What is a reactive workflow in Adobe Campaign Classic?

• A. A workflow that requires manual input
• B. A workflow that responds to customer actions
• C. A workflow that analyzes campaign effectiveness
• D. A workflow that creates landing pages

Answer: (B)

A reactive workflow in Adobe Campaign Classic is fundamentally designed to respond to customer actions. This means the workflow is triggered by specific behaviors or events initiated by users, such as opening an email, clicking a link, or making a purchase. The essence of a reactive workflow lies in its ability to adapt and respond in real-time to these interactions, allowing marketers to engage customers with timely and relevant communications based on their current actions or behaviors.

For instance, if a customer abandons a shopping cart, a reactive workflow might automatically send them a reminder email or an incentive to complete their purchase. By focusing on customer actions, this type of workflow enhances the personalization and relevance of marketing efforts, ultimately leading to improved customer engagement and conversion rates.

Other options present various types of workflows that do not capture the essence of responsiveness to customer actions. For example, options that mention manual input or analyzing effectiveness focus on different aspects of campaign management that do not primarily rely on immediate customer engagement or behavior as their driving factor. Similarly, creating landing pages is a distinctly separate function that involves more of a proactive approach rather than responding to customer actions.