The document discusses strategies for enhancing email marketing by personalizing customer experiences and improving campaign orchestration through data-driven insights. It highlights the importance of connecting email to various digital channels and using customer behavior for targeted messaging. Key approaches include utilizing preferences, automating campaigns along the customer lifecycle, and delivering consistent, contextual offers across all touchpoints.

1. © 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential.
Riding the Experience Business Wave
From Basic Email Personalisation to Customer Journey Management
Timo Kohlberg | Product Marketing Manager Adobe
@t_kohlberg | #NEXT16

2. © 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential.
H E L P I N G
COMPANIES TO CATCH
THE EXPERIENCE WAVE
B E F O R E
MY FIRST REAL WAVE
MY HOME WAVE
EISBACH | MUNICH |
GERMANY
@t_kohlberg | #NEXT16

3. © 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential.
THE
NEXTWAVE
EXPERIENCE DELIVERY
Unify and simplifycross-channel
workflows and experiences
CONTENT
Content Velocity
DATA
Profile & Identity
FRONT OFFICE WAVE
BACK OFFICE WAVE
CRMCommerce and
order Mgmt.
PIM POS (standard,
mobile, kiosk)
CMS Marketing
Automation
Merchandising Behaviora
l Data
Store
Operations
Inventory
Mgmt.
ERP Spend and
Supply Mgmt.
Business
Intelligence
DECISIONING & ALGORITHMS
@t_kohlberg | #NEXT16

4. © 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential. 4
BACK
OFFICE WAVE
FRONT
OFFICE WAVE
EXPERIENCE
BUSINESS WAVE
CTO / CIO / CFO
owner
VP Sales / CIO
owner
Consumer
owner
@t_kohlberg | #NEXT16

5. © 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential.© 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential.
Catching the Experience Business Wave
Email
Marketing
IncreasingProgramComplexity>>>
<<< Increasing Relevancy to Customer/Member
Email Plus
connected to
digital channels
Campaign
Orchestration
Journey
Managemen
t
@t_kohlberg | #NEXT16

6. © 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential.© 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential.
Catching the Experience Business Wave
Email
Marketing
IncreasingProgramComplexity>>>
<<< Increasing Relevancy to Customer/Member
Email Plus
connected to
digital channels
Campaign
Orchestration
Journey
Managemen
t
HOW TO…
• Personalise the email experience
• Use triggers/events in emails
• Contextualise content and offers
@t_kohlberg | #NEXT16

7. © 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential.
Personalise the Email Experience
LOYALTY PROFILE RECAP
INFORMATION
REWARD VOUCHER
LOADING BAR
LOYALTY STATUSVIEW CURRENT STATUS
POINT BALANCE
AN EMAIL HEADER
THAT MOTIVATES:
• Personalised profile info
• Personalised loading bars
Email
Marketing
Email Plus
connected to
digital channels
@t_kohlberg | #NEXT16

8. © 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential.
KEY PRINCIPLES
PURCHASE PURCHASE & PRODUCT
INFO RECONCILIATION
PRODUCT
CATEGORY LIFETIME
EMAIL TRIGGERED BASED
ON CUSTOMER REACHING
THE PRODUCT CATEGORY
LIFETIME
• Discount offer on repurchase
• Cross-sell push
• High open rate
• High reactivity rate
Use Triggers & Events In Emails
Email
Marketing
Email Plus
connected to
digital channels
@t_kohlberg | #NEXT16

9. © 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential. 9
Personalised emails bring an increase of
29% higher open rates and 41% higher
Email
Marketing
Email Plus
connected to
digital channels
CONNECTING
EMAIL TO WEB
Contextualise content and
offers
@t_kohlberg | #NEXT16

10. © 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential.© 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential.
Catching the Experience Business Wave
Email
Marketing
IncreasingProgramComplexity>>>
<<< Increasing Relevancy to Customer/Member
Email Plus
connected to
digital channels
Campaign
OrchestrationHOW TO…
• Use preferences and customer
feedback
• Deliver the right content/offers across
channels
• Automate campaigns along the
customer lifecycle
@t_kohlberg | #NEXT16

11. © 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential.
Use Preferences and Customer Feedback Email
Marketing
Email Plus
connected to
digital channels
Campaign
Orchestration

12. © 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential.
Direct Mail
Email
Website
Email
Marketing
Email Plus
connected to
digital channels
Campaign
Orchestration
Deliver The Right Content/Offers Across Channels
@t_kohlberg | #NEXT16

13. © 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential. 13
Automate Campaigns Along the Customer Lifecycle
Time
Custome
r Value
Acquire Information
Profile/Subscriptio
n
Nurturing Retain
Prospect New Customer Active Client Brand Advocate Losing momentum client
Qualify
Welcome program
Birthday campaign
Convert
Pers. offers
Remarketing
Motivate
Thank you letter
POS communications
Grow
Tell-a-Friend
Replenishment
Reactivate
Loyalty
Email
Marketing
Email Plus
connected to
digital channels
Campaign
Orchestration
@t_kohlberg | #NEXT16

14. © 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential.© 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential.
Catching the Experience Business Wave
Email
Marketing
IncreasingProgramComplexity>>>
<<< Increasing Relevancy to Customer/Member
Email Plus
connected to
digital channels
Campaign
Orchestration
Journey
Managemen
t
HOW
TO…
• Be consistent across all
touchpoints
• Bridge anonymous and
authenticated
communicatons
• Deliver superior customer
experiences everywhere
@t_kohlberg | #NEXT16

15. © 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential.
Visits Marriott.com,
searches NYC and
abandons
Returns to
Marriott.com
Googles ‘New
York City Hotels’
Books NYC
reservation on
M.com
Pre-Arrival
Period
Browses other
travel sites for
NYC destination
info
Guest Arrives on
Property
Signs into MR My
Account page
Audience-based
search bidding
1
Dynamic displayad targets NYC
destination
2
Abandoned Search email
highlights NYC
3
Home page highlights
NYC destination
4
Personalized member offers
NYC Destination highlight
5
Personalized ancillaryoffers on
reservation confirmation email
6
Personalized Mobile app
invitation email
7
On-property, contextual offers
pushed in App via Beacons
1
8
15
Email
Marketing
Email Plus
connected to
digital channels
Campaign
Orchestration
Journey
Management
@t_kohlberg | #NEXT16

16. © 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential.
Home page highlights
NYC destination
4
Abandoned Search email
highlights NYC
3
Visits Marriott.com,
searches NYC and
abandons
Returns to
Marriott.com
Googles ‘New
York City Hotels’
Books NYC
reservation on
M.com
Pre-Arrival
Period
Browses other
travel sites for
NYC destination
info
Guest Arrives on
Property
Signs into MR My
Account page
Audience-based
search bidding
1
Dynamic displayad targets NYC
destination
2
Personalized member offers
NYC Destination highlight
5
Personalized ancillaryoffers on
reservation confirmation email
6
Personalized Mobile app
invitation email
7
On-property, contextual offers
pushed in App via Beacons
1
8
16
Email
Marketing
Email Plus
connected to
digital channels
Campaign
Orchestration
Journey
Management
@t_kohlberg | #NEXT16

17. © 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential.
Lobby @2:22pm
Front desk @2:24pm
Near Spa @2:39pm
By Pool @3:38pm
ENJOY YOUR STAY
INFORMATION ABOUT
THE HOTEL
RESTAURANT / BAR
ENCOURAGE GUESTS TO
VISIT AND STAY
STARBUCKS
SPECIAL OFFERS AND
EXPERIENCES
HOTEL
PROMOTE HAPPY HOUR
OR SIGNATURE DRINK
Email
Marketing
Email Plus
connected to
digital channels
Campaign
Orchestration
Journey
Management
@t_kohlberg | #NEXT16

18. © 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential.
Riding the Experience Business Wave
(The Future of Campaign Management)
@t_kohlberg | #NEXT16

19. © 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential.
Predictive Subject Line
Key Capabilities
 Predict open rates
 Analyse subject line
 Suggest alternative words
 Compute a predicted open
rate
Status:
Adobe Thought Leadership
“This information is not a product roadmap and Adobe has no obligation to develop any features or functionality pursuant to this content.” @t_kohlberg | #NEXT16

20. © 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential.
 490M in the world, 63% daily active users
 Average number of friends per business account:
5.5M
LINE
Status:
Adobe Thought
Leadership
“This information is not a product roadmap and Adobe has no obligation to develop any features or functionality pursuant to this content.”
@t_kohlberg | #NEXT16

21. © 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential.
Trigger and
personalise
messages based on
Campaign data
Send personalised
coupons based on
Campaign data
Gather email and opt-in
from LINE to Campaign
Screenshots are not real examples
Messenger Apps as Campaign Channel
Status:
Adobe Thought
Leadership
“This information is not a product roadmap and Adobe has no obligation to develop any features or functionality pursuant to this content.”

22. © 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential. 22
Adobe Marketing Cloud
Solutions
Core services
Places
PlatformPeople
Assets
Mobile
Activation
Data science
Data Content
Media
Optimizer
Social
Audience
Manager
Target Primetime
Experience
Manager
Campaign
Analytics
@t_kohlberg | #NEXT16

23. © 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential.
Timo
Kohlberg
kohlberg@adobe.com
Twitter: @t_kohlberg
LinkedIn: Timo-
Kohlberg
Thank you!

24. © 2016 Adobe Sy stems Incorporated. All Rights Reserv ed. Adobe Conf idential.