Precision & Performance: New Audience and Campaign Features in Emma

Sending relevant and engaging emails to your audience just got easier. Emma’s latest updates give you and your team powerful new ways to understand your audiences, target the right subscribers, and confidently launch personalized and on-brand email campaigns. Whether you're segmenting your database or starting a new campaign, these enhancements help your team to work smarter at every step.

Check out our two new key areas of the platform: Smart Segment and Smart Send.

Smarter Segmentation for Better Targeting

Segmentation has always been central to great email marketing, and Emma’s new segmenting tools make it simpler, faster, and more precise than ever.

Segments in Emma are dynamic, rule-based containers that automatically update as your contact data changes. Instead of manually grouping contacts, Emma uses:

• Imported contact data
• Form-submitted details
• System data (like signup date)
• Engagement history (opens, clicks, and more)

Segments refresh themselves as your audience evolves, ensuring every send reaches the right group automatically.

A cleaner, more accurate view

Segments only display active contacts in their totals, though Error and Opt-out contacts are still tracked behind the scenes. And whenever you send an email to a segment, Emma uses the most up-to-date version of whatever list you’re sending to.

New: Smart Segments (Lite, Essentials, Teams & Corporate)

One of our most exciting updates is Smart Segments, which let you describe the audience you want to contact in plain language, for example: “Contacts in Nashville who clicked a mailing in the past 30 days.”

Emma translates the description into logic and builds the segment for you, allowing you to refine it like any other segment.

Building Segments From Scratch

For complete control, you can still build segments manually using four types of criteria:

1. Audience (groups and subscription membership)
2. Fields (custom profile data)
3. Response (opens, clicks, received mailings)
4. Signup activity (form used, signup date)

These can be combined with AND, OR, or both to fine-tune your logic.

Examples include:

• Group-based targeting – e.g., “Not in All Contacts” or “In Form Sign-ups.”
• Field-based targeting – e.g., “City equals Nashville.”
• Engagement targeting – e.g., “Have received Newsletter AND Have not opened Newsletter.”

Helpful Segment Templates

Marketers frequently rely on:

• Confirmed opt-in segments – target only fully verified subscribers
• Limbo segments – find contacts not in any group
• Email frequency segments – honor subscriber communication preferences
• Engagement segments – identify active vs. inactive contacts for list cleaning

These tried-and-true structures keep your list healthy and your messaging relevant.

Better Organization & Management

Emma now gives you easier ways to manage your segment library:

• Add descriptions for team clarity
• Edit, duplicate, export, or archive segments
• Restore or permanently delete archived versions
• Take bulk actions on segment contacts (add to groups, change status, archive all)

This makes segmentation not only more powerful—but far more manageable at scale.

A Faster, Cleaner Way to Build and Send Campaigns

Once your audience is ready, Emma’s improved campaign workflow helps you build, review, and deliver polished emails with confidence.

Creating a New Campaign

From the Campaigns tab, it’s now even easier to:

1. Create a Regular email
2. Start from a template or from scratch using Drag & Drop
3. Jump seamlessly into the Review flow once your design is ready

A New Review Experience Built for Marketers

On the Review page, the most important sending decisions are organized clearly, with required sections marked by green checkmarks once complete.

1. Send Time

Send immediately or schedule for later. You can also use:

• Smart Send (for contracted accounts) – analyzes your last 10 campaigns to recommend an optimal send time
• Send notifications – alert teammates when a scheduled mailing begins sending

2. Audience

Choose groups, segments, subscriptions, or individual email addresses. Emma automatically refreshes groups and segments at send time to ensure accuracy.

You can also exclude specific segments—great for removing unengaged contacts or honoring user preferences.

3. Subject Line & Preheader

Create a standard subject line or switch to a split test to test two subject variants. Add personalization, emojis, and optional preheader text to boost opens.

4. From Details

Set your sender name, email, and an optional reply-to address—all adjustable per campaign or saved as new defaults.

5. Advanced Options

Fine-tune additional settings:

• Choose HTML or plaintext
• Select which signup form appears in the footer
• Add Google Analytics tracking

Sending & Scheduling

When you’re ready, click Review & send to confirm all details, then send or schedule your campaign.

If you need to make edits to a scheduled campaign, you can cancel the send time, make adjustments, and reschedule—no rebuilding required.

After sending, Emma displays a Preparing to send confirmation with a summary of new contacts and a chance to add them to groups.

Ready to Try the New Features?

Log in to your Emma account to explore the updated Segments and Campaigns experiences. If you want help getting started—or ideas for smart segmentation strategies—Emma’s support team and resource library have you covered.