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How to use your response data to send better email

We’ve already discussed how capturing your customers' behavior outside the inbox can help you send smarter, more effective email campaigns…  but what valuable insights can you gain from their activity inside the inbox?

Every email is an opportunity to learn more about your audience, so here are three easy ways you can use that response data to inform your follow-up strategy and send your most targeted, relevant messages yet.

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9 re-engagement emails that won us over for good

Turning “We Are Never, Ever Getting Back Together” into “You Belong With Me"

By sending your inactive subscribers a re-engagement email, you’ll not only see who’s still interested in your brand – you may even generate some immediate sales! So for inspiration, here are a few awesome ways different brands have approached the re-engagement email.

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Why sending replenishment emails is an absolute must for retailers

Most people can remember a time they’ve run out of toilet paper, or baby formula, or gotten down to the last pill in their monthly prescription and thought, “Golly, gee… I really wish I had remembered to stock up on that BEFORE I needed more of it."

Enter the replenishment email.

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Why email marketers should start thinking beyond the inbox

As an email marketer, it’s easy to get caught up in everything you see happening inside the inbox: opens, clicks, opt-outs, etc.

But even though your subscribers spend a ton of time there (a whopping 6.3 hours a day, according to one study), they also spend a pretty significant part of their lives outside the inbox. That’s why collecting data about their behavior in other places – your website or brick-and-mortar store, for instance – should be a central part of your email strategy.

Your subscribers expect you to send timely, relevant email that’s aligned with their interests and preferences. Using that outside-the-inbox data is how you can deliver it, so here are a few ideas to get you started.

 

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3 Black Friday tips to improve your #GivingTuesday

It’s that time of year again! According to World Atlas, the average American spent $830 on holiday gifts in 2015 – with a large portion of that being spent on #BlackFriday and #CyberMonday.

#GivingTuesday is a way for people to create some balance with their consumer spending by giving to charities. It’s a movement that inspires people to give to the causes they love. And it’s an opportunity for people to remember your mission in the midst of their holiday shopping.

So how can you leverage some of the successful tactics used on Black Friday and Cyber Monday to improve your #GivingTuesday? Let’s take a look at some common marketing practices that make those two of the biggest revenue generating days of the year. 

 

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Why email unsubscribes can actually be a good thing

It’s an email marketer’s worst fear.

You work hard – I mean hard – to get someone on your list. You draw them to your website, optimize your signup form, and create a compelling lead magnet to win them over. Then, after all the effort you put into welcoming and nurturing said prospect, they do the unthinkable… they unsubscribe.

Despite your completely valid reaction to this heinous act of betrayal, there’s a glimmer of hope for you yet: Unsubscribes can actually be a good thing.

 

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3 smart ways to attract new subscribers

Before your subscribers ever get an email from your brand, they have to opt into your list. So how do you convince them to take that first step?

Like with any new relationship, you first have to start a conversation – and that begins on your website. Here’s how to kick it off on the right foot.

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How much email is TOO much during the holidays?

We get it: The holidays are huge for everyone, from retailers consumed by holiday sales to nonprofits looking to hit their end-of-the-year fundraising goals.

Since you know inboxes will be crowded, your knee-jerk reaction might be to email your subscribers over and over and over with the blind hope that one of them might capture their attention in a sea of party invites, promotions, and festive e-cards from Grandma Betty...right?

It’s time to get real. If you inundate your subscribers with holiday emails, there’s a very good chance you’ll begin to irritate them, losing hard-earned customer loyalty and potentially causing them to unsubscribe from your list – two things no marketer wants.

Thankfully, there are a few simple ways to successfully do holiday email marketing without annoying your subscribers. These are some of my favorite solutions.

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Emma webinars you may have missed

Whether it’s with partners like Litmus, thought leaders like Jay Baer, or smart brands like GoldieBlox and Tito's Vodka, we're hosting a LOT of webinars these days. And since we record each one, it's resulted in a treasure trove of fantastic, helpful content for us to share with you fine folks.

In case you missed them the first time around, here are links to the recordings of a few of our most recent webinars. And don’t worry, we’ll keep the bulleted slides to a minimum. Promise.

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