Adobe released several new email capabilities to Adobe Campaign on Tuesday, as well as offering a sneak peek into what marketing tools the company’s artificial intelligence lab is currently developing.
Adobe’s two newest features -- dynamic reporting and multilingual campaigns -- add foreign language support and multi-visual campaign analytics to Adobe Campaign.
Dynamic reporting “visualizes insights in real-time,” says Bridgette Darling, product marketing manager for Adobe Campaign. The tool is designed to be marketer-friendly, according to Darling, so the data is displayed in easy-to-understand pie charts, bullets, and bar graphs. Analytics are available on a broad aggregate campaign level, as well as more finite success and user-level metrics.
An integration between Adobe Campaign and Adobe Experience Manager enables marketers to reach additional markets, as Adobe Experience Manager’s multilingual content management capabilities support any language across the globe.
“Coding in another language is possible, but it’s very time-consuming,” says Darling. "Email needs to be personal, so if you have the ability to send email in languages of preference, then everything you send will be received better as a brand."
Adobe Campaign has also released 18 new email templates to make it easier for email marketers to design their messages. The templates can be customized and marketers can dictate the images, colors, and text displayed to adhere to brand guidelines.
“Not every email marketer has coding capabilities,” says Darling, explaining how Adobe wanted to make it easier for any marketer to create a compelling campaign out of the box.
Darling also revealed two projects that Adobe’s lab researchers are developing: predictive images for email and predictive customer churn.
Adobe’s lab develops “machine-learning products that will be useful, provide value, and will be well-received by marketers,” says Darling.
Predictive images for email will work in a similar manner to the company’s subject line testing tool. Based on industry data, the tool illustrates how customers are most likely to react to an image and what types of visual content will most likely drive a sale.
For example, the tool could predict whether an image of a camping tent or a photo of a mountain would most likely sell more mountaineering products.
Predictive customer churn aims to indicate whether or not a customer is happy and what a brand can do to provide better customer experiences. Darling says Adobe has been leveraging the tool internally, and that predicting customer fatigue could prove extremely valuable to email marketers.
“It’s so much easier to retain a customer than to win back or acquire one,” she says.