This document will introduce you to the best practices related to delivery design and sending with Adobe Campaign Standard.
The following section outlines best practices and recommended procedures for the optimal configuration of Adobe Campaign. Following these practices will minimize issues that you might face downstream.
Target audience: Admin users
You'll learn: How to optimize outbound email distribution
Delivery templates allow for increased efficiency by providing ready-made scenarios for most common types of activities. With templates, marketers can deploy new campaigns with minimal customization in a shorter amount of time.
Target audience: Content designers
You'll learn: How to create new delivery templates to suit your needs
See also: Details for creating a template are outlined in the detailed documentation.Read More
When designing your message content, try to avoid common issues that could prevent you from executing your delivery. Most of the time, possible errors are linked to personalization, formatting and images.
Target audience: Content designers
You'll learn: How to make sure your content is good to go
See also: Overall recommendations can be found in the Design content in Adobe Campaign section.Read More
Targeted population is key: build your lists carefully, test your emails on popular email clients and mobile devices, and ensure that your email lists are up-to-date (with no unknown or obsolete addresses). You can also send proofs that help set up a complete validation cycle.
Target audience: Business users
You'll learn: How to make sure you send personalized and relevant messages
See also: Details for defining the main target are detailed in the Selecting an audience in a message section.Read More
Once your message is ready, make sure its content is displayed correctly, on all devices, and does not contain any errors such as wrong personalization or broken links.
Target audience: Business users
You'll learn: How to make sure your message is ready to go
You clicked the Send button? Let's see what happens.
Target audience: Business users
You'll learn: How to track the sent messages and monitor your recipients' behavior
Before even starting to create deliveries, you can take several actions to secure and optimize the sending process upstream.
Several factors can directly impact server performance and slow the platform:
Why? Personalization in emails pulls data out of the database for each recipient. If there are many personalization elements, that increases the amount of data needed to prepare the delivery. However, personalization alone rarely causes performance issues.
When the marketing server is handling many different tasks at the same time, it can slow down performance.
Why? Because the server needs to coordinate all of the incoming and outgoing data for all of the deliveries to ensure that the data is correct and on time.
Tip: To avoid this, coordinate the scheduling of deliveries with the other members of your team to ensure the best performance.
Why? The size of an email delivery generates a certain amount of volume in the sending servers. Large deliveries, such as deliveries to over one million recipients, need space in the sending queues. This alone is not an issue for the server, but when combined with dozens of other large deliveries all going out at the same time, it can introduce a sending delay.
Tip: To minimize the impact of sending large deliveries, coordinate the sending of the deliveries so that their start times are staggered.
To optimize delivery when handling emails in large volumes and avoid being mistaken for a spammer, make sure that you have a legitimate network configuration that does not try to hide the identity of the server.
Why? Spammers attempt to conceal their real identities and usually make their mail servers difficult to identify.
Tip: Use a transparent sender address corresponding to your brand's website. For example, the Neotrip company manages the Valentino hotel chain. Its owns the valentino.com domain for its website. To promote the Valentino hotel in Paris, it uses the paris.valentino.com sub-domain. Therefore, a relevant sender address can be firstname.lastname@example.org.
To reach your recipients' inbox without bouncing or being marked as spam, you need to improve the deliverability rate of your messages.
It is in your best interest to maintain good quarantine management processes.
Why? When starting to send emails on a new platform, you may use a list of addresses that are not fully qualified. If you send to invalid addresses or to honeypot addresses (mailboxes only created to trick spammers), this will start to diminish the reputation of your platform. Good quarantine management processes help to: maintain address quality; avoid blacklisting by internet access providers; and reduce your error rate, speeding up deliveries and throughput.
To avoid sending messages to invalid addresses, limit improper communications and improve sender reputation, Adobe recommends implementing a double opt-in mechanism for post-subscription confirmation. This helps ensure a recipient subscribed intentionally.
A delivery template enables you to define once a set of technical and functional properties that suit your needs and that can be reused for future deliveries.
Usually, you create one delivery template for each sub-domain that you delegated to Adobe.
Why? When you manage several brands in Adobe Campaign, Adobe recommends having one sub-domain per brand. For example, a bank can have several sub-domains corresponding to each of its regional agencies. If a bank owns the bluebank.com domain, its sub-domains can be @ny.bluebank.com, @ma.bluebank.com, @ca.bluebank.com, etc. Having one delivery template per sub-domain enables you to always use the right pre-configured parameters for each of your brand, which avoids errors and saves you time.
Below are a few recommendations to correctly configure a delivery template.
The parameters of sent emails related to a brand's identity (such as the brand logo or the sender address) are centrally managed in Adobe Campaign. You can create one or several brands and link them to delivery templates.
For more on using and configuring brands in Adobe Campaign, see Branding.
To display or change the brand assigned to a delivery template, select the template's Edit properties button and navigate to the brand's detail.
For more on linking a brand to a template, see Assigning a brand to an email.
Note: To create and configure brands, Adobe recommends contacting an Adobe Campaign technical administrator.
In the Advanced parameters section of an email template's properties, the From (email address) field corresponds to the sender's address.
The address domain must be the same as the sub-domain that you delegated to Adobe.
The Reply to fields correspond to the email address and name used for replies.
Tip: Adobe recommends using an existing real address such as your brand's customer care. In this case, if a recipient sends a reply, the customer care will be able to handle it.
To define the name of the sender which will appear in the header of messages sent, click the Content block in a delivery template. The From (name) field allows you to enter the sender name.
To increase the opening rate of your deliveries, Adobe recommends using a name that is easily identifiable by the recipients, such as your brand's name.
Tip: To further improve the recipient's experience, you can add a person's name, for example "Emma from Megastore".
For more on personalizing the sender name, see Email sender.
In the Advanced parameters section of an SMS template's properties, the From option allows you to personalize the name of the SMS message sender using a string of characters. This is the name that will appear as the sender name of the SMS message on the recipient's mobile telephone.
If this field is empty, then it will be the source number provided in the external account that will be used. If no source number is provided, it will be the short code that will be used. For more on this, see SMS configuration.
Tip: Check the legislation in your country regarding modifying the sender address. You should also check with your SMS service provider to see whether they offer this functionality.
A typology contains checking rules that are applied during the analysis phase, before sending any message.
Why? To approve the message's content and configuration
Tip: In the Advanced parameters section of an email template's properties, change the default typology according to your needs.
For example, to better control the outbound traffic, you can define which IP addresses can be used by defining one affinity per sub-domain and creating one typology per affinity. The affinities are defined in the instance's configuration file. To do this, contact your Adobe Campaign administrator.
See also: For more on typologies, see Managing typologies.
See also: Personalization basics are presented in the Personalizing content section.
The subject line of an email is your very first impression on recipients and is decisive in their choice to open it or not. With the feature Predictive subject line, you can try out subject lines and have a predicted open rate for the chosen subject line with a set of tools to help you improve this rate. For more on Predictive subject line, refer to this section.
To avoid common formatting and design errors, check the following elements:
The unsubscription link is essential. It must be visible and valid, and the form must be functional. By default, when the message is analyzed, a typology rule checks whether an opt-out link has been included and generates a warning if it is missing.
Tip: Because human error is always possible, check that the opt-out link works correctly before each time you send. For example, when sending the proof, make sure the link is valid and that the form is on-line.
By default, the number of characters in an SMS meets the GSM (Global System for Mobile Communications) standards. SMS messages using GSM encoding are limited to 160 characters, or 153 characters per SMS for messages sent in multiple parts.
Transliteration consists of replacing one character of an SMS by another when that character is not taken into account by the GSM standard. Note that inserting personalization fields into the content of your SMS message may introduce characters that are not taken into account by the GSM encoding. You can authorize character transliteration by checking the corresponding box in the SMPP channel settings tab of the corresponding External account.
For more on this, see SMPP encoding, length and transliteration.
Dynamic content can be manually added to display different content to your recipients according to conditions defined in the expression editor. When adding dynamic content, you must always leave a default variant for recipients who do not meet the selected conditions. For more on this, refer to this section.
Tips: Preview your email with different test profiles to make sure that your dynamic content has been correctly configured.
Adobe recommends previewing your message to check its personalization and how your recipients will see your delivery. To do so, use the Preview button located in the action bar.
When you have your content ready, you need to carefully define who will receive your message.
You can create audiences from different resources available in Adobe Campaign. Targeting dimensions are defined in target mappings and stored under Administration > Application settings > Target mappings, accessible from the Adobe Campaign logo. You can change the target mapping for your deliveries based on your needs.
Tip: For example, you can deliver to visitors whose profiles have been collected via social networks or to visitors who are subscribed to an information service.
To deliver to the subscribers of a newsletter, you can directly target the subscribers to the corresponding information service.
Tip: Create a List audience which targets the subscribers to your newsletter using a workflow. You can then select this audience in a delivery. For more on this, see Creating list audiences.
To test your delivery, use proofs before sending to the main target.
Tip: Make sure you select appropriate proof recipients, because they validate the format and the content of the message. Test profiles are used to target recipients who do not match the defined target criteria in order to test a delivery before sending to the main target. They are presented in the About test profiles section.
It is important to avoid having duplicate email addresses, because this can have an impact on your target:
Deduplicating addresses protects your sending reputation and ensures good quarantine management.
Before sending a delivery, you need to ensure that your recipients will receive the message that you really want to send them. To do this, you need to validate the message content and delivery parameters.
Email rendering enables you to preview your messages on major email clients, scan content and reputation, discover how recipients are reading messages.
For more on this, see Email rendering.
Sending proofs enables you to check the opt-out link, mirror page and any other links, validate the message, verify that images are displayed, detect possible errors, etc. You may also want to check your design and rendering on different devices.
More information on Managing test profiles and sending proofs can be found in the Adobe Campaign documentation.
If you have several contents for an email delivery, you can use A/B testing to find out which version will have the biggest impact on the targeted population.
Details are outlined in the Creating an A/B test section.
Once the delivery is sent, Adobe Campaign enables you to keep track of the sent messages and discover how your recipients react to your delivery.
To control your campaigns, you must ensure that the message has indeed been delivered to your recipients.
To keep track of delivery successes or failures, Adobe Campaign provides an email alerting system that sends notifications to inform users of important system activities.
From the message dashboard, you can access several reports for this specific message.
For more this, see Monitoring a delivery.
To better know the behavior of your recipients, you can track how they react to a delivery: reception, opening, clicks on links, unsubscriptions, etc. This information is displayed in the Tracking logs tab of the delivery.
Why? Tracking can be used to improve your future sending.
Tip: Message tracking is enabled by default.
For more on this, refer to the Tracking messages section.
Dynamic reports allow you to create fully customizable and real-time reports to monitor your campaigns.
Why? Dimensions, metrics and visualizations let you measure the impact and success of your campaigns on recipients.
Tips: Out-of-the-box reports are available for you to monitor your campaigns but these reports can also be customized by drag and dropping any metrics or dimensions to your report.
For more on this, refer to the Reporting guide.
The Hot clicks functionality presents the message content (HTML and/or text) with the percentage of clicks on each link.
Why? By displaying the percentage of clicks on each dynamic content, you can measure which content most appeals to the recipients.
For more on this, refer to the Hot clicks page.
Email BCC allows you to keep a raw copy of sent emails.
Why? Sent emails are often kept for legal reasons, as this is a requirement for financial services. This can also be used as evidence for customer care or in case of disagreement.
Tips: Emails sent by Adobe Campaign can be archived on an external system (such as an SMTP email server) through BCC. It consists in adding a BCC email address to the message target.
Note: To configure this feature, contact your Adobe Campaign administrator.
Email BCC is activated in the delivery or in the delivery template, through a dedicated option. Details are outlined in the Adobe Campaign documentation.