Surviving an Arranged Marriage with Adobe Campaign: Part 4 – Raising Campaign Children

Kids are great. You get to fill their heads with all the knowledge you have and send them out into the world and watch what they do. But we’ve all met “some people’s children,” you know the one’s: loud, obnoxious, and most of the time dirty. When contact with these types of children occur we usually say to ourselves something like “you need some discipline” or “where are your parents?” Well, tread lightly, my friend. You too might become an orchestrator of messy children if you aren’t careful. To quickly recap, you’ve found yourself in an arranged marriage with Adobe Campaign; and come to find out, it’s not so bad. You hit it off and invited the stork, but now you’re faced with raising these beautiful Adobe Campaign babies.

Just like children, we as the marketing parents of new campaigns have the ability to shape the future of our emails, how they act, and the way they are presented to the public. Campaigns are critical to every marketing process—whether you’re targeting your audience through social media, direct mail or email. However, creating successful campaigns isn’t as hard as it sometimes might seem. Ensure that your campaigns are successful by developing an effective workflow process that outlines the duration of the campaign and the actions you want your audience to take. Often times, campaigns fail because marketers fall victim to common pitfalls. Here are five Adobe Campaign best practices you can use to avoid novice Campaign parenting mistakes.

1. Have a solid foundation for expansion.

Once you have an outline for your campaign, the first thing you’ll want to do is build a solid foundation—this will seem common practice for anyone who has gone through Adobe’s CCMO training. In Adobe Campaign, start by setting up your marketing plan with an overarching strategy for execution. From there, create the Programs where individual campaigns will live, which is the operations and tactics. And finally, build out the individual campaigns that will be in the program including: having set deliverables, and identifying the cross channel avenues. Here’s a simplified example to give you an idea of how to get started:

Plan: Q3 email campaign
Program: Women
Campaign: Buy one get one free

2. Review, review, and preview your copy.

Going through the motions of a campaign can lead to overlooking basic things—as simple as typos—that will leave your audience with a bad impression. Always review your copy one final time and then preview it to make sure it doesn’t look funky in someone’s inbox. Make sure that everything stays in frame, the links work, the customization stays relevant, and that you have the proper segments or audience selected for the delivery—because once you hit send, there’s no turning back. So be sure you take the extra time to do a thorough proofread and overall quality assurance check. After all, you’ve spent so much time segmenting and profiling for the campaign—don’t waste it by sending content full of errors. (Don’t let them see your dirty, smelly children!)

3. Don’t get tagged as junk mail.

You’ve worked hard raising your campaign thus far—make sure it reaches your audience by including the following things:

  1. Mirror link
  2. Unsubscription link
  3. A text copy of your message for the browser to populate

And whatever you do, always avoid ALL CAPS in the subject line and overuse of exclamation marks. For a more detailed list of advice to help avoid spam filters, check out “10 things to avoid using in your email subject lines,” by David Moth.

4. Make it personal.

There’s nothing less appealing than feeling like you’re just one of the masses—we all want to feel special. And by customizing your message with various features, you can give your customers the attention they deserve. Some of the most common features I use are email greeting customization that include the recipient’s first and last name, salutation, and account number. Once I have everything in place, I mass populate the list of addresses I want to target.

And that’s only the beginning. With well executed segmentation, you can separate your audiences into specific buckets based on interests. Let’s use Denture Cleaning Supplies as an example. Anyone under the age of 30 won’t be too interested in denture supplies, but people over the age of 80 would. Now you can target the right audience at the right time—every time.

Additional options could include loyalty points customers accrue, their birth date, company, gender, and the date when their account was created, just to name a few.

5. Take it one phase at a time.

This last one is one that can save you a lot of time in the long-run—separate each phase of your campaign. Having your campaign split into phases makes it easier to tweak things along the way. For example, you can separate a month-long campaign into four weeks. That way, if you discover something that needs to change on the third week, you can simply go to that week and make your updates. If your campaign isn’t split up into phases and you decide to put it on hold, you’ll have to start from the beginning—resending the first email—to resume. The general public doesn’t look too highly on corporate marketing blunders. But if they are bad enough maybe you’ll be put into a YouTube remix of top 10 marketing fails.


Like I said, kids are great, especially ones that have been told what to do and what to not do. Campaigns affect the way people see you as a business and they are also critical to the success of your marketing efforts, so make sure they leave a lasting impression on your audience. Not one that leaves people saying “Whose Campaigns are these?” or “…Some people’s Campaigns.” If you follow these five tried and true parenting tips, then you’ll easily avoid any novice mistakes, and the children that you and Campaign have made together will be successful.  Share your thoughts on how to raise good campaign children on Twitter, @axis41.