While I was wandering the halls of the Email Marketing Summit, there were plenty of vendor booths promoting their services. But one stuck out for me.
On the sign it said "Meet Emma - Say hello to the Web's most stylish email marketing service." Friendly verbiage and a logo featuring a woman's face. Ok - you got my attention.
Emma, (the name comes from a shortening of Email Marketing) is all about helping small businesses be more stylish and sophisticated in their email marketing efforts.
They've done a first-rate job of creating a distinctive brand personality. And a very female friendly one at that.
Why Emma does a great job of marketing to women
Emma has a distinctive, consistent voice. It is friendly, human and fun. This voice is consistent in everything Emma does, from their website, to their brochures to their conference booths. Here are some examples:
From the Meet Emma brochure:
From the Emma website:
From Emma's virtual booth at Digital Marketing World:
Emma makes it simple
Every explanation Emma gives is simple. They have specifically designed their product to be simple and easy to use. Very female friendly.
Emma puts an emphasis on customer experience
Every person I spoke to could not have been nicer or more engaging. Rachael Kahne, Community Development Coordinator, told a great story - "Clients are always coming up to me at conferences. When I tell them my name, they just hug me." Love that. Clients know the customer service folks by name. Emma provides real, live, responsive support for all their clients. They are extremely accessible. Rachael tributes their high customer retention rates to this focus on friendly, human customer support.
In an industry where it's sometimes hard to feel like you have a real connection, Emma's keeping it personal.
While they may not have specifically targeted women, providing this kind of attention to customer service, focus on customer needs, and simple, personable approach will certainly bring in female as well as male clients.