Email marketing.

Evolve from email rookie to email master.
 
 
The challenge
 

Your customers are flooded with lackluster emails every day. 

Odds are you’ve already got an email marketing strategy up and running. Whether it’s effectively converting your customers is another story. With almost 269 billion emails sent daily, there’s a lot of noise to cut through. Traditional methods like batch and blast are a thing of the past. While trying to create email campaigns your customers will want to open, you’ve probably said things like:
 
“I’m worried generic emails are annoying my customers.”
Nothing frustrates customers more than being bombarded with impersonal emails. But without a way to measure and optimise customer experiences, effective personalisation is nearly impossible.

“I need to know when my customers are most likely to open emails.” 
When you send emails at the time that’s most convenient for you — instead of your customers — your campaign is less efficient. Real-time insights help you to send emails so they hit inboxes when customers are most likely to open them and act.

“I’m not even sure how email impacts my marketing campaigns.”
Email plays a critical role in your cross-channel story. If you want to optimise and improve future campaigns, you’ll need to understand how to attribute revenue to your email.

Email personalisation pays off.

75% of personalised follow-up emails yield higher transaction rates than traditional emails.
 
75% of personalised follow-up emails yield higher transaction rates than traditional emails.
70% of consumers are more willing to get personal with brands that tailor their messaging.
 
70% of consumers are more willing to engage with brands that tailor their messaging.
34% of retailers say improving the customer experience is the most important differentiator.
 
But only 14% of email marketers spend time and money on personalisation strategies.
10 Goals for a Perfectly Balanced Email Marketer
An Adobe Digital Marketing Guide
 
Predictive analytics = Intelligent statistical tools that pull insights from big data to help accurately forecast customer behaviour. This gives you the power to automatically deliver targeted experiences that drive increased customer conversions, faster.

Email remains one of the most lucrative direct marketing channels, returning an estimated $38 for every $1 spent.

National client email report 2015, Direct Marketing Association, April 2015.
The solution

Get your customers excited about email.

 
Routine email marketing vs. innovative email marketing.
Routine email marketing is outdated and uninformed. Mismanaged customer data leads to impersonal emails that don’t align with other channels and encourage customers to delete offers without thinking twice. Technology limitations make it impossible to consistently deliver and improve email campaigns.
 
vs.
Innovative email marketing combines strategy and technology to deliver emails that increase opens, clicks and conversions. Dynamic content creates personalised experiences your customers value. And putting email in the context of other channels gives you the data you need to optimise and automate email offers.

Innovative email marketing = Combining cutting-edge technology with a sound strategy to create better experiences and more email opens, clicks and conversions.

Innovative email marketing = combining cutting-edge technology with a sound strategy to create better experiences and more email opens, clicks and conversions.

Make sure you stand out in the inbox. By enhancing your email marketing, your brand will:
COMPEL customers to open, click and convert
 
COMPEL 
customers to open, click and convert.
MANAGE assets in a flexible and dynamic way.
 
MANAGE 
assets in a flexible and dynamic way.
MEASURE email performance in a cross-channel context.
 
MEASURE 
email performance in a cross-channel context.
OPTIMISE campaigns with real-time data and insights.
 
OPTIMISE 
campaigns with real-time data and insights.

Email dominates marketing channels.

 

Learn the rules for using the channel with the broadest reach, lowest cost, easiest measurability and highest ROI in Email Comes of Age.
 

The Adobe advantage

Enhance the email experience.

You hate it when useless emails flood your inbox. So do your customers. Email isn’t about which brand shouts the loudest — or the most often. Better email experiences should create real value foryour customers.
 
Fortunately, delivering email that actually resonates with your customers is easier than you think. With Adobe, you’ll have the tools you need to increase email deliverability, keep customers engaged and improve attribution.

A powerful analytics solution helps businesses like yours differentiate between loyal, seasonal and inactive customers so emails can be catered to individual needs. An improved user interface helps you to design emails faster, with the personalisation, automation, delivery and measurement you need. And our next-generation campaign management solution provides the perfect blend of data, tools and strategies that lead to compelling customer experiences.

Innovative email marketing with Adobe helps you:

Speed email design, delivery and measurement with an intuitive user interface.

 

Speed email design, delivery and measurement with an intuitive user interface.
Manage content and communications for personalised and relevant emails.

 

Manage content and communications for personalised and relevant emails.
Incorporate emails into cross-channel campaigns for consistent customer experiences.

 

Incorporate emails into cross-channel campaigns for consistent customer experiences.
Integrate with analytics for real-time customer views, optimisation and attribution.

 

Integrate with analytics for real-time customer views, optimisation and attribution.
Expand your email programme to accelerate achievement of your business goals.

 

Expand your email programme to accelerate achievement of your business goals.
 

Customer story

Travelocity
Wisely putting customers in charge.
Email should bring your customers closer — not drive them away. With Adobe, Travelocity gives customers full command over email options, allowing them to create a “My Deals” profile that compares their preferences to millions of deals in the Travelocity database. The result is completely personalised email alerts in a highly scalable format.
 

Keith Nowak

“The goal isn’t to send more emails. The goal is to send people relevant emails. We’re analysing what content appeals to different customers and sending them only the deals that they want.”

Keith Nowak
Director of communications, Travelocity

By building email campaigns with Adobe, Travelocity gains the following advantages:

  • Open rates that are 40 percentage points higher than typical
 
  • Click-through rates that are more than 15 percentage points higher
 
  • Four times more campaigns managed from a smaller team
 
  • Fully automated campaigns that deliver regular results
 
  • New emails that are launched within hours — not weeks

Deliver enticing emails that your customers read.

 
To conquer the email channel, your messages must stand out in the inbox. With integrated email technology, your business can create personalised and relevant emails that deliver the right message at the right time and fit in seamlessly with your cross-channel marketing strategy.
You personalise emails for more opens, reads and clicks.
 
You personalise emails for more opens, reads and clicks.
You deliver emails at the best time and at the right intervals.
 
You deliver emails at the best time and at the right intervals.
You accurately attribute revenue to your email campaigns.
 
You accurately attribute revenue to your email campaigns.

Become a master at email marketing.

Adobe is dedicated to helping you to take your email marketing to the next level, with integrated data for personalisation, measurement and attribution.