Surviving an Arranged Marriage to Adobe Campaign: Part Two – The First Date
Let’s do a refresh of where we left off with the previous Adobe Campaign arranged marriage post. Your boss is completely sold on the idea of switching to Adobe Campaign—as most people are when they realize its capabilities. After all, he’s got a tall order of expectations for you. He wants:
- Emails sent driving new visitors to the website
- Increased web engagement with potential customers
- Higher brand awareness
- Compelling calls to action in each email
- Clear marketing information pertaining to customers’ needs and interests
- And he wants all of this done strategically, regularly, and seemingly flawlessly
Although expectations are high, you’ve always delivered, so you’re quite skeptical at his newfound enthusiasm for AC. Yet, he insists it’ll make you better at your job.
After some initial research, you decide to give Adobe Campaign a fair shot in the whole arranged marriage thing—its capabilities actually do seem quite attractive. So, as we suggested in the last post, give it a couple of dates before you make up your mind about Adobe Campaign—we think you’ll be pleasantly surprised about your forced union.
In preparation for your first go around with AC, there are a few things you should know. Adobe Campaign allows you to seamlessly combine all of your offline material, social promotion efforts, referrals, events, etc. This really maximizes marketing efforts and keeps brand exposure consistent. The system also utilizes a three-level structure to build campaigns and then push them live: 1 – Plan, 2 – Program, and 3 – Campaign. With this structure, campaigns and emails are efficiently categorized.
Each plan should be created with a timeframe in mind. For example, you might be thinking of quarter one and quarter two, or maybe you need a campaign based around the holidays. It’s very simple to set timeframes with the Adobe Campaign marketing Plan feature.
Each Plan can contain multiple Programs in order to personalize promotions within your campaign based on individual segments or demographics. Programs are what really allow you to focus the directions of your marketing efforts. Each Program contains several Campaigns.
This is where the action really takes place. It’s where deliverables are created and where the author targets and sends emails. With all of the personalization options, the email open rates and click-throughs can really be maximized.
Time for the Date
After you’ve installed the client on your Windows machine and properly set up your connection and URL, you can log in to your Campaign instance (send an email to [email protected] if you need more information on the installation). After you log in, you will see:
This is a provisioned sandbox for our agency, so it’s blank, but as we go along, we will have a working campaign that will reach conferences as well as those signed up for our newsletters.
The Campaign calendar tab is really helpful—giving us an at-a-glance view of the Plans, Programs, and Campaigns going on in this time period. If you have any issues in your setup, take a look at the online documentation. Most of your questions will be addressed there.
Every Plan can have several Programs and every Program can have multiple Campaigns—all of which are accessed via the campaign calendar tab.
Profiles and Targets
The Profiles and Targets tab is where you can manage customer profiles throughout their lifecycle. It’s here that you can build a customer profile to place them with the campaign that fits them best. Every profile is kept in the database with corresponding information attached to it (e.g., first/last name, address, email, lifetime value (LTV), subscriptions, and which previous campaigns they have been included in).
This tab also lets you access Lists of profiles, Services & Subscriptions that profiles are included in, Web applications, and Targets that have previously been used (but we’ll discuss this more later). For this example, we won’t need to manipulate our lists that much, just know that the options for profile manipulation and edits are found here.
This tab allows you to perform two tasks: send messages and grow your communities. For example, you can plan messages to send to your current followers directly through your Facebook and Twitter accounts. You can also ask followers if they would like to share their profile with you; if yes, you can further build your customer profiles to help you with targeting efforts and campaign strategies.
The Monitoring tab allows you to keep up on your Campaign infrastructure; this is really a bunch of information to help make sure everything is going OK with your software. It includes tools to help dig into specific workflows, see how much memory is being used, and identify which version of the product you’re on, etc.
The OOTB Monitoring that’s available comes in two formats: Manual and Automatic. Manual Monitoring can be used to get on-demand, ad-hoc information, while the Automatic Monitoring provides an API endpoint that can be queried to provide certain canned pieces of information (if that’s more your thing).
The OOTB reports that are available have improved from what Adobe Campaign used to provide. When it was Neolane, it was built as a product that could help with your total marketing needs. These reports are great, but lack the deeper analysis that an analytics specialist could generate for you.
Once a report is chosen, it will display the corresponding data you have selected. Below is an example of the Global Geometrixx Overview. Here you are able to take the data and export it for further analysis, print it as is, create a history, or refresh the data. I personally like to use Adobe Analytics for my analysis.
That just about covers all of the basics for your first date with Adobe Campaign. Of course, there is a whole lot more “getting to know you” ahead for your arranged marriage. As a tool for managing important marketing strategy and more specifically email marketing, Adobe Campaign is quite robust. So, take the time to really learn its potential.
Next up on the topic of Adobe Campaign: starting your family in this arranged, working marriage. Be sure to watch for our next post where we will “invite the stork” to bring your “baby” to life by offering more detailed steps on how to utilize AC by importing contacts, creating emails, launching campaigns, etc. If you have questions or comments, feel free to reach out—because believe it or not, I actually enjoy talking about Campaigns and Analytics. You can find our contact information in the footer below.
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