Adobe recently surveyed Indian consumers, revealing that 40 percent would like to be contacted by brands via email. At the same time, their stated preference is for personalized marketing emails that are less about promotions, and more about providing information, something that is better customized to their interests. To address consumers’ expectations, Adobe today announced new cross-channel innovations powered by creativity and data in Adobe Campaign, part of Adobe Experience Cloud.
The 2018 Adobe Email Survey also revealed that consumers are most frustrated with brands that recommend irrelevant products, send offers that expire or are inappropriate to season or location and misspell names. As brands strive to deliver the right experience to each individual, it’s more important than ever to engage with consumers on their terms and preferred channels; 27% of consumers surveyed in India highlight improved mobile viewing as the top innovation that has improved email experiences in the past few years.
The new capabilities Adobe introduce enable marketers to create personalized experiences across all devices and channels, including email. By more tightly integrating email marketing with content workflows and other marketing channels, Adobe is helping brands deepen relationships and build trust with customers. New Adobe Campaign capabilities and forward-looking projects from Adobe Research help marketers:
Adobe Campaign, part of Adobe Experience Cloud, powers brands including Vistara, Tata CLiQ, Electronics for Imaging, Grand Circle Travel, Hostelworld, Heathrow Airport Limited, Nissan Motor Company Ltd., Redtag.ca, Tourism Australia, Travelocity and Virgin Holidays, among others. Adobe helps brands drastically improve and personalize customer experiences across online channels, such as email and mobile, and offline channels like direct mail and call centers. Integration with Adobe Analytics, Adobe Target and Adobe Experience Manager provides deep insights into customer behavior, and manages and personalizes content. Adobe Campaign helps customers address obligations for data governance and privacy design features to comply with GDPR. Adobe has been positioned as a leader by leading industry analyst firms in cross-channel campaign management (see Gartner and Forrester reports).