Emma Audience Overview

There are 5 main feature sections within Emma [Home, Audience, Campaigns, Response, Automation]  The Audience tab is where all of your contacts/records live.  360Alumni connects each client alumni community database to each client's Emma instance, via API.  This means that all of your alumni records flow through to Emma in real time.  In the Audience section there are 7 main features:


Emma separates contacts by Active, Error, and Opt-out status.  Active contacts represent all users who have a valid email address that can be mailed to.  Error are contacts/emails that are found to be invalid or inactive.  Opt-out represents all users who have chosen to opt out of receiving communications from you.  Note that if a user sets their 360Alumni notification setting to 'unsubscribe' then they will be marked as 'opt out' in Emma.  

Pro Tip:  Your alumni count within 360Alumni vs. Emma 'active' user count may differ due to a few reasons.  1.  360Alumni does not push records without an email address to Emma.  2.  360Alumni does not push records that have an email address marked as 'bad' to Emma.  (An email address is considered bad if it is found to be invalid, or inactive.)  

Pro Tip # 2:  You can not change a user's 'Opt out' status back to 'active' or 'opt in'.  Only the user can do this.  (This also applies via API from the 360Alumni unsubscribe flag.)


The groups section allows you to create targeted lists of users.  Within Emma you can create a group, and then add specific users to this group.  360Alumni 'Lists' can also be shared with Emma, and will show up here in the Groups section.  You can share/sync 'smart lists' or 'static lists' from 360Alumni to Emma, by going to the 'My Lists' section and clicking 'sync with Emma'.  Having these lists or groups within Emma, makes it easy for you to send targeted emails to that audience grouping.


Similar to the 'groups' section, Segments is the section that allows you to create your own grouping of individuals, based on a variety of different data points.  You can create segments based on [user groups, profile fields/data, email response, or signup activity]

Common examples of segments are:

- Active, and Inactive user segments.
- Geographical based groups.  (50 miles of New York City, Greater San Francisco Bay area, etc.)
- Graduation year
- Segments based on 360Alumni Tags.
- Signup Activity based.  [have received, have clicked, have opened, have not clicked, have not opened, etc.]

Pro tip:  You can add multiple 'criteria' to your segment which allow you to drill down to very targeted segments.

Contact Fields

This is where all contact fields (or user profile field data) is established.  360Alumni syncs the below profile fields with Emma, which show up within the contact fields section:

*User profile data consists of the following fields: [user ID, first name, last name, home city, home state, home country, home zip code, work city, work state, work country, work zip code, year, institution ID, activated, activation date, creation date, tags, last login]

Any additional contact fields that exist or are setup within Emma can be utilized to capture/store information about your users within Emma, however these are not shared back to 360Alumni.  If you require any additional fields to be mapped, please contact support@360alumni.com to discuss further requirements.


The forms section is used to create customizable signup forms, so that your user base can specify what type of communications they wish to receive from your organization.  These data collection forms allow new subscribers to sign up from your emails and, if you choose, your website.  For a step by step tutorial on how to set these signup forms up, follow the Emma article here:  https://help.myemma.com/s/article/Customize-your-signup-form


This is the section where you can import contacts into your Emma instance.  As a reminder, any user record within 360Alumni that has a valid email address and is not unsubscribed, will be passed along to Emma.  360Alumni clients may often have additional lists of users that they may want to target email messages to.  Example:  Parents, faculty, partner organizations.  This is where you can import separate lists of contacts to be added to your Emma audience.  When importing contacts note that email address is THE UNIQUE IDENTIFIER, and no duplicate records will be created with the same email address.  


This is Emma's app marketplace where you can connect certain apps or integrations within your Emma environment.

Couldn't find what you were looking for?  Check out Emma's Resource center here:  https://support.e2ma.net/Resource_Center   You can also call or email us for assistance!

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