It's Earth Day, and as such, it seems like an appropriate day to recognize just how much paper — and how many trees — the Emma Community helps to save each and every month by sending email newsletters and campaigns instead of printing 'em.
If everybody in the Emma community printed a campaign for each recipient instead of sending an email, here's how that paper would add up in just a single month:
+ Stacked end to end, the paper would cover the distance of a three round-trips between New York and Paris.
+ Folded into little origami swans, those little origami swans would form a line as long as the Earth's diameter.
+ Turned magically from paper into pocket-sized Etch-a-Sketches, we would be able to give everybody in Finland 27 pocket-sized Etch-a-Sketches.
+ The Finns just really like to doodle, is all.
And if that weren't enough, the Emma Community has helped us plant more than 55,000 trees since we first starting planting 5 trees for each new customer back in December of 2007. Here's one last number to ponder, then: If each of those 55,000 trees were turned into a small squirrel, then that would be kinda uncool, because squirrels are neat and all but we'd rather have the trees.
How are you celebrating Earth Day? Share your favorite environmental causes in the comments, and here's to making the world a little shadier, in a good way.
A quick note from the NAYDO conference in Charlotte, NC, where Steve Turney and I are meeting some really great folks from YMCAs all over the world. (Hi, Carlos from Kenya and Johan from Norway!) We're learning so much about the YMCA organization and mission — these people seriously rock the philanthropy.
We're also having the pleasure of chatting with Emma customers and hearing how we're helping Y's, big and small, reach out to their members, volunteers and donors in new ways.
One lovely story comes from Kevin Kosik of the Berkeley-Albany YMCA in Berkeley, CA. They used Emma to drum up support for their run at a $250,000 prize from Pepsi Refresh. They sent Emma email campaigns to encourage their members and friends to head to the Pepsi Refresh site to vote. It would have been an even better story if they'd actually won, but he was proud to say that the Berkeley-Albany YMCA, a small regional non-profit, came in ninth overall in a crowd of some pretty heavy contenders, and he credits Emma for their stellar showing.
Another quick shout-out to our friends at the YMCA of Middle Tennessee, who won a coveted Eagle Award for Excellence in Fundraising. This amazing team raised more than $77 million last year (um, wow) and continues to push the envelope with a lofty goal to create an endowment that equals their operating costs (um, double wow).
We're so proud to be even a small part in these amazing organizations. With one more day of the conference to go, Steve and I are hoping to make some more connections and hear some more cool stories.
How a communications expert grows her audience list and achieves sky-high click-through rates.
About her newsletter Every month, Colleen Wainwright, who has dubbed herself the Communicatrix, sends a newsletter to her growing base of loyal fans. Using Emma's response metrics and handy Send to a Friend feature, Colleen's audience list has grown from about 50 people in the fall of 2007 to nearly 3,000 people. This media maven covers topics such as building your brand and marketing yourself, finding peace amidst a busy schedule and prioritizing your passions.
Why we like it It's quirky and honest. Colleen connects with her readers. You'll find no inaccessible jargon or overly formal language here. Colleen writes her newsletters as if she's talking to a friend, and the warm, conversational tone pays off. Her newsletters have open rates between 45 percent and 52 percent, far exceeding the industry average. She isn't afraid to be herself – admitting her weaknesses, expressing her best and worst habits, sharing her humor – and this knack for honesty makes her immediately relatable. In short: Be personable and present in your newsletters, and your readers will take notice.
The links are interesting and relevant. With all the email in our inboxes these days, it takes something extra special to catch our eye and compel us to participate. Colleen keeps up with trends in marketing and social media, and she peppers her newsletter with relevant links that inform and entertain. Each newsletter also includes a sidebar with rotating resources ("fly-on-the-wall," site of the month, inspirational sites, communication resources) that may be irreverent or reflective, silly or substantive, depending on Colleen's mood. In short: Try balancing informational links with amusing links. Don't link to anything you wouldn't invest time in yourself.
The send-off, at a glance Sent: Feb 10, 2010, to 2,803 people Open rate: 50.79% Click-through rate: 23.78% Subject line: Handling the mess of real work [ctrix] Emma details: Created using a custom layout
This design showcase launches a new category on the Emma blog – each month, our design crew will present their latest and greatest hits. In this edition, we look at how a slew of businesses are highlighting their brand in their email campaigns through their new Emma stationery. We love seeing how our customers build trust in their brand with custom email design that either mirrors or extends the design of their website and other materials, and these four examples show the value of doing exactly that.
Client: Taco Mamacita Emma designer: Taylor Schena Design level: Concierge Design
Our new Nashville neighbor, Taco Mamacita came to us interested in extending their current branding while maintaining a simple aesthetic.
They wanted the content of their campaigns to complement the design of the stationery itself. So Taylor designed vibrant stationery for this local "funky-fusion taco joint" that showcases the company's memorable logo.
Client:Sweat and the City Emma designer: Lauren Johnston Design level: Concierge Design
Sweat and the City, a health and fitness company based in San Diego, has an eye on the future … the future of their website, that is. We like that they support every level of athlete, and their dedication to philanthropy is the cherry on top.
They asked for a scrapbook feel, so Lauren designed with that style in mind.
To maximize deliverability, Lauren steered clear of a background image and used the space above the footer for some rich texture.
Client: Gray Photography Emma designer: Elizabeth Williams Design level: Concierge Design
Meet the spunky husband-and-wife team of world-class photographers who call themselves Gray Photography.
This duo lives in Nashville, too, and they inspired us.
Elizabeth knew that they wanted to maintain the edgy feel of their site while adding a more personal touch to the email stationery design.
By incorporating the personable-looking signatures of both of their names as well as texture above the footer, Elizabeth added warmth in a tailored way.
Client: TQ Adventures Emma designer: Jimmy Thorn Design level: Concierge Design
TQ Adventures made us want to take a field trip. They take folks on excursions that range from golfing to salt-water fishing and help create memories to last a lifetime.
Naturally, we wanted to provide them with stationery that would tell a story.
Jimmy created a rustic look that conjures the Wild West by yellowing out some images to make them appear antiqued. He also added a subtle wood texture that creates interest without distracting from the focal point: the logo.
Let the journey begin, indeed…
Until next time … hugs and brand extension from your entire Emma design team.
Hello, April! That's what we Emma staffers are saying around the house here in Nashville. The weather is finally starting to get warm, the jackets are staying in the closet and no one has played any believable April fool's jokes on me yet. With the arrival of spring, we've got another full list of events we'll be attending.
If we're in your area, please let us know. We're always hoping to catch up with customers and new friends at these events and hear about all of the great things you've got going on. And who knows, if Emma's own Sara McManigal is around, drinks may be on her.
We're fans of all things YMCA. Everything from their philanthropic work to their focus on overall wellness and motivation is cause for us to support the North American YMCA Development Organization's 29th annual conference. If you're in the Charlotte area and want to meet up, let us know. Our very own Megan & Steve will be representing our gal at the conference.
Workology is the user group conference for Workamajig, a web-based tracking and integrated project management software. We're actually the only email marketing service that connects to Workamajig, which we like to think is pretty cool. What's even cooler, my friends? There's word around their office that they've got their own drink, Workamadrink. We haven't tasted it yet, but we hear it's darn good. We'll have a table set up in the Crown Room, so be sure to stop by and say hello if you're there.
The Mirren New Business Conference happens in New York City during mid-April, and they're expecting more than 300 advertising agencies from all over the country. We'll be exhibiting at this year's conference, and Mirren will be using Emma's services to send out the event schedules each day of the conference. If you're in the Big Apple and would like to meet Laura & Heather, our team members at the event, let us know ahead of time and we'll try to set something up.
Lipscomb University is hosting this green event in our hometown. We're strong supporters of sustainability, including businesses that do what they can to better our environment. (We plant five trees for every new customer, after all.) This two-day event will be full of workshops, keynote luncheons and tips to help you become a little greener. (I promise that's a good thing.) If you join the Nashville Sustainability Events Meet-up group by April 7, you can receive $45 off your registration.
This business school event brings together more than 1,000 educators and business school leaders from more than 45 countries and helps those folks network and gain insights on hot topics. This year's event is in Anaheim, and Emma will be exhibiting. If you've got any questions or just want to say hello, look for Megan & Rami around the event.
From looking at product design through the eyes of science fiction to searching for the most influential people using your product, topics at this year's SXSW are as varied as usual, and they're almost as thought-provoking as the queso is delicious. (Which is to say, very.)
A couple of main themes to talk about so far, from my perspective as Emma's product manager.
1. Collaboration, innovation & expectations. As we all know, consumer expectations have changed. Not only do we want access to the latest information and support when we encounter problems, but as consumers we also want to be a part of the product itself. To that end, it's important that companies don't create new products in a vacuum. After all, we're creating and building something that we hope will bring value to our customers, so we should get them involved early in the process and let them help shape the final result.
We're also learning that releasing new products or features is just the beginning of the process. New technologies to collect and respond to feedback, paired with iterative development techniques, are giving users a more active voice in how products evolve over time. As product builders, our role is to listen to lots of single voices and ideas, and then synthesize and reshape that information to create innovative solutions that do more than just solve problems – they create value.
It's not quite a haiku, but: Collaboration leads to innovation… Innovation is shaped through iteration… Iteration validates the vision… The vision inspires collaboration.
2. Social space trends: reach & influence. So if reach indicates how wide your network is and influence indicates how much your endorsements matter, it's time to rethink what's actually more important. Reach used to be all the rage, but influence is measurable.
And as for the science fiction, one session about "design fiction" emphasized that story-telling, including science fiction, can do things that science itself cannot. Imagining people in the future keeps ideas focused on how we'll work and play, buy stuff, communicate with friends and coworkers and so on. As the stories of people emerge, the objects and gadgets and interfaces that they'll use start to magically appear right along with them. And sometimes those objects look very different than if the conversation starts by trying to envision the "future version" of the gadgets we use today. People use products, so the more clearly we can visualize how people will change, the more clearly we can aim the technology to support those new stories.
And with that I give you the future of note-taking – maybe.
We heard Daniel Burka (of Tiny Speck, formerly creative director at Digg) and Rob Goodlatte (product designer at Facebook) give a talk about how important the first fifteen minutes of your experience with a product is. It was great content for us, of course, as we're always trying to make Emma's service easy for folks to use from the moment they first log in. But among the many great points they made, one seemed as relevant for email marketers as it did for software developers.
What's the ah-ha moment?
Goodlatte told the story of Facebook's user testing as they tried to improve the registration process. Their research and development team recorded the eye movements and faces of folks as they signed up for Facebook for the first time. In one woman's case, they watched her have a not-so-great experience. She got lots of error messages. She had an invalid email domain. She was confused. That was all before the ah-ha moment. She got to the point in the registration, after she'd filled in her high school and college information, that Facebook showed her pictures of folks she might know. When she recognized an old friend from high school, her face lit up, she leaned forward in her chair and she grinned for the rest of the registration process.
It was an ah-ha moment for the Facebook team, too. They got to see this woman realize how their technology was worth her time. In fact, she stopped relating to Facebook as technology altogether and saw instead the value of reconnecting with old friends. With her in mind (and a lot of other users), they redesigned the setup process around that notion and eventually saw a 5% lift in the registration process.
So, what's the ah-ha moment in your email campaign? It's the moment folks stop relating to your email as just another email and instead find something that's worth their time. Have your ah-ha moment in mind when you first start your email design and content, so you can introduce it in a way where your subscribers will find it in the first few seconds of reading your email.
Maybe it's an article that speaks to a problem they're dealing with at work. Maybe it's a discount or a special offer. Maybe it's hand-drawn illustrations that accompany each news story. Or it's something less tangible, like a certain tone you write with or the unique way you personalize your campaigns. It's different for every organization, and it may change from email to email, but it's about connecting the point of your email to the delight of your subscribers. After all, you're not just sending an email. Like the team at Facebook, you're designing an experience, connecting with people and inviting them to engage more with you.
One thing's for sure: It's a lot sunnier here in Austin at SXSW than it is back at Emma's Nashville office … also, they have lots more retro neon signs here than Music City. And don't even get me started on the cool bike cabbies (think overgrown tricycle, with room for three passengers). As for what's happening inside the conference, here are the top five words I'm hearing so far (and a few other words to go along with them).
1. ITERATE: Don't just do it once; keep reworking it. Daniel Burka, formerly of Digg, and Rob Goodlatte from Facebook talked about making iterative improvements to their products. One interesting point for us at Emma is that they talked about redesigning the registration process all the time – in most situations, users will only go through registration once, so it doesn't affect everyone already using the product.
2. EXPERIENCE: Get to know your users, their needs and motivations. And do it early enough that what you learn can influence your design decisions.
3. FAIL: It's OK to make mistakes — just be sure to learn from them. One person said that failure is when you don't feel proud to show the work that you've done, while another described it as the thing that keeps him up at night because he didn't do enough. A big theme is that all of the people who create something feel like it's their fault if it doesn't work. There's no blame game here — it's about taking personal responsibility. In a different session, the Gmail engineers talked about when Buzz launched: Many of the engineers felt so personally responsible for the problems that they slept in the office until the job was complete.
4. PSYCHOLOGY: We've heard so many examples of how to influence people and how they feel as they use your site and product. Referencing books like Nudge and Buyology, presenters talked about creating trust and using positive reinforcement in this ad-saturated environment. (They said we may be exposed to 5,000 branding messages a day.)
5. OUTLET: As in, "Have you seen an outlet? My battery is dying."
And as a bonus round of SXSW info for you, people are all abuzz about the iPad and issues about mobile. As the mobile business grows, of course, people expect to have smooth, desktop-like experiences on their phones and in other mobile environments. One way for user experience teams to think about this is to pay attention to all the things that will make someone not want to use your product ever again. A speaker from Google UI mentioned that he believes mobile Web will be bigger than apps, even though everyone is more excited about apps now. If you really want to think freaky mobile thoughts, think of all things the phone could do without ever coming out of your pocket.
If there's such a thing as lanyard memory lane, we are now going to walk down it. In 2009, folks at SXSW helped Emma fund 40 classroom projects through DonorsChoose.org. SXSWers weighed in on their favorite regions and subjects, and we chose the projects accordingly. In 2008, Emma asked lanyard wearers at SXSW to vote YES for trees, because they're tall and leafy and why would you vote no? For every vote we got — up to 5,000 — we planted a tree with our tree-planting partner, Plant-It 2020. (Of course, we decided we like trees so much that we haven't really stopped planting them since. We plant five for each new customer who joins Emma.)
This year, we're focusing on one of Feeding America's national programs, the Backpack Program, which provides food-filled backpacks to hungry kids, giving them a convenient and discrete way to take food home to their families. Started in 1995, it now serves nearly 200,000 students a year through 3,600 individual Backpack Programs across the country.
Even if you're not joining us at SXSW, you can click to turn an ordinary backpack into a super-awesome, hunger-fighting backpack. After 1,000 clicks, Emma will donate 1,000 backpacks filled with food to Feeding America's Backpack Program. If you're ready to super-awesomify a backpack, visit myemma.com/backpack.
Pictured above: As part of our sponsorship for Marketing Sherpa's Email Marketing Summit in January, we provided Emma-branded napkins for the afternoon break.
If you're near one of these events in March, stop by and say hello. If you're planning on attending the National Rubber Band Exhibit instead because you've had your heart set on it for, like, ever, now's your chance to reconsider.
Podcamp is built on the same un-conference format as Barcamp, but this version focuses on all things new media. This is one of those events that allows us to support our local technology community in Nashville. Oh yeah, and the event is free. How cool is that? Very cool.
This event presented by Austin Community College focuses on bringing quality content to local business and non-profit professionals. Our very own Jonathan Gesinger will be running our booth, so please stop by and say hello to Jonathan if you attend.
If you register before March 5, registration is $99, and you can use the discount code INSIDER to take a friend for free.
SXSW started out as a music and media conference in 1987, and they added festivals for the film and technology communities in 1994. This is Emma's third year in a row as lanyard sponsor at SXSW Interactive. Through our sponsorships, we've had some fun while we've done some good, rallying support to plant trees and provide for underprivileged classrooms.
This year's campaign will focus on hunger, and the conference is already blogging about us. (We're blushing.) Check back on March 12 when we unveil our new campaign.
Weâ€™re fans of really big ideas, so we're thrilled to announce our support for TEDx Nashville. TED started in California in 1984 as a way to bring together ideas from the brightest minds in technology, entertainment and design and has become quite the phenomenon. We'll be attending during the day, so if you're in the area and like possibly world-changing, mind-blowing ideas, that's enough reason to hold off on that Rubber Band Exhibit for one more year. Tickets are on sale for $20.
This is our fourth year sponsoring the AIGA's Y Conference. (You could say we're fans of not only big ideas, but also all things design.) The 15th annual Y-Design conference is hosted by AIGA's San Diego chapter. This year's conference, titled SHIFT will provide designers with ideas on adjusting to ever-changing business methods. If you register by March 10, you can receive a special discount — just click here and enter the reference code EMMA.
The third annual Creative Freelancer Conference kicks off in June, and if you're in the business of freelance — whether you're a graphic designer, copywriter, illustrator or photographer — this event is one to consider. I know what you're thinking: Why is this June event on the March update? Well, I'm glad you asked.
If you sign up here by the March 12 early-bird deadline, you'll save on registration. Also, use the promo code: "11k" to receive an extra $25 off. Now, I bet you're glad we mentioned this June event in March, right?