Adobe Embraces AI to Update Email Marketing Tools

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Aug. 31, 2017—Adobe announced a number of new capabilities for its Adobe Campaign email marketing tools, according to Tech Crunch, such as improved dashboards, new email templates, and better support for multilingual campaigns..

Over the past year, Adobe has been working on bringing machine learning-powered features to virtually all of its products thanks to its Sensei AI platform. Adobe Campaigns already allows its users to use machine intelligence to find the best subject lines for their emails and soon, it’ll also be able to suggest just the right image to show to the right person who opens a marketing email. As an image is displayed, the service’s algorithm looks at a variety of signals to decide which image a customer is most likely to react to.

Another new predictive feature is a new tool for predicting customer churn rate based on how users engage with emails. Because Adobe sits on a trove of data about your users, it can create a profile of a business’ users, Tech Crunch wrote.

Combined with data from Campaigns, this tool can predict when a customer is likely to unsubscribe from a service, for example. Adobe senior product marketing manager Bruce Swann said Adobe could use this tool internally to predict when a Creative Cloud user is likely to unsubscribe, for example.

In addition to these product announcements, Adobe also today released its latest email consumer survey. Adobe’s respondents in the U.S. said that they open 82 percent of work emails and 60 percent of personal emails. Most (61 percent) also say that email is their preferred way of being contacted by brands.


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