Optimising personalisation with Adobe Campaign

Strategy: Service design | Campaign: Content and experience management, Marketing automation and personalisation

The Adobe Campaign team at the National Trust support the entire business including Membership, Fundraising, Retail, Holidays and Volunteering and make it possible for regional marketing teams to send highly personalised email campaigns to their local audiences. Manifesto helped the team simplify and automate campaign personalisation to improve the efficiency of their workflows and make it easier to maintain their databases and data services.

 

Improving the efficiency of email personalisation

The Trust uses Adobe Campaign to personalise the user experience of supporters and make sure they’re receiving the most relevant content for their needs. They engaged Manifesto to find ways to improve their current personalisation workflows, and reduce the workload around daily campaigns through automation.

Unlocking the value of the Trust’s data

Manifesto used Adobe Campaign’s rich feature-set of data analysis tools to generate insight across a variety of domains. We designed and implemented improvements to the Trust’s back-end database, and replaced 40 individual email templates with a single dynamic template. We also helped them automate some current workflows, and develop some new ones, so they can manage and monitor their daily operations at a glance.

Huge improvements to efficiency and speed

The newly-implemented daily reporting has saved the team at National Trust a massive amount of time and effort in ensuring their comms are working as expected and that their database processes remain efficient. The single dynamic email template has been a ‘huge improvement’ to efficiency and has dramatically reduced time spent making updates to email content. Our evaluation of the efficiency of their database structure has helped reduce query times and increase the reliability of data pulls, speeding up all of their existing customer-based processes.

 

“The Adobe Campaign team here at the Trust support the entire business including Membership, Fundraising, Retail, Holidays and Volunteering as well as making it possible for our regional marketing teams to send highly personalised email campaigns to their local audiences. As we move into our next phase where we will optimise our campaigns for increased relevance, ensuring our supporters have the best possible experience with us, efficiency has become ever more important. We have some really fantastic, engaging content available to us and Manifesto have done a brilliant job of streamlining our processes and ensuring that content is at our fingertips.” Adrian Hart – Adobe Campaign Manager, National Trust

How this helps us on your project

We understand the importance of personalising user experiences and streamlining data processes. Our expert certificated Adobe Campaign team use data insights to tailor the delivery of content to your customers. We can help to support your daily campaign execution, manage automated operations, and execute manual bespoke campaigns to support your key business goals.

Improved

efficiency

One

email template

Reduced

query times

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