Adobe Sensei Transforms Brand Emails Through Design and Intelligence
August 29 2017 - 9:00AM
Business Wire
Survey Shows Consumers’ Email Expectations Are Putting
Pressure on Brands
Email continues to thrive, even as technology transforms the way
consumers interact. Adobe’s third annual email survey, focused on
U.S. white collar workers’ habits related to personal and work
email, reveals consumers’ preference to be contacted by brands via
email is on the rise. However, marketers are challenged with people
spending less time checking email and deleting 40 percent of emails
sent to their personal inboxes. Consumers increasingly demand
personalized emails, with 34 percent reporting frustration when
brands recommend items that do not match their interests.
To address consumers’ email behavior and expectations, Adobe
(Nasdaq:ADBE) today unveiled new email innovations that help brands
lead with experience and avoid adding to the noise of the inbox.
Adobe Campaign in Adobe Marketing Cloud, part of Adobe Experience
Cloud, enables marketers to send hyper-personalized, engaging
emails based on customer knowledge and interactions. Artificial
intelligence and machine learning, through Adobe Sensei, power
Adobe Campaign’s predictive capabilities. Adobe was recently
recognized for its email and campaign management capabilities in
Gartner’s July 2017 Critical Capabilities for Multichannel Campaign
Management.
“As brands continue to embrace email marketing as a pivotal
component to build delightful, holistic experiences, many struggle
with meeting customers’ heightened demands,” said Stephan Dietrich,
vice president, Adobe Campaign. “Our new email innovations further
cement our leadership in helping enterprises provide well-designed
emails that enhance customer relationships, brand awareness and
ultimately sales.”
Adobe Campaign’s new capabilities and upcoming innovations from
its labs enable email marketers to:
- Predict the best images for
emails: Adobe is previewing an email project in development in
its labs for potential future integration in Adobe Campaign, which
leverages Adobe Sensei to select the most relevant images to
include in an email to drive conversions. As an image is inserted
into an email, a score is calculated based on industry data of how
customers have reacted to similar images based on three million
assets. The algorithm automatically recommends how to adjust the
image to achieve a higher engagement rate. For example, the feature
may predict that an outdoor gear retailer’s spring promotion email
will perform better serving up an orange six-person tent versus a
blue two-person tent. The feature builds on the predictive subject
line capability available in Adobe Campaign Standard today.
- Predict customer churn: Adobe is
also previewing a forward-looking email project with Adobe Sensei
to analyze changes in customers’ usage and engagement of Adobe
Campaign, such as a drastic decrease in volume of emails sent,
changes in the frequency of features used and contract terms to
predict customers who are likely to churn in the future. Armed with
this insight, Adobe can proactively help customers remedy their
challenges, increase their productivity and gain better results
with their solution – ultimately preventing customers from
churning.
- Quickly and easily act on
insights: Many email marketers lack an integrated analysis of
their campaigns’ effectiveness, making it hard to adjust what’s not
working. Addressing this challenge, Adobe Campaign’s dynamic
reporting presents actionable data in real-time and visualizes
email campaign insights that don’t require a data science
background. Email marketers can now get even more granular with the
ability to drill-down via any dimension and adjust the report with
a drag-and-drop interface. This quickly determines high-performing
email campaigns and those that need adjustments. Dynamic reporting
is available now and extends the functional capability of Adobe
Analytics Cloud’s Analysis Workspace capability directly into Adobe
Campaign.
- Create multilingual email
campaigns: Gone are the days of painstakingly creating
individual email campaigns for each and every language needed to
reach consumers. Adobe is helping marketers seamlessly scale their
campaigns across the globe with an integration between Adobe
Campaign and Adobe Experience Manager. Email marketers can now
author and translate compelling, personalized multilingual emails
directly in Experience Manager and seamlessly orchestrate and
deliver the emails via Adobe Campaign.
- Send well-designed emails: Adobe
is making it easier for email marketers to design emails by adding
18 new, out-of-the-box templates. These templates are
mobile-optimized, beautiful layouts that can easily be customized
with brands’ content to ease the process of designing emails from
scratch. The templates include new customer welcome and
reengagement emails, among others.
Adobe Campaign, part of Adobe Marketing Cloud, enables the
orchestration and delivery of contextual email and cross-channel
marketing campaigns to fuel meaningful customer experiences with
scalability and ease. More than 850 customers power their
engagement strategy with Adobe Campaign, including AccorHotels; BP
Global; Christian Dior; Electronics for Imagining; HD Supply;
Heathrow Airport Limited; L'Occitane; Renault; Scandinavian
Airlines; Sephora; Travelocity; True Value; UBS; and more.
Helpful Links
- Blog post unveiling consumer survey
findings from Kristin Naragon, director of product marketing, Adobe
Campaign:
https://blogs.adobe.com/conversations/2017/08/customers-are-still-email-obsessed-but-theyre-finding-more-balance.html
- Full consumer email survey report:
https://www.slideshare.net/adobe/adobe-consumer-email-survey-report-2017
About Adobe Marketing Cloud
Adobe Marketing Cloud — part of Adobe Experience
Cloud — empowers marketers to deliver experiences that
differentiate their brands. Adobe Marketing Cloud —
including Adobe Campaign, Adobe Experience
Manager, Adobe Target, Adobe Social and Adobe
Primetime — helps brands manage, personalize, optimize, and
orchestrate content, campaigns, and customer journeys. The tie-in
with Adobe Creative Cloud makes it easy to quickly
activate creative assets across all marketing channels.
About Adobe Sensei
Adobe Sensei is a framework and set of intelligent services
built into the Adobe Cloud Platform which dramatically improve the
design and delivery of digital experiences. Adobe Sensei leverages
the company’s massive volume of content and data assets, as well as
its deep domain expertise in the creative, marketing and document
segments, within a unified artificial intelligence/machine learning
framework. To learn more, visit adobe.com/go/sensei.
About Adobe
Adobe is changing the world through digital experiences. For
more information, visit www.adobe.com.
© 2017 Adobe Systems Incorporated. All rights reserved. Adobe
and the Adobe logo are either registered trademarks or trademarks
of Adobe Systems Incorporated in the United States and/or other
countries. All other trademarks are the property of their
respective owners.
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AdobeMelissa Chanslor, 415-832-5489chanslor@adobe.comorHolly
Little, 415-832-6833hlittle@adobe.com
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