Adobe Develops New Email Integration Features

Adobe is working on several new cross-channel features in response to research showing that consumers want more relevant personalization.  

The services are powered by Adobe Campaign, part of Adobe Experience Cloud. 

One tool now in preview will allow brands to customize the best send time at the individual level. This would be possible in mass email campaigns, says Bridgette Darling, product marketing manager, Adobe Campaign.

The company is working on this capability in its lab and testing it with partners, Darling says. It will achieve this using Adobe Sensei, Adobe’s artificial intelligence and machine-learning technology.

Adobe will also offer email reporting to help brands better segment audiences based on profile attributes and email statistics.  

Many marketers are stuck with out-of-box reports that can’t be customized, Darling contends. Adobe hopes to help them pull in “many different attributes into drag-and-drop reporting — geography, profile data, language — at the individual level,” she adds.

Adobe is also planning integration with Dropbox. Expected to go into beta later this year, this feature will allow brands that do not use Adobe Experience to use Dropbox to manage content and images.

Clients can also use Adobe’s new drag-and-drop email designer, which  “puts the creative editing process directly in the fingertips of the email marketer,” Darling adds. 

The company notes that email marketers can pull assets from Adobe Experience Manager into Adobe Campaign, Adobe Creative Cloud, Adobe Dreamweaver CC and the Creative Cloud SDK to edit email content.

In a recent survey of 1,001 consumers, 81% said that customization is important, and that many are irritated by irrelevant product offers, expired offers and name misspellings. (See related story in today's Email Insider).  

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