You’ve got mail!

Adobe uses AI and ma­chine learn­ing to im­prove the email ex­pe­ri­ence.

HWM (Malaysia) - - REPORT -

Have you ever paid at­ten­tion to your email habits? Adobe most cer­tainly have – but for good rea­son. The soft­ware com­pany re­cently con­ducted its third an­nual email sur­vey, and dis­cov­ered some in­ter­est­ing in­sights about the per­sonal and work email habits of white-col­lar work­ers in the United States.

For ex­am­ple, out of the 1,007 re­spon­dents who com­pleted the sur­vey, 61 per­cent said they would pre­fer to be con­tacted by brands via email, in­stead of through other medi­ums like direct mail (18 per­cent), text mes­sage (five per­cent), or phone call (four per­cent).

Hav­ing a pref­er­ence for email com­mu­ni­ca­tion is one thing – the re­spon­dents were also ap­pre­cia­tive of brands that were able to de­liver per­son­al­ized emails with con­tent that catered to their in­ter­ests, with 34 per­cent re­port­ing that they feel frus­trated when brands rec­om­mend prod­ucts and ser­vices that aren’t of their in­ter­est.

To help brands meet the di­verse email be­hav­ior and ex­pec­ta­tions of its cus­tomers, Adobe is in­tro­duc­ing Adobe Cam­paign for the Adobe Mar­ket­ing Cloud. Pow­ered by the AI and ma­chine learn­ing ca­pa­bil­i­ties of Adobe Sen­sei, Adobe Cam­paign will en­able mar­keters to send hy­per-per­son­al­ized, en­gag­ing emails based on cus­tomer knowl­edge and in­ter­ac­tions.

As a mat­ter of fact, thanks to Adobe Sen­sei, Adobe Cam­paign will be able to de­ter­mine the most rel­e­vant im­ages for a par­tic­u­lar email to drive en­gage­ment. Not only that, with Adobe Cam­paign, email mar­keters won’t have to crack their heads over the de­sign and lay­out of emails, as it will fea­ture 18 beau­ti­fully-de­signed, out-of-the-box tem­plates that can be eas­ily cus­tom­ized to ac­com­mo­date the con­tent of their brand.

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