Front Desk users can use Emma to send stylish email newsletters and promotions. You’ve probably received some of these in your lifetime and might have even sent them to your clients. As a business owner, you can use email to let your clients know about new classes, special events, promotions, holiday class schedules and so on. Mailings can be sent to your entire email list or to a segment of your list.
To get started, you first need to create an Emma account, set up your contact fields, add your list(s) of clients, and link your Emma account to your Front Desk via your Emma account ID and public and private API keys.
Once connected, all your clients will be pushed to a group named "Front Desk" in your Emma account. All your clients' info, including first and last attendance by service and client fields, will be sent to Emma.
Each of these attendance and custom client fields will be mapped to the corresponding member fields in Emma. When synced, you can use them to segment your list to target specific clientele or to automatically trigger any number of autoresponders.
Stick with me! Soon you’ll have a much better understanding of how you can use these member fields to send a variety of mailings specific to your clients and the goals of your business.
Keep in mind that some custom client fields, like "emergency contact name," don't make good candidates for syncing to Emma. You'll likely never want to send an email to a group of people based on their emergency contact's name being "Tom Smith."
In examples we'll use below, I'll refer to attendance-related fields, like Yoga Teacher Training last visit and On Ramp first visit, as well as two custom client fields, Class Level and Belt Rank. Of course, client fields being custom, you can create your own to best suit your business needs.
Emma's segment feature lets you manually send emails to subsets of your client list. And you get to determine the criteria. One of the great things about Front Desk/Emma integration is your ability to segment your list based on the different member fields we talked about above (custom client fields and attendance in specific classes and appointments).
Real-world example #1: Tell everyone we’re opening a new location
I want to send an email to all of the clients on my list to tell them that we’re opening a third location.
Real-world example #2: Tell members about new classes
I want to let members know that we’re adding two additional Saturday classes by sending an email only to current members (remember: in Front Desk you get to determine who is and who isn't a member—this status is actively synced to My Emma).
Say instead that I want to send only to people on my list who are not members, offering a promotion or other offer to try to win back their business. In this case, I would create a search with Member? equals 0.
Or say that I want to send to current members who are ranked as level 3 athletes to let them know about an upcoming competition. You can set multiple conditions to accomplish this. In this case, I create a search with Member? equals 1, and I add a second condition for Class Level equals Level 3.
More common scenarios for segmenting your list
Again, you create dynamic segments for each of these. Remember: when you add data to those fields in your Front Desk client profiles, the data automatically syncs to Emma, provided you have created the necessary fields in Emma.
Automated emails automatically send based on trigger events you set. It's all about identifying key milestones in your audience's journey, and targeting them with the right message at the right time based on those milestones. Here are some common automation triggers:
You can create any number of automation workflows, customize the copy and design and include special offers or promotions where appropriate. They can be scheduled to send within the hour, or days, weeks, months and even years after the designated trigger action has taken place.
Real-world example #3: Send supplemental info in four weekly installments
You run a 12-session On Ramp course that takes place over four weeks. You want to send a different email each week covering different topics of nutrition, sleep, recovery, and mobility.
You create four unique automation workflows, setting the trigger for each to be date-based and the date to be watched On Ramp first visit. You’ll schedule them a week apart:
Of course, you'll design and add unique copy to each of these emails and even include links to blog articles or other resources that will help get these new clients off to a great start.
We hope you feel ready and able to take your email marketing efforts to the next level. It’s really just a matter of taking the first step. Once you create your first mailing, you’ll be off to the races.
For more help, check out the Front Desk documentation for this integration!