At Emma, we know marketing is a team sport. That’s why we’ve designed our platform with every member of your team in mind— whether you’re a marketing manager, designer, or marketing analyst. Join Senior Product Manager Cody de Vos as he introduces you to brand new Emma tools and features that help today’s marketers solve some of their most difficult challenges. You’ll get a guided tour of:
• A/B Content Testing, which takes the guesswork out of your marketing by giving your subscribers a vote in how you market to them.
• Emma Landing Pages, which are as simple to create as making an email with our drag-and-drop editor.
• Our Interactive Marketing Calendar, which makes it easier for your team to work together and adjust your marketing strategy on the fly.
Jamie: Hello, everybody. Welcome to today’s presentation, “What’s new with… Emma.” Before we get started, I’m gonna walk us through a little bit of housekeeping. We will send a recording your way. So, of course, if you need to hop off, or if you’re just like, “Wow, I wanna show this to everybody that I work with.” We got you covered so don’t worry there. Also, you are gonna be muted throughout today’s presentation, but feel free to ask questions. You can type those directly into the GoToWebinar chat module, and we’ll be scooping those up. You can also Tweet at us @emmaemail. That’s our handle there. And we will happily respond to you in kind.
And, yeah, so that’s about it. Also, as we go through today’s presentation, and don’t worry we’ll have this on the final slide for you guys to see. But as we go through today’s presentation, if you see anything on your screen that doesn’t quite look like something that’s in your account, you can reach out to us. We’ll have a phone number available to you. The email address is firstname.lastname@example.org, but we definitely wanna hear from you. So we wanna get your feedback, your questions, comments. And again, if you see something in your account, say something because most likely, we can help you get into the right kind of account type so that you can see all the fun stuff Cody is talking about.
And, Cody, who is this Cody fellow? Cody De Vos is a Senior Product Manager here at Emma. I have worked with Cody for about, I don’t know, eight years?
Cody: Eight years or so.
Woman: We’re some old timers. We’re based here in Nashville, Tennessee. He is born and raised a true Nashvillian.
Cody: That’s right.
Jamie: Yeah, good preds [SP]. So anyway, I’ve been excited for Cody to bring this to you guys, so we had our Marketing United conference back in April. Cody presented a version, this is now the newest, latest version that’s the most up to date, but presented this content to some folks that joined us for the Emma preconference. So this will be a little bit of a rehash, if you saw that presentation, with some added new hotness. So I’ll hand it over to Cody, and we’ll come back and take your questions at the end.
Cody: Thanks, Jamie. So thanks everybody for joining today. Again my name is Cody. I’m a Senior Product Manager here. And what that means is that I get to work with customers like you to learn what’s most important to you, what your goals are, how Emma fits into the mix and how we can make your experience better. And then I work with our designers and developers to prioritize that work to make sure that the improvements that we deliver are the right ones. That they are designed in a thoughtful way that makes them easy to use, and that they’re really targeted to meet your needs.
So, we’re gonna talk a little bit about the latest stuff that we’ve been putting out, really just taking a look at everything that we’ve put out since the beginning of the year. But just to set a little bit of context, it helps to go back in time a little bit, even to 2016. So a lot of you probably saw a lot of change in 2016. It was a huge year for us. We have grown tremendously and added thousands of new users. And so hopefully, some of you on the call today are folks who have joined us within the last year, welcome. And we have also continued to expand in ways that support the tens of thousands of longtime customers that we have.
And so when you have the story that Emma has and when you’ve grown kind of in the way that Emma has grown over the years, you realize there’s some sort of a natural point where you start to say, “Hey, you know what? We’re actually supporting a lot of different businesses that have a lot of different needs.” And so 2016 was also the year that we wound up growing it into three different sizes of Emma so that we could better meet the needs of businesses from very small marketing teams to very large international marketing teams.
And so just to recap. In 2016, we introduced Emma Pro as our kind of foundational platform that’s for the does-it-all marketing team of one. We also introduced Emma Plus for some high-performing marketing teams looking for next-level capabilities. And Emma Plus has been a great place for us to actually grow our feature set out in ways that are maybe a little bit more sophisticated than what the very small business might need, but that really supports businesses that are ambitious about their marketing.
Additionally, we introduced Emma Enterprise. And Emma Enterprise is great for large organizations or medium organizations with large ambitions. It really gives you a lot of room to grow, and it gives you the ability to support the marketing teams in multiple locations or marketing teams in multiple businesses if you’re an agency. Things like that. And so we’re gonna talk a little bit more about that. But, again, I think that’s one thing.
When Jamie mentions packages, a lot of the stuff that we’ve grown into is tied directly to one or more of those packages, and I’ll sort of call that out as we go. Starting with some of the improvements that we’ve made for Emma Pro. So Emma Pro, if this doesn’t look like your Emma account, just know that when we introduce these new packages, we also completely re-designed the interface around them. So all of the packages that I just mentioned come with a completely modernized interface that makes it really fast and easy to navigate and find exactly what you’re looking for.
Emma Pro is also the very first place that we introduced the marketing calendar. So right there on the homepage, you’ll see over to the left, we’ve introduced a calendar that gives you a place to view all of your past scheduled email activities as well as all of your future activities. And we did this because we know that a marketing calendar sits at the center of any marketing team’s day. And so we wanted to make sure that we supported and reflected that right in your Emma account.
So this is not just a place for easy navigation, it’s also really a control center for your marketing. So this is a place where, in addition to just viewing things, you can also make adjustments. So if you schedule your messages out in advance, this is a place where you can reschedule those messages. And we’ve actually just made some improvements where in addition to rescheduling your mailings, which was the first for Emma, we made it possible to edit things like your subject line, and your from name and address even after you’ve scheduled that mailing.
So the idea here is to make sure that you can schedule your messages with confidence, get a view of what the next week or month looks like for your account, make adjustments where you need to right up to the time that you send those messages. So we introduced another exciting feature this year. This spring, we rolled out A/B content testing. And this was the feature that we heard about a lot from you guys over the years.
We have always supported the ability to split-test your subject lines, but we’ve actually grown that testing capability into everything relating to the content of that message. And we did this so that you all can take the guesswork out of your marketing and test variations of your messages just to find out what works. Sometimes that might be something as simple as trying different colored call-to-action buttons. Sometimes that might be trying different arrangements of your assets in that message. Sometimes that might be trying completely different messages altogether.
But the important thing here is that you’ve got more freedom than ever to try out anything relating to that content, and either choose a winner yourself or let us pick a winner based on whatever is most important to you. So if you’re trying to drive people to a particular page on your site, you can set that test to watch for only clicks of a particular link. But if you’re ever gonna pick a winner based on something that’s happening over and your side of the system like your Google Analytics, you can choose that winner yourself and make sure that the majority of your audience gets the best performing campaign.
So, this is a new one that we just rolled out last month. Response reports is actually another one that we developed in large part because of the demand that you all showed. We have always been a good place to view the performance of your mailings individually. So we have the unique mailing score that tells you the overall performance of your message. We can tell you opens and clicks. We can tell you how it breaks down across devices, or how it breaks down across email clients. But one of the things that we really wanted to focus on was taking a step back and maybe showing you a little bit more of the big picture.
So you’ll see that in the response section here, we actually have a completely new subsection dedicated specifically to reports, and we’re gonna be growing this section out over time.
For starters here, you’ll see that we are monitoring the open rate, the click rate, the bounce rate, and the opt-out rate. And this is an interactive section of your application as well. So you’ll see that up at the top of the screen there, you can actually set a custom date range. So if it’s important to you to just track the response over the last quarter or over the last calendar year, you can set those date ranges, and the graphs are going to instantly automatically adjust sort of just a snap to meet the settings that you’ve specified.
And additionally, because we know that this kind of information has a lifecycle outside of your email account, we’ve made it really easy to export these charts for use in presentations. So just one click and you’ll get a PNG of this that you can drop into any keynote or PowerPoint presentation to share with the rest of your team.
Now, this is an exciting one that is actually a new feature for Emma Plus. If you joined us at Marketing United, you saw a lot of news about this. This is one that we’re really excited about. This is landing pages. So landing pages is another need that we’ve known about for a long time, and it’s actually, it comes for us a really great place where people say, “Hey, we love the experience that you guys offer for building an email so much. We wish that it could be that easy to just build a landing page for our marketing efforts.”
And so we heard you on that one, and we’ve been working for a long time to take all of the intuitive features that we design for our email editor and to put them over into a standalone webpage builder.
And this is great. You don’t need a web developer to build a beautiful landing page. So if you’re running a time-sensitive campaign and you need to get something stood up quickly, and you don’t wanna have to go through the rest of your normal website engineer channels, this is a great asset for you.
This is a place where you can create custom web pages using our editor. You can embed a video on that. You can add Google Analytics to those links just to track the performance of that web page overall. And this is something that we’ve just announced. You can actually now embed Emma sign up forms on those landing pages. So if you want to build a custom lead generation page around some sort of offering that you want to tie more closely to the rest of your branding, we’ve made it really easy for you to do that.
And, those are all some of the headline features. But we have been working. We never stop improving other parts of the application. And we have been listening closely to you all to make some adjustments right where we start to identify a pain point. So I’m just gonna run through a couple of those.
We, recently, on the new package platform, we introduced a new contact view. And so if you’ve been using Emma for a while, you know that the contact view historically was a page that was maybe a little bit slow to load, and also required some additional navigation just to see some relevant information like email history.
And so we have completely redone that page. It is now one of the fastest loading pages in the application. So if you’re scrolling through individual contact records to make updates, we’ve made that super easy. We’ve also made it super easy to get an added glance view of an individual audience member’s performance over time. So you can see on the record in this view that cody@myemma address has received 21 emails over time.
I have a killer open rate 100% mostly because I send all of these emails to myself. My click rate is only 10%, but we can work on that. We have also completely refreshed the Emma signup form experience. So not only did we give our signup forms a style upgrade, but we have also recently mobile-optimized all of them. So if you have built a signup form in Emma at any point in your time with us, it has now been completely refreshed given a much cleaner design and mobile-optimized for any device.
We’ve been working additionally in our Segment Builder for a while, and we actually have some more improvements to come. But one thing that we heard from you guys is that sometimes you need to have some real specific capabilities for customizing your postal code segments. So rather than operating only in radiuses of, say, 5, 25, 50, and 150 miles, we’ve actually made it possible for you to geo-segment based on any custom radius that you want.
And while we were doing that, we also took the time to implement another sort of, you know, small but hopefully very helpful adjustment. We have made it possible to duplicate segments. And so if you use the Segment Builder a lot in your marketing, you’ll know that sometimes you can build a segment that has to do with people who are in a certain state who have received a certain message, and then did they open it? Some additional sort of demographic data about them perhaps.
And there are a lot of times where you need to build that exact segment maybe 5 or 10 times adjusting only one thing. And so it might be a very complex segment that you’re targeting down to the individual state. So we’ve actually, historically, you had to go in and sort of build all of those criteria into your segment from scratch every time. But, we’ve actually just introduced the ability to duplicate a segment so you’ll never have to do that again. If you have a complex segment that you’ve built once and then you need to just duplicate it, to make a tweak, to build a second one, we’ve made that as easy as just clicking a button in the dropdown for that segment.
And then this one is actually one that my team worked on, and so I’m a little bit excited about it. It is also one that is a little bit techie, but it’s great if you’re doing really targeted customer lifecycle marketing. So, a long time ago we introduced the ability to power your messages based on changes to a field in your contact record. And so we had a lot of people use that for things, like the example here, where you listen for a change to a customer field, and maybe that change is the total number of classes has gone from zero to one. So this is a message that welcomes a customer to their first class.
Sometimes, other people wanna use it to listen for changes from account status, from trial to active, or to send a loyalty message when somebody’s total lifetime donation amount crosses the $100 mark. So we’ve had that capability for a while, but what we didn’t have was the ability to run imports and make those imports capable of powering those triggers. So if you have been thinking about introducing some more targeted lifecycle marketing using our automation platform, we’ve made it really easy for you to do that, even if you’re not integrating with another service, even if you have to keep your audience up to date. Just by running regular imports through our audience section.
So we’re not slowing down. This is really, I guess we’re coming up on the first half of the year. And that was a ton that we just covered, and we’re really excited to have rolled out all of those improvements in less than six months. That means that we still have more than half of the year to go, and we have got some really exciting stuff coming up. And so, I do wanna just call out that the year is less than halfway done. It’s gonna be a huge year for us. We have some big plans, and we are going to be alerting you all to those releases on more or less a monthly cadence.
So you may have noticed that we’ve started to introduce a monthly release where we spotlight a lot of new features that are bundled and rolled out together. So keep an eye on your inbox for the next alert of a release from us in June. It is gonna be a big one, and I think you’re gonna be excited about it.
And with that, I think we have maybe a little bit of time to take a couple of questions.
Jamie: Yeah, yeah. We have time for a few. So, yeah, let’s see here. Yeah. If you have questions, let us know. Type those directly into GoToWebinar. We’ll be scooping them up. We actually got a ton of registrations so thank you so much. And I’ve had time to sort of parse through and try to find some of the ones that will be applicable to all. If you have specific questions about your account, please reach out. You see here, we’ve got this email address for email@example.com, and the number is 615-296-0900. And yeah, you can reach out to them if you saw anything in your account that looks a little funky or doesn’t look quite like the things that Cody showed you. We can fix that for you pretty quickly.
All righty. So we’re gonna jump right in. All right, here. So first question from Nicole. It’s a great one. “What is the lifespan of a landing page? Does the landing page stay active as long as MyEmma account stays current?”
Cody: That’s a great question. Yeah, a lot of you, if you’ve been with us for a while know that when you send an email campaign. We will store all the assets for that email for 18 months after which that email is effectively retired. And so I think it’s a pretty natural question when, if there’s a built-in retirement lifecycle for those landing pages, and the answer is no. Those landing pages are going to be available to you for as long as you want them. So you can build a landing page and keep it with us for years if it continues to be relevant to your efforts.
Jamie: Great question. And, we have a question from Jazmin, “Where do the landing pages live? On our website or yours?”
Cody: So we’re hosting those landing pages. So really from start to finish, the experience is gonna be almost identical to building an Emma email campaign. The only difference is that instead of pressing Send on that message, you’re gonna press Publish. And we’re going to give you a unique URL for that page, and you can edit the page any time, even after it’s been published just by navigating back to it and republishing your changes.
Jamie: And if I’m not mistaken, Jazmin also won our most active person on our app at our Marketing United conference.
Cody: Fantastic. Congrats, Jazmin.
Jamie: That name sticks out in my brain. Congrats again, Jazmin. So moving on. Adam has a great question, “Is there a way to set up multiple users under one account?” You touched on that a little bit. And, yeah.
Cody: Yeah. That’s a great question. And that’s really one of the most common demands that we started to anticipate when we introduced the packages. And so at the plus level, we introduced the ability to create multiple logins for your team, and we’ve actually also introduced the ability to permission gate those logins. Because we know that, for example, a lot of designers should have complete access to the editor to build a campaign, but not necessarily the ability to send an email campaign on their own. So you can absolutely introduce multiple users to your campaign. And again, we start to make that feature available at the Plus level.
Jamie: Absolutely. And, at the enterprise level, you can do all kinds of fancy stuff, like share assets and do all kinds of things that we could just set up.
Cody: Yeah, absolutely.
Jamie: And again, firstname.lastname@example.org if it’s about your specific account. And I’ve seen a couple of questions like that, so. And actually, Teresa wants to know, “How do I know if my account is pro or plus?” And there’s some visual indicators. I think you showed that at the beginning. But again too, you can reach out to us directly, and someone can probably tell you that pretty quickly on our end and talk you through if it’s the right fit for you to be in the Pro or Plus account.
Cody: Absolutely. Yeah. And one thing that I think is also probably relevant for a lot of folks on the call is that the Pro, Plus and Premium packages are new packages that we’ve rolled out with the new platform. It is possible that you’ve had an account with us for some time, and you haven’t made a transition over into one of those packages, in which case your experience in the application would look and feel different. You wouldn’t have, for example, the marketing calendar on your homepage or some of the refresh navigation that we’ve seen in the show.
Jamie: Absolutely. And we are pretty actively, I think, moving some of those people. You know, eventually, everyone will have the sort of Pro, Plus look and feel. So again, if you’re not seeing that, that’s something that we are slowly rolling out with all customers so that everybody is on the same page. We just wanna make sure we do it thoughtfully, and in the right manner, and all that good stuff. But, yeah, if you wanna raise your hand…
Cody: If you’re interested in the staff, we can make this available for you whenever you wanna make the transition.
Jamie: Yeah, absolutely. Cool. All right. I like this one. So we talk a lot about sort of we’ve talked about landing pages, now we talk about different use cases for them. I think that’s when we start to nerd out a little bit because there’s lots of fun when… So Susan specifically wants to know, she says, “Cody, would we interested in setting up…” Not you. We would always be interested. “Cody, I would be interested in setting up landing pages with a form as a lead magnet?” Is that something that Susan could do?
Cody: Yeah, absolutely. I think I mentioned this as we were going through. But when we built landing pages, one of the things that we built into it was the ability to embed a form on those pages. And so, most commonly, those forms are going to be your Emma sign up forms. Your Emma sign up forms have an iFrame embed code that makes it really easy to just grab the element of that form that you want to make portable. You can just drop that into a block on the landing page builder, and you’ll have a landing page that takes complete advantage of the rest of the design toolset.
Jamie: And we’ve actually got a couple of questions about automation, so I’m gonna sort of roll them into a super question that’s applicable to everyone. So, with automation, I feel like this the easiest way to phrase it, “Cody, what are the triggers that sort of set off those automated workflows?” Because we’ve got a couple different ones. And so we have people asking, “Can you trigger based off this or this?” I figure if you just listed them, then we’ll know.
Cody: Yeah, that’s great. For sure. Yeah. I think that we’ve expanded our automation toolset over the years to make it flexible enough that, as long as you’ve found your way into the right package, you can trigger a bit off just about anything. So at the foundational level available to everybody, we have the standard sign up trigger, which means when somebody comes in through an Emma sign-up form or if they’re even just sort of manually, individually added to your account, you can send them a welcome message. A lot of people also use that to power sort of form submission trigger, so some people use them as sign-up forms to power things like webinar sign-ups.
We also have date-based triggers. A lot of people use those for birthday messages, anniversary messages. But a lot of folks also use them for things like expiration reminder messages. So anything that has to do with a date that you’re storing on those individual contact records, you can use that date to power automated workflows. We also have link click triggers. And those are triggers that listen for clicks of links in other messages, just to sort of follow up with people based on the interest that they’re showing. And we have field change triggers, which I spent a little bit of time talking about.
But that’s really just as simple as saying, “I wanna watch a field.” And that field might be total number of purchases, “And I wanna watch for when it changes from one value to another value.” And then those are available to everybody trigger types. Those are available in your account right now regardless of your package. We have also introduced at the Plus level, the event API triggering capabilities. And so this is a little bit technical, I don’t wanna spend too much time on it today.
But what the event API makes possible is listening to activity on any other platform, and as long as that activity can be tied to an individual person in your audience, you can trigger a message based on that. So we have a ton of people that are using it for things like purchase follow-ups from their Shopify site or even Karte Abandonment messages from their e-commerce platform, as well as things like follow-ups after somebody attends a webinar, or creates an account, or really takes any number of actions that can be tracked somewhere outside of Emma, but then also shared with Emma.
So we have people a ton that have made those integrations on their own. We also have the event API available on Zapier, if you’re familiar. So you can use Zapier to power connections across hundreds of different web applications, including Emma. And we have a full technical services team that can… If we learn more about what you’re after, we can pretty much almost always find a way to get you there.
Jamie: Absolutely. And yeah, if you’re a current customer too, again, you can reach out to engagement and also email@example.com. We, as Cody mentioned, that was a great reminder. We’ve had people working with us. I know some on the line I saw, you’ve been with us for a really long time, and we love having you here, but you may not be as familiar with some of the newer teams, and sort of resources internally available to you, which are not just on the tech side in your account, but you actually can reach out at any point to…
We have a whole fleet almost, of services professionals that can do everything from just sort of helping you navigate new features, to building custom integrations, as Cody mentioned, to even, we’ve had some people that are like, “Hey, we don’t wanna write these emails.” And we have someone that will do that. So, raise your hand. We can chat with you about those options, because it’s pretty invaluable if you need it.
So, let’s see. Guys are asking lots of good questions. I wanna always be mindful of the ones that would be applicable to everyone. Let’s see. Okay, so Ann wants to know, and this is about landing pages again. And again, this is a newer feature. Actually, brand new. So, as a marketer, I’m like pleased to hop in there, use them, make them beautiful so we can tell everyone how great your emails and landing page is like. But we actually posted a blog post today, which we’ll post here into GoToWebinar.
We’ve had a couple of you asked for examples and use cases. So we actually published a blog today called “Three Ways to Use Our New Landing Page Builder.” So if you just wanna reference, or you wanna share that blog out, or you wanna look at it, we’re gonna paste that here in a second into GoTo. And that’s a good reference point as well for just some ideas. And if you wanna actually share that resource around in your office, you’re free to do so. Please, please do. But switching gears to landing pages for just a second, Danny wants to know, “Do we have a Salesforce integration?”
Cody: It’s a great question, Danny. We absolutely have a Salesforce integration. We’ve had our Salesforce integration for a couple of years now. We have been continually investing in it over time. It is working great for the customers that have taken advantage of it. And it actually goes a little bit deeper than some integrations, because, in addition to sinking over the Salesforce leads and contacts that you wanna bring into Emma, it can also bring the response activity for the people who are receiving your mailings back into Salesforce.
So if it’s important to you that the folks on your team who are working directly in Salesforce can see who’s received what message, and whether they are open to it, whether they clicked any links. We’ve made that possible in Emma for Salesforce, as well as some great sort of high-level response reporting, and the ability to use all of that to build custom Salesforce reports. And build custom Salesforce reports, bring them directly into Emma.
Jamie: All right. Let’s see here. Here’s the… That might be a little too [inaudible 00:29:28]. Okay. Sandra has a question, “How do I make custom templates or other better ways to edit re-designed templates?” And so, I think, there’s probably some answers on the tech side of what’s available in each account. But also, again, if you already have a custom template, the best thing to do there is to reach out to us directly. And again, that’s services@myemma or engagement@myemma. We can root you to the right person. If you have an existing template with us and you just wanna get some edits done, there’s a couple of different ways to slice it, and that’s a really custom experience. We wanna make sure we don’t give you a one-size-fits-all public answer right now. But, yeah.
Cody: Yeah, I think that’s absolutely right. And I think people use templates in different ways, and so we’ve got plenty of folks who have taken advantage of our design services to have custom templates built sort of top to bottom. We have other folks who have particular formats that they like their messages to display in, even if they have, say, a monthly newsletter, and they want the layout to be the same every time. There is a Save As template option in the editor.
So if you’ve built out the format for a message that you like a lot and you want to be able to refer back to that whenever you’re starting a new mailing, you do have that Save As template option. So there’s a product-level answer there probably about your capabilities to just save something that you wanna re-use. And then probably a layer up from there is the services aspect where we’ve been involved in building that template for you, and we’re happy to be involved in making updates to it.
Jamie: Totally. And here’s another one. This is from Jenna. She asks, “Can we embed GIFs into emails?”
Cody: Yes, please do.
Jamie: Please do it. Yeah.
Cody: We love it when you embed GIFs. Yeah, we’ve got customers like PackPost actually who sends… their emails are probably about 60% dog GIFs. And they’re amazing, and they got great performance animated GIFs or something that we absolutely recommend. I think that there are probably some limitations across different email clients?
Jamie: Yes, there are. And I know them. So, yeah, with animated GIFs, the great thing about those, and, Cody and I both just got so excited. I think we’re sweating, we’re like, “Yes, use GIFs.” It’s one of my favorite topics because technically, it’s possible. Also, they do… I mean, just across the board, increase engagement. If you think about a bunch of lizards. If we see something moving, we’re like, “I’m gonna click on that. What is that?” Also they’re just fun.
But the best part about GIFs is that, to Cody’s point, they actually render in the majority of environments. The only place where animated GIFs typically can give you a little bit of trouble might be in Outlook. And the way to get around that is if you have a lot of recipients viewing your emails in Outlook, which you can see in Emma actually, all you have to do is make sure that the first frame of your GIF makes sense. Because with Outlook if your GIF doesn’t animate, it’s just gonna freeze on whatever the very first frame is. So if you have like, you know… If your last frame says 20% off, obviously, that’s pretty important, so you want just to make sure that you’re designing that GIF with those limitations in mind.
But, by and large, it’s an awesome way to get people engaged. And also, again, too, I think, this is something a lot of people don’t know, but we don’t just make templates like, “We will make GIFs for you.” We have people that will come to us sometimes and they’re like, “I just want this one off thing. I don’t have a designer.” We got you covered there too, so just let us know. But, yeah. The more GIFs, the merrier. I always say.
All right. You guys are so inquisitive. We’ve got some great, great stuff going on here. Let’s look. Let’s find a good one. I was babbling.
Jamie: Yeah, yeah, yeah. Yeah, let’s do a strategic one. So Lisa asked, “I’m very interested in subject line testing and recommendations. Also interested in current best practices in regard to time of day to send.” And Lisa also goes ahead, she’s probably been on our webinar before, and or just reads a lot of best practices about these topics because she said, “I understand there is no magic day, and that everyone sends emails on Tuesdays and Thursdays.” Which is totally true. So Lisa’s a very informed user.
And really what she’s referencing there is that often when we talk about, that’s a two-parter, when we talk about time of day for sending, there is, again, I say silver bullet. There is no specific answer. The sort of cop-out answer, I guess, if you will, is that your audience is unique to our audience. A general rule of thumb though, is put yourself in the shoes of your recipient. If you’re B2B business, if primarily the people that you are communicating with, your customers, your followers, are people that would be sitting at a desk in front of a computer, in front of their email, well, you know, Tuesday through Thursday 10:00 to 2:00, or those days when maybe I might have time to take a break and look at your email. So when we throw out those kind of general time frames, it’s just simply because a lot of people are captive.
However, that of course is not totally true. I mean, at ParkPost, an e-commerce, you know, sort of brand sending out deals, they might see more success sending on Saturday morning or… Yeah.
Cody: Yeah, absolutely. And I think another thing that makes is it’s tricky and, of course, there’s no silver bullet. It’s also a little bit fun. I think that for us we have, for years, been watching the metrics on this. And they say, basically, they all just sort of roll everyone like, “I give up. Send your emails on Tuesday at 10:00.” And the result there is that everybody sends their emails on Tuesday at 10:00.
And so the opens there may be higher, but I think it’s also helpful to think about that next level of engagement. Because just because I opened the message, I’m one of those people who actually opens every single message in my inbox just because I like to scroll through them.
That may not be the time that I engage with it. And so I think when you’re monitoring stuff like that, it’s helpful to pay attention, not only to when those messages are getting open but when people are taking action. And remember that the inbox is changing. People are opening more and more on mobile devices, and so your work email might actually stand a chance of getting some attention after business hours. And that inboxes are changing and there are different tabs for promotional messages now, and people engage with that tab differently. They click over there and scan when they want to. So timeline a gets a little bit… I don’t know that… I think it just gets a little bit more challenging to try and say that there’s gonna be one particular time.
Jamie: Absolutely. And I think that Promotions tab and the mobile experience there, that ties into the other part of Lisa’s question about subject lines. You know, with mobile devices… more than half of all emails are opened first on a mobile device. But to Cody’s point, people are choosing. The power’s in their hands literally, so they’re choosing when they engage with those messages. You know, there is the Promotions tab, and so subject lines become very compelling in that they may not be the best direct indicator of why someone opened it, but they actually might get somebody to come back later and open it again.
And the more that they’re optimized for mobile screens, the better. So, using a subject line that’s less than 32 characters because that’s about the limit of the smallest mobile screen. Really, the shorter and more concise, the better, and, you know, it’s not for everyone. If you’re a lawyer, this may not work. But, honestly, like emoji and subject line is testing out some tactics, testing out just the characters that you use, you know. Putting… You know, being a little creative in that space and testing those subject lines, I think is really important. And you can do that in Emma, and you can actually test threes subject lines, right?
Cody: Yeah. You can. You can adjust that preheader text too which is a super important part that sometimes gets overlooked on the mobile experience.
Jamie: Yes. And I think that’s a great point. That preheader text allows you to be maybe a little bit more concise and creative with your subject line because you can supplement with those two to three lines of supplemental text that actually drive home the point. So, yeah, obviously GIFs subjects lines just get our blood pumping over here. Okay. So I think we probably have time for about one more question because we’re not probably gonna go for the full hour here.
But let me make it a good one. Let’s see here. Let’s see. I wanna make it really good. Got some really specific. Again, we will follow up with anyone that has crazy specific questions about their specific account because I see a couple. We wanna make sure that you get your questions answered. James asked about GIFs. Luckily, we kinda answered that one. So here’s one. This one is really specific and the answer is, I think, no. However, it does allow us to talk about our API a little bit. So we’ve got from Sue, “For nonprofits, is there an option to integrate with Raiser’s Edge CRM?”
Cody: That’s a great question. We do not have a custom-built integration with Raiser’s Edge. We know that’s a platform that a lot of educators use. We do have an API that is open to customers, however. And for those of you who aren’t familiar with APIs, what they are is, they’re ways to basically plug our application directly into other applications. And it’s pretty common for web services, and especially for CRMs, like Raiser’s Edge, to have APIs that make it possible to make those connections.
And so APIs are what make it possible, for example, to say, “When somebody signs up for this webinar, add them to this group in my Emma audience.” They are also things that make it possible for us to go a layer deeper to send some of those really targeted abandoned cart messages that say, “Hey, you abandoned your cart.” And not only that, but these are the items in your cart, and these are the pictures of those items. And this link will take you back to your cart.”
So APIs are really a tremendous opportunity to build custom connections across platforms. A lot of our biggest and most successful customers rely heavily on them. They do involve a little bit of setup work. And so, typically, if you have developers on your team that can make those connections, we have the documentation ready for them. And we’re happy to do a little bit of consulting. It’s one of the services that we offer. We also have a full technical services team. So if you don’t have a web developer of your own and you wanna just sort of build a connection between those platforms, we can help you make a custom sync with just about any platform.
Jamie: Absolutely, yeah. And I think that that’s a great thing to point out. And APIs are pretty cool.
Cody: Yeah. I worked on our APIs for a long time, so I can geek out about them for sure.
Jamie: So we are gonna go ahead and wrap it up. Again, lots of great questions. If yours is crazy specific, we will make sure we get you in the right hands. And again, if we’re not fast enough on the draw there, you can again email firstname.lastname@example.org. They’re sort of acting as our switchboard operators, I guess, if you will, for today’s presentation, and they can make sure that you get what you need so please reach out to them. Again, we will send the recording out.
Thank you, Cody, for enlightening us here.
Cody: Thanks for having me. This was fun.
Jamie: Absolutely. And, yeah, have a great day, guys.