Configure and manage subscription services

Transcript

Welcome to Adobe Campaign. In this module, we will learn how to configure and manage subscription services. By the end of this module, you should be able to explain services and subscriptions, manage subscriptions, and target subscribers. Adobe Campaign enables you to create and administer information services such as newsletters and manage a subscription to these services. The subscription service allows you to maintain subscriber lists of people who agreed to be contacted. Their incentive to subscribe is to get special offers, information that is of interest to them, or invitations to special events. Several services can be defined in parallel. For example, newsletters can contain product categories, subscriptions to various types of alert messages, and real-time notifications. Subscribers are a self-selected audience. This is important to note because they are less likely to mark our emails as spam or complain about them because they opted in. In other words, they have asked to be targeted. Adobe Campaign keeps track of the current subscribers as well as their history. Adobe Campaign also keeps track of anyone who has subscribed, unsubscribed, and when. There are built-in loyalty reports and there are predefined filters in Adobe Campaign that help you target subscribers to a particular service. You can also enable your delivery recipients to share them with members of their social or professional network. An information service is comprised of registrations, subscriptions, opt-ins, and so on. As a standard feature, these services include specific statistical reports, subscriber tracking, loyalty level, and other trends. For emails, the mandatory unsubscription links are generated automatically and the entire opt-in, opt-out process is fully automated. This includes history tracking to fully guarantee compliance with regulations. In Adobe Campaign, our subscription service is similar to a list but it also includes historical information. The subscriber has the ability to add or remove themselves from the subscription through a web form accessible through a link. There are three service subscription and unsubscription modes, manual, importing, and web form. When managing subscriptions, it is important to note that unsubscribing is different from opting out. When recipients unsubscribe from a service, they can still get other marketing communications. On the other hand, when they opt out globally, it won’t matter that they are subscribed to the service. The global opt-out flag overwrites subscriptions and ensures that they do not receive any communications. Now let’s open Adobe Campaign and create an information service. In your Adobe Campaign instance, navigate to profiles and targets. A list of all the services and subscriptions populates. If you want to edit a service or subscription, select the name and you will be redirected to the dashboard of the service. To close the service, select the X in the service tab. If you want to create a new service or subscription, select the create button and a pop-over appears. Provide a name for your service, then in the confirmation messages section, configure the confirmation messages for a subscription or unsubscription. To do this, select the drop-down arrow to reveal the delivery templates. These templates must be configured with a subscription type target mapping without the defined target. You can uncheck the unlimited option to define a duration for the service. The duration can be specified in days or months. Once the service has been saved, it is added to the service and subscriptions list. Let’s take a look at our new service. In the service tab for our travel newsletter, we have several additional tabs available, dashboard, edit and subscriptions. Let’s navigate to the subscriptions tab. This tab lets us look at the history of subscribers from the information service. Using the active subscribers and history tabs in the bottom left, we can add and delete subscribers from the subscription tab. Right click and select add, or select add in the top right to add subscribers. The select recipients pop-over appears. Here we can select the folder where our recipients are stored, and then select one or more recipients from the list. To select multiple recipients, hold the shift key while making the selection. For this demo, only one recipient is selected. Once completed, select OK, and then Yes. To delete subscribers, select the subscriber we wish to remove, followed by either right clicking and selecting the delete option, or by selecting delete in the top right corner. The detail button in the top right lets us look at and modify subscription properties for the selected recipient, such as the email format. Now the question is, how can we track our subscriptions? Navigate back to the dashboard tab, then select reports in the top right. Here we can track the changes in the subscriptions. In targeting subscribers, we can expect better results compared to mass mailings. These targeted subscribers have asked to receive communication and are therefore far more likely to open emails and participate in promotions and campaigns. A successful campaign keeps the content personal, relevant and consistent without too many notifications. If you want to take things a step further, ask your subscribers how often they would like to receive communication from you. This is not part of the default data model, but it may be something you want to do with your implementation. We can then target subscribers in your campaign workflow by using predefined filtering on subscribers to a service. Next, let’s look at how we can target subscribers using queries. In your Adobe Campaign instance, open the targeting and workflows tab. Then within targeting, drag and drop the query activity to the workspace. Next, double-click the query to open the query popover, then select edit query. The targeting and filtering dimension popover appears. From this popover, double-click subscribers of an information service. Next, select the travel newsletter that we just created. We can also preview and see our recipient list by selecting preview in the bottom left of the window. Once we’ve reviewed our recipients, select finish. We’ve now set up a workflow to target our subscribers. We could now make use of the email delivery activity and send subscribers the new travel offers we created for the next month, or we could create a new delivery from the delivery dashboard and target our subscribers in a similar manner. Now, you should be able to explain services and subscriptions, as well as manage subscriptions and target subscribers. Thanks for watching.