Movable Ink, the multi-channel personalized engagement platform, has announced a new integration between Movable Ink Da Vinci and Adobe Journey Optimizer.
Da Vinci represents Movable Ink’s original dynamic email offering, curating content for individual recipients, including after the email has been sent. Journey Optimizer is Adobe’s application for orchestrating personalized customer journeys across channels and devices.
The new integration. This integration will allow Da Vinci to apply customer engagement data in Adobe Experience Platform to the creation of personalized message content at scale.
The aim is to design, orchestrate and execute campaigns that are relevant to each customer. In addition to the aim of raising campaign revenues through improved engagement, the integration is expected to save marketers time and manual effort in mapping content to emails for distribution.
The new integration joins existing integrations between Movable Ink and Adobe Campaign, expanding Da Vinci and including Movable Ink Studio, an offering that automatically generates personalized images.
Why we care. On the one hand, past skepticism about 1:1 personalization seems to be fading. On the other hand, every consumer knows that it’s far from perfect as we field irrelevant emails, sit through irrelevant CTV advertising and get invited to irrelevant events 500 miles away.
But consumers still want it (as long as it isn’t creepy) and the evidence suggests that it does boost engagement and therefore, ultimately, conversions. That’s why we see a steady stream of product announcements that inch towards getting personalization done.
Dig deeper: Movable Ink’s Da Vinci thinks outside the campaign box
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