Getting Started with Email Marketing on Adobe Campaign Classic

Email marketing is a powerful tool for reaching your audience and fostering meaningful interactions with your brand. Adobe Campaign Classic (ACC) is a robust platform designed to help marketers create, manage, and execute personalized email campaigns at scale. If you’re just starting out with email marketing on Adobe Campaign Classic, this guide will take you through the key steps to get started efficiently.

Step 1: Set Up Your Adobe Campaign Classic Environment

Before launching your first email campaign, you’ll need to set up your Adobe Campaign Classic environment.

1. Create an Adobe Campaign Account: Ensure you have the necessary access to Adobe Campaign Classic.
2. Understand Your Instance: Adobe Campaign Classic offers both on-premise and cloud-based solutions. Make sure you know which one your organization uses and become familiar with the interface, especially the Delivery and Workflow modules.
3. Configure Settings: Make sure your system is configured for email marketing. Check the IP warm-up plan, delivery settings, and security protocols such as DKIM, SPF, and DMARC to ensure that your emails are delivered to your recipients’ inboxes rather than being flagged as spam.

Step 2: Define Your Audience and Build Segments

Adobe Campaign Classic allows you to target specific segments of your audience for personalized communication. Here’s how to build your audience:

1. Import Your Database: Start by importing your contact list. This could be from CRM systems, Excel files(csv), or third-party platforms. Make sure to clean your data before importing to avoid duplicates and outdated information.
2. Create Audience Segments: ACC’s segmentation capabilities are powerful. You can filter contacts based on demographics, behaviors, or previous interactions. This allows you to create tailored content for specific groups.

• Tip: Use calculated fields and targeting workflows to create dynamic, precise segments.

Step 3: Design Your Email Campaign

Now that your environment is set up and your audience is defined, it’s time to design your email campaign.

1. Choose Your Template: Adobe Campaign Classic provides pre-built templates, or you can create custom HTML designs. Select a responsive template to ensure that your emails are optimized for both desktop and mobile.
2. Personalization: ACC excels in dynamic content personalization. Use personalization blocks to include tailored information such as the recipient’s name, product recommendations, or past purchase history. You can even incorporate real-time data for a fully dynamic email experience.
3. Design Workflow: Every email campaign is created and executed through workflows. Set up a workflow that defines how and when the email will be sent, to whom, and under what conditions.

Step 4: Test Your Campaign

Testing is critical to ensure that your emails are correctly formatted, display properly, and reach your audience.

1. Run Test Emails: Before sending your email to the full list, send a few test emails to different email clients (e.g., Gmail, Outlook, Yahoo) to verify that the email appears as intended across devices and platforms.
2. A/B Testing: Adobe Campaign Classic offers A/B testing functionality. You can test different subject lines, content, or sending times to find the most effective version for your audience.
3. Inbox Placement Testing: Use Adobe Campaign’s built-in tools or integrate third-party services to check how your email performs with spam filters and what percentage of your audience receives it in their primary inbox versus the promotions tab or junk folder.

Step 5: Launch and Monitor Your Campaign

Once testing is complete, it’s time to launch your campaign.

1. Send Your Email: Schedule the email delivery based on the segment and workflow you’ve created. Pay attention to timing based on your audience’s location and behavior.
2. Monitor Performance: Adobe Campaign Classic provides real-time analytics to help you track the performance of your campaign. Metrics such as open rate, click-through rate (CTR), bounce rate, and unsubscribe rate will give you valuable insights into the success of your email.

• Tip: Set up tracking workflows to automatically pull data into dashboards, making it easier to monitor key performance indicators (KPIs).

Step 6: Analyze and Optimize

After your campaign has run, analyze the results to see how effective your strategies were.

1. Reporting: Adobe Campaign Classic offers detailed reports on recipient behavior. Use these reports to understand what worked and what didn’t.
2. Optimize Future Campaigns: Use the insights gathered from your reports to improve future campaigns. Experiment with different content, designs, and segmentation strategies to continuously enhance your email marketing performance.

Conclusion

Adobe Campaign Classic offers a comprehensive suite of tools for designing, executing, and optimizing email marketing campaigns. By following these steps, you’ll be able to take full advantage of the platform’s capabilities and create successful, data-driven campaigns that resonate with your audience