About a year after Adobe nixed CPM-based email pricing models in favor of customer profile fees, Adobe Campaign (formerly Neolane) has rolled out email remarketing designed to predictively recover lost revenue from abandoned shopping carts.
Email remarketing is Campaign’s first integration with Adobe Analytics (formerly Omniture and SiteCatalyst) and builds on its first point of entry into Adobe Marketing Cloud – Adobe Experience Manager.
About 120 clients use both Analytics and Campaign, which drove the decision to connect the two.
“We see a lot of replatforming, where companies with legacy ESP [email service provider] and CRM and campaign-management systems all sit in siloed databases and there’s data synchronization issues,” said Kerry Reilly, a director of product marketing for Adobe Campaign. Adobe’s goal is to connect anonymous data from acquisition marketing with CRM data about known users.
Other marketing clouds share this goal. Salesforce.com is trying something similar by integrating ExactTarget and a new Web analytics tool. (See AdExchanger coverage of Adobe and Salesforce.com’s Marketing Cloud suites.)
While the former Neolane suite used to connect with the old Omniture and SiteCatalyst tools, Reilly said this latest integration adds new capabilities – marketers can use real-time data from their ESP to predict the best time to reengage a consumer.
Adobe data reveals the best time to reengage is within one hour after a consumer abandons a shopping cart. Any sooner, it could jar the customer; any later, the consumer could get the all-too-common feeling that the sweater they searched for days ago has followed them across the Web.
While this sort of remarketing is “somewhat common,” Reilly said, most analytics integrations have a 24-hour lag.
“An hour later is where we’ve seen the bell curve is at its peak, and you can reclaim up to two and a half times your benchmark without being creepy,” she said.
Often when someone abandons a shopping cart, it’s due to an unexpected interruption, such as an incoming call or message, or to taking a break in the purchasing process to, for instance, check in on social media. When that consumer is reengaged via email to Web in a timely manner, that has a positive influence on the amount they’re willing to spend, particularly if that user has been reengaged with a relevant promotion, Reilly said.
Adobe Campaign’s next integrations, Reilly said, will focus on digital asset management and “audience sharing across solutions.”
