Emma

The following terms are used about Tarleton State University’s Emma HQ service throughout this document:

• Account – Tarleton’s contractual agreement with Emma’s corporate office, Campaign Monitor
• User Group – Configured in Emma for each department/division
• Subaccount – Assigned to a User Group
• Contact – Email contact added to audience list within each subaccount
• Groups – Contacts are organized as an audience group
• Segment – Contacts are placed in segments that match specific criteria based on custom fields
• Campuswide communications – any email sent through Emma to an organizational or academic unit outside of the organizational or academic unit sending the communication
• External communications – any email sent outside the university or its associated members for marketing purposes. Recipients must have the ability to opt out of these types of mailings.

Lists are used to send emails from Emma to internal addresses. Contacts for internal communications lists are created from the automated processes in place with the master account. Segments and Groups are created from the import that is distributed to subaccounts. (NOTE: Contact lists are not available nor permitted to be exported, downloaded, or otherwise saved for use outside the Emma platform.)

An internal email address is listed as the professional email for Tarleton State University faculty, staff and students in the Tarleton State University Identity Management System. These email addresses are available in Emma as a synced Group or Group Manager list. Sending to large Tarleton State University groups, such as all staff or students, is generally restricted to account holders. However, permission can be granted to colleges and schools to send a campuswide email upon approval through the Tarleton State Office of Marketing and Communications.

All email communications sent through Emma must use the templates designed for each subaccount’s email communications. These customized templates represent the cohesive university brand and are flexible to allow for customization. Users may not overwrite or add templates’ custom styles or layout elements, including but not limited to font sizes and styles, text colors, button colors and styles, rows and columns, content padding, etc. Changing these elements can affect brand consistency and negatively impacts accessibility. If additional customization is needed, please seek assistance from Tarleton State University Marketing and Communications.

As part of the Emma registration process, Tarleton State University’s Marketing and Communications team provides consultation on the type of account needed. Depending on whether an internal or external list is required, one or more “subaccounts” will be assigned. Subaccounts are created to use either automated or manual lists. To request onboarding, please contact the Office of Marketing and Communications.

• Automated: Tarleton State University’s Identity Management Team maintains and generates automated lists of internal Tarleton State University email addresses. Emma users cannot add recipients directly to automated accounts. Emma users may not export or store list data.
• Manual: Users may gather lists from sources within Tarleton State University or elsewhere, and external addresses are permitted for external subaccounts only. Emma power users in subaccounts designated as external communications must maintain these contact lists. If the recipient is “elsewhere, they must have opted in.”

If you need both automatically generated Tarleton State University internal lists and lists for contacts outside the university, please contact the Office of Marketing and Communications team for assistance.

For help with Emma, contact Tarleton State University’s Office of Marketing and Communications. Support hours are 8 a.m. – 5 p.m. on weekdays. Contact the office by phone at 254-968-9414 or email at webmaster@tarleton.edu.

If your issue is time-sensitive, include this information in your request. Typically, the team will respond within one business day. However, if template customization is needed, please plan to allow for adequate development time. (NOTE: If your Emma email is essential to the university business and must be sent within two business days, we’ll prioritize it as an “urgent” request and escalate it to our support team.)

For additional resources to help with getting started, please reference the following links:

• The resource center offers thousands of help articles
• How-to-videos

All group emails sent through the university’s Emma HQ account must be scheduled in the Emma Email Schedule Calendar. Campuswide emails must be approved and scheduled through the Emma HQ review process. Scheduling requests must be submitted a minimum of three business days before the proposed send date. Please be mindful of email communications to not conflict with the university administration messages.

Do not send personal health information (PHI) through Emma. All of Tarleton State University’s policies regarding the sharing and public access to sensitive data apply.

Do not send personal health information (PHI) through Emma. All of Tarleton State University’s policies regarding the sharing and public access to sensitive data apply.

Subaccount Administrator

Subaccount administrators are designated communications staff members supporting a school, college, division, unit, etc. Primary users for subaccounts must be staff members who are part of Tarleton’s MarCom Partner program. As the marketing and communications primary point of contact for each subaccount, the subaccount administrator is responsible for the following:

• Escalating issues
• Staying up-to-date on Emma and its associated Tarleton State University email processes and
• policies through training, documentation or user group discussions.
• Before scheduling emails, a test email must be sent to a designated reviewer for the content of
• the email and review selected groups or segments before emailing an internal campaign.
• Adhere to all data security policies.
• Adhere to Tarleton State University’s group email policy.
• Archive old campaigns after six months.
• Submitting issues to the Office of Marketing and Communications team and advising them of issue priority.
• Designate a backup to support the responsibilities associated with the primary user role (full user access). This delegate must also be part of Tarleton’s MarCom Partner program.
• Types of roles and responsibilities assigned in the subaccount are
  • Author – Can create but not send mailings
  • Editor – Can access the Campaigns, Response, and Insights tabs. Can create but not send mailings.
  • Full – Can access all tabs (Audience, Campaigns, Response, Insights, Automation). Can create and send mailings. Can archive campaigns.

To request permission for new staff, contact Marketing and Communications. Please provide the name and email address for the individual. It is recommended that access be limited to at least two to three dedicated full-access users in each department.

If the currently available Group and Segment options in your Subaccount do not meet your recipient list needs for an upcoming email, please submit an IT Help Desk ticket. Recipient list support will require 2-3 business days, depending on the complexity of the recipient list request. Please be sure to plan accordingly.

When sending external emails (non @tarleton.edu), you must include an unsubscribe link required by Emma’s Anti-Spam Policy. Exceptions to this policy are email messages needed for the business function of the university, considered transactional or relationship messages (as defined by the Federal CAN-SPAM Act).

Templates are provided for external audiences with an unsubscribe link for mailing to external emails. Templates for internal messages will have the unsubscribe link removed.

Group emailing to individuals at Tarleton State University and external campuses are subject to the group email policy.

The following are Tarleton State University’s responsibilities for delivering the Emma mail service:

• An assessment of email sent behaviors during onboarding to improve efficiencies
• Maintain appropriately organized and trained staff
• Develop customized templates for subaccount needs
• Create a subaccount structure for a department/organization
• Automated SFTP contact sync provided by Technology Services Identity Management Group
• Automated contact distribution for subaccounts sending only internal emails.
• Maintain contract with Emma for effective pricing and vendor service
• Monitor service and communicate impacts to users in real-time

Any images from Mediagraph can be used in your emails. Please make sure to re-size any photo uploaded to the template and follow image specifications outlined by Emma. You can resize photos in Emma or before uploading using free web tools like Pixlr or PicMonkey. Emma accepts jpg, gif and png files, which should be saved in RGB format. Please note that Emma only accepts non-interlaced png files (if you have trouble saving to the non-interlaced format, please reach out for assistance).

1. Navigate to your Campaigns tab.
2. Click on the Emails section in the panel on the left, if you’re not there already.
3. Click on the Create new campaign button on the right.
4. In the pop-up window that appears, select Regular email and give your campaign a name.
5. Click on the Continue button.
6. Choose a template from the Shared templates section.

Once you have constructed your email and you are an Editor or Author, you will send to a Full access user for approval:

1. Select the Send test button.
2. In the pop-up window that appears enter the email addresses to those that need to approve the campaign.
3. Add a note that details what the email is for and that is a test email.
4. In the From section, add who it will be from and the official email account that it will come from. *(You can Set a separate reply to email address. By doing this you can redirect any replies to the emails if need be.)
5. Add a Subject and Preheader Text.
6. Click the Send test.

When the email has been approved by a Full access user, the Full access user will be the only one who can officially send out the email from EMMA.

Click on the Review button at the top right. This will bring you to the Review page, where you can choose your audience, subject line, preheader text, and more.

You can select to send to groups, segments, subscriptions, or individuals. To add some, either start typing a name into the field, or click the person icon on the right to display your full list of each option.

Subject Line and Preheader Text: Double check spelling and punctuation. The Subject line should be short and sweet but descriptive and the Preheader text can give more clarity to the email.

Double check Sender name and Sender email address. *(You can Set a separate reply to email address. By doing this you can redirect any replies to the emails if need be.)

Ready to send your email? Click Send now to send the email campaign immediately.

Need to schedule for later? Click Schedule for later. In the pop-up window that appears select the date and time you would like the email to be sent and the click Schedule it.