How can audience engagement be measured in Adobe Campaign Classic?

• A. By analyzing competitor campaigns
• B. By tracking metrics such as open rates, click-through rates, and conversions
• C. Through customer feedback surveys
• D. By the number of campaigns created

Answer: (B)

Audience engagement in Adobe Campaign Classic is effectively measured by tracking specific metrics that indicate how recipients are interacting with the campaigns. Metrics such as open rates reveal the percentage of recipients who opened the emails, while click-through rates show how many people clicked on links within those emails. Additionally, conversions track the ultimate outcomes, such as purchases or sign-ups, that can be directly attributed to campaign activity. These metrics provide tangible data that can inform marketers about the success of their campaigns and how engaged their audience is with the content being delivered.

While analyzing competitor campaigns provides insight into market trends and strategies, it does not directly measure the engagement of your own audience. Customer feedback surveys can yield valuable qualitative data, but they do not offer the quantitative analysis necessary for comprehensive engagement measurement. Lastly, counting the number of campaigns created doesn't reflect how audiences are responding to those campaigns or whether they are engaging with the content at all. Therefore, focusing on measurable metrics that directly correlate to audience interaction is key in evaluating engagement in Adobe Campaign Classic.