• MarTech Today
  • Sections
    • Ads
    • Marketing
    • Content
    • Sales
    • Analytics
    • Management
    • Resources
    • More
    • Home
  • MarTech Today
  • Ads
  • Marketing
  • Content
  • Sales
  • Analytics
  • Mgmt
  • Resources
  • More
  • Events
  • SUBSCRIBE

MarTech Today

MarTech Today
  • Ads
  • Marketing
  • Content
  • Sales
  • Analytics
  • Management
  • Resources
  • More
  • Events
  • Newsletters
  • Home
Martech: Marketing

Adobe adds email features in Campaign, releases survey vouching for the channel’s robust health

Take that, short-form messaging!

Barry Levine on August 29, 2017 at 4:00 pm
  • More



For Adobe, email is still a king.

The marketing tech giant is out today with a new survey showing email’s enduring appeal across generations, as well as some updated features to email in its Marketing Cloud’s Campaign tool.

The survey, based on responses from over 1,000 white-collar workers in the US, found that consumers spend a phenomenal average of 5.4 hours each weekday checking emails.

In a blog post, Campaign’s Director of Product Marketing Kristin Naragon crowed on behalf of email:

All of this suggests that, even though politicians and entertainers embrace staccato communication bursts, most consumers still prefer longer form, more intimate email messages when we reach out to colleagues, friends and family.

And it’s not just the older crowd. The survey found that it is “just as sticky with [consumers aged 18 to 34] as with consumers overall.”

In fact, the younger crowd appears to be better at it. Sixty-six percent of them claim to regularly reach the nirvana of Inbox Zero, that rare and blissful state when all emails in an inbox are either filed or deleted.

Adobe also announced a few new email-related features or soon-to-be features in Campaign, which also handles marketing campaigns for direct mail, mobile/SMS, landing pages and custom channels like ATMs.

There’s now dynamic reporting that presents visual insights in real time about which email campaigns are working and which aren’t.

Previously, Naragon told me, the data was real-time, but now the Analysis Workspace interface from Adobe Analytics Cloud has been ported to email campaigns, enabling a more granular drill-down on any dimension and drag-and-drop adjustments. Here’s a sample screen:

“No other [email service provider] has this type of drag-and-drop UI in the application itself,” she said.

Multilingual email campaigns can be developed more easily now, by creating a template in Adobe Experience Manager and then generating variations for other languages, which are then deployed in Campaign. Before, a different template and campaign had to be created for each language. And there are 18 newly designed email templates.

Adobe also mentioned two new features it is developing in its Labs. Powered by Adobe’s Sensei AI layer, predictive imaging can forecast how users will react to similar images, and it can make recommendations for better engagement or conversion. As an example, Adobe said, the capability might suggest to an outdoor gear retailer that a product might get better results when seen in the same photo as a blue two-person tent, instead of with an orange six-person tent.

The other Lab work-in-progress feature is a customer churn predictor, which could tell you whether fewer emails or even different contract terms might lose customers.

With this new skill, Naragon said, “Sensei [will be] generating the insights, instead of the marketer looking at the data.”



About The Author

Barry Levine
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.

Related Topics

AdobeChannel: Martech: MarketingEmail Marketing & MartechMachine Learning & Artificial Intelligence

Subscribe to receive daily martech news and expert insights. See terms.


We're listening.

Have something to say about this article? Share it with us on Facebook and Twitter.

Get the daily newsletter digital marketers rely on.
See terms.

ATTEND OUR EVENTS

Next Event: Sept. 14-15

Available On-Demand: March 2021

Available On-Demand: October 2020

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

White Papers

  • Nielsen Annual Marketing Report: Era of Adaptation
  • Global Social Media Advertising Trends Among Retailers in 2021
  • 2020 Hispanic Market Report
  • Delivering Audio Success: Industry Trends in Streaming Audio & Podcast Performance
  • Ten Tips for Acquisition Email Success
See More Whitepapers

Webinars

  • Drive Customer Engagement with the Power of Personalization
  • 7 Use Cases That Prove Why You Should Implement DAM
  • Accelerate Your SEO & Content Marketing Program with 4 Key Milestones
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

On-Demand Free Training

Receive daily martech news and analysis.

Channels

  • Advertising
  • Marketing
  • Content
  • Social
  • Commerce
  • Sales
  • Analytics
  • Management
  • Home

Our Events

  • MarTech
  • SMX

Resources

  • White Papers
  • Research
  • Webinars

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2021 Third Door Media, Inc. All rights reserved.