Patti Faulkner is the founder and owner of Colorado-based Premise Advertising and Premise E-Connect, the agency's email marketing division. She was kind enough to take some time out of a busy Monday to answer five questions.
Tell me a little bit about your shop, Patti.
I'm a really small shop. I have one other full-time employee and one part-time employee. And I have anywhere from two to eight freelancers working for me at any given time. Our size has given me a lot of flexibility with scale. In addition to running Premise Advertising, I'm also a mom of three, which makes my business the perfect size. It's small enough that I get to work with every one of my clients and not have to solely worry about running the business side of things.
We're a full branding firm, so for most of our clients, we've developed their entire brand. From their logo to their website, to their on-site marketing materials, like brochures — we have them covered. We work on their online presence through email, online advertisements and SEO because it really is one of the most cost-effective ways that you can get out there.
What Emma feature could you or your clients not live without? Which feature has had the biggest effect on your bottom line?
It's a very simple and basic tool, but it's the ease of creating a group and being able to copy people from one group to another. Being able to easily select members that are in multiple categories and groups, then sending them very, very specific emails — that's phenomenal. Honestly, that's the one thing that pulls people over to my solution time and time again. I set up their email systems a little like a CRM, so that no matter who your client is — if it's a restaurant and you're looking at your lunch crowd, or if it's real estate and it's people who are looking for a two bedroom — we can drill right down and send very targeted messages.
We typically get anywhere between a 28% and 36% open rate because we are very specific and targeted when sending our emails. That has to do with groups. I also do a lot of work on the backend to make sure I have a lot of detailed information about my clients' members, so I can find those segments. That's my number one, most-used tool in Emma.
I know that sounds very simple, but I don't think that people really think about how intentional and targeted you can be by using groups and searches. At any given moment, my clients will know how many people are in their lunch crowd, how many people signed up on a certain campaign and how many people are from their Facebook account. It's nice because people care when they think that you know who they are.
What's your "niche?" Why is it that new clients decide to come on board with you?
My biggest advantage is that I have both corporate and design backgrounds. So I really think very strategically about each client and how they can position themselves most effectively.
Who is your brand crush and why?
Southwest Airlines. They have done an amazing job at branding themselves with their "We Love You" campaign. From their online presence to when you get on a plane, you know that everyone that works there supports that motto. They've definitely personalized the enormous airline industry that's, otherwise, so impersonal.
Who's the one person or band you'd like to see live that you haven't seen yet?
Well, I'm originally from Seattle, so music is huge there. I've pretty much trucked and seen a lot of my favorites. So, it's hard for me to think of someone I haven't seen. I just saw one of my coveted favorites, Eddy Vedder from Pearl Jam perform acoustically at a private concert. Before that, I would have said "to see Pearl Jam play again." I'm still waiting on the Pearl Jam come-back tour, though.
Not a customer yet? Interested in seeing more about the features Emma offers? Take a look at Emma at a Glance — it's a meeting-ready PDF that highlights Emma's email marketing features and pricing.