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
-
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.
-
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
Blueprint Scenarios
Integration Patterns
- 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.
- 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