Creating a mailing campaign in Emma

Overview
Creating a new mailing campaign
Using the campaign editor
Personalizing a campaign
Turning a campaign into a template
Previewing, testing, and sending a campaign

Overview

Emails that you design in Emma are referred to as mailing campaigns, or simply campaigns. In this guide, we provide an overview of your options when designing and laying out a campaign, and include links to official resources for detailed information.

Creating a new mailing campaign

Go to https://home.e2ma.net and log in with the following credentials:
- Username: Your @usc.edu email address
- Password: The password you created during setup, which may not be the same as your USC NetID passphrase
Click the Campaigns tab.
The campaign list displays. Follow the instructions below depending on how you want to set up the mailing:

Create a completely new campaign

Quick guide

Click Create new campaign.
Name your campaign and click Continue.
- By default, the Regular email option is selected.
- Unless you are doing advanced marketing testing, you will never select A/B Test. A/B Test involves creating two versions of the same campaign and sending each version to a different subset of subscribers. Its purpose is to track differences in performance prior to sending out a regular email campaign.
Select a template:
- To create a new layout, click Start from scratch in the top right.
- To use an existing layout, make a selection from My gallery in the left menu. These include your Dornsife unit's templates as well as some official ones from USC Dornsife. You can also make a selection from Sample gallery: these templates are provided by the vendor.

Detailed guide (with screenshots)

Click Create new campaign.
Name your campaign and click Continue.
- By default, the Regular email option is selected.
- Unless you are doing advanced marketing testing, you will never select A/B Test. A/B Test involves creating two versions of the same campaign and sending each version to a different subset of subscribers. Its purpose is to track differences in performance prior to sending out a regular email campaign.
Select a template:
- To create a new layout, click Start from scratch in the top right.
- To use an existing layout, make a selection from My gallery in the left menu. These include your Dornsife unit's templates as well as some official ones from USC Dornsife. You can also make a selection from Sample gallery: these templates are provided by the vendor.

Duplicate a past campaign

Quick guide

To view past campaigns, click the Sent tab.
Next to the campaign name, click the Expand icon. Select Duplicate from the dropdown.
Emma duplicates the campaign and opens the duplicated version. Click the campaign name in the top left and rename it for your new campaign.

Detailed guide (with screenshots)

To view past campaigns, click the Sent tab.
Next to the campaign name, click the Expand icon. Select Duplicate from the dropdown.
Emma duplicates the campaign and opens the duplicated version. Click the campaign name in the top left and rename it for your new campaign.

Using the campaign editor

This guide uses Emma's latest drag and drop campaign editor. If you are working from an older campaign or template that was created prior to April 2022 and your screen differs from the instructions and screenshots we provide below, you may be using Emma's older editor, referred to as the legacy editor.

How to use the drag and drop editor to design a campaign

Use the Settings tab to set the overall style

In the right menu, click the Settings tab. This area allows you to select overall options such as which font to use and what color you want to use for links (you can override these settings within individual content blocks later).

Use the Content tab to add content blocks

Content blocks are your campaign's building blocks. To add text, images, or other media, drag and drop content blocks from the Content tab onto your newsletter.

In the example below, the left side displays the newsletter as it appears in preview mode, while the right side displays the newsletter broken down into the individual content blocks that comprise it.

Some useful content blocks include:

Text content blocks

Title
Paragraph
List

Media content blocks

Image: Upload an image or use an existing image you previously uploaded.
Video: Add a YouTube or Vimeo URL. When subscribers click the video, it opens in a new tab.
Button: Add a link in the form of a button. Also known as a CTA (call to action).

Organizing content blocks

Menu: Create a linked table of contents (useful for long campaigns).
Divider: Create separation between campaign sections.

Edit an individual content block

Once you add a content block to a campaign, you can edit its content in the campaign or use the right menu to customize its settings.

Edit a text content block (title, paragraph, list)

Quick guide

Drag and drop the Title, Paragraph, or List block onto the campaign.
Type your text. Use the text toolbar to make adjustments such as making parts of your text bold or italic, adding special characters, or adding links.
To edit the text block's overall settings, use the right menu. Note that these settings will apply to the entire text block, not just a portion or a few words. Adjustable settings include:
- Font: Family, weight, size
- Color: Text, links
- Spacing: Alignment, paragraphs, line height, overall padding

Detailed guide (with screenshots)

Drag and drop the Title, Paragraph, or List block onto the campaign.
Type your text. Use the text toolbar to make adjustments such as making parts of your text bold or italic, adding special characters, or adding links.
To edit the text block's overall settings, use the right menu. Note that these settings will apply to the entire text block, not just a portion or a few words. Adjustable settings include:
- Font: Family, weight, size
- Color: Text, links
- Spacing: Alignment, paragraphs, line height, overall padding

Edit an image content block

Quick guide

Drag and drop the Image block onto the campaign.
To insert an image, click Browse.
To add a new image, click Upload and select the file from your computer.
To insert an image into the campaign, hover over the image and click Select.
The image is added to the campaign.
To edit the image's overall settings, use the right menu. Some useful options:
- Resize an image: Click the Auto width toggle to deselect it, and use the percentage scale.
- Add alt text: Add alternative text describing the image. This makes your image accessible to visually-impaired subscribers.
- Add an image link: To have the image link to a webpage, use the Url field.
- Add padding: If the image is too close to nearby text, increase the padding to add whitespace. Click the More options toggle if you want to add a different amount of padding to different sides.

Detailed guide (with screenshots)

Drag and drop the Image block onto the campaign.
To insert an image, click Browse.
To add a new image, click Upload and select the file from your computer.
To insert an image into the campaign, hover over the image and click Select.
The image is added to the campaign.
To edit the image's overall settings, use the right menu. Some useful options:
- Resize an image: Click the Auto width toggle to deselect it, and use the percentage scale.
- Add alt text: Add alternative text describing the image. This makes your image accessible to visually-impaired subscribers.
- Add an image link: To have the image link to a webpage, use the Url field.
- Add padding: If the image is too close to nearby text, increase the padding to add whitespace. Click the More options toggle if you want to add a different amount of padding to different sides.

Use the Rows tab to create multiple columns

By default, each column block occupies the full width of the newsletter. If, however, you want to display an image on the left side and text on the right side, this can be accomplished using a multiple column layout. Use the Rows tab:

Quick guide

In the right menu, click the Rows tab.
Drag and drop your preferred design onto the campaign. You can choose from multiple 2-column or 3-column options, as well as a 4-column or 6-column option.
In the left menu, click the Content tab. Drag and drop content blocks onto each column block within the row.
To adjust row settings, make sure the row is selected and click the Rows tab again. Some useful settings:
- Columns Structure: Drag and drop the toggle between columns to adjust column widths, or click + Add new to add another column.
- Padding: Increase or decrease the amount of whitespace between columns as well as above and below the row.
To return to the single column format after adding a multiple-column row, drag and drop the 1-column option from the Rows tab onto the campaign.

Detailed guide (with screenshots)

In the right menu, click the Rows tab.
Drag and drop your preferred design onto the campaign. You can choose from multiple 2-column or 3-column options, as well as a 4-column or 6-column option.
In the left menu, click the Content tab. Drag and drop content blocks onto each column block within the row.
To adjust row settings, make sure the row is selected and click the Rows tab again. Some useful settings:
- Columns Structure: Drag and drop the toggle between columns to adjust column widths, or click + Add new to add another column.
- Padding: Increase or decrease the amount of whitespace between columns as well as above and below the row.
To return to the single column format after adding a multiple-column row, drag and drop the 1-column option from the Row tab onto the campaign.

Use the Rows tab to create multiple columns (video)

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Save, undo, and redo changes

Manual and autosave features

By default, the campaign editor saves your changes every 60 seconds. To manually save changes, click Save in the top right corner.

Undo and redo options

To view your change history, use the history, undo, and redo buttons in the bottom left corner of your campaign. These buttons do not appear until you begin editing the campaign.

Your change history is available on a per-session basis. In other words, if you finish editing for the day, then close your browser window and reopen your campaign the next day, the change history from your previous day will not appear.

Additional resources

The following resources are available in the official Emma documentation:

Quick how-to videos on using the new drag and drop editor
Drag & Drop Editor (compilation of individual guides)

Personalizing a campaign

You can personalize a campaign so that, for example, emails address individual subscribers as "Dear [subscriber's first name]" instead of "Dear reader." This is accomplished using what Emma calls personalization or merge tags.

A note about information accuracy

Keep in mind that merge tags are only as accurate as the information in your contact list. For example, if a subscriber left their First Name contact field blank or used an invented name, the personalized email that they receive will reflect that information. For this reason, we recommend reviewing your contact list to ensure that data is clean and accurate.

How to use merge tags

Below, we provide instructions for adding a merge tag to a paragraph content block. You can also add merge tags to title blocks, list blocks, and button blocks.

Add a merge tag in a paragraph block

Quick guide

In the right menu, make sure the Content tab is selected.
Drag and drop the Paragraph block onto the campaign.
Type your text and click Personalize.
Use the Select personalization dropdown to make a selection.
- The fields which appear in the dropdown reflect the information you collect from subscribers. For example, you will only be able to personalize by first name if you asked subscribers to provide their first name in your newsletter sign up form.
You can optionally fill out Set a default value as a backup, in case a subscriber did not fill out the field when they signed up.
Click Add field.
The merge tag displays in your campaign as bracketed text.

Detailed guide (with screenshots)

In the right menu, make sure the Content tab is selected.
Drag and drop the Paragraph block onto the campaign.
Type your text and click Personalize.
Use the Select personalization dropdown to make a selection.
- The fields which appear in the dropdown reflect the information you collect from subscribers. For example, you will only be able to personalize by first name if you asked subscribers to provide their first name in your newsletter sign up form.
You can optionally fill out Set a default value as a backup, in case a subscriber did not fill out the field when they signed up.
Click Add field.
The merge tag displays in your campaign as bracketed text.

Add a merge tag in a paragraph block (video)

Preview a merge tag

When you select Preview or Review, merge tags still display as bracketed text. Instead, we recommend using the Send test function:

Quick guide

Click Send test in the top right.
The "Send test" form displays. Fill out the required fields (you may have to scroll down to see all fields):
- To
- From
- Subject
- Signup form
Click Send test.

Detailed guide (with screenshots)

Click Send test in the top right.
The "Send test" form displays. Fill out the required fields (you may have to scroll down to see all fields):
- To
- From
- Subject
- Signup form
Click Send test.

Additional resources

You can read more about merge tags in the official Emma documentation:

Turning a campaign into a template

If you like the appearance of an existing campaign, you can turn it into a template to use for future campaigns:

Create a template from an existing campaign

Quick guide

Open the campaign you want to turn into a template.
Click Save in the top right. Select Save as template from the dropdown.
Type a template name and click Save template.
Close the campaign.
The next time you create a new campaign, you can choose this template. On the "Choose template" screen, click My templates in the left menu. Then, select the template.

Detailed guide (with screenshots)

Open the campaign you want to turn into a template.
Click Save in the top right. Select Save as template from the dropdown.
Type a template name and click Save template.
Close the campaign.
The next time you create a new campaign, you can choose this template. On the "Choose template" screen, click My templates in the left menu. Then, select the template.

Previewing, testing, and sending a mailing campaign

Preview a campaign

To preview how a campaign will look to subscribers, click Preview in the top right. You can switch between Desktop and Mobile mode.

Send a test email

We recommend sending yourself a test email to see how the campaign will appear to subscribers. Test emails can be especially useful if you are using personalization (merge tags), which do not display in their final format in preview mode.

Quick guide

Click Send test in the top right.
The "Send test" form displays. Fill out the required fields (you may have to scroll down to see all fields):
- To
- From
- Subject
- Signup form
Click Send test.

Detailed guide (with screenshots)

Click Send test in the top right.
The "Send test" form displays. Fill out the required fields (you may have to scroll down to see all fields):
- To
- From
- Subject
- Signup form
Click Send test.

Review, schedule, and send the campaign

Once the campaign has been finalized and you are ready to send it to subscribers, click Review in the top right.

The campaign sending options display. Once you fill out all the required fields, you can select Send now or Schedule for later. If you choose to schedule the campaign for later, Emma can email you a notification once the campaign begins sending.

Signup form

Underneath the preview image, there is a Signup form dropdown. The form you select in this dropdown will be linked in the footer (bottom section) of your campaign and is how people who receive your campaign as a forwarded email can subscribe to receive future campaigns.