Adobe Campaign Standard - Communication Channels

 Communication Channels
Technical Documentation
Adobe Campaign Standard
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Table of Contents
Adobe Campaign Standard - Communication Channels
Chapter 1. About communication channels . . . . . . . . . . . . . . . . . . . .
Discovering communication channels
Key steps to send a message . . . .
Accessing messages . . . . . . .
Accessing messages in campaigns .
Accessing the message list . . .
Message life cycle . . . . . .
Message dashboard . . . . . . .
Gray bar . . . . . . . . . .
Action bar . . . . . . . . .
Blocks . . . . . . . . . . .
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Chapter 2. Email messages . . . . . . . . . . . . . . . . . . . . . . . . .
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About emails . . . . . .
Creating an email . . . .
Creating an A/B test . . .
Creating a multilingual email
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Chapter 3. SMS messages . . . . . . . . . . . . . . . . . . . . . . . . . .
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About SMS messages . . . . . . . . . . . . . . . . . . . . . . . . . . . .
SMS delivery template . . . . . . . . . . . . . . . . . . . . . . . . . .
Creating an SMS message . . . . . . . . . . . . . . . . . . . . . . . . . .
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Chapter 4. Push notifications . . . . . . . . . . . . . . . . . . . . . . . . .
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About push notifications . . . . . . . . . . . . . . . . . . . . . . . . . . .
Creating a push notification . . . . . . . . . . . . . . . . . . . . . . . . .
Push notification advanced options . . . . . . . . . . . . . . . . . . . . . . .
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Chapter 5. Direct mail . . . . . . . . . . . . . . . . . . . . . . . . . . .
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About direct mail . .
Recommendations .
Return to sender . .
Creating the direct mail
Defining the direct mail
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audience
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Adobe Campaign Standard - Communication Channels | 3
Defining the main target . . . .
Adding test and trap profiles . .
Defining the direct mail content . .
Defining the extraction . . . .
Defining the file structure . . .
Defining the header and footer .
Example of direct mail in a workflow
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Chapter 6. Transactional messaging . . . . . . . . . . . . . . . . . . . . . .
53
About transactional messaging . . . . . . . .
Transactional messaging operating principle . .
Event transactional messages . . . . . . . . .
Defining a test profile in a transactional message .
Personalizing a transactional message . . . . .
Testing a transactional message . . . . . . .
Publishing a transactional message . . . . . .
Suspending a transactional message publication .
Unpublishing a transactional message . . . . .
Profile transactional messages . . . . . . . .
Sending a profile transactional message . . . .
Monitoring a profile transactional message delivery
Transactional push notifications . . . . . . . .
Transactional push notifications targeting an event
Transactional push notifications targeting a profile
Follow-up messages . . . . . . . . . . . .
Accessing the follow-up messages . . . . . .
Sending a follow-up message . . . . . . . .
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Chapter 7. Landing pages . . . . . . . . . . . . . . . . . . . . . . . . . .
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About landing pages . . . . . . . . . .
Designing a landing page . . . . . . . .
About content design . . . . . . . . .
Mapping form fields . . . . . . . . .
Submitting the form . . . . . . . . .
Linking a form to a service . . . . . . .
Setting permissions and pre-loading data . .
Sharing a landing page . . . . . . . . .
About landing page publication . . . . .
Testing the landing page . . . . . . .
Setting up validity parameters . . . . . .
Publishing a landing page . . . . . . .
Data storage and reconciliation . . . . . .
Setting up a double opt-in process . . . . .
About double opt-in . . . . . . . . .
Step 1: Create the confirmation landing page
Step 2: Create the confirmation email . . .
Step 3: Create the acquisition landing page .
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CHAPTER 1
About communication channels
Table of contents
Discovering communication channels .
Key steps to send a message . . . .
Accessing messages . . . . . .
Accessing messages in campaigns .
Accessing the message list . . .
Message life cycle . . . . . .
Message dashboard . . . . . .
Gray bar . . . . . . . . .
Action bar . . . . . . . . .
Blocks . . . . . . . . . .
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Discovering communication channels
Adobe Campaign allows you to create and send personalized messages on various channels and measure their
effectiveness through dedicated reports.
It also lets you create cross-channel campaigns to better target recipients.
Four messaging channels are available in Adobe Campaign:
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Email, presented in the Creating an email section.
SMS, presented in the Creating an SMS message section.
Push notification, presented in the Creating a push notification section.
Direct mail, presented in the Creating a direct mail delivery section.
All marketing activities are based on a template. Templates can be used to configure frequently used properties,
allowing you to gain time and consistency across your messaging strategy.
The functional administrator in charge of configuring the templates, can define, in the case of an email template:
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The standard parameters of an email, such as the audience, schedule, or content.
The advanced parameters related to sending, validity, tracking, etc.
The pre-configuration parameters concerning targeting and personalization (targeting context).
Key steps to send a message
To learn the delivery best practices, consult the Delivery best practices getting started.
The steps to create and send messages are as follows:
Adobe Campaign Standard - Communication Channels | 5
1 Create an Email, a SMS, a direct mail or a push notification marketing activity. Refer to Creating an email,
Creating a SMS, Creating a direct mail delivery and Creating a push notification.
2 Select the audiences of your message. Refer to Creating audiences.
3 Define the message content and its personalization elements. Refer to the content editor for email or specific
4
content for other channels.
Start preparing the send to calculate the target population and generate the message contents. Refer to Approving
messages.
Note:
You can set global cross-channel fatigue rules that will automatically exclude oversollicited profiles from
campaigns. See Fatigue rules.
5 Send proofs. Refer to Sending proofs.
6 Send the message and check its delivery. Refer to Sending messages.
7 Check the dedicated delivery reports. Refer to Accessing reports.
Advanced message parameters are detailed in the Configuring channels sections.
Accessing messages
You can access a set of advanced functionalities, from targeting, creating and personalizing messages, executing
communications, to associated operational reports.
Messages can be accessed:
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n
within a campaign
from the Adobe Campaign home page
from the list of marketing activities
Accessing messages in campaigns
To access the list of a campaign's marketing activities:
1 Go to Marketing activities from the top navigation bar.
2 Select Marketing activities > Marketing plans > Programs & Campaigns.
You can also directly click the Programs & Campaigns card from the home page. For more information on
campaigns, refer to the Programs and campaigns section.
6
About communication channels
3 Select a program, then a campaign.
4 Click the Summary drop-down list.
5 Click Search to filter the way messages are displayed (by name, date, or status).
To filter recurring messages, you can check the corresponding box.
Accessing the message list
To access the full list of marketing activities from all the campaigns combined:
1 Select Marketing activities from the upper navigation bar.
2
You can also access it from the Marketing activities card on the home page. For more information on the list
of marketing activities, refer to the Managing marketing activities section.
To filter the marketing activities (by name, date, status or activity type), use the Search fields to the left of the
list of marketing activities.
Adobe Campaign Standard - Communication Channels | 7
Message life cycle
A message's status is represented by a specific color in the lists. The possible statuses are:
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Editing (gray): the message is being edited.
In progress (blue): the message is being sent.
Finished (green): sending has finished without any errors.
Erroneous (red): sending was canceled or an error has occurred while the message was being prepared or sent.
Note:
A yellow notification banner may appear above the card when an action is required, for example when you have
to confirm sending a message.
Message dashboard
The message dashboard is a workspace made up of different icons - regrouped into an action bar - and various
functional blocks that allow you to establish your message's parameters and send it. These elements are presented
hereafter.
Gray bar
The gray bar regroups various icons linked to your message.
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Summary: shows/hides the main information regarding the message.
Edit properties: lets you edit the message's advanced parameters.
Reports: gives you access to the reports relating to the message.
Related topics
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8
Configuring channels
Accessing reports
About communication channels
Action bar
The action bar has different icons that allow you to interact with your message.
Depending on the parameters that have been set up and the progress made, certain icons may not be available.
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Show proofs: shows/hides the list of proofs that have been sent, if they exist. This button is only enabled once
you have sent proofs.
For more on proofs, see Managing test profiles and sending proofs.
Send a test: lets you select the approval mode to use: Email rendering, Proof or both for an email. For more
on test profiles, see Sending proofs.
This button is only enabled once you have established test profiles.
Note:
For an SMS message, there is no other choice: it is automatically a Proof.
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Prepare send: starts to prepare the send. The Deployment block appears and displays the result of the preparation.
This button only appears once the target has been entered. You can stop preparation at any time using the
corresponding button.
For more on message preparation, Preparing the send.
Confirm send: confirms sending the message. The sending statistics appear in the Deployment block. This button
only appears after the send has been prepared. You can stop or pause the send at any time using the Stop send
and Pause buttons.
For more on confirming sending, see Sending messages.
Adobe Campaign Standard - Communication Channels | 9
Blocks
The main screen is made up of different blocks. Click inside a block to access the corresponding parameter screen:
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Deployment: allows you to track the progress of the message preparation or send. Click the button found in the
lower right section of this block to access the send and analysis logs. This block only appears once the send has
been prepared. For more on this, see Confirming send.
Audience: allows you to establish the message's main target as well as the test profiles, see Creating audiences.
Schedule: allows you to specify the date on which your message will be sent, see Scheduling.
Content: allows you to define the message's content and preview it, see Defining content.
CHAPTER 2
Email messages
Table of contents
About emails . . .
Creating an email . .
Creating an A/B test .
Creating a multilingual
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email
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. . . . . . . . . . . . . . . . . . . . . . . . . .
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About emails
The email channel is one of the core channels in Adobe Campaign, allowing you to schedule and send personalized
emails to specific targets.
You can send different types of emails:
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Single-send emails: basic emails that you can send once to a defined target.
Recurring emails: send the same email regularly and aggregate each send and its reports on a periodic basis. A
common example is a birthday email. Recurring emails are available through workflows only.
A/B testing emails: test up to 3 versions of an email.
Transactional emails: unitary emails that are triggered based on your customers' behavior.
To learn the best practices when creating and sending emails, consult the Delivery best practices step-by-step guide.
Creating an email
You can create an email from a campaign, from the Adobe Campaign home page, or in the marketing activity list.
You can also create single-send and recurring emails from a workflow.
1 Once you have started creating an email marketing activity, select the template you would like to use.
Adobe Campaign Standard - Communication Channels | 11
By default, you can choose from several templates for each marketing activity. This allows you to pre-configure
certain parameters according to your needs and also assign a brand to your delivery, see the Managing templates
section.
Note:
Follow-up and A/B test templates are hidden by default. Check the boxes on the left side (Filter lateral panel) if
you want to display them.
2 Enter the email's general properties. You can enter a name in the Label field and edit the ID. Both the activity
name and its ID appear in the interface, but they are not visible to the message recipients.
You can add a description that the user can see in the campaign content.
12
Email messages
Note:
You can create your email within a parent campaign from the home page or the list of marketing activities. Select
it from the campaigns that have already been created.
3 Define the target of your message based on your business criteria, see the Managing profiles section. You also
define the test profiles who will validate the message, see the Managing test profiles section.
4 Define and personalize the message content, sender name and subject. Then preview your message.
You can design your message directly using a pre-defined content template or by using DreamWeaver or Adobe
Experience Manager. If you don't feel like a designer, you can also upload a content that has been prepared for
you, or import an existing content from a URL, see the Importing HTML content section.
Adobe Campaign Standard - Communication Channels | 13
5 Confirm creating the email. The email dashboard is then displayed, see Approving messages section.
6 Schedule the sending, see the Scheduling messages guide.
14
Email messages
7 Prepare your message to analyze its target, see the Preparing the send section.
Note:
You can set global cross-channel fatigue rules that will automatically exclude oversollicited profiles from
campaigns. See Fatigue rules.
8 Send proofs to check and validate your message and monitor its inbox rendering, see the Sending proof section.
Adobe Campaign Standard - Communication Channels | 15
9 Send the message and check its delivery through the message dashboard and logs, see the Sending messages
section.
10 Measure the impact of your message with delivery reports, see Reporting guide.
Related topics:
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n
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Creating an email video
Adobe Campaign and Dreamweaver integration video
Using Adobe Experience Manager
Integrating Adobe Target
Creating an A/B test
The A/B test functionality in Adobe Campaign allows you to define two to three email variants. Each variant is sent
to population samples in order to determine which has the best result. Once determined, the winning variant is then
sent to the remaining population.
You can choose to vary the email's content, subject, or sender.
Note:
You cannot perform an A/B test on content imported from Adobe Experience Manager.
An A/B test can be created using the standard email creation wizard, to which an A/B test configuration step is added.
Creating a standard email is detailed in the Creating an email section.
In the specific context of an A/B test:
1 Create a new email from one of the three A/B testing specific templates, according to the element that you want
to vary:
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n
16
A/B test on sender
A/B test on content
Email messages
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A/B test on subject
Note:
Follow-up and A/B test templates are hidden by default. Check the A/B test boxe on the left side (Filter lateral
panel) to display them.
2 Define the general properties and the target audience of the email, just as for a standard email. Refer to the
3
Creating audiences section.
At the fourth step in the creation wizard, define the A/B test parameters:
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Number of variants: You can choose to use two or three variants. If you choose three variants, this choice
cannot be modified after this step has been confirmed in the wizard.
Winning strategy: Select the criterion to be used to determine the winning variant.
Target breakdown: Choose which percentage of the target will receive each variant. The remaining percentage
will receive the winning variant once it has been determined. The targeted profiles are selected randomly.
Winner sending method: Choose whether you would like the winning variant to be automatically sent once
it has been determined or whether you would like to manually confirm sending to the remaining population.
Test duration: Specify the duration of the test. The winning variant is determined automatically after this
duration. You can manually choose the winning variant before the end of the test from the email dashboard.
Adobe Campaign Standard - Communication Channels | 17
The test must be at least one hour in order for all of the tracking data to be collected and correctly taken
into account to select the winning variant.
4 Once the A/B test parameters have been defined, pass to the next step in the wizard and define the email content.
Depending on the template that you have chosen, you can define several subjects, several sender names, or
several different contents. Use the carousel to navigate between the different variants of the element. For more
information, consult the content editor section.
5 Confirm creating the email. The email dashboard will then be displayed.
6 Schedule the send. The date defined indicates the start of the A/B test.
18
Email messages
7 Check the A/B test parameters displayed in the A/B test parameters block. You can modify them up until you
confirm sending the test (step 9) by selecting the block.
8 Prepare the email send to analyze the target and the number of messages to send. Consult the Preparing the
send section.
Before sending the A/B test, check your email by sending proofs.
9
10 Once preparation has finished, confirm sending the test. Once confirmed, the A/B test parameters cannot be
modified.
The A/B test starts on the date defined in the Schedule. You can track its progress using the A/B test and
Deployment blocks.
You can manually select the winning variant at any time if you would like to cut the test duration short.
11
Once testing has finished, a summary table is displayed in the A/B Test block and this allows you to view the
various indicators for the different variants that were tested.
If you have selected Send after confirmation as the sending method, you have to manually select the winning
variant to start sending it to the remaining population. If you have selected Automatic, the winning variant is
automatically sent to the remaining population as soon as it has been determined by the system.
Note:
If there is a tie, the winning variant must be manually selected.
You can notify the email creator and modifier(s) that a variant has been chosen or needs to be selected. See
Adobe Campaign notifications.
Your email is now defined and sent. You can access its logs and reports to measure the success of your campaign.
Related topic:
Creating an email video
Creating a multilingual email
The objective is to send a multilingual email to profiles with different preferred languages. Each profile will receive
a variant of the email in his preferred language.
To complete this procedure, check that you have a multilingual email template available. If not, learn how to create
one here.
The audience is based on profiles with a completed preferred language information.
Adobe Campaign Standard - Communication Channels | 19
1 Create a new email based on the available multilingual template.
2 Define the general properties and the target audience of the email, just as for a standard email. Refer to the
3
Creating audiences section.
At the fourth step in the creation wizard, define the variant options. If the template already contains all the right
parameters, you can directly click on the Create button.
4 Confirm creating the email. The email dashboard will then be displayed.
20
Email messages
5 Define the email content for each variant. Depending on the template that you have chosen, you can define
several subjects, several sender names, or several different contents. Use the drop-down menu to navigate
between the different variants of the element. For more information, consult the content editor section.
6 Schedule the send with the Send after confirmation option.
7 Your email is now defined and sent. You can access its logs and reports to measure the success of your campaign.
Adobe Campaign Standard - Communication Channels | 21
22
CHAPTER 3
SMS messages
Table of contents
About SMS messages . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
SMS delivery template . . . . . . . . . . . . . . . . . . . . . . . . . . .
Creating an SMS message . . . . . . . . . . . . . . . . . . . . . . . . . . .
23
23
24
About SMS messages
Adobe Campaign allows you to deliver SMS (Short Message Service) messages.
Note:
This feature is optional. Please check your license agreement.
MMS are not supported.
For SMS messages, you can create, modify, and personalize messages in text format only. You can also preview your
SMS messages before they are sent.
The length of an SMS message is restricted to 160 characters if it is in GSM encoding and only 70 characters if it is
in Unicode. However, certain special characters can influence the length of the message. For more on this, refer to
the SMS encoding section.
SMS messages can be created from the Marketing activities menu, from a campaign, or in a workflow, see Creating
an SMS message [page 24].
To deliver SMS messages to a mobile telephone you need:
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A Routing external account configured on the Mobile (SMS) channel with the Bulk delivery mode. For more
on this, refer to the Routing section.
A delivery template that is correctly linked to this external account.
Related topics:
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Managing templates
SMS configuration
SMS delivery template
Adobe Campaign offers a delivery template for mobile devices. This template must be correctly linked to the external
account used for the Mobile (SMS) channel. To access and modify it:
Adobe Campaign Standard - Communication Channels | 23
1
2
3
4
5
Select Resources > Templates > Delivery templates from the advanced menu.
Hover over the Send via SMS template with the mouse and select the Duplicate element option.
Select the new template.
Click the Edit properties button.
In the Advanced parameters section of the template properties, make sure that the template is linked to the
external account to be used for delivering SMS.
Related topics:
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Managing templates
Creating an SMS message
Creating an SMS delivery is very similar to creating a regular email. The following steps describe the configuration
that is specific to this channel. Refer to Creating an email for more information on other options.
Advanced SMS parameters are detailed in the SMS configuration section.
To create and send SMS messages to a mobile phone, you need:
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A Routing external account configured on the Mobile (SMS) channel with the Bulk delivery mode. For more
on this, refer to the Routing section.
A delivery template that is correctly linked to this external account.
1 Create an SMS delivery. You can do it from the Adobe Campaign home page, in a campaign or in the marketing
activity list.
You can also add an SMS activity in a workflow. For more on this, refer to the Workflows guide.
When creating a message, a wizard is displayed to walk you through the most important steps. What is defined
through the wizard can still be edited afterward from the message dashboard.
24
SMS messages
2 Select the template you would like to use. You can choose either the out-of-the-box SMS template or one of
your own templates.
3
To deliver to a mobile telephone, the delivery template must be correctly linked to the SMS routing external
account.
Enter the general properties of the SMS.
Both the activity label and its ID appear in the interface, but they are not visible to the message recipients.
Adobe Campaign Standard - Communication Channels | 25
4 Specify the audience that you want to target. You can select an existing audience or directly target a population
by defining and combining rules.
5 Add content to your SMS. You can also define the content by clicking the Content section of the delivery
dashboard, once the SMS creation is finalized.
If you have inserted personalization fields or conditional text into the content of your SMS message, the length
of the message may vary from one recipient to another. This is because these factors may introduce characters
that are not taken into account by the GSM encoding. This is why the message length has to be evaluated once
personalization has been carried out.
6 Confirm creating the message. Its dashboard is then displayed.
7 Schedule the sending. The SMS can be sent manually right after the message preparation or automatically at a
scheduled date.
26
SMS messages
8 Prepare the message to analyze its validity, personalization and target.
Note:
You can set global cross-channel fatigue rules that will automatically exclude oversollicited profiles from
campaigns. See Fatigue rules.
9 Send proofs to check and validate your message and monitor its inbox rendering, see the Sending proof section.
10 Confirm the sending of the message. The sending will start accordingly to the schedule you have defined.
The message is sent. You can check its delivery through the message dashboard and logs.
Once the sending is finished, you can start measuring the impact of your message with built-in or custom delivery
reports.
Adobe Campaign Standard - Communication Channels | 27
Related topics:
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n
28
Managing templates
Create an SMS delivery video
CHAPTER 4
Push notifications
Table of contents
About push notifications . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Creating a push notification . . . . . . . . . . . . . . . . . . . . . . . . . . .
Push notification advanced options . . . . . . . . . . . . . . . . . . . . . . . .
29
30
34
About push notifications
Adobe Campaign allows you to send personalized and segmented push notifications to iOS and Android mobile
devices.
These messages are received on mobile applications that you set up in Adobe Campaign by leveraging the Marketing
Cloud Mobile SDK. See Push configuration.
Note:
Since the push channel is optional, make sure to check your license agreement beforehand.
The user process in Adobe Campaign is as follows:
1 Creating a push notification [page 30]
2 Defining content
3 Sending the push notification
Two types of push notification are available in Adobe Campaign:
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Alert/Message/Badge type notifications enable you to send standard text-based messages with additional
content (sound, badge, deeplink, etc.) that you can define in the Advanced options section.
This notification types allow you to add a title and a message in which you can use personalization fields. To be
able to personalize your message, make sure you select the Send push on profiles template.
Silent push type notifications are used to download content from servers in the background. No message is
actually sent to the application's users.
Adobe Campaign Standard - Communication Channels | 29
Note:
Laws concerning privacy differ by country. Some countries require that you inform users of the types of data collected
by mobile applications. Please check the laws pertaining to mobile applications in your country.
Make sure push notifications sent to mobile applications comply with the prerequisites and conditions specified by
Apple (Apple Push Notification Service) and Google (Google Cloud Messaging).
Creating a push notification
A single push notification can be created from a campaign, from the Adobe Campaign home page, or in the marketing
activity list.
Creating a marketing activity is detailed in the Creating marketing activities section.
The steps for creating a push notification with Adobe Campaign are:
1 From the Marketing activities window, create a new marketing activity.
You can also use a mobile app delivery activity in a workflow. This activity is presented in the Mobile app delivery
section.
Select Mobile app message.
2
3 Select a template. See Managing templates.
By default, you can select one of the following two templates:
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Send push to Campaign profiles: use this template to target the Adobe Campaign profiles who have
subscribed to your mobile application. You can insert personalization fields into your push notification, such
as the recipient's first name.
Send push to app subscribers: use this template to send an anonymous push notification to all users who
have opted in to receive notifications from your application. You cannot leverage data from Adobe Campaign,
but only data collected from your mobile application.
Note:
If you choose to send notifications to profiles, they will be compatible with multi-channel fatigue rules. If you're
sending messages to app subscribers, the fatigue rule will be limited to the mobile application channel only. See
Fatigue rules.
30
Push notifications
4 Enter the push notification's general properties.
A push notification can also be created within a parent campaign. Select it from the campaigns that have already
been created.
5 In the following screen, you can specify an audience, for example all of your VIP customers who subscribed to
a specific mobile application. For more on this, see Creating audiences.
Adobe Campaign Standard - Communication Channels | 31
Options for selecting an audience vary depending on the template used. In this example, you can target a mobile
application because you selected the Send push to Campaign profiles template.
6 Choose the message type. The push notification types are described in the About push notifications [page 29]
section.
7 Edit the content of your push notification and define the advanced options. See Push notification advanced
options [page 34].
32
Push notifications
The push notification content and options configured here are passed to your mobile app in the form of a payload.
The detailed structure of the payload is described in the Understanding ACS push notifications payload structure
technote.
8 Once the notification is configured and before sending it, you can click the Preview button to display the message
using a test profile.
The Estimated Payload Size is a directional estimate based on test profile data. Actual payload size may vary.
The limit of the message is 4KB.
Note:
If you exceed the 4KB limit, the message will not be delivered. Personalization can have an impact on the message
size.
9 Send the push notification. You can check its delivery through the message dashboard and logs. See Sending
messages and Delivery logs.
Adobe Campaign Standard - Communication Channels | 33
Note:
You can set global cross-channel fatigue rules that will automatically exclude oversollicited profiles from
campaigns. See Fatigue rules.
Your push notification is now sent. You can measure its impact with delivery reports. See Push notification report.
Push notification advanced options
To personalize your push notification, Adobe Campaign allows you to access a set of advanced options while creating
a push notification.
From the Content section, you can access and define the following options:
n
A sound file if included in the mobile application
In the Play a sound field, enter the filename of the sound file (without extension) to be played by the mobile
device when the notification is received.
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If a suitable sound file with the name you provided is found, that sound is played when delivering the notification.
Otherwise, the device's default sound is played.
A badge
The badge value must be an integer.
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34
To refresh the badge, enter 0 in the Value of the badge field. If the field is empty or does not contain an integer,
the badge value will not change.
A deeplink
Push notifications
A deeplink enables you to bring the users directly to content located inside the application (instead of opening
a web browser page).
n
A deeplink can include personalization data for a custom in-app experience. For example, recipients' first names
are automatically filled in on the page that the application directs them to.
A category ID if available in the mobile application
Enter a predefined category name to display actionable buttons when the push notification is received.
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The mobile application developer must define the category ID and the buttons' expected behavior in the
application. For more on this, refer to the Apple Developer documentation (Configuring Categories and
Actionable Notifications section).
A custom field such as a URL
Rich media content
Enter the URL of your files to add rich content to your notification. For example, if you include a video, it will be
played in the notification itself. Your recipients do not have to open the application to watch it.
For iOS 10 or higher, you can insert image, gif, audio and video files. For iOS earlier versions, the push notification
will be displayed without rich content.
For Android, you can only include image files.
Adobe Campaign Standard - Communication Channels | 35
36
CHAPTER 5
Direct mail
Table of contents
About direct mail . . . . . . .
Recommendations . . . . .
Return to sender . . . . . . .
Creating the direct mail . . . . .
Defining the direct mail audience . .
Defining the main target . . . .
Adding test and trap profiles . .
Defining the direct mail content . .
Defining the extraction . . . .
Defining the file structure . . .
Defining the header and footer .
Example of direct mail in a workflow .
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51
About direct mail
Direct mail is an offline channel that allows you to personalize and generate the file required by direct mail providers.
It gives you the possibility to mix online and offline channels in your customer journeys.
Note:
This feature is optional. Please check your license agreement.
Online channels allow you to create your messages (email, SMS, mobile app delivery, etc.) and send them to your
audience directly from Adobe Campaign. With offline channels, it is different. When you prepare a direct mail delivery,
Adobe Campaign generates a file including all the targeted profiles and the chosen contact information (postal
address for example). You will then be able to send this file to your direct mail provider who will take care of the
actual sending.
The following section explains how to create and generate a one-shot direct mail delivery. You also have the possibility
to include a direct mail activity in a workflow to orchestrate campaigns combining online and offline channels. For
more on this, refer to the Workflows guide.
The user process in Adobe Campaign is as follows:
1 Creating the delivery
2 Choosing the audience
3 Defining the content
Adobe Campaign Standard - Communication Channels | 37
4 Setting the contact date
5 Generating the file
Recommendations
Direct mail providers
First of all, you need to reach out to your direct mail provider and collect their recommendations. Identify what
profile information needs to be included in the extraction file so that they can personalize the communication and
send it to the audience. For example, the first and last name, the postal address, a promotion code, etc. These fields
are the ones that you will add in the Defining the extraction [page 49] tab of the direct mail's content.
Make sure you have checked the Address specified box in your profiles' information. If this option is activated, the
profile will be added to the target. It it is not, it will excluded by a typology rule during the preparation phase (see
Creating the direct mail [page 40]). During profile import, do not forget to update this field.
Postal addresses
When you add the fields to include in the extraction file, the postal address fields are available in the Location node.
Adobe Campaign offers you a set of predefined calculated fields that follow the most common postal address
normalizations. The fields are available in the Postal address node.
38
Direct mail
An address can contain up to six lines by default: the first calculated field (Line 1 contains the first name and last
name, the next lines contain the postal address (road etc.), and the last line contains the ZIP/Postal code and town
or city.
Return to sender
Flat file exchanges with Direct Mail providers incorporating Return to Sender information are supported. This allows
corresponding postal addresses to be excluded from future communications. This also allows you to be notified of
an incorrect address and engage with the customer through other channels or to encourage him to update his postal
address.
For example, a contact has moved to a new place and did not provide you with his new postal address. The provider
retrieves the list of erroneous addresses and sends this information to Adobe Campaign which automatically blacklists
the erroneous addresses.
In order for this functionality to work, the direct mail default delivery template includes, in the content, the delivery
log ID. Thus, Adobe Campaign will be able to synchronize the profile and delivery data with the information returned
by the provider.
Adobe Campaign Standard - Communication Channels | 39
An import template is available under Adobe Campaign > Resources > Templates > Import templates > Update
Direct Mail quarantines and delivery logs. Duplicate this template to create your own. For more on using import
templates, refer to Using import templates.
When the import is done, Adobe Campaign automatically performs the following actions:
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Incorrect addresses are blacklisted at the profile level
The delivery main indicators (KPIs) are updated
The delivery logs are updated
Creating the direct mail
Creating a direct mail delivery is very similar to creating a regular email. The following steps describe the configuration
that is specific to this channel. Refer to Creating an email for more information on other options.
1 Create a new direct mail delivery. You can create one from the Adobe Campaign home page, in a campaign or
in a marketing activity list.
40
Direct mail
Note:
You can also add a direct mail activity in a workflow. For more on this, refer to the Workflows guide.
2 Choose either the out-of-the-box Direct mail template or one of your own templates. For more information on
templates, refer to the Managing templates section.
Adobe Campaign Standard - Communication Channels | 41
3 Enter the general properties of the delivery.
4 Define the audience you wish to include in the extraction file as well as the test and trap profiles. See the section
called “Defining the direct mail audience” [page 47].
Note:
The audience definition is very similar to defining a regular email audience. See Creating audiences.
42
Direct mail
5 Edit the content of your file: columns to include for each profile, file structure, header and footer. See Defining
the direct mail content [page 48].
6 Click on the Schedule section of the delivery dashboard to define the contact date. For direct mail, the contact
date is mandatory. For more information, refer to Scheduling the send.
7 If you added test profiles (refer to Adding test and trap profiles [page 47]), you can test your delivery before
preparing the final file. It allows you to create a sample file containing only the test profiles selected.
Adobe Campaign Standard - Communication Channels | 43
Click on Test to generate the sample file. Click on Summary, in the top left corner, then select Proofs. On the
left part of the screen, select the proof and click on Download file.
8 Once you have defined your delivery content, audience and contact date, click on the Prepare button, on the
delivery dashboard.
Typology rules are applied. For example, all unspecified postal addresses are excluded from the target. This is
why you need to make sure you have checked the Address specified box in your profiles' information (see
44
Direct mail
Recommendations [page 38]). If you have defined a Maximum volume of message in the direct mail properties
or at the template level, it will also be applied here.
Note:
You can set global cross-channel fatigue rules that will automatically exclude oversollicited profiles from
campaigns. See Fatigue rules.
9 Click on Explore file to preview the first 100 lines of the file.
The complete file is accessible for local download in the left part of the screen. Downloading the file generates
a log entry in the Export audits menu. For more information on export audits, refer to the Auditing exports
section.
Adobe Campaign Standard - Communication Channels | 45
If you need to change the delivery content, you only have to click on the Regenerate file button to take the
change into account. No need to go through the preparation again.
10 To confirm that the file is final, click on Confirm in the delivery dashboard.
You are now ready to send the extraction file to your direct mail provider. For this, you have several options:
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Send it via a regular email, with the file attached
Send it via Campaign: perform your direct mail within a campaign workflow and add a Transfer file to send the
file via FTP for example. See Transfer file.
The provider retrieves the list of erroneous addresses and sends this information to Adobe Campaign which
automatically blacklists the erroneous addresses. See Return to sender [page 39].
46
Direct mail
Defining the direct mail audience
You can either define the audience in the creation wizard or by clicking on the Audience section of the delivery
dashboard.
Defining the main target
For direct mail, the targeted profiles are the ones that will be included in the extraction file that you will send to your
direct mail provider.
For each targeted profile a new line is added in the extraction file. The amount of profile information that will be
included for each recipient is defined in the Defining the extraction [page 49] screen.
Warning:
Make sure that your profiles include a postal address as this information is essential to the direct mail provider. Also
make sure you have checked the Address specified box in your profiles' information. See Recommendations [page 38].
Adding test and trap profiles
Add test profiles so that you can test your file with a small number of profiles. It allows you to quickly create a file
sample to test and validate the structure before preparing the actual file. Refer to Managing test profiles and sending
proofs.
The use of traps is essential to direct mail deliveries. For instance, they allow you to verify that your direct mail
provider is really sending the communication and that they are not sending your client list to another provider.
For direct mail deliveries, traps are added during extraction and mixed in the output document. By default, they are
inserted in the sorting order of the output file, but you can choose to insert them at the end or the beginning of the
file (Trap insertion mode tab).
Adobe Campaign Standard - Communication Channels | 47
Defining the direct mail content
You can either define the content in the last screen of the creation wizard or by clicking on the Content section of
the delivery dashboard.
The Content definition screen is specific to the direct mail channel. It is divided into four tabs: Extraction, File
structure, Header and Footer.
48
Direct mail
Defining the extraction
1 Start by defining the name of the extraction file. Click on the button to the right of the Output file field and enter
the desired label. You can use personalization fields, content blocks and dynamic text (see Defining content).
For example, you can complete the label with the delivery ID or the extraction date.
2 Click the + or Add an element button to add an output column. The Output columns let you define the profile
information (columns) to be exported into the output file.
Warning:
Make sure that your profiles include a postal address as this information is essential to the direct mail provider.
Also make sure you have checked the Address specified box in your profiles' information. See Recommendations
[page 38].
Adobe Campaign Standard - Communication Channels | 49
3 Create as many columns as you need. You can edit columns by clicking their expressions and labels.
Note:
For more information on output column definition, refer to the Extract file workflow activity section.
Defining the file structure
The File structure tab allows you to configure the output, date, and number formats for the file that will be exported.
Note:
The available options are detailed in the Extract file workflow activity sections.
50
Direct mail
Defining the header and footer
Sometimes you may need to add information at the beginning or at the end of the extraction file. For this, use the
Header and Footer tabs of the Content configuration screen.
For example, you might want to include, for the direct mail provider, the sender information in the header of the
file. It is possible to personalize the footer and header with information available in the context of the delivery. See
Defining content.
The sender address is defined in the Send section of the direct mail properties or at the template level.
Example of direct mail in a workflow
As a marketer, you may want to send out catalogs via direct mail. In the paper catalog, certain pages offer a 10%
discount using a promotion code and link to buy the product on the website.
Adobe Campaign Standard - Communication Channels | 51
The coupling between offline and online is interesting because some clients would rather order online, but prefer
to view product offerings on paper.
Here is an example of direct mail template that could be used.
Here is an example of workflow that mixes direct mail and email channels.
52
CHAPTER 6
Transactional messaging
Table of contents
About transactional messaging . . . . . . .
Transactional messaging operating principle . .
Event transactional messages . . . . . . . .
Defining a test profile in a transactional message .
Personalizing a transactional message . . . .
Testing a transactional message . . . . . .
Publishing a transactional message . . . . .
Suspending a transactional message publication .
Unpublishing a transactional message . . . .
Profile transactional messages . . . . . . . .
Sending a profile transactional message . . . .
Monitoring a profile transactional message delivery
Transactional push notifications . . . . . . .
Transactional push notifications targeting an event
Transactional push notifications targeting a profile
Follow-up messages . . . . . . . . . . .
Accessing the follow-up messages . . . . .
Sending a follow-up message . . . . . . .
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53
54
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60
60
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72
About transactional messaging
You can create and manage personalized transactional messages in Adobe Campaign.
A transactional message is an individual and unique communication sent to a user by a provider such as a website.
n
n
n
This type of message is particularly expected, as it contains information that the recipient wants to check or
confirm. It could be a welcome message after creating an account for example, or a confirmation that an order
has shipped, a bill, or a message confirming a password change.
It is an important message that defines the client relation: the user expects it to be sent in real time. The delay
between the event being triggered and the message arriving therefore has to be very short.
Transactional messages generally have high open rates.
Adobe Campaign allows you to integrate this functionality with an information system which sends it events that
are to be transformed into custom transactional messages.
Adobe Campaign Standard - Communication Channels | 53
Note:
Transactional messages can be sent by email, SMS or push notification. Please check your license agreement.
Adobe Campaign prioritizes processing the transactional messages over any other delivery.
Two types of transactional messages are available in Adobe Campaign:
n
n
Event transactional messages targeting an event. The data contained in the event itself is used to define the
delivery target.
Profile transactional messages targeting profiles from the Adobe Campaign marketing database. You can use
information from the Adobe Campaign database to send a transactional message based on customer marketing
profiles.
The message type is defined when configuring the event that will be transformed into a transactional message. See
Transactional messaging configuration.
Transactional messaging operating principle
Let's take the example of a company that has a website and on this website its users can buy products.
Adobe Campaign allows you to send a notification email to site users who have added products to their cart: when
one of them leaves the site without going through with their purchases, a cart abandonment email is automatically
sent to them.
The steps for putting this into place are:
1 Configure an event that will be named "Cart abandonment" and publishing this event configuration, which
2
3
automatically creates a transactional message. Creating and publishing an event are presented in the Configuring
an event to send an event transactional message section.
The transactional message has to be personalized, tested, then published. See Event transactional messages
[page 54].
Furthermore, in order for the event to be triggered when a client abandons their cart, this event has to be sent
from the company's website using the Adobe Campaign Standard REST API. See Site integration.
Once all of these steps have been carried out, as soon as a user leaves the site without ordering the products in their
cart, they automatically receive a notification email.
Event transactional messages
Once you have created and published an event (the cart abandonment as per the example above), the corresponding
transactional message is created automatically.
The configuration steps are presented in the Configuring an event to send an event transactional message section.
In order for the event to trigger sending a transactional message, you have to personalize the message, then test it
and publish it.
Note:
To access the transactional messages, you must have administration rights or appear in the Message Center agents
(mcExec) security group.
Event transactional messages do not contain profile information, therefore they are not compatible with fatigue rules
(even in the case of an enrichment with profiles). See Fatigue rules.
Defining a test profile in a transactional message
Define an adapted test profile, which will allow you to preview your message and send a proof to check it.
54
Transactional messaging
Creating a test profile within the transactional message
1 To access the message that you created, click the Adobe Campaign logo, in the top left corner, then select
Marketing plans > Transactional messages > Deliveries.
2 Create a test profile that will be linked to your event.
Adobe Campaign Standard - Communication Channels | 55
3 Specify the information to send in JSON format in the Event data tab. This is the content that will be used when
previewing the message and when the test profile receives the proof.
Note:
You can also enter the information relating to the profile table. See Enriching the transactional message content.
4 After having been created, the test profile will be pre-specified in the transactional message. Click the Test
profiles block of the message to check the target of your proof.
Creating a test profile outside the transactional message
You can also create a new test profile or use one that already exists in the Test profiles menu.
56
Transactional messaging
1 Click the Adobe Campaign logo, in the top left corner, then select Profiles & audiences > Test profiles.
2 In the Event section of the page of the test profile that you have chosen, select the event that you have just
3
created. In this example, select "Cart abandonment (EVTcartAbandonment)".
Specify the information to send in JSON format in the Event data text box.
4 Save your changes.
You can now access the message that you created and select the updated test profile.
Related topics:
n
n
Managing test profiles
Defining audiences
Personalizing a transactional message
1 Click the Content block to modify your message's subject and content. For this example, import an HTML
template containing images, the style sheet, and an HTML file. Importing HTML templates is presented in the
Importing HTML content section.
2 Enter your message content. In this example, we have added three personalization fields: last name, last product
consulted, total cart amount. The link to the abandoned cart is a link to an external URL that will redirect the
person to their cart. This parameter is not managed in Adobe Campaign.
Adobe Campaign Standard - Communication Channels | 57
To add fields that you defined when you created your event (see Configuring an event), insert a personalization
field in the message content. You can find the fields by selecting Transactional event > Event context.
3 To enrich the content of your message, add fields by selecting them from the table with which you linked your
event. In our example, select the Title (salutation) field in the Profile table.
58
Transactional messaging
The steps for inserting a personalization field are detailed in the Adding a personalization field section.
4 Preview your message by selecting the profile that you defined for this event.
The steps for previewing a message are detailed in the Previewing messages section.
You can check that the personalization fields match the information entered in the test profile. For more on this,
see Defining a test profile in a transactional message [page 54].
Adobe Campaign Standard - Communication Channels | 59
Testing a transactional message
Once you have saved your transactional message, you can now send a proof to test it.
The steps for sending a proof are detailed in the Sending a proof section.
Publishing a transactional message
Once you have checked your transactional message, you can publish it.
Now, as soon as the "Cart abandonment" event is triggered, it automatically prompts a message containing the
recipient's title and last name, the cart URL, the last product consulted, and the total cart amount to be sent.
60
Transactional messaging
To access reports concerning your transactional message, use the Reports button. See Reports.
Suspending a transactional message publication
You can suspend publishing your transactional message by using the Pause button, for example, to modify the data
contained in the message. The events are therefore no longer processed, but instead kept in a queue in the Adobe
Campaign database.
The queued events are kept during a period of time that is defined in the REST API (see REST API documentation)
or in the trigger event if you are using the Triggers core service (see Marketing Cloud Triggers).
When clicking Resume, all of the queued events (provided that they are not expired) are processed. They now
contain all of the modifications carried out while the template publication was suspended.
Unpublishing a transactional message
Clicking Unpublish allows you to cancel the transactional message publication, but also the publication of the
corresponding event, which deletes from the REST API the resource corresponding to the event that you previously
Adobe Campaign Standard - Communication Channels | 61
created. Now, even if the event is triggered through your website, the corresponding messages are not sent anymore
and they are not stored in the database.
Note:
To publish the message again, you need to go back to the corresponding event configuration, publish it, and then
publish the message. For more on this, see Publishing a transactional message [page 60].
If you unpublish a paused transactional message, you may have to wait up to 24 hours before you can publish it
again. This is to let the Database cleanup workflow clean all the events that were sent to the queue. The steps for
pausing a message are detailed in the Suspending a transactional message publication [page 61] section.
The Database cleanup workflow, which runs every day at 4am, is accessible through Administration > Application
settings > Workflows.
Profile transactional messages
You can send transactional messages based on customer marketing profiles, which allows you to:
n
n
n
n
Apply marketing typology rules such as Blacklisted address or fatigue rules (see Fatigue rules).
Include the unsubscription link within the messages.
Add the transactional messages to the global delivery reporting.
Leverage the transactional messages in the customer journey.
Once you have created and published an event (the cart abandonment as per the example above), the corresponding
transactional message is created automatically.
The configuration steps are presented in the Configuring an event to send a profile transactional message section.
In order for the event to trigger sending a transactional message, you have to personalize the message, then test it
and publish it.
Note:
To access the transactional messages, you must have administration rights or appear in the Message Center agents
(mcExec) security group.
Fatigue rules are compatible with profile transactional messages. See .
62
Transactional messaging
Sending a profile transactional message
1 Go the transactional message that was created to edit it. See Event transactional messages [page 54].
2 In the transactional message, click the Content section. In addition to the transactional template, you can also
choose the default email template, which targets Profile.
3 Select the default email template.
Adobe Campaign Standard - Communication Channels | 63
Similar to all marketing emails, it includes an unsubscription link.
4
Also, as opposed to configurations based on real-time events, you have direct access to all profile information
to personalize your message. See Adding a personalization field.
Save your changes and publish the message. See Publishing a transactional message [page 60].
Monitoring a profile transactional message delivery
Once the message is published and your site integration is done, you can monitor the delivery.
1 To view the message delivery log, click the icon at the bottom right of the Deployment block.
For more information on accessing the logs, see Monitoring the delivery.
64
Transactional messaging
2 Select the Sending logs tab. In the Status column, Sent indicates that a profile has opted in.
3 Select the Exclusions logs tab to view recipients who have been excluded from the message target, such as
blacklisted addresses.
Adobe Campaign Standard - Communication Channels | 65
For any profile that has opted out, the Blacklisted address typology rule excluded the corresponding recipient.
This rule is part of a specific typology that applies to all transactional messages based on the Profile table.
Related topics:
n
n
Site integration
Typologies
Transactional push notifications
You can use Adobe Campaign to send transactional push notifications on iOS and Android mobile devices. These
messages are received on mobile applications that you set up in Adobe Campaign by leveraging the Marketing
Cloud Mobile SDK.
Note:
For more information on standard push notifications, see Push notifications.
The push channel is optional. Please check your license agreement.
You can send two types of transactional push notifications:
n
n
Transactional push notifications targeting an event.
Transactional push notifications targeting profiles from the Adobe Campaign database.
Once you have created and published an event (the cart abandonment as per the example above), the corresponding
transactional push notification is created automatically.
The configuration steps are presented in the Configuring an event to send a transactional push notification section.
In order for the event to trigger sending a transactional message, you have to personalize the message, then test it
and publish it.
66
Transactional messaging
Note:
To access the transactional messages, you must have administration rights or appear in the Message Center agents
(mcExec) security group.
Transactional push notifications targeting an event
You can send an anonymous transactional push notification to all users who have opted in to receive notifications
from your mobile application.
In this case, only the data contained in the event itself is used to define the delivery target. No data from the Adobe
Campaign database is leveraged.
Sending a transactional push notification targeting an event
For example, an airline company wants to invite its mobile application users to proceed to the relevant gate for
boarding.
The company will send one transactional push notification per user (identified with a registration token), using one
mobile application, through one single device.
1 Go the transactional message that was created to edit it. See Event transactional messages [page 54].
2 Click the Content block to modify your message's title and body.
Adobe Campaign Standard - Communication Channels | 67
You can insert personalization fields to add elements that you defined when you created your event.
To find these fields, click the pencil next to an item, click Insert personalization field and select Transactional
event > Event context.
For more on editing a push notification content. See Creating a push notification.
Save your changes and publish the message. See Publishing a transactional message [page 60].
3
4 Using the Adobe Campaign Standard REST API, send an event to a registration token (ABCDEF123456789),
using one mobile application (WeFlight), on Android (gcm), containing the boarding data.
{
"registrationToken":"ABCDEF123456789",
"application":"WeFlight",
"pushPlatform":"gcm",
"ctx":
68
Transactional messaging
{
"gateNumber":"Gate B18",
"lastname":"Green",
"firstname":"Jane"
}
}
For more on integrating the triggering of an event into an external system, see Site integration.
If the registration token exists, the corresponding user receives a transactional push notification including the following
content:
"Hello Jane Green, boarding has just started! Please proceed to Gate B18."
Transactional push notifications targeting a profile
You can send a transactional push notification to the Adobe Campaign profiles who have subscribed to your mobile
application. This delivery can contain personalization fields, such as the recipient's first name.
In this case, the event must contain some fields allowing reconciliation with a profile from the Adobe Campaign
database.
When targeting profiles, one transactional push notification is sent per mobile application and per device. For example,
if an Adobe Campaign user has subscribed to two applications, this user will receive two notifications. If a user has
subscribed to the same application with two different devices, this user will receive a notification on each device.
The mobile applications a profile has subscribed to are listed in the Mobile App Subscriptions tab of this profile. To
access this tab, select a profile and click the Edit profile properties button on the right.
For more information on accessing and editing profiles, see Profiles.
Sending a transactional push notification targeting a profile
For example, an airline company wants to send a last call for boarding to all Adobe Campaign users who have
subscribed to its mobile application.
Adobe Campaign Standard - Communication Channels | 69
1 Go the transactional message that was created to edit it. See Event transactional messages [page 54].
2 Click the Content block to modify your message's title and body.
As opposed to configurations based on real-time events, you have direct access to all profile information to
personalize your message. See Adding a personalization field.
For more on editing a push notification content. See Creating a push notification.
3 Save your changes and publish the message. See Publishing a transactional message [page 60].
4 Using the Adobe Campaign Standard REST API, send an event to a profile.
{
70
Transactional messaging
"ctx":
{
"email":"janegreen@email.com",
"gateNumber":"D16",
}
}
For more on integrating the triggering of an event into an external system, see Site integration.
Note:
There is no registration token, application and push platform fields. In this example, the reconciliation is performed
with the email field.
Follow-up messages
You can send a follow-up message to the customers who received a specific transactional message. To do this, you
need to set up a workflow targeting the corresponding event.
Let's reuse the example described in the Transactional messaging operating principle [page 54] section: a cart
abandonment email is sent to your website users who added products to their cart, but left the site without going
through with their purchases.
You want to send a friendly reminder to all of the customers who received the cart abandonment notification but
who did not open it after three days.
Each concerned customer will then receive a follow-up message based on the same data that was used in the first
email that was sent.
Accessing the follow-up messages
Once you have created and published an event (the cart abandonment as per the example above), the corresponding
transactional message and follow-up message are created automatically.
The configuration steps are presented in the Configuring an event to send a follow-up message section.
To handle an event in a workflow, a delivery template is required. However, when publishing the event, the
transactional message that is created cannot be used as a template. Therefore, you need to create a specific follow-up
delivery template designed to support this event type and to be used as a template in a workflow.
To access this template:
1 Click the Adobe Campaign logo, in the top left corner.
2 Select Resources > Templates > Delivery templates.
Adobe Campaign Standard - Communication Channels | 71
3 Check the Follow-up messages box in the left pane.
Only the follow-up messages are displayed.
Note:
To access the transactional messages, you must have administration rights or appear in the Message Center agents
(mcExec) security group.
Sending a follow-up message
Once you created the follow-up delivery template, you can use it in a workflow to send a follow-up message.
1 Access the marketing activity list and create a new workflow.
2
See Creating a workflow.
Drag and drop a Scheduler activity into your workflow and open it. Set the execution frequency to once a day.
3
The Scheduler activity is presented in the Scheduler section.
Drag and drop a Query activity into your workflow and open it.
The Query activity is presented in the Query section.
72
Transactional messaging
4 To run the query on a resource other than the profile resource, go to the activity's Properties tab and click the
Resource drop-down list.
Note:
By default, the activity is pre-configured to search for profiles.
5 Select the event that you want to target so that you only access data from this event.
Adobe Campaign Standard - Communication Channels | 73
6 Go to the activity's Target tab and drag and drop the Delivery logs (logs) element from the Email section into
the workspace.
Select Exists to target all of the customers who received the email.
74
Transactional messaging
7 Move the Tracking logs (tracking) element from the palette to the workspace and select Does not exist to
target all of the customers who did not open the email.
8 Drag and drop the event that you are targeting (Cart abandonment in this example) from the Email section into
the workspace. Then define a rule to target all messages sent three days ago.
This means that all recipients who received the transactional message three days before the execution of the
workflow and still have not opened it are targeted.
9
Click Confirm to save the query.
Drag and drop an Email delivery activity into your workflow.
Adobe Campaign Standard - Communication Channels | 75
The Email delivery activity is presented in the Email delivery section.
10
76
You can also use an SMS delivery or a Mobile app delivery activity. In this case, make sure you select the Mobile
(SMS) or Mobile application channel when creating your event configuration. See Creating an event.
Open the Email delivery activity. In the creation wizard, check the Follow-up messages box and select the
follow-up delivery template that was created after publishing the event.
Transactional messaging
11 In the follow-up message content, you can leverage the content of your event by adding personalization fields.
12 Find the fields that you defined when creating your event by selecting Transactional event > Event context. See
Personalizing a transactional message [page 57].
13
This means that you can leverage the same content, including enriched data, that was used the first time the
event was sent, to create a personalized friendly reminder.
Save the activity and start the workflow.
Once the workflow is started, every customer that received your cart abandonment notification three days ago but
did not open it will receive a follow-up message based on the same data.
Adobe Campaign Standard - Communication Channels | 77
Note:
If you selected the Profile targeting dimension when creating the event configuration, the follow-up message will
also leverage the Adobe Campaign marketing database. See Profile transactional messages [page 62].
78
CHAPTER 7
Landing pages
Table of contents
About landing pages . . . . . . . . .
Designing a landing page . . . . . . .
About content design . . . . . . . .
Mapping form fields . . . . . . . .
Submitting the form . . . . . . . .
Linking a form to a service . . . . . .
Setting permissions and pre-loading data .
Sharing a landing page . . . . . . . .
About landing page publication . . . .
Testing the landing page . . . . . .
Setting up validity parameters . . . . .
Publishing a landing page . . . . . .
Data storage and reconciliation . . . . .
Setting up a double opt-in process . . . .
About double opt-in . . . . . . . .
Step 1: Create the confirmation landing page
Step 2: Create the confirmation email . .
Step 3: Create the acquisition landing page .
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About landing pages
Campaign comes with landing pages which are online forms that can be used to capture information on your
audiences, offer subscriptions to a service, display data and grow your database. Landing pages can also be used for
acquiring or updating existing profiles.
Campaign comes with out-of-box landing page templates:
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Acquisition: this is the default template for landing pages, which enables you to capture and update data in
Campaign database.
Subscription: this template should be used to offer subscriptions to a service.
Unsubscription: this template can be linked from an email sent to subscribers to a service, to allow them to
unsubscribe this service.
Blacklist: this template should be used when a profile no longer wants to be contacted by Campaign.
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These templates are proposed by default when creating a new landing page. They can be customized and you can
also create new ones.
The full life cycle of a landing page is as follows:
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Creation: design and set the content of the landing page.
Test: simulate the landing page execution on a test profile.
Publication: publish the landing page to push it live.
Expiration or depublication: unpublish manually or wait for the landing page to expire, then it is no longer
available.
Once created and published, you can make the landing page accessible via a website or by inserting a direct link to
the landing page into an email.
Related topics:
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Creating a landing page video
Use a landing page to subscribe a service
Landing pages
Designing a landing page
About content design
Landing pages are created as any other marketing activity.
When designing a landing page, you need to define the content of:
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the page itself,
the confirmation page,
the error page.
Use the switcher under the action bar to display and configure each of these pages.
The content of these pages is designed through Campaign content editor. Refer to Design content.
Mapping form fields
Input fields are used to store or update data in Campaign database. For this, you need to link database fields with
input zone, radio button, or checkbox type blocks. To do this:
1 Select a block in the landing page.
2 Complete the Form data part in the palette.
3 Choose a database field to link with the form field in the Field selection zone.
When the Mandatory option is checked, the page can only be submitted if the user has completed this field. If
a mandatory field is not completed, an error message will appear when the user validates the page.
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By default, landing pages are mapped with Profiles. You can modify the target mapping and select a different
one via the Edit properties button in the action bar. This modification can be performed at the template level.
Define the field type by choosing, for example Text, Number, or Date in the HTML type of the field selection
area.
Note:
The default fields of the out-of-box landing pages are preconfigured. You can modify them as needed.
Submitting the form
You can select the action to perform when the visitor clicks the submit button. To do this:
1 Select the submit button of the landing page.
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2 Select the action in the drop-down list in the left panel. Possible actions are: Refresh (to refresh the page) and
Next page (to display the confirmation page).
In addition, you can change the label of the button or configure a specific link. To do this:
1 Select the submit button.
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Click on the
button in the left panel.
Enter the label of the button, select the type of link, its properties, and the target.
Linking a form to a service
You can link a form to a service so that profiles can subscribe to a specific service when validating the landing pages.
The parameters for linking a landing page allow you to specify the performed action type and whether the landing
page is specifically linked to a single service or whether it is generic.
In order to select the service to link, you need to:
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1 Edit the landing page properties accessed via the
button in the landing page dashboard, and display the Job
parameters.
2 Choose Subscription in the Specific actions drop-down list.
3 Select Specific service to to link the landing page to a single service. Do not select this option if you would like
to use several services with the landing page.
Use the Specified service in the URL option to allow the landing page to be used for several services. You
therefore must reference the landing page when configuring the service.
Confirm a landing page submission
When a landing page is submitted by a visitor, you can configure the actions triggered. To do this:
1 Edit the landing page properties accessed via the
button in the landing page dashboard, and display the Job
parameters.
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2 Under the Specific actions section, select Start sending message to determine the sending of an automatic
message, for example to confirm subscription to a service. You need then to select an email delivery template.
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Note that if a confirmation message is already configured at the service level, you should not select one in this
screen to avoid sending multiple confirmation messages. Refer to Configure a service.
Create Additional data to enable storing additional data when the landing page is being submitted. This data is
not visible to people who visit the page. Only constant values are taken into account.
Setting permissions and pre-loading data
Access to a landing page can be restricted to identified visitors, who come from a link in a message sent by Campaign
for example. In this case, you can preload their data in the landing page. To do this:
1 Edit the landing page properties accessed via the button in the landing page dashboard, and display the Access
& loading parameters.
2 Select Preload visitor data.
If a visitor to the page corresponds to a profile in the database, their data is displayed in the form's fields that are
mapped with the database data and the landing page's personalization elements are taken into account.
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You can also:
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Use the URL parameters to identify the visitors, using the Authorize visitor identification via URL parameters
option: then you must choose the loading key and map the filter parameters with the parameters of the
corresponding URL.
Authorize any visitor to access the landing page, using the Authorize unidentified visitors option.
Sharing a landing page
About landing page publication
Before publishing a landing page, you need to perform tests: validate the execution, configure access and set up
your landing page end-of-life. These steps are prerequisites and need to be executed with caution.
Testing the landing page
As the landing page will impact your platform and data, you need to test carefully its execution. To do this:
1 Click the Test button in the action bar of the landing page.
2 From the test screen, select a test profile, and a test service if the landing page is to manage subscriptions.
3 Enter data in the fields, and select options.
4 Submit the landing page and check updates in the database.
Warning:
When the form is submitted, service and profile used are updated.
5 Repeat this with various profiles and data.
You can also generate the landing page thumbnail from this screen.
Setting up validity parameters
Before publishing, for security reasons and platform performances, we highly recommend you to set an expiration
date in the landing page properties. On the selected date, the landing page is automatically unpublished. To do this:
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1 Edit the landing page properties accessed via the
button in the landing page dashboard.
2 Set up expiration date and time in the Publication section: the landing page will automatically be unpublished
on the specified date and therefore no longer be available.
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You can select the time zone to be taken into account for this date and time.
Define a redirection URL to redirect the visitors when trying to access a non-active landing page.
Warning:
You can also define a deployment date and time: the landing page will then be automatically published on the
specified date.
Publishing a landing page
When you publish a landing page, it goes live and can be accessed by your visitors.
You can unpublish or update and republish your landing page at any time, via the Publish button. However, if
republishing fails and you have not yet unpublished your landing page, the first version will remain online.
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Landing pages
Data storage and reconciliation
Data reconciliation parameters allow you to define how the data entered in the landing page is managed once it has
been submitted by a user.
To do this:
1 Edit the landing page properties accessed via the
button in the landing page dashboard, and display the Job
parameters
2 Select the Reconciliation key: these database fields (for example: email, first name, last name) are used to
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determine whether the visitor has a profile that is already known in the Adobe Campaign database. This allows
you to update or create a profile, according to the update strategy parameters defined.
Define the Form parameter mapping: this section allows you to map the landing page field parameters and
those used in the reconciliation key.
Select the Update strategy: if the reconciliation key recovers an existing database profile, you can choose for
this profile to be updated with the data entered in the form or instead prevent this update.
Setting up a double opt-in process
About double opt-in
Double opt-in mechanism is a best practice when sending emails. It protects the platform from wrong or invalid
email addresses, spambots, and prevents possible spam complaints.
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The principle is to send an email to confirm the visitor's agreement before storing them as ‘profiles' into your Campaign
database: the visitor fills out an online landing page, then receives an email and has to click in the confirmation link
to finalize its subscription.
To set this up, you need to:
1 Create and publish a landing page so that the visitors can register and subscribe. This landing page will be
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available from a website. Visitors who fill in and submit this landing page will be stored in the database but
‘blacklisted', in order not to receive any communication before the final validation.
Create and send automatically the opt-in email, with a confirmation link. This email will target population who
submitted the landing page. It will be based on an email template which allows to target ‘opt-out’ profiles.
Redirect to a confirmation landing page. This final landing page will propose a confirmation button: the visitors
has to click it. You can design a welcome email to be sent as confirmation is done, and for example add a special
offer in the email for new recipients.
These steps have to be set up in Adobe Campaign in a specific order to have all parameters enabled properly.
Step 1: Create the confirmation landing page
The process to setup double opt-in mechanism starts with the creation of the confirmation landing page: this page
will be displayed when the visitors clicked on the confirmation email in order to register.
To create and configure this landing page, you need to:
1 Design a new landing page based on the Profile acquisition (acquisition) template. Enter the label
'CONFIRMATION'.
If you need to use services, you can also use the Subscription (sub) template.
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Landing pages
2 Edit the landing page properties and under the Access and loading section, unselect the option Authorize
unidentified visitors, select Preload visitor data (this one is not mandatory).
3 In the Job > Form parameter mapping section, click Add an element and enter the following context path:
/context/profile/blackList
Set the value to false and click Add.
This context removes the blacklist field, in order to be able to send emails. We will see later that the first landing
page was setting this field to true before confirmation, to prevent from sending emails to non-confirmed profiles.
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4 Customize the content of the landing page: you can display personalized data and change the label of the
confirmation button to ‘Click here to confirm my subscription’ for example.
5 Adapt the content of the confirmation page to inform your subscribers that they are now registered.
6 Test and publish the landing page.
Step 2: Create the confirmation email
Once the confirmation landing page is created, you can design the confirmation email: this email will be automatically
sent to every visitor who validates the acquisition landing page. This validation is considered as an event and the
email is a transactional message, linked to a specific typology rule which allows to target opt-out populations.
Steps to create these elements are described below. You need to follow them before creating the acquisition landing
page itself as this email template will be referenced in it.
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Landing pages
Create the event
The confirmation email is a transactional message as it reacts to an event: the validation of the form. You must first
create the event and then create the template of the transactional message.
1 Create an event, from the Marketing plans > Transactional messages > Event configuration menu, accessible
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from the Adobe Campaign logo, and enter the label 'CONFIRM'.
Select the Profile targeting dimension and click Create.
3 In the Fields section, click Create element and add the email in the data structure to enable reconciliation.
4 In the Enrichment section, click Create element and select the target resource Profile. You can then map on
the email in the Join definition section, or any other composite reconciliation key, depending on your needs.
If you need to use services, you can also add the serviceName.
Select Profile as the Targeting enrichment in the dropdown list.
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6 Click Publish to publish the event.
The event is ready. You can now design the email template. This template must include a link to the CONFIRMATION
landing page created before.
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Create the typology rule
You need to create a specific typology rule, by duplicating an out-of-box one. This rule will allow to send messages
to profiles who did not confirm their agreement yet and are still blacklisted. By default, typology rules exclude opt-out
(i.e. blacklisted) profiles. To create this typology rule, follow these steps:
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From the Adobe Campaign logo, select Administration > Channels > Typologies and click Typologies.
Duplicate the out-of-box typology Transactional message on profile (mcTypologyProfile).
Once duplication confirmed, edit the new typology and enter the label TYPOLOGY_PROFILE.
Click Save.
This typology can now be associated to the confirmation email.
Design the confirmation message
The confirmation email is a transactional message based on the event created before. Follow the steps below to
create this message:
1 From the Adobe Campaign logo, select Marketing plans > Transactional messages and click Transactional
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messages.
Edit the CONFIRM email template and personalize it. You can upload an existing content or use an out-of-box
template.
Add a link to the CONFIRMATION landing page, and click Confirm to save modifications.
4 Edit the email template properties. In the Advanced parameters > Preparation section, select the
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TYPOLOGY_PROFILE typology created before.
Save and publish the transactional message.
Step 3: Create the acquisition landing page
You have to create the initial acquisition landing page: this op-in form will be published on your website.
To create and configure this landing page, you need to:
1 Design a new landing page based on the Profile acquisition (acquisition) template. Enter the label 'ACQUISITION'.
2 Edit the landing page properties: in the Job > Form parameter mapping section, click Add an element and
enter the following context path:
/context/profile/blackList
and set the value to true.
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Landing pages
This is mandatory to force blacklist and avoid sending messages to visitors who did not confirm their agreement.
The validation of the CONFIRMATION landing page will set this field to false after confirmation.
In the Job > Specific actions section, select the option Start sending messages.
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4 In the associated drop-down list, choose the CONFIRM transactional message template you created.
5 Customize the content of the landing page, depending on your brand and on data you need to acquire. You can
display personalized data and change the label of the confirmation button to Confirm my subscription for
example.
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6 Customize the confirmation page to inform the new subscriber that he needs to validate his subscription.
7 Test and publish the landing page.
Double opt-in mechanism is now configured. You can run and test the procedure from end to end, starting from the
public URL of this ACQUISITION landing page. This URL is displayed in the landing page dashboard.
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