Journey Optimizer Blueprints

Adobe Journey Optimizer is a cloud-native application built on Adobe Experience Platform that enables real-time and scheduled orchestration of customer journeys across multiple channels. It supports event-driven triggers, audience segmentation, and decisioning services to deliver personalized experiences through email, SMS, push, web, and in-app messaging. It integrates with inbound and outbound systems, allowing for unified audience state management and contextual engagement across the customer lifecycle.

This blueprint outlines the technical capabilities of the application and provides a deep dive into the various architectural components that make up Journey Optimizer.

Use cases

Journey (Event-Driven, Real-Time)
  • Abandonment Recovery: Trigger personalized messages when a user abandons a cart, form, or session—via email, push, or in-app.

  • New User Sign-up: Engage new users immediately after they register with new account preferences, relevant promoitions or benefits

  • Transactional Messaging: Send real-time confirmations, alerts, or updates (e.g., order shipped, password reset) using event triggers.

  • Contextal Targeting: Communicate with users in-the-moment based on their signals and location to help guide and direct their experience

  • Contextual Upsell/Cross-Sell: Deliver personalized offers based on real-time profile attributes and recent interactions.

Campaign Orchestration (Scheduled, Brand-Initiated)
  • Promotional Campaigns: Launch multi-step, multi-channel campaigns for product launches, seasonal offers, or sales events.

  • Lifecycle Marketing: Automate recurring campaigns like birthday messages, renewal reminders, or loyalty milestones.

  • Audience-Based Funnel Pushes: Segment and push audiences into structured campaigns based on business logic or CRM attributes.

  • Newsletter & Content Distribution: Schedule and deliver personalized content to targeted audiences across email and mobile.

  • Re-engagement Campaigns: Identify dormant users and reintroduce them into engagement flows based on inactivity thresholds.

Architecture

Reference architecture Adobe Journey Optimizer Blueprint {modal="regular"}

Blueprint Scenarios

Scenario
Description
Journeys
AJO Journeys in Adobe Journey Optimizer are automated, personalized customer experiences triggered by real-time events or audience segments, allowing marketers to deliver relevant messages across channels like email, SMS, and push notifications.
Campaign Orchestration
AJO Campaign Orchestration enables marketers to design and execute personalized, cross-channel campaigns using real-time data and audience insights. It supports dynamic targeting, message delivery, and journey logic to optimize customer engagement across email, SMS, push, and custom channels.

Integration Patterns

Integration
Description
Technical Considerations
3rd-party Messaging
Demonstrates how Adobe Journey Optimizer can integrate with third-party messaging platforms to orchestrate and deliver personalized customer communications.
  • The third-party system must support bearer token authentication
  • Static IPs are not supported due to the multi-tenant architecture.
  • Be aware of API rate limits on third-party systems; customers may need to purchase additional capacity to handle traffic originating from Adobe Journey Optimizer.
  • Decision Management is not supported within message payloads or delivery logic.
Journey Optimizer with Adobe Campaign v8
Demonstrates how Adobe Journey Optimizer can integrate with Adobe Campaign v8’s transactional messaging capabilities to execute final message delivery.
  • There is no throttling of messages. Cap of 4,000 messages per 5 minutes.
  • Only supports event-initiated journey’s
  • Decision Management is not supported in messages sent by Campaign

Prerequisites

Adobe Experience Platform:

  • Schemas and datasets must be configured in the system before you can configure Journey Optimizer data sources
  • For XDM Experience Event class-based schemas, add 'Orchestration eventID field group when you want to have an event triggered that is not a rule-based event
  • For XDM Individual Profile class-based schemas, add the ‘Profile test details’ field group to be able to load test profiles for use with Journey Optimizer

Email:

  • Must have a subdomain ready to be used for message sending
  • Subdomain can either be fully delegated to Adobe (recommended) or CNAMEs can be used to point to Adobe-specific DNS servers (custom)
  • Google TXT record is needed for each subdomain to ensure good deliverability

Mobile Push:

  • Customer must have a mobile developer available to build the app
  • Adobe Experience Platform Mobile SDK

Guardrails

Journey Optimizer Guardrails Product Link

Guardrails and End to End Latency Guidance

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