Every 1–2 weeks:
- Add 1–2 new challengers
- Tag weak variants as Stopped (or rely on Underperformed where applicable)
Track aggregated block trend + per-variant results in reports

Tips

Introduce changes gradually to avoid destabilizing learning.
Maintain a consistent naming convention for pools across steps and channels.

Measure

Primary: CTR trend + conversion trend over time
Secondary: winner stability across weeks/segments