During this series we have discussed how we can help you get ready for your pre-delivery stage in Adobe Campaign Standard (ACS). This includes common issues that learners are likely to experience as challenges such as personalisation, templating, targeting and deliverability. In this article we look at reporting and optimisation for ACS. Once the message has gone out the door, how can we best monitor the result using tools that ACS provides, as well as use the results to continue to improve campaigns? The main focus can be summarised into:
Reporting can help track sent messages and monitor your recipients’ behaviour. Once the delivery is sent, ACS can keep track of the sent messages and discover how recipients react to your delivery to improve future sending and optimise your next campaigns. The key reporting activities that can be useful are:
Continuously Optimised Delivery to secure and optimise the sending process upstream and downstream, ongoing monitoring on deliverability and quarantine management can help improve the ability to reach out to your customers more effectively. There are many key concepts in ACS that are helpful as part of optimising delivery:
Based on these concepts, there are many common issues that marketeers are likely to experience while trying to keep their platform performance up to the standard. Avoid getting marked as spam by looking out for these symptoms:
Deliverability rate fluctuates based on the use of legitimate network configuration. The real identity of the server is essential for the large volumes send with transparent sender address corresponding to your brand’s website. For example, the website’s domain is purplesquareconsulting.com. To promote Purple Square in Australia, it uses the aus.purplesquareconsulting.com sub-domain and a relevant sender address can be firstname.lastname@example.org. The other key component of deliverability rate is sitting around effectively handling of technical bounce messages by rapidly honouring opt-out requests, making regular use of a given list, and implementing feedback loops.
Double opt-in mechanisms can help avoid honey pot addresses, invalid addresses, complaints, limit improper communications and improve sender reputation. This helps ensure a recipient subscribed intentionally by verifying consent using post-subscription confirmation. Sending of a post-subscription confirmation request, to create a double opt-in. The subscription is effective once the user clicks the link included in the confirmation message.
Platform performance can be improved by looking into personalisation and server usage. Personalisation in emails pulls data out of the database for each recipient. If there are many personalisation elements, that increases the amount of data needed to prepare the delivery. However, personalisation alone rarely causes performance issues. When the marketing server is handling many different tasks at the same time, it can slow down performance. To avoid this, coordinate the scheduling of deliveries with the other members of your team to ensure the best performance as well as minimising the impact of sending large deliveries, coordinate the sending of the deliveries so that their starting times are staggered.
This guideline could be helpful as an introduction to the key checklist items of ongoing monitoring campaigns and optimising ACS platform performances.
You can find more useful links and related topics here.
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