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40 percent Indian Consumers open to engagement via email marketing: Adobe

Adobe surveyed Indian consumers, revealing that 40 percent would like to be contacted by brands via email. At the same time, their stated preference is for personalized marketing emails that are less about promotions, and more about providing information, something that is better customized to their interests. To address consumer expectations, Adobe announced new cross-channel innovations powered by creativity and data in Adobe Campaign, part of Adobe Experience Cloud.

The 2018 Adobe Email Survey also revealed that consumers are most frustrated with brands that recommend irrelevant products, send offers that expire or are inappropriate to season or location and misspell names. As brands strive to deliver the right experience to each individual, it’s more important than ever to engage with consumers on their terms and preferred channels; 27% of consumers surveyed in India highlight improved mobile viewing as the top innovation that has improved email experiences in the past few years.

The new capabilities Adobe introduce enable marketers to create personalized experiences across all devices and channels, including email. By more tightly integrating email marketing with content workflows and other marketing channels, Adobe is helping brands deepen relationships and build trust with customers. New Adobe Campaign capabilities and forward-looking projects from Adobe Research help marketers predict the best time to send emails, intelligently segment emails based on individual engagement, simplify email creation, obtain and act on more granular insights, create multilingual push messages, and scale and deliver contextual emails.

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