1. A scheduling method for generating a schedule for use in triggering transmission of message content in a telecommunications network according to an available inventory of messaging events, the method comprising the steps of: i) maintaining group data identifying a plurality of message groups, each of said groups being associated with one or more predefined criteria; ii) maintaining profile information relating to potential message recipients; iii) using a first allocation algorithm to define a first allocation of messages relating to one or more of the groups based on said one or more predefined criteria and the profile information; iv) using a second allocation algorithm, different to the first allocation algorithm, to define a second allocation of messages relating to the one or more of groups based on said one or more predefined criteria and the profile information; v) selecting, on the basis of one or more selection criteria, one of said first allocation and said second allocation; and vi) inserting scheduling data into said schedule on the basis of the selected allocation, wherein the selected allocation defines message recipients and respective message content to be sent to the defined recipients.