In today’s digital world, many companies operate internationally and engage with customers in different languages. To ensure communication is truly effective, it should happen in the language of the target audience – this not only strengthens customer relationships but also increases the success rate of email campaigns.
Adobe offers two powerful tools for this purpose: Adobe Campaign and Adobe Journey Optimizer (AJO). Both support multilingual campaigns but use different methods and features to do so.
In this blog post, we’ll take a look at how Adobe’s multilingual email marketing has evolved from Adobe Campaign to AJO and compare the key features and technical differences.
Adobe Campaign: Traditional Multilingual Email Marketing
Adobe Campaign is a powerful platform for email marketing, allowing businesses to create personalized and automated email campaigns – including multilingual ones. Compared to AJO, however, the approach is less flexible and offers fewer modern features.
How Multilingual Email Marketing Works with Adobe Campaign
Static Email Templates: Marketers create separate templates for each language and local audience.
Dynamic Content Modules: Adobe Campaign enables language-based segmentation within a single email template using content blocks.
Precise Audience Targeting: Users can segment audiences based on stored language preferences.
Manual Translation Process: Translations are handled outside the tool and imported manually.
Limited Third-Party Integration: Adobe Campaign lacks built-in integrations with translation services – connections must be set up manually.
Workflow-Based Execution: Campaigns are executed via predefined workflows.
Challenges with Multilingual Emails in Adobe Campaign
Time-Consuming Management: Managing and editing multiple templates increases complexity.
Translation Delays: Since translations are handled manually, updates often take longer.
Scalability Issues: For global brands, managing numerous language versions can become complex.
Adobe Journey Optimizer (AJO): The Next Generation of Multilingual Emails
Adobe Journey Optimizer (AJO) manages personalized customer engagement across multiple channels. Unlike traditional marketing tools, AJO enables AI-driven, real-time interactions – delivering relevant, contextual experiences across all touchpoints.
How AJO Manages Multilingual Emails
One Dynamic Email Template: Instead of managing multiple versions, AJO enables dynamic translation within a single template.
Built-In Support for Multilingual Content: Marketers can store and manage different language versions of content directly within the platform.
Translation Tool Integration: AJO integrates with third-party services like Lionbridge (Liox), Microsoft Translator, and others via the Globalization Content Service (GCS), automating the submission, retrieval, and management of multilingual content.
AI-Driven Personalization: AJO uses AI and machine learning to dynamically personalize content based on customer preferences, behavior, and language settings.
Real-Time Data Activation: Updated customer profiles – including language preferences – are immediately applied in email journeys to ensure real-time engagement.
Headless Content Management: AJO supports omnichannel delivery of multilingual content, including email, SMS, and push notifications.
Adobe Campaign vs. Adobe Journey Optimizer – Key Differences
Top Five Advantages of Adobe Journey Optimizer
Reduced Manual Workload: AJO minimizes manual tasks through automated content translation and personalization.
Enhanced Customer Experience: AI-driven content ensures communication is always in the customer’s preferred language.
Scalability for Global Campaigns: AJO simplifies multilingual email management, ideal for brands with international audiences.
Omnichannel Communication: AJO supports multilingual messages across various channels – not just email, but also SMS, push, and in-app.
Real-Time Adaptation: AJO dynamically adjusts content based on customer interactions and preferences.
Conclusion
Adobe Campaign has long been a reliable tool for email marketing, supporting personalized, multilingual campaigns – but with a more traditional, manual approach.
Adobe Journey Optimizer (AJO) takes it a step further: With AI-powered personalization, integrated translation automation, and real-time content delivery, AJO provides a modern, efficient solution for globally scalable email marketing. Brands can reach their audiences faster, more relevantly, and with significantly less effort. For future-ready, multilingual campaigns, Adobe Journey Optimizer is hard to beat.
Our experts at diva-e Conclusion are here to support you – from strategic planning to the successful implementation of the right Adobe solution.
