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Emma
Enterprise Newsletter Tool
The Emma newsletter tool is a new resource at William & Mary designed to help campus communicators create and share engaging, branded email newsletters. Currently available on a limited basis, Emma accounts are distributed case by case under the guidance of the Emma Governance Council, a group of communicators representing units across the university. While access is limited for now, the tool is expected to expand more broadly in the future.
Emma will not replace the use of Marketing Cloud by W&M Advancement. Some current Marketing Cloud users may find Emma to be a good fit, others may not. Emma at W&M also operate on an opt-in basis; current users of other platforms may continue to use their preferred platform as they wish.
Apply to Use Emma
As W&M begins to integrate Emma, the project team is considering applications to use Emma from across the university. Applications will be reviewed on a rolling basis.
Background
In 2022-2023, Chief Communications Officer Brian Whitson and Chief Information Officer Ed Aractingi charged the Internal Communication Modernization Initiative to identify research-based internal communications needs and potential solutions. Among other needs, communicators across campus indicated significant demand for an enterprise-wide newsletter service that could increase access to brand-compliant email tools. A team of communicators working with IT determined that Emma was the only platform that met quality benchmarks, and the newsletter initiative moved forward as a product trial.
The university charged the Emma Trial Team to use and evaluate the tool for one year. The pilot year ended in February 2025 and was considered a success. The pilot team's report resulted in the permanent purchase of Emma.