Adobe soups up Adobe Campaign

Adobe has announced new cross-channel innovations for Adobe Campaign, which is part of Adobe Experience Cloud.

“As brands strive to deliver the right experience to each individual, it’s more important than ever to engage with consumers on their terms and preferred channels,” said Kristin Naragon, head of Adobe Campaign. “The new capabilities we’re introducing help brands build customer loyalty with personalised engagement and uniquely integrate content and data.”

New Adobe Campaign capabilities and forward-looking projects from Adobe Research help marketers:

Predict the best time to send emails

Adobe is previewing an Adobe Research email project in development for potential future integration in Adobe Campaign. Using Adobe Sensei, the company’s artificial intelligence (AI) and machine learning technology, brands can automatically determine the most effective time to send an email for each customer to increase open rates and maximise the impact of their campaigns. Marketers only need to define a start and end window for the campaign, and Adobe automatically sends the email to each recipient at the best time.

Intelligently segment emails based on individual engagement

Another project from Adobe Research brings deep engagement insights to marketers’ fingertips with Adobe Sensei. Measuring customers’ engagement with emails, based on how long it takes them to react to the messages they receive, helps determine the right frequency of communication. It can also inform targeting strategies at an individual level.

Simplify email creation

A new email message designer with a drag-and-drop interface helps marketers reduce their reliance on third parties to create well-designed emails by themselves, from scratch or from customisable templates. 

Email marketers can already pull assets into Adobe Campaign from Adobe Experience Manager and Adobe Creative Cloud, as well as use Adobe Dreamweaver CC and the Creative Cloud SDK to edit email content in real-time. Today, Adobe announced it is expanding its integrations to include Dropbox. Adobe Campaign integration with Dropbox will be in beta later this year.

Obtain and act on more granular insights

New dynamic reporting capabilities in Adobe Campaign leverage the power of Adobe Analytics’ Analysis Workspace. For the first time, marketers can incorporate profile attributes alongside email statistics to better segment audiences, such as quickly understanding how a campaign performed among loyalty members in comparison to the rest of its customers. Enhancements also include the ability to automatically distribute visual, digestible reports on campaign insights to inform marketers, as well as data scientists and customer relationship management (CRM) directors.

Create multilingual push messages

Marketers can now load multiple translations of push notifications from a file to automatically create, segment and send personalised, multilingual push notifications, in addition to emails from a single delivery. In addition to standard engagement tracking, engagement is tracked by language to allow multiple levels of analysis.

Scale and deliver contextual emails

Adobe is boosting throughput and deliverability in Adobe Campaign. Marketers can now send more emails more quickly while maintaining relevancy and personalisation. New capabilities that adapt delivery settings in real time ensure emails are sent at the right time to each individual, for example.

Adobe Campaign powers brands including Nissan Motor Company and Tourism Australia.

Explore:

Read the TechTrade Asia blog posts about Adobe technologies showcased at the Adobe Symposium and the business impact of investing in experiences in Asia Pacific