Category Archive: Customer short stories
Are you ready for some email?
A peek at the New York Giants' email marketing strategy
This Sunday, millions of people will gather to watch the Super Bowl. For some, it’s all about the commercials. For others, it’s about critiquing Madonna’s half-time performance. And for the sports fans among us, it’s about the matchup of two football teams who had very different, and equally exciting, seasons. Regardless of which side you’re rooting for, Emma is proud to power the emails of this year’s NFC Champions, the New York Giants. The folks that handle the Giants’ premium ticket holder relations have knocked their email strategy out of the park, er, into the end zone. Take a look at a few of the ways Rachel Wohl and her team tackle email marketing.
The right message to the right people
The Giants’ marketing team understands the art of audience segmentation. With various levels of ticket holder, messaging has to be specific. By segmenting smaller groups based on ticketing level, the Giants ensure the relevancy of every message that hits the inbox. In turn, recipients trust that their time is not being wasted with unnecessary information. The Giants average open rate is a whopping 55% — that’s more than twice the industry average!
Taking time to target your messages can make a huge difference in your response metrics.
In short: While the Giants have built-in segments to work with, any business can find ways to get more focused with messaging. If you’re a nonprofit, consider creating unique audience groups for donors versus volunteers. Retail shops and restaurants can group by recipient preferences. And businesses with multiple locations can use zip codes to divide their database. Find what groupings make sense for your business and industry, and use Emma’s search and segment feature to make it happen. Then, test to see if segment-specific messages make a difference in your response rates.
Having fun with the brand
With a legacy that goes back to 1925, the Giants have established themselves as one of the most recognizable brands in the NFL. The block-style “NY” logo is as instantly familiar as their blue and red uniforms. In keeping with that tradition, the Giants’ email stationery boldly conveys the brand. And once you’ve got brand recognition, it’s easy to loosen up and have a little fun. The Giants call on Emma’s design team to occasionally adjust their existing stationery by adding subtle nods to various seasons. From hints of pink for Breast Cancer Awareness Month to leaves for fall and snowflakes for winter, the stationery stays true to the brand while delivering a little surprise and delight along the way.
Adding new elements to existing stationery is a fun way to change things up.
In short: If you’re getting bored of your newsletter’s look, chances are your audience is a little bored too. Why not get creative? Adding holiday elements for an end-of -year push is an obvious place to start, but any season or special event in your business or industry can inform a slight variation on your existing template. Send a design request to our team, and we’ll walk through the details with you.
Keeping the party going
The Super Bowl is a time to party, and that’s especially true for the Giants and their fans this year. As a special thank you for continued support, the Giants planned a party for their premium ticket holders. They worked with our design team to create a custom email that has the feel of an exclusive invitation, while incorporating brand familiarity. To manage the response, the Giants linked the invitation to an Emma-powered survey, which acts as an RSVP form. When recipients fill out the survey, all the information goes right into the response section in the Giants’ account, making it easy to track and follow up.
Pairing a survey with an email invitation makes tracking and follow-up a breeze.
In short: Consider managing your next event right within your Emma account. Create an email invitation, link it to a survey that collects all of your RSVP details, and then set up triggered emails to remind attendees about the event in advance. You could even create a follow-up survey after the event to gather feedback. Need help geting started? Our support team would be happy to show you how it all works together.
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As you watch on Sunday and get swept up in the gameday antics, take a moment to marvel at all the behind-the-scenes work that boosts fan engagement and participation. We’re thrilled to be partnered with the Giants, and we’re excited to see how their marketing team continues to smartly reach their fans.
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Ready to freshen up your email stationery? Request revisions from Emma’s design team.
Emma City Guide: Denver, CO
Tour Denver and get to know some of Emma's mile-high customers
This crisp fall weather is signaling me to spend some time in the great outdoors. And what better place to enjoy autumn’s offerings than Denver, Colorado? Home to one of Emma’s satellite offices, the mile high city is a fine place to spend a day shopping, eating and soaking up some of its downtown culture, and it’s the perfect setting for our next Emma City Guide.
I’m actually headed to Denver next month, so I’m putting together my short list of must-visit local attractions, and I found some noteworthy Emma customers along the way. Here’s my rundown of a perfect day in Denver, Emma-style.
The Denver Museum of Nature and Science uses Emma to promote exhibits and special programs and to stay in touch with museum members.
Denver Museum of Nature and Science
2001 Colorado Blvd
For me, exploring a new city means visiting a museum or two. It’s a chance to feed my brain in a unique setting, chat with a docent and find a proper souvenir in the gift shop. I’ll begin my day in Denver with a visit to the Denver Museum of Nature and Science. This museum has been a city fixture since 1900 and provides the community with exhibitions and programs that teach visitors about the history of Colorado and beyond. I’ll hit up the permanent exhibit of Egyptian mummies first, then wander through the lifelike wildlife dioramas. Oh, and I can’t forget the planetarium. There’s so much to see, I’m planning on making a morning out of it. And when I get a little peckish, I’ll grab a sandwich from the snack bar and head outside for a leisurely lunch in City Park. It’s just outside the museum door.
+ See a recent campaign
+ Visit their website
Fleur de Lis uses Emma to let customers know about upcoming sales and to notify them of changes to their website and blog.
Fleur de Lis
8000 E Belleview Ave, Ste B40
Greenwood Village
After a picnic lunch, I’ll scout out a couple local shops. Fleur de Lis (a paperie) will make a delightful first stop, just south of the downtown Denver Tech Center. It’s a luxury paper boutique, the kind of place that instantly inspires you to dedicate more time to old fashioned correspondence. But they also stock beautiful gifts and accessories, like picture frames, portfolios, pens and personalized stamps. If you’re planning a wedding or special event, this is a one-stop shop for custom save-the-dates, invitations and gifts for the wedding party or guests of honor. Treat yourself to something nice, too.
+ See a recent campaign
+ Visit their website and blog
CLP Jewelry uses Emma to showcase products and announce trunk shoe events to retail partners and fans.
CLP Jewelry
Carried by multiple retailers
While meandering back to downtown Denver, I’ll likely embrace my inner cowgirl and pick up some locally crafted jewelry from Emma customer CLP Jewelry. Christy Lea Payne’s designs are decidedly western, made with soft worn leather and natural stones and metals, and they reflect Christy’s signature rustic style.
Her pieces are carried in a number of local Denver boutiques, but she does wholesale business with shops all over the country. You can visit the CLP Jewelry website to find a retail location. Yeehaw.
+ See a recent campaign
+ Visit their website
The Denver Philharmonic Orchestra uses Emma to share its season schedule and promote ticket sales.
Denver Philharmonic Orchestra
KPOF Hall, 1340 Sherman St
Time to take in the local music scene. I’m going to skip the bars and rock venues and class things up a bit by attending a concert by the Denver Philharmonic Orchestra. The Denver Philharmonic is one of the longest standing — and best — community orchestras in the western United States. Now in its 64th season, the DPO is led by conductor Adam Flatt and calls KPOF Hall its home. The DPO’s repertoire proves to be a mix of familiar and new-to-my-ears pieces, and the concert will cap off a lovely day in the Front Range.
+ See a recent campaign
+ Visit their website
And there you have Denver in a day. I hope your fall promises a travel adventure or two. Don’t forget to check our our previous city guides for Austin and Portland, and happy trails!
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Not an Emma customer yet? Get 60 days free when you join.
Email goes local
How a few Emma customers use email to enhance their local presence
It’s easier than you think to find email trends that mimic fashion trends. One might go so far as to say that “local” is the new black. Location-based marketing is all the rage, and it starts with making connections with fans and customers in your neighborhood.
Today we’re proud to feature a few Emma clients who do local email strategy really well.
Besaw’s Restaurant & Bar
For over 100 years, Besaw’s Restaurant & Bar in Portland, OR, has had the same mission: providing delicious, seasonal and local edibles to their guests. The folks at Besaw’s use Emma to communicate about the local touches they build into everything they do, from using veggies from their own garden to supporting nearby charities. It’s a great way to inform their subscribers of latest menus and happenings, and it also demonstrates their commitment to the community they live and work in.
Moreover, they use Emma’s trigger feature to send their patrons a birthday greeting that includes a coupon for a treat of their choice. If free dessert doesn’t win the locals over, nothing will.
+ See an email campaign
+ Join Besaw’s email list
Team Diva Real Estate
Just a jump north from Portland on I-5, Team Diva Real Estate in Seattle is a team of real estate agents defined by their approachability and command of Seattle’s neighborhoods. Their Emma campaigns focus on specific qualities that make each Seattle neighborhood unique, and they support independent, local businesses by offering their clients discounts to more than 15 shops through a “Diva Deals” card.
Every month, their newsletter also highlights one person’s story of home ownership, lending a very real, personal feel to each campaign. Team Diva gives their audience solid real estate information without sacrificing excellent, community-focused content. As a result, it’s no surprise that their response numbers are consistently high, and they have a strong community of fans.
+ See an email campaign
+ Follow @SeattleDivas on Twitter
FoodWorks Colorado
And finally, as a resident of Denver, which is one of Emma’s satellite cities, I’ve become fascinated by the work of FoodWorks Colorado. FoodWorks runs both a cannery and a packaging plant, employing those who may have had trouble finding jobs. They distribute healthy produce, meat, bread and other nonperishable food to local nonprofits that provide food at no charge to those in need. Every fall, they host Project Glean, which gives community members the opportunity to gather 400,000 lbs. of seasonal, locally grown crops to help feed the hungry. Emma is proud to power the emails of an organization that’s doing so much good for their community.
+ See an email campaign
+ “Like” them on Facebook
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We have lots of customers making the most of their local presence, and we’d love to hear about some of your favorites. Which local businesses, organizations and nonprofits are communicating effectively in your neighborhood?
Emma takes you back to school
A roundup of school-related email campaigns
The smell of dry erase markers and school bus exhaust. Suddenly re-acclimating the entire family to 6:00 am morning alarms. Fall leaf motifs now that it’s finally cooler than 90 degrees in the shade. Yes, for the students among us, summer is officially over, and school is back in session.
Luckily, a lot of schools and businesses help parents and students get back in the loop by sending regular email communications in preparation of the first day of school — and all through the school year.
Take a gander at some campaign examples that get an A+ from us …
Percy Priest Elementary
Percy Priest Elementary sends a weekly newsletter to parents to keep them up-to-date on everything from where to buy official Percy Priest Elementary Tigers gear to quick links for important information on bus routes and lunch menus. Also, I love that the focal point is a personal note from the school principal. In the end, they’re delivering timely and relevant information that’s also visually appealing. Oh, and they have a knitting club? If only I could go back to school (and back in time) …
+ View the online version of the campaign
+ Visit Percy Priest on Facebook
The ScrapKins
The ScrapKins is a Brooklyn-based organization that aims to get children excited about recycling and teaches them fun ways to incorporate social consciousness via cute-as-can-be little monsters. This particular email is announcing a new game for iPhones that is both educational and, well, pretty fun too. So, as your little ones in the backseat get restless in the carpool lane, they can learn some valuable life lessons while you jam out to your favorite Jon Secada compilation CD.
+ View the online version of the campaign
+ Visit their blog
The City of Orange City
Schools aren’t the only Emma customers getting in on the back-to-school spirit. This example from one of my favorite Emma customers, The City of Orange City, IA, is chock-full of great goings-on, but specifically seeks to highlight some kid-friendly activities around town. Recorder Lessons for only 50 cents? Preschool Story Hour at the library? Don’t mind if we do, Orange City. And it’s lovely to see that they’ve incorporated social media links at the bottom — it’s a great way to keep their audience clicking for more.
+ View the online version of the campaign
+ Follow them on Twitter
Want to see a few more examples? Take a look at the slideshow below.
Click to see some more school-related campaigns.
Ready to give Emma a try? Get your first 60 days for free when you join in September.
Meet Rocky Mountain MicroFinance Institute
As Emma’s business developer in Denver, I have a chance to get to know many of our clients in town. One of my favorite organizations is Rocky Mountain MicroFinance Institute, a nonprofit that provides education and coaching to entrepreneurs. An Emma 25 recipient in 2008, RMMFI utilizes email marketing to grow their audience and keep volunteers, donors and program participants up to speed on their latest events, workshops and more.
Offering programs that help entrepreneurs go from “Business Curious” to “Business Serious” and moving those who’ve demonstrated initiative through a 12-week Business Launch Boot Camp, they help entrepreneurs take a business idea from conception to reality, and even provide microloans to business owners who are ready to launch or expand business in the Greater Denver Area. Much needed services in today’s economy, if you ask me.
How they do it
RMMFI makes it easy to sign up for their emails.
Why we like it
To put it simply, their emails look good. After rebranding their website, they followed suit with an email rebranding — and asked the Emma design team to whip up a special event stationery as well. Their branding is bold and classy, and their content stays fresh. Each email provides new information, and they’ve learned the art of the intriguing subject line. (Recent subject lines include “September = Support & Structure” and “What Happens After Boot Camp?”) I see well over 300 emails in my various inboxes each day, and their campaigns always stand out.
Want to see a few examples? I can’t blame you.
- In this July email to clients and program participants, RMMFI uses a visually appealing balance of images and text to announce their upcoming Business Launch Boot Camp.
- In this May email, RMMFI sends a Save-the-Date email on their Special Event stationery.
- In this targeted email to program participants, RMMFI takes the opportunity to update registrants with time-sensitive, event-day information.
Is there a nonprofit in your community nailing their email marketing efforts and keeping you clicking for more? We’d love to hear about ‘em and see some examples.
Meet UroMed, Inc.
Lisa Wells answers 5 questions and talks about increasing awareness
Lisa is a veteran of online marketing and e-commerce.
What does UroMed do, and how do you use Emma to communicate with your audience?
Most of our customers have chronic conditions like Spinal Cord Injury, Spina Bifida, Multiple Sclerosis and Transverse Myelitis, or have recently undergone surgery for serious conditions like Prostate Cancer and are currently using catheters. UroMed is one of the nation’s leading providers of urological and disposable medical supplies.
We began using Emma in January 2011 as a way to communicate more effectively with thousands of customers, as well as medical professionals and nonprofit organizations that help people with urological conditions. Our monthly newsletters employ a vibrant design and relevant, fresh content that caters to our readers.
UroMed's founder, Bert Burns
Our founder, Bert Burns, became quadriplegic as a result of an automobile accident during his youth. His desire to make a positive difference in the lives of people with disabilities led him to create a free motivational program for peer support and rehabilitation groups called Life After Spinal Cord Injury. Through email campaigns, we share a variety of helpful materials for our community, including information on LASCI events and resources.
As our visibility and outreach have increased through these campaigns, a variety of partners have aligned with us to further assist the wheelchair community. This summer, LASCI partnered with SPORTS ‘N SPOKES magazine, published by the Paralyzed Veterans of America, to provide our peer support group on Facebook with a list of accessible programs, places and events, spotlighting one state per day across the country between July 15-August 15, 2011. Viewers can also post photos of related family vacations and weekend outings on the Facebook pages or in a photo gallery on the S’NS website for a chance to win a range of prizes.
We use Emma everyday to connect our customers and medical professionals with the online resources available at UroMed.com and LASCI’s peer support community on Facebook. Regular visitors to the LASCI Facebook page come from as far away as England, New Zealand, South Africa and the Phillipines. For example, one lady in New Zealand uses content she finds on the LASCI group page to help inspire a peer support group that she leads for paraplegics and quadriplegics in her country.
What’s your best advice to writing accessible, memorable emails?
- Write for your audience’s benefit – not yours or your company’s.
- Illustrate points with pictures the audience will relate to and click on for details.
- Use a personal tone – no one wants to read an email that sounds like you have a banana stuck in your tailpipe. Treat your customers like they’re your friends, but not in terms of slang or being overly familiar. Do use layman’s terms, and answer questions or problems they may have.
- Link, link, link and link some more. The more direct access you provide to customer relational touchpoints, the better.
What do you enjoy most about working with your team?
Many of UroMed’s employees have a personal connection to understanding our customers’ health needs, as 20% of our customer care associates either have a disability or have a family member with a disabling condition. Our company was started by four people more than 15 years ago, and three of them use wheelchairs. It’s pretty hard to complain about your day when you know, firsthand, that your work helps serve your customers, your co-workers and your friends at the same time.
What events or milestones are your colleagues looking forward to this year?
In 2010, Life After Spinal Cord Injury helped more than 600 medical professionals, patients, former patients and family members with information, advice and encouragement. Thanks to the outreach tools provided by Emma and social media, LASCI has already quadrupled that number by July 2011, and our online peer support community has gone global! We are so excited about the impact this motivational program is having on the lives of people who use wheelchairs. The global awareness and accessibility of our resources is increasing tenfold because of the technology resources we’ve employed.
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Want to find out more about UroMed?
+ Thanks to an Emma-powered press release, 11 Alive NBC News in Atlanta heard about their efforts. Check out their take on UroMed’s community impact.
+ Join UroMed’s support community on Facebook.
+ Visit their website to learn more about Bert’s story.
Lisa will be presenting on the topic of social media at the 2011 HME News Business Summit on September 11 in Charlotte, NC.
Emma City Guide: Portland, OR
Tour Portland and meet some Emma customers along the way
This longtime Southerner loves the summer heat, but sometimes a gal just needs a hiatus from temps in the high 90s. I spent a week in Emma’s Portland office last month, and it proved to be the perfect opportunity to escape the stifling Nashville weather and complete the next installment in our city guide series.
Behold, Portland. The land of locally-owned shops, quiet wooded retreats and glorious food — the food cart options and list of “must visit” restaurants teeter on the edge of overwhelming for a visitor like myself.
Sure, you probably already have a list of Portland must-dos: sip coffee at Stumptown, bite into a sugary confection from Voodoo Doughnut, peruse the miles of titles at Powell’s Books. But consider venturing off the beaten path and visiting some Rose City gems that also happen to be Emma customers.
Hoyt Arboretum uses Emma to connect with visitors about events and guided tours.
Hoyt Arboretum
4000 SW Fairview Blvd
Start your day with a walk in the woods. The mix of cityscape and nature is one of the best things about Portland (and there are a lot of best things). In fact, you can take mass transit to Hoyt Arboretum and be transported to 187 acres of ridge-top trees and 12 miles of trails. No matter how much time you have for a quiet walk in the woods, Hoyt Arboretum has a downloadable trail map to guide you.
+ See a recent email campaign
+ Visit their website
Bolt connects with customers and gives the skinny on fabric sales.
Bolt
2136 NE Alberta St
After communing with nature for a spell, scoot over to the northeast side of town and visit the shops on Alberta. Indulge your DIY side and check out the offerings at Bolt, where colorful prints can’t help but inspire you to take to your sewing machine.
+ See a recent email campaign
+ Visit their website
Modern Domestic encourages communal crafting with their email newsletters.
Modern Domestic
1408 NE Alberta St
Oh, you didn’t bring a sewing machine on your trip to Portland? Never fear, Modern Domestic is just a few blocks away. Part sewing machine retail shop, part sewing studio, Modern Domestic rents studio time by the hour and hosts Friday night sew-cials for sewing enthusiasts to gather and get crafty.
+ See a recent email campaign
+ Visit their website
Pacific Pie announces the opening of their new location with an email promotion.
Pacific Pie Company
1520 SE 7th Ave
For lunch, I recommend a favorite among Emma staffers: Pacific Pie Company. The menu boasts Australian savory pies, pasties and sausage rolls. Chris Powell and Sarah Curtis-Fawley are the “people behind the pies,” and this husband and wife team are dedicated to local ingredients and making customers feel right at home in their new southeast Portland location.
+ See a recent email campaign
+ Visit their website
Solestruck uses email to highlight new arrivals to shoe devotees.
Solestruck
718 NW 11th Ave
Pop down to the district known as the Pearl for some window shopping, and well, maybe some real shopping too. I recommend a stop at Solestruck, where you’ll find a perfectly curated collection of shoes for men and women, including kicks by Jeffrey Campbell and Dolce Vita. You can even continue the Solestruck experience long after your trip to Portland by visiting their online store. Free shipping worldwide? Don’t mind if I do.
+ See a recent email campaign
+ Visit their website
Equinox uses Emma to announce seasonal menus.
Equinox Restaurant and Bar
830 N. Shaver St
Portland is a city that knows how to do happy hour, and Equinox Restaurant and Bar is no exception. The chickpea crepe and beets & bleu are a perfect accompaniment to a house cocktail like the Garden of Eden (think summer: basil, cucumber, lime and of course, vodka). Fair warning though — the laid back vibe and comfortable courtyard are enough to make you want to stay for dinner.
+ See a recent email campaign
+ Visit their website
Ruby Jewel newsletter, The Scoop, shares new menu items and community happenings.
Ruby Jewel
3713 N. Mississippi Ave
A jam-packed day of Portland fun is best capped with a treat from Ruby Jewel, just a short walk from Equinox. Ruby Jewel offers artisan ice cream made from locally-sourced ingredients, scooped into handmade cones and topped with sugary treats or pressed between two cookies to make a sandwich. I recommend the fresh mint flake ice-cream sandwich with the double chocolate cookies, followed by a good night’s sleep and sweet dreams, of course.
+ See a recent email campaign
+ Visit their website
Here’s hoping your summer travels are filled with delicious food, inspiring shopping and of course, trees. We have more city guides up our sleeves, and if you missed our Austin guide, catch up on it here.
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Ready for better design, better customer service and better results? Join Emma.
Staying in touch with music fans
How a few customers in the music business use email marketing with style
Emma’s home office is in Nashville, TN, home to about 1.5 million residents, and (by my count) approximately 1.4 million are involved in the music business in one capacity or another, including myself. In fact, my first introduction to Emma came while I was working at a small independent music label. It was love at first press release, and I soon switched over to working at Emma full-time. I had seen how helpful Emma could be for musicians who wanted to spread news quickly.
These days, I’m becoming familiar with more and more musicians and music venues, as Emma has a talented bunch of customers from all across the country. For those in the music business — whether you’re an independent songwriter, concert hall or symphony — it’s important to stay in touch with your audience even in the midst of a busy schedule, and Emma is a great way to share news quickly. Let’s dive into a few Emma customers that hit all of the right notes.
Click to view the full version.
Marshall Chapman
I’m a huge fan of the emails from the delightful and talented Marshall Chapman. Aside from being a talented songwriter and performer, Marshall knows how to put together a compelling email. Sure, you can find the usual suspects, such as upcoming tour dates, links to purchase her record and current happenings, but I really enjoy the personal content Marshall includes. A link to Marshall’s favorite summer salad recipe? Delicious. A list of tunes she’s been rocking lately? Sounds great. My favorite segment of the email is a little something she calls the “Hummingbird Hall of Fame.” Fortunately for those of us whose musical ability doesn’t extend past that year of recorder lessons in elementary school, becoming an inductee simply involves forwarding a campaign to a friend.
+ View the online version of this email campaign
+ Visit Marshall Chapman’s website
Click to view the full version.
The Worsties
Jesse Worstell, a member of Emma’s billing team by day and total badass rockstar by night, is a member of The Worsties, along with his wife and his fellow Emma colleague, Jairo Ruiz. When fans hit The Worsties’ website, they can sign up to receive updates and news from the band. After submitting their contact info, fans immediately receive a welcome email with a link to download a free MP3. Jesse makes sure to capture subscribers’ zip codes when they sign up so the band can easily let fans know when they will be rocking a stage near them. (If you want to set up a welcome email like this, read how-to steps here, and make use of Emma’s document library for downloadable content.)
+ View the online version of this email campaign
+ Visit The Worsties’ website
+ Follow The Worsties on Twitter
Click to view the full version.
Nashville Ballet
If you’ve had your fill of pedal steel licks or grown tiresome of cowboy songs, don’t fear — Nashville is chock full of all kinds of arts. The Nashville Ballet sends a fantastic monthly newsletter to ticket holders, donors and supporters with a wealth of engaging content. The option to buy tickets is front and center, but subscribers can also learn about the ballet’s involvement in the community, welcome new board members and even register for dance classes to stay fit. Bellissimo!
+ View the online version of this campaign
+ Visit the Nashville Ballet’s website
Need an encore? See more campaign examples in the slideshow below.
Click to see a few more stylish email campaigns.
Surveys (and leaps) we like to take
Using Emma's free feature to request customer feedback and take your business to new heights
I love a good challenge, so when I saw the opportunity to go skydiving *and* meet some Emma customers in person, I couldn’t resist. Located in rural Chester, South Carolina, they are the Carolinas’ premier drop zone and consistently draw adrenaline junkies from far and wide (even design consultants from Nashville, Tennessee!). I recently caught up with James LaBarrie, the general manager of Skydive Carolina, to discuss the experience I had using their service and an Emma feature he has found quite beneficial.
Kelley en route to earth. Also pictured: just another day at the office for her tandem, Chuck, from Skydive Carolina.
Skydive Carolina regularly uses the Emma survey feature that’s free with every account because it’s a great way to keep a finger on the pulse of their customers. James is passionate about the company’s commitment to building relationships with clients and providing superior customer service.
“We aren’t only hoping to please our customers,” he says. “We are hoping to amaze them. But when we fail, I see it as an opportunity to create a raving fan.”
Of course, an important element of the service experience is the customer’s ability to easily provide feedback and the company’s willingness to listen. With a role that is mostly behind the scenes, James does not get the opportunity to interact with each customer who visits. For him, it is often the survey alone that provides the valuable feedback they need.
“The survey is a great way to know when we’re falling short and when all is well,” he adds. And in those rare instances that a customer does not have the best experience possible, James has been known to follow up with them personally.
The Skydive Carolina survey inquires about everything from how easy it was to find the location to how much the client liked the photo taken during the jump; each bit of information helps James make educated decisions about the business. But it’s not just about asking the right questions — James is also very intentional about asking at the right time as well. Jumpers receive a trigger email the day immediately following their dive, when the experience is still fresh enough to recall details.
Survey says: Everyone's gotta try this.
It’s amazing how much information is available if you simply request it. When thinking about your own business, consider the difference that customer feedback could make for you and follow Skydive Carolina’s lead. Heck, you may also like to follow their lead right out of a plane — you definitely wouldn’t regret it!
Here’s to surveyed customers, empowered email marketing and thrilling jumps.
Stylishly formatted email campaigns, part two
How customers are making the most of Emma's layouts
Last month, we brought you five examples of customers using Emma’s simple, newsletter and advanced layouts in stylish ways. We received a lot of great feedback — most notably, that seeing solid campaign examples helps folks conceive their own fresh ideas — and so we wanted to follow up with some more outstanding campaigns.
Take a look at these examples, and why they work so well.
The Jane Goodall Institute (Hong Kong) | Layout: Newsletter 7
Click the campaign example to see the full version.
The Newsletter 7 layout combines alternating text and image boxes — without image captions — and works well if you’ve got short, differentiated articles to feature. (If you like this layout but need image captions, use Newsletter 9.)
Why it works:
- The Jane Goodall Institute does a lovely job creating visual balance. Images are about the same width and height across the campaign, and each story’s copy extends to the bottom of each image, and not much farther.
- They’ve selected images that complement the colors in the stationery’s header, lending a professional look to the email.
Creative Advocacy Network | Layout: Advanced 14
Click the campaign example to see the full version.
In last month’s post, SoDA also used the Advanced 14 layout. Its sidebar is ideal for special offers, ads and reminders. Here, CAN features a “Donate Now” button and an event calendar.
Why it works:
- Images are small and equally sized. (You’re sensing a trend here, right?)
- CAN features longer stories in the main well and reserves the sidebar for short calls to action and reminders.
Brad Paisley | Layout: Newsletter 8
Click the campaign example to see the full version.
Brad Paisley’s account, a sub account of Emma agency partner MusicCityNetworks, utilizes the Newsletter 8 layout to announce ticket sales and details about fan club membership.
Why it works:
- At the risk of sounding like a broken record (no pun intended!), short text blurbs and consistently sized images really do work.
- Horizontal lines, added using the Emma editor’s toolbar, break up sections of the campaign.
Spice of Life Catering Co. | Layout: Newsletter 4
Click the campaign example to see the full version.
Newsletter 4 works well if you’ve got a selection of images to highlight, with a longer story for the main text box on the right.
Why it works:
- The campaign announces upcoming Plated Landscape events (a series of “traveling dinners” in city gardens, fields and on rooftops), paired with images from prior events, to bring life to the events.
- The content in the main text box is a perfect length, minimizing white space at the bottom of the email.
We hope these examples have inspired you, and if you’ve got questions about arranging your campaign’s images and text, our support team is here to help.
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Have you designed a stylish email that you’d like to share? We’d love to see it. Share its URL in the comments below or over on Twitter.
Emma is a member of the Email Sender & Provider Coalition and the Messaging Anti-Abuse Working Group.
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