Solving Adobe Journeys Beyond Email
This session explores solving real-world challenges in Adobe Journey Optimizer through a tangible example. It highlights strategies for building multi-touchpoint journeys across email, voice, and direct mail to create cohesive customer experiences. Attendees will gain actionable insights and approaches from a product owner perspective to optimize journeys.
Key Takeaways
- Break down real-world problems using specific, cross-channel journey mapping.
- Multiple valid solutions exist for each problem—flexibility is key.
Apply Real-World Journey Scenarios
- Recurring Payment Decline When a donor’s monthly payment fails, trigger a multi-channel response to resolve the issue and maintain relationships.
- Channel Selection Use email first, then direct mail or calls if the email bounces or isn’t acted on.
- Personalization Adjust messages based on donor data, such as child sponsorship details, to make communications relevant.
- Scalability Design journeys to minimize team involvement and make future updates easier.
Design Multi-Channel Journeys Stepwise
- Identify the Event Start by recognizing a recurring credit card decline. This triggers the journey.
- Send Data to AEP Batch the decline event into a custom dataset in Adobe Experience Platform.
- Break Down the Journey Create three microjourneys—email notification, direct mail, and outbound calls. Each uses different data and timing.
- Personalize Communication Use event data for emails, profile data for print and calls. Plan ahead so the right data is available for each channel.
- Monitor Responses Adjust the journey based on customer actions (e.g., email opens, clicks, or payment resolution) to decide next steps.
At a glance
Product: Journey Optimizer
Series: The Skill Exchange
Role: User