Emma Expands Email Suite With New Product Features

Email marketing company Emma released a host of new product features on Friday for cross-channel marketing. 

The majority of emails are now read on mobile devices, meaning that email is no longer a simple, siloed marketing channel. Advanced marketers understand that email messages should be incorporated into a grander cross-channel marketing strategy to optimize conversion rates, and Emma’s new product features help email marketers extend their reach.

Emma has introduced three key new features to its marketing platform: a new landing page development editor, A/B content testing, and an interactive marketing calendar. The email marketing company announced the news at its Nashville-based industry conference, Marketing United.

Headquartered in Tennessee, Emma is a marketing software company that counts more than 45,000 customers using its online email marketing service, including Tito’s Vodka, Nashville Ballet, and PreSonus.

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Now those customers can develop their own unique landing pages with Emma’s drag-and-drop design editor, directing email subscribers to the direct service or product page being advertised in the email message. As opposed to steering readers to the main Web site, a landing page can lessen the number of consumer clicks and actions needed to complete a purchase.

“Today’s consumers expect to be served content that’s relevant to them at all times, so a general homepage alone doesn’t cut it anymore," says Jeff Middlesworth, chief product officer at Emma. "That’s why targeted landing pages are critical to lead generation for any business. But they often require time, energy and multiple teams to create. That's where Emma's landing pages feature comes in. It gives marketers the ability to easily create a landing page with our drag-and-drop design editor and publish it with a single click. It helps save resources, while bringing in potential business at the same time."  

Emma’s new A/B testing feature further optimizes email marketing campaigns by testing subject lines, images, or email copy to determine what design and messaging will most likely result in a conversion. With A/B testing, marketers can send multiple versions of emails to a small group of subscribers to determine what message results in greater engagement before sending the winning design to an entire email list.

“A/B content testing has flat out been a game-changer for us,” states Teddy Cheek, marketing and brand director at The Escape Game, an Emma customer. “It has allowed us to learn more about our customers, and we’ve more than doubled engagement with a few of our emails because of it.”

In addition to releasing product features helping marketers design and implement their email campaigns, Emma has also released a new interactive marketing calendar to ease the planning process. 

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