A method is provided for path optimization for a message campaign. A graphical user interface representation of the message campaign is displayed. Sets of input instructions are received. Each set of input instructions corresponds to a path in the message campaign. The sets of input instructions are executed, causing different electronic messages to be sent according to corresponding paths to different destination targets. Responses are monitored. A winning path is then determined based on a correlation of a criterion with a goal for the message campaign and also the responses or results of executing the plurality of sets of input instructions. The winning path from among the plurality of paths is then upweighted. The message campaign then uses the upweighted winning path by causing a second plurality of electronic messages to be sent through the winning path to destination targets in the plurality of destination targets.