Adobe Journey Optimizer

Controlling how often customers receive messages is critical in today’s marketing landscape. Too much outreach can cause fatigue, reduce engagement, and erode trust. Modern marketing automation tools must offer precise, real-time controls to strike the right balance. Adobe Journey Optimizer now supports daily frequency capping, making it easier than ever to manage customer communication across channels, journeys, and campaigns. Daily Frequency Capping in Practice Luma, a premium lifestyle and apparel brand, is known for its data-driven marketing and highly personalized customer journeys. To keep customers engaged, the brand runs daily campaigns across multiple channels—emails for product drops, SMS for loyalty offers, and push notifications for cart recovery or flash sales. As their marketing efforts scaled, some customers began receiving 5–6 messages per day across various campaigns. This led to higher opt-out rates, lower engagement, and a risk of damaging long-term custom

Appendix Target - it is a customer experience and journey orchestration platform offered by Adobe as part of the Adobe Experience Cloud. It is designed to help brands deliver personalized, real-time experiences across all customer touchpoints—email, mobile, web, push, and more—based on a unified customer profile and real-time data. Edge Network - refers to a globally distributed network infrastructure that enables fast, secure, and real-time data collection, processing, and activation of customer data at the edge—i.e., close to where the customer interaction happens (browser, app, device). https://experienceleague.adobe.com/en/docs/platform-learn/data-collection/web-sdk/overview Optimize SDK - refers to the suite of libraries that are available for all platforms that enable client applications to interact with Target. https://opensource.adobe.com/aepsdk-optimize-android Personalizations / Propositions - refers to personalized data and content that Target serves. CDN - re

PurposeThis blog provides guidance for troubleshooting subdomain delegation and channel surface configuration issues in Adobe Journey Optimizer (AJO). Customers are encouraged to review the outlined steps before contacting Adobe Engineering or Support teams.Table of contents:Overview of Subdomain DelegationTypes of Subdomain DelegationChannel Surfaces OverviewCommon Issues & ResolutionsDiagnostic Tools (dig command)1. Overview of Subdomain DelegationSubdomain delegation allows Adobe Journey Optimizer (AJO) to send messages (emails, SMS, landing page traffic, etc.) on behalf of your brand using your custom subdomains (e.g., marketing.example.com). This setup is required to enable trusted and authenticated communications.Benefits of delegation:Improved email deliverability (via proper DNS and authentication)Enhanced sender reputation (emails come from your brand)Separation of marketing and transactional trafficAdobe-managed infrastructure (for DNS, certi

  In the world of customer experience, delivering the right message at the right time is crucial. While real-time engagement is powerful, many critical marketing use cases, from weekly newsletters to daily promotional campaigns, operate on a batch schedule. Adobe Journey Optimizer (AJO) provides a robust solution for these scenarios with the Read Audience journey activity. The read-audience documentation provides a great starting point for using this feature. This blog post aims to go a level deeper, providing a behind-the-scenes look at how to design highly reliable and scalable batch journeys by understanding the key guardrails and best practices.   What is a "Read Audience" Journey? At its core, a Read Audience journey allows you to take a snapshot of an Adobe Experience Platform audience and have every profile within it enter a journey. This can happen in one of two modes: Scheduled: The journey runs at a predetermined time and frequency, and

When working with lookup schemas, you may often need to filter a list of objects based on more than one attribute. This guide explains how to perform multi-attribute filtering on lookup schemas using nested filter() functions. This is especially useful when you need to narrow down a list of objects based on more than one condition—such as filtering products in a shopping cart by both ID and color.   When to Use This Pattern  We should use nested filtering when:  You need to apply multiple independent filtering criteria on a list within a lookup schema.  You want to avoid complex expressions that may lead to expression parsing errors in your event processing system.       Where to write the expression  Open your journey in AJO.  Select the condition where you want to apply the multi-attribute filter.  In the configuration panel, look for the "Expression" section.  Click "Edit" (or the pencil icon) to open the expression ed

The Journey Dilemma: Balancing Personalization and Compliance In healthcare sector, using a customer journey orchestration platform presents a key challenge—how to deliver personalized, engaging experiences while ensuring every touchpoint remains fully HIPAA compliant. The Reality You Face Daily: ❌❌❌❌❌Current Pain Points: - “I can’t use patient diagnosis data in my email campaigns - legal won’t approve it” - “My journey needs clinical data, but marketing team can’t see medical records” - “Every journey takes weeks to get compliance approval” - “I’m afraid to use real patient data for testing and optimization” - “Audit logs are a nightmare - I can’t track who accessed what data when” ✅✅✅✅✅What You Actually Need: - Build personalized journeys using sensitive healthcare data safely - Collaborate with clinical teams without exposing restricted information - Get automatic compliance validation as you build - Test journeys wit

  Streamline your campaign and journey launches in Adobe Journey Optimizer with integrated approvals that speed up decisions, ensure governance, and boost confidence. Discover three proven strategies to leverage approvals for managing urgent campaigns and journeys, and resolving policy conflicts with ease.   Use Case: Ensuring Complete Approval Coverage Every marketing organization faces the same critical question: How do you guarantee that all campaigns and journeys get proper review before activation or publishing while still enabling fast-track approval for urgent campaigns and journeys? Adobe Journey Optimizer's approval feature provides the answer through intelligent policy configuration. Once you activate at least one approval policy in your sandbox, the "Request Approval" button automatically appears in your campaign and journey interfaces—no additional setup required. Critical Note: If you have active policies but none qualify for a specific campaign or journey, th

Microsoft joined Gmail and Yahoo in requiring DMARC for large senders (5,000 or more emails per day) in their consumer email services outlook.com, hotmail.com and live.com. Beginning May 5, 2025, Microsoft started rejecting emails that don’t meet the new bulk sender requirements. Why is this happening? Let’s understand In today's digital landscape, email remains a cornerstone of communication and marketing. However, with the rise of phishing attacks and email spoofing, ensuring the authenticity of email communications has become paramount. This is where DMARC (Domain-based Message Authentication, Reporting & Conformance) comes into play.   What is DMARC? DMARC is an email authentication protocol that builds upon two existing mechanisms: SPF (Sender Policy Framework) and DKIM (DomainKeys Identified Mail). It allows domain owners to specify how receiving mail servers should handle emails that fail authentication checks. By doing so, DMARC helps prevent un-authori

As the marketing practitioner for the e-commerce business, I have created a journey to engage with approximately 10 million users during the Diwali sale and offer period. I now need to test the journey before publishing, as even a small issue in your journey can cause major problems, from broken flows to a poor customer experience. In this blog, we’ll walk through the different testing techniques available in Adobe Journey Optimizer(AJO) and how they help you deliver with assurance.Journeys Test ModeAfter creating the journey, we need to see how it interacts with real profiles. That’s where AJO’s Journey Test Mode comes in handy — it lets you test your journey using the test profiles you’ve set up in AEP.Steps to activate a journey in test modeOpen the draft journey that you want to test.Click on the Test mode button from the header menu.While the transition takes place, we will see a status message that says Activating test mode.Once the transition is complete, we will

🚦🚦 Planning customer journeys isn’t just about creating a flow—it’s about seeing the big picture, identifying overlaps, and ensuring your journeys hit the mark. Adobe Journey Optimizer (AJO) empowers marketers, journey planners, and support teams with intuitive views designed to streamline journeys oversight. Let’s walk through how AJO’s Calendar View, Dashboard and Browse List each solve distinct challenges—paired with real-life use cases to inspire you to use them smartly. Calendar View – Plan Strategically with Visual Clarity 📍Use Case: Journey planner aligning journey timelines You’re launching a weeklong journey and want to avoid audience fatigue. Use Calendar View to: 📅See what’s live or scheduled across the current week ⏱️Identify overlaps that may overload specific segments 👁️Click on any journey block to see its audience and scheduling logic 📎Easily distinguish journeys running acro

What Are Custom Actions? Custom actions in AJO are user-defined HTTP requests (typically REST APIs) that can be executed within a journey. They allow you to: Call external systems Send data to downstream services Trigger internal workflows Make real-time decisions based on API responses They are configured with authentication, headers, request/response schemas, and can include dynamic personalisation using AJO expressions.   Use Cases for Custom Actions Here are several categories and examples of how custom actions are being used across industries. 1. Integration with External Services Use Case: Triggering a WhatsApp or SMS via Third-Party API Send a message through a messaging service (like Twilio) directly from an AJO journey. POST https://api.twilio.com/... { "to": "{{ profile.phoneNumber }}", "message": "Hi {{ profile.firstName }}, your cart is waiting!" } Use Case: Notifying Logistics Systems Trigger fulfillment or shipping workflows when a user places an orde

Creating truly personalised customer journeys often requires more than simple conditions. You need the power to dynamically evaluate customer data, perform complex calculations, and create sophisticated logic that adapts to real-time customer behavior.   While Journey Optimiser's simple expression mode works well for basic conditions. The Advanced Expression Editor unlocks a world of possibilities for marketers who need to create intelligent, data-driven customer experiences. This guide will show you how to leverage advanced expressions to solve real marketing challenges and create more engaging customer journeys.   The Challenge: When Simple Conditions Aren't Enough Consider these common marketing scenarios: Scenario 1: Abandoned Cart Recovery You want to target customers who added items to their cart but didn't purchase, but only if they're high-value customers and it's been exactly 24 hours since abandonment. Scenario 2: Dynamic Loyalty Offers You need to send differ

🔹IntroductionModern marketing demands speed—but not at the cost of accuracy, brand integrity, or compliance. Whether you’re creating journeys, sending policy updates, or launching cross-channel campaigns, every message matters. That’s why having a structured way to review and approve assets before they go live is essential.Adobe Journey Optimizer (AJO) offers a powerful solution through Approval Workflows, ensuring that every customer experience is reviewed, approved, and auditable—not just for marketing, but across all AJO use cases.In this blog, we’ll walk through a real-world enterprise use case, explore how Approval Workflows solve governance challenges, and share practical steps and tips for making the most of this feature.❌The Challenge: Disjointed Reviews, Risk of Error, and Compliance DelaysA global insurance provider faced a recurring bottleneck: every marketing message and policy update had to be reviewed by Legal and Compliance before it could be activated. Th

“Confidence is the foundation of great customer experiences.”  Launching a journey in Adobe Journey Optimizer (AJO) is a critical step for marketers. But what if you could see exactly how profiles flow through your journey before actually going live—without risking real customer contact or profile updates? Enter: Dry Run Mode.  🧩 The Problem: Uncertainty Before Going Live  Crafting the perfect customer journey is both an art and a science. But here’s the challenge: marketers often face major blind spots during the pre-publication phase. These include: - How many profiles will qualify for the journey? - Which paths will they take? - What are the expected delivery counts? While Test Mode offers basic functionality, it doesn’t provide the full confidence needed to predict actual behavior once a journey is live.  🔍Use Case Snapshot  In this complex journey:  - We start with 200,000 profiles. - Several conditions filter p

  The Global Profile Filter is a powerful new feature in Adobe Journey Optimizer designed to provide marketers with greater control and flexibility over live customer journeys.What it is: Simply put, the Global Profile Filter allows you to define specific criteria based on profile attributes when the journey is paused and that will be applied to all profiles when that journey is resumed. This acts as an immediate, universal filter.This feature is particularly beneficial for scenarios where: Dynamic Exclusion is Needed: Your business rules or customer segments change after a journey has gone live, requiring immediate exclusion of certain profiles from an ongoing journey. Preventing Irrelevant Communications: You need to ensure that specific customer groups do not receive messages from a journey that are no longer applicable or could lead to confusion. Operational Agility: It provides a mechanism to quickly adapt live journeys to new policies or customer classifications without re

  How to Send Emails Only on Weekdays in Adobe Journey Optimizer Sending marketing emails at the right time is crucial for engagement and deliverability. Many organizations want to ensure that emails are sent only on weekdays (Monday to Friday), even if profiles enter a journey on weekends. In this post, we'll show you how to achieve this in Adobe Journey Optimizer (AJO) using Wait activities and custom formulas, based on a community-accepted solution.     The Challenge You want profiles to enter your AJO journey every day, but emails should only be sent Monday through Friday. If a profile enters on Saturday or Sunday, the email should be queued and sent on Monday at a specific time (e.g., 9 AM). The Solution: Using Wait Activities and Custom Formulas The recommended approach is to use a Condition to check the day of the week, and then use Wait activities with a custom formula to delay sending for weekend entries. Step-by-Step Guide Add a Condition ActivityRight after

Introduction: Fast, Reliable Automation with GenAI—It’s Happening At Adobe, innovation and customer experience go hand in hand. We’ve already made great strides with Customer Use Case (CUC) Automation, simulating real-world workflows to catch bugs before they reach our users. Now, we’re taking that even further—by integrating Generative AI (GenAI) into our automation strategy. Our goal? To automate smarter, faster, and more intuitively—with AI as our co-pilot. While traditional automation requires manual scripting, GenAI helps us generate test logic, data, and even test scripts dynamically. We're combining human judgment with machine intelligence to evolve from test automation to intelligent automation. This blog dives into how we’re building this system, what it looks like under the hood, and why it’s changing the way we approach quality engineering.     Why Traditional Automation Needs a Boost Automated testing has always been powerful—but it’s also labor-intensive.

Introduction Holiday campaigns create immense pressure for retail marketing teams. Many multi-brand fashion retailers with extensive store networks face a familiar challenge: creating personalized promotional content for their holiday campaigns across multiple channels, customer segments, and regional variations. Before implementing the AJO-AEM Dynamic Media integration, this process typically involves: Graphic designers creating individual banner versions for each segment/region Manual file management across design, review, and deployment systems 2+ weeks of production time for each campaign wave Limited ability to modify campaigns once launched   Let's explore how the AJO-AEM Dynamic Media integration can transform this approach, reducing production time from weeks to minutes while delivering more relevant experiences. The Challenge: Holiday Campaign Complexity A typical retailer's holiday campaign

Master Frequency Capping & Conflict Prioritization in Adobe Journey Optimizer Recording URL: Master Frequency Capping & Conflict Prioritization in Adobe Journey Optimizer  Event Details Join us for an engaging Adobe Experience League LIVE episode where Adobe experts dive into new features in Adobe Journey Optimizer to help you govern and prioritize customer messages with precision. Learn how to reduce messaging fatigue, resolve conflicts, and deliver impactful experiences that resonate. In this expert-led session, we’ll explore powerful tools to optimize your customer journeys: Journey Capping: Control how many journeys a customer enters in a timeframe to prevent over-messaging and enhance engagement. Conflict Management & Prioritization Scoring: Resolve competing journeys to ensure customers receive the most relevant messages at the right time. Rule Sets: Implement flexible, scalable guardrails to automate decision-making and streamline journey execution. T

Agile Workflows for Personalized Content at Scale Recording URL: Agile Workflows for Personalized Content at Scale  Event Details Join us for an exciting Experience League LIVE session where we dive into the future of omnichannel customer engagement! Discover how to overcome the challenges of siloed, slow, and rigid content creation and activation workflows with the power of Adobe's innovative tools. In this session, we will showcase how Adobe Journey Optimizer (AJO) seamlessly integrates with Adobe Express and GenStudio for Performance Marketing. Learn how these tools bring unparalleled flexibility, collaboration, and AI-powered creativity to your marketing workflows. Whether your teams are authoring content directly in AJO, brainstorming with GenStudio for Performance Marketing, or building assets in Express, this session will demonstrate how Adobe's solutions adapt to and accelerate your content workflows, helping you bring campaigns to life faster than ever befor

Join the Adobe Champion Program and become a part of a global community of passionate product experts who are driving thought leadership and innovation!     Adobe Journey Optimizer Champion Applications are open through June 10!   Program BenefitsThe Adobe Champion Program provides a unique opportunity for expert Adobe Experience Platform (Adobe Journey Optimizer B2C and Real-Time CDP) practitioners to:1) Accelerate their personal and professional growth by collaborating with fellow Adobe Experience Platform (Adobe Journey Optimizer B2C and Real-Time CDP) experts and Adobe product and engineering leaders;2) Share their product expertise and best practices with the broader Adobe Experience Platform (Adobe Journey Optimizer B2C and Real-Time CDP) community; and3) Engage in exclusive speaking, content creation, thought leadership opportunities to showcase your expertise.   Program MissionAdobe Champions enhance the Adobe Experience Platform (Adobe J

  You can send communication at any time but if your messages don’t get to your customers at the right time, they won’t be effective. Think of multitude of this issue if you have common operating paradigm with no brand and no market isolation with shared AEP/AJO instance for global implementation. With no isolation of data and operating groups it will be very tricky to send some communications based on consumer active time + time zone.   Lets chime in to a use case: Consider an operating model in which a marketing or operations team works from a single geolocation in a single time zone and must plan a campaign that takes into account the user's active time of the day and the time zone they are in (where they have consumers from multiple geos).This would be tricky to orchestrate campaigns based on consumers active time + time zone and in some situations due to time zone differences we might have to send the communication next day's based on next days active time + time z

Introduction: Fast Development with High Quality Isn’t a Myth—We’re Living It At Adobe, we know that our customers rely on Adobe Journey Optimizer (AJO) to deliver seamless, timely, and personalized customer experiences.  That’s why we have made it our mission to catch issues before they reach our customers – and resolve them quickly when they do. How? With something we call Customer Use Case (CUC) Automation. While we continue to invest in traditional testing methods like unit tests, functional tests, and integration checks, Customer Use Case (CUC) Automation goes a step further. It tests AJO the way our customers actually use it—across journeys, segments, profiles, message authoring, delivery, and more. By mirroring real user workflows end to end, CUC ensures everything works together seamlessly, just as you’d expect in a live environment. This means better reliability, faster issue resolution, and smoother experience for our team and our  customers.     Here’s t

Fuel Mobile Growth with Customer-Centric Strategies Register Here: Fuel Mobile Growth with Customer-Centric Strategies    About the Session: Tap into Adobe’s latest research on consumer and practitioner trends with mobile app growth and real-time, personalized engagement. In this webinar, we’ll showcase how Adobe Lightroom product growth managers and marketing teams use Adobe Journey Optimizer to activate, monetize, and retain users.Join Adobe product experts as they share best practices for leveraging in-product personalized experiences to transform new and professional artists into photography experience makers. Discover how to streamline user onboarding, accelerate product adoption, and foster customer loyalty through community engagement.In this session, you’ll learn: How consumer and practitioner trends are impacting mobile growth How to get quicker insights using active listening and real-time signals to grow subscriptions The benefits of personalized in-app messa

Secure, Scalable Omnichannel Engagement - For the Most Demanding Industries Register Here: Secure, Scalable Omnichannel Engagement—For the Most Demanding Industries    About the Session: With rising expectations for seamless, relevant, and personalized experiences across channels, it’s never been more important for organizations to deliver on the promise of truly omnichannel engagement. But for industries navigating strict compliance requirements—like healthcare, financial services, and government—meeting these expectations can feel like a balancing act between innovation and regulation.Join this session to learn how Adobe helps organizations move from fragmented communication strategies to scalable customer experience orchestration—securely, effectively, and with compliance in mind. Whether you're in a regulated industry or managing your own governance challenges, you'll gain insights to help deliver connected, compliant customer journeys.Key Takeaways: How to transit