• April 30, 2015

Emma Unveils Major Product Enhancements

Hot on the heels of its acquisition of marketing solutions provider Boomerang earlier this month, Emma today unveiled a series of product enhancements and new features designed to boost email engagement, list growth, and insights for its customers. The company also today announced new partnerships with Eventbrite and AVARI and several value-added integrations.

Emma's product release includes a new set of features aimed at further integrating marketing tools and channels, increasing new subscriber acquisition, and providing enhanced insights and analytics to the modern marketer.

Lightbox Forms let marketers embed a fully configurable email capture experience on any Web site. Features include the ability to control when and where forms appear, overall style and appearance, plus timing and duration of the lightbox window. The new Lightbox Forms are fully integrated with Emma's automation suite, so follow-up actions and subscriber segmentation are managed inside the new product workflow.

Emma also bolstered its footprint in analytics and insights by surfacing a real-time roll-up of campaign data that greets customers upon login, in addition to launching an Android version of their successful mobile app, Metric. The new dashboard-style interface allows marketers to get an instant side-by-side view of multiple email campaigns and mailings, without having to run campaign comparison reports. Metric for Android brings that same data straight to mobile devices for reporting on the go.

Today's announcement included new product integrations and key integration updates with several other technology providers, including Salesforce, Shopify, Leadpages, Spendsetter, and Wordpress.

Emma also announced new partnerships with event marketplace Eventbrite and AVARI, which provides predictive dynamic content for email. The Eventbrite integration allows marketers to fully integrate event information into mailings, promote multiple events in one email, and track ticket sales in Emma's email response section.

"Eventbrite's new integration with Emma is an especially great benefit to venues or organizations with several upcoming events, providing a seamless and polished way to effectively market an event, or even multiple events, with one email," said Dylan Serota, head of partnerships at Eventbrite, in a statement. "This integration with Emma is a reflection of Eventbrite's commitment to provide top-notch design coupled with actionable analytics for event organizers."

By partnering with predictive personalization technology provider AVARI, Emma will now offer dynamic content, allowing retailers to add product recommendations based on past customer engagements and interests. AVARI's technology lets retailers send a single email campaign that reaches every recipient with a completely personalized message filled with unique dynamic content at the moment they open it.

"Modern marketing is about fully utilizing subscriber data in order to create a seamless, personalized, and delightful brand experience," said Emma vice president of global Simon O'Day, in a statement. "We're excited to build partnerships with like-minded companies like Eventbrite and AVARI, because when we're united, we can help our customers deliver on that brand promise like never before."

"Today's announcements continue the incredible momentum that we've been building in all phases of the product," said Emma vice president of product David Wright in a statement. "All of these new features form a powerful and cohesive product experience that will propel [our customers] marketing efforts forward and drive great results."

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