A Campaign Interview with Adobe Expert Bruce Swann

Back in July 2016, Peter Nash and I had the chance to interview Bruce Swann, Senior Product Marketing Manager on the Adobe Campaign team. We asked Bruce about Campaign integrations, upcoming releases, and several other items. Unfortunately, mid way through our interview our recorder failed on us due to insufficient space. In spite of the device failure, I was able to recover a decent amount of information that I think would be helpful to this audience. I hope you enjoy reading our interview as much as we enjoyed talking with Bruce.

Stefan: We have written pretty heavily about Adobe Campaign before, but what would you tell someone who asked you what the elevator pitch is for Adobe Campaign?
Bruce: Adobe Campaign is one of the Solutions in the Adobe Marketing Cloud (AMC). It allows marketers to personalize and deliver campaigns across all online and offline channels, such as mobile, email, social, direct mail, and web.

Stefan: What sets Adobe Campaign apart from other email systems?
Bruce: Adobe Campaign is for marketers who want a platform that gives them more control over their data, environment, and email campaigns end to end. Clients that want a cross-channel integrated view of their customer’s journey will like what Campaign has to offer. Clients who are also currently using other Adobe Marketing Cloud products will find the seamless integration a positive as well.

Stefan: What do you think are the best features of Adobe Campaign?
Bruce: I’ll tell you that it isn’t just campaign management, or connecting to a database and creating a list. It has integrated delivery capabilities for email, mobile, and social (without having to rely on third-party vendors). And also, obviously, integrations with the Adobe Marketing Cloud (Adobe Analytics, Adobe Experience Manager, Adobe Target, and others). I should also mention that the solution isn’t just email, it is a solution geared for cross-channel campaign design AND delivery, combining both online and offline.

Stefan: The word campaign gets used quite a lot. What types of campaigns are there?
Bruce: The types of campaigns that can be managed and deployed in Adobe Campaign, to name a few, include: on-boarding campaigns, event-triggered campaigns, remarketing, and campaigns that include online behavioral data.

Stefan: Remarketing is becoming a more critical tool for online marketers. Maybe describe remarketing for people who are unfamiliar with it.
Bruce: Sure. Simply put, remarketing is the ability to re-engage with a customer shortly after an “online event,” due to a variety of things but possibly an abandoned cart or an incomplete video, or some other conversion event.

Stefan: We’ve heard that when Adobe Campaign and Adobe Experience Manager work together, it lowers remarketing time. Can you expand on that?
Bruce: Remarketing allows the marketer to be more nimble with content and how it can be used. Because the two Solutions are integrated, it means that there are hooks from Campaign into AEM to access and use relevant content for user reengagement. This allows marketers to take a user back to the exact place they left off in their engagement experience—helping you to streamline the process from content creation to actually interacting with customers. This concept revolutionizes the idea of sharing effective, personalized content within a timetable that can best serve your customers.

Stefan: At Adobe Summit 2015, we saw that there was a way to use the content from your AEM site in an actual campaign. With the advent of Content Fragments now in AEM 6.2 do you see this as an extension of the Create Once Publish Everywhere (COPE) method that people want to use? That is, make your content once and then use it for multiple channels?
Bruce: Exactly…this is a great example of that.

Stefan: Let’s transition to another area of the Adobe Marketing Cloud. In order to get the full potential of Campaign, it seems like you need to have some sort of tracking system in place, such as Adobe Analytics or Google Analytics. Is that true or does Campaign have its own way of tracking things?
Bruce: Yes, Adobe Campaign does have tracking capabilities, and it is BETTER done with Analytics. But you can use other third-party systems for tracking. You don’t have to use Adobe Analytics. With it being part of the AMC, it just makes it easier to work and integrate with.

Stefan: What do you think the future of Campaign is? Where do you see it being enhanced or improved?
Bruce: Certainly, continued investments into the UI. Currently, we are working to make it more graphical and user friendly, based on the AMC look and feel. The long-term plan is to adopt the exact AMC interface. As well as: analytics that go beyond reporting, deeper integrations into other Adobe Marketing Cloud solutions, new channels like messaging apps, workspace, offer management systems, and product recommendations in emails (from Target) to name a few.

Stefan: Are there best practices that people should always implement when doing an email campaign or when using the product?
Bruce: Absolutely. While Adobe Campaign can certainly help email marketers execute advanced email campaigns – those that leverage dynamic content are timely, relevant, and deeply personal. Email marketers need to keep the basics front of mind.

Best practices range from maintaining a healthy list through opt-in acquisition, ensuring you’re designing templates with a mobile strategy in mind – that is are they mobile responsive or at least mobile optimized, having access to data both from the email channel (response, delivery data) but also from the customer journey – purchase history, etc. Batch and blast is out. As marketers we should know this. The consumers know this. ISP’s aggressively protect their users from this. Ensure you’re sending with your customer in mind. “Will this email be relevant to them?” These are some of the basics.

Stefan: I like that term “batch and blast.” It does seem like so much of the email I get into my inbox is basically this type. “I have some email addresses, so I shall send them my products and the people will buy it.” It’s a bit like those adverts you get in the mailbox for a new dentist office.
Bruce: Exactly. It is so impersonal and just blindly throwing your info out there. And you can do some real harm to your brand if you aren’t careful with the emails that come through. That “Spam” button is just a click away.

Our special thanks to Bruce Swann for taking the time to talk with us about Adobe Campaign. Subscribe to receive updates as we talk more about Adobe Campaign in the coming months.