Adobe Campaign (Classic & Standard) is similar to other ESPs in that it can deliver messages to customers and prospects via email, push, direct mail, or SMS. Marketers activate various messaging campaigns within Adobe Campaign, from customer onboarding to sales offers to win-back campaigns.
Hightouch is not an ESP, so it doesn’t deliver messages on its own. Instead, it powers ESPs like Adobe Campaign by determining the audiences and content the ESP should provide. Hightouch is an orchestration layer that brings the best data, audiences, and content to Adobe Campaigns. The following outlines some of the ways Hightouch customers are using Hightouch’s Adobe Campaign integrations.
Build better Campaign audiences
While Adobe Campaign allows you to build audiences for messaging campaigns, it only has access to user profile data that exists within Adobe Campaign. It’s not easy to send segments/audiences of users from other Adobe products (outside of RT-CDP) into Adobe Campaign. Therefore, Adobe Campaign users are often limited to audiences based on data contained within Adobe Campaign itself. The inability to access all customer data can restrict the types and complexity of audiences that can be built.
Hightouch, on the other hand, allows you to build segments/audiences using all customer data from the warehouse. Hightouch’s Customer Studio can build granular user segments/audiences and send them to Adobe Campaign for activation.
Audiences created in Hightouch can be sent to Adobe Campaign manually, scheduled, or based on event triggers. These audiences can be delivered to Adobe Campaign folders for future use in Adobe Campaign messaging:
Update user profiles
In addition to sending audiences to Adobe Campaign, you can update Adobe Campaign user profile attributes via Hightouch. Hightouch can update any attribute in Adobe Campaign with the complete and newest information in the data warehouse. Hightouch pushes these updates via a sync, just like it does to push new audiences into Adobe Campaign, which links recipient data in the warehouse and Adobe Campaign through a common user identifier.
In this example, a series of data points, including email, name, address, and phone number, are updated in Adobe Campaign using data from Snowflake.
Power 1:1 personalization with AI Decisioning
Every organization dreams of personalizing content and offers at the 1:1 individual level, and martech has promised this for decades. Hightouch’s AI Decisioning uses data from the warehouse and reinforcement learning to test and deliver personalized content. While Hightouch’s AI Decisioning engine can determine what content each user should see, it leverages ESPs like Adobe Campaign to provide the personalized content to each user. Hightouch’s AI Decisioning platform integrates with Adobe Campaign messaging templates via APIs to dynamically personalize messages for each recipient.
Create omnichannel journeys
While creating messaging journeys in Adobe Campaign can be powerful, you may want to extend user journeys beyond the confines of Adobe Campaign. For example, if you email a set of users and they don’t respond, you may want to target them through digital advertising subsequently. Unfortunately, Adobe Campaign journeys don’t allow you to go beyond messaging. But Hightouch Journeys enables you to build omnichannel user journeys encompassing messaging and advertising. Hightouch Journeys acts like an orchestration layer and tells Adobe Campaign who should be included in each messaging campaign and which users should be sent to advertising networks.
Final thoughts
Adobe Campaign is a powerful ESP used by many clients. Hightouch enables Adobe Campaign users to leverage all customer data from the warehouse when building audiences for Adobe Campaign messages. Integrating Adobe Campaign and Hightouch’s AI Decisioning platform allows marketers to deliver AI-driven 1:1 personalization. Hightouch also allows Adobe Campaign customers to create more complex user journeys by adding additional destinations, such as advertising networks.
By combining the best customer data in the cloud warehouse with the power of Adobe Campaign, Hightouch enables marketers to elevate their messaging campaigns.
To learn more about how Hightouch can help you get the most out of your Adobe products, grab some time with our solutions team.
This blog is part of a series about getting more from your Adobe products by using Hightouch. To learn more, you can also read:
