Creating and Automating Workflows in Adobe Campaign Classic

Adobe Campaign Classic workflows are essential tools for marketers aiming to deliver personalized and timely communications. Efficient workflows save time, reduce manual intervention, and enhance campaign effectiveness. This post guides you step-by-step through creating, automating, and optimizing workflows in Adobe Campaign Classic, including practical examples and troubleshooting common issues.

Understanding Workflows in Adobe Campaign Classic

Workflows in Adobe Campaign Classic are visual representations of marketing automation processes. They enable marketers to automate complex tasks like segmentation, email delivery, data import/export, and reporting.

Common tasks achieved through workflows:

• Audience segmentation and filtering
• Automated email and SMS delivery
• Data integration and management
• Campaign tracking and reporting

Creating a Basic Workflow

Step 1: Navigate to the Workflow Module

1. Log into Adobe Campaign Classic.
2. Select the Campaigns tab, then click Workflows.
3. Click on New Workflow.

Step 2: Designing Your Workflow

Adobe Campaign Classic workflows consist of nodes, each representing specific actions or tasks:

• Start: Initiates workflow execution.
• Query: Identifies specific audiences.
• Delivery: Automates sending communications (emails, SMS).
• End: Marks completion.

To create a workflow:

1. Drag and drop a Start node.
2. Add a Query node to define the audience segment.
3. Insert a Delivery node to trigger communications.
4. End with an End node.

Step 3: Defining Workflow Queries

Queries segment audiences based on criteria such as:

• Demographics
• Purchase history
• Email engagement

Use query conditions like:

• Attribute selection (age, region)
• Recipient behavior (email opens, clicks)

Example query:

• Select recipients who opened a previous campaign email and reside in a specific region.

Automating Your Workflow

Automation increases efficiency by reducing repetitive manual tasks.

Scheduling Workflows

To automate workflow execution:

1. Double-click the Scheduler node.
2. Set your desired frequency (daily, weekly, monthly).
3. Configure specific times and dates.

Example:

• Automate a daily workflow to send welcome emails at 9 AM.

Recurring Campaigns

For recurring tasks like monthly newsletters:

• Utilize the scheduler for monthly execution.
• Ensure queries dynamically fetch updated recipient lists.

Advanced Workflow Features

Conditional Branching

Conditional branches help manage complex scenarios:

• Use the Split node to create branches based on audience criteria or interaction.

Example:

• Separate users based on their response to an initial email, directing non-responders into a follow-up sequence.

Using Wait Nodes

The Wait node introduces delays, helpful in drip campaigns:

• Set delays between automated messages to nurture leads.

Example:

• Send reminder emails 48 hours after an initial promotion.

Workflow Best Practices

Naming and Documentation

• Clearly name workflows and nodes for easy management.
• Document workflow logic within the descriptions of each node.

Regular Monitoring

• Regularly review workflow logs and reports.
• Monitor performance metrics and identify bottlenecks.

Workflow Optimization

• Periodically refine audience queries.
• Test new workflow configurations to enhance performance.

Common Workflow Issues and Troubleshooting

Workflow Not Starting

• Verify that the scheduler node is correctly configured.
• Check workflow status (should be “Started”).

Email Delivery Failures

• Inspect delivery node settings and email templates.
• Check email deliverability and spam score metrics.

Slow Workflow Execution

• Optimize queries and reduce complex joins.
• Schedule heavy workflows during off-peak hours.

Workflow Example

Scenario: Welcome Email Sequence

Workflow structure:

• Start → Scheduler (daily) → Query (new signups) → Delivery (welcome email) → Wait (48h) → Delivery (follow-up) → End

Implementation:

• Schedule runs daily at 9 AM.
• The query selects recipients who signed up within the last 24 hours.
• Delivers a welcome email followed by a personalized follow-up.

Adobe Campaign Classic workflows enable marketers to automate efficiently, personalize customer interactions, and maximize marketing performance. By understanding how to effectively create, automate, and optimize workflows, marketers can significantly streamline processes, enhance customer experiences, and improve overall campaign results.

Use this guide to harness the full potential of Adobe Campaign Classic workflows and elevate your marketing automation capabilities.