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Adobe Campaign to roll out enhanced email functionality

The company also sees AI-powered, highly personalizable email in its future.

Robin Kurzer on December 20, 2017 at 12:17 pm

Adobe wants to make it easier for marketers to reach its email targets with creative messaging. That’s why it’s adding drag-and-drop functionality to Adobe Campaign in early 2018.

Kristin Naragon, director of product marketing at Adobe, told me that the added feature will simplify the process and the speed of bringing brands’ emails from conception to execution, making for a more seamless workflow.

“Only Adobe has a heritage in creativity, which is why we are uniquely positioned to do things like integrating Adobe Campaign with Adobe Creative Cloud libraries to help marketers harness their engaging content created in Creative Cloud,” Naragon said. “They can easily drag and drop those assets into Adobe Campaign’s customizable and reusable email templates and edit directly in Adobe Campaign. We’re eliminating the need to move back and forth from design software to an email marketing solution, powering the delivery of engaging, beautiful emails at scale.”

Naragon also says that Adobe Campaign expects to be adding more personalization features in the future.

“AI-powered email marketing is the future. We’ll see further developments such as predictive emails, automated segmentation and improved personalization,” she said.

“We’re working on a lot of projects that are geared toward making sure we can send messages to our customers at the right time. A lot of marketers talk about real-time marketing, but it can be invasive and weird and creepy at other moments. We like to set up our marketers with the ability to have both planned. But there are opportunities to engage when their customers come to them.”

Using AI, Naragon says, will also enable users to integrate relevant messages to consumers through push notifications and other communications.

“A lot of the things we’re building into Adobe campaign and across the Experience Cloud are going toward enabling some of that delightful customer-driven correspondence. It’s less about real-time, more about right-time marketing,” she said.

About The Author

Robin Kurzer

Robin Kurzer started her career as a daily newspaper reporter in Milford, Connecticut. She then made her mark on the advertising and marketing world in Chicago at agencies such as Tribal DDB and Razorfish, creating award-winning work for many major brands. For the past seven years, she’s worked as a freelance writer and communications professional across a variety of business sectors.