Surviving an Arranged Marriage to Adobe Campaign: Part 3 – Inviting the Stork

We all remember the familiar childhood rhyme: first comes love, then comes marriage, then comes the baby in the baby carriage, which is basically a mirror experience to your introduction to Adobe Campaign. Seeing as your boss married you off to Adobe Campaign without your knowledge or input, you might have finally fallen in love with Campaign (or at least you don’t hate it), and you understand the tremendous power it can give you. Now you need to bring your baby into the world (the culmination of research, preparation, and anticipation), and send your email.

Ever since having heard of Adobe Campaign, sending a delivery is what you’ve been waiting for most, as you’ve read all of the marketing hype about its capabilities and all of the ways it will make your life easier. Today, I’ll show you how to take the plunge and “invite the stork” into this new union by setting up an email campaign using Adobe Campaign. (Disclaimer: there are many ways to accomplish any given task in Adobe Campaign. Don’t worry should mine differ from yours as it does not mean that you are doing anything incorrectly.)

Setting Up a New Email Campaign

Uploading Your List
After logging into Adobe Campaign, upload your list of contacts. The list I uploaded to Campaign contains first and last names as well as the associated email. The easiest way to upload your contacts is to click on the “Profiles and Targets” tab, click the “Lists” browse header on the left navigation, and locate the green “Create” button. Select “Import a List.”

I created “Summit Contact List F” so as not to get confused with my previous lists A through E. This list now holds all of the data that we collected during the duration of the conference. In order to prevent uploading actual names and emails, I created a random list (those you see are fabricated or from the Campaign’s default profiles).

Creating a Plan
After uploading your lists of contacts, you need to set up the Plan, a high-level look at a time period that also holds several programs. Creating a Plan is simple. From the Campaign tab, click on the “Create” navigation located on the left side and select the “More” link at the bottom. You will then be presented with a list of options (Applications, Recipient, Resources, etc.). Select “Plan.”

You will be given the option to add a label, a parent folder, and a time period. Then hit “Save.” You have just created a Plan. The below screenshot shows what it looks like upon opening your newly-created Plan and just about to add a program inside the plan. Note that the process of creating a Plan is the same as creating a Program—just ensure that you properly nest it under the new Plan.

Adding a Delivery
Now that you have your campaign open, it’s time to add a Delivery. Adding a Delivery is the set of steps necessary to create the email to be sent. To do this select the icon located on the left under the “Actions on the Campaign.” You can make your campaigns as intricate or as simple as you would like.

Adding a Delivery is a detailed process, so be careful so as not to make any mistakes.

  1. Create the design of the email – This is likely an iterative process between you, the client, and the designer.
  2. Convert the design to HTML and text format – The text format is in case browsers and other email clients cannot render the images.
  3. Load the email assets and HTML into the campaign.
  4. Load your list of recipients.
  5. Add personalization – This might include addressing the recipient by his or her first name, should it be available in the data.
  6. Preview the email – See how this looks for multiple personas in your email list to ensure you locate any errors in your content, groups that were left out of the send, etc.
  7. Start the approval workflow process by selecting “Save.”

After a successful approval from all stakeholders, your email is now ready to be sent at the scheduled time.

A Success Story

In 2015 Deseret Book and Axis41 worked together on a complex retention campaign. Because of some very insightful strategy, we successfully segmented their customers based on the time they subscribed to the Deseret Book Platinum program. From there we created several different creatives based upon the length of time they had been subscribed.

At the same time we prepared the workflow for the send date, we also had our creatives working on the deliverables. We created five separate messages for the five above groupings while always keeping the Deseret Book brand top-of-mind.

Our designers began by building the creative assets in Adobe Illustrator. Below is an example of what recipients received if they had been subscribers for “less than 90 days.” Like the below example, Deseret Book sent us several of their emails so we could gain a better understanding of the look and feel of their brand and what they ultimately wanted. Additionally, they also sent us several product images, icons, and a banner and shield that they wanted included in the emails so as to keep the platinum membership brand experience consistent.

Since we knew that there was going to be several touch points for this campaign, each email was given a different header image and copy. We wanted to keep the brand experience consistent, while simultaneously giving recipients a personalized message.

After proofing our work and having our developers convert the raw files into HTML format, they placed them into Adobe Campaign. Below is an example of what one of the preview tests looked like.

All parties involved gave their approval, and the Adobe Campaign email was sent. Shortly thereafter, Deseret Book saw an open rate of over 90%, which is incredibly high.

You have the understanding necessary to send successful emails, and now you have the right tool to facilitate that. And though your results may vary, with Adobe Campaign, you are armed with everything you need to make improvements along the way and to focus on making data-driven decisions. Remember, like the baby delivered by the stork, your campaign needs monitoring. Get to know the tool, make adjustments as you go, and watch as your email campaigns are nothing short of successful.

The final post that we have coming up is focused on the tips and tricks needed for raising good “Campaign” children, what some of the novice mistakes are, and how to avoid them. Feel free to reach out with questions or comments—we always enjoy hearing from our readers.