This article provides information about Emma's legacy ecommerce integrations.

End of Support Notice for the Emma for Ecommerce Integrations
The Emma for Shopify and Emma for Volusion integrations that this article was initially created for are no longer updated by the teams that created them. As an alternative, you may be able to use Emma's Zapier integration, Emma’s SFTP sync tool, or Campaign Monitor by Marigold's Shopify integration.

Ecommerce Integrations

Historically, there were two ecommerce integrations available for Emma: Shopify and Volusion. Both integrations are no longer active.

Fields and Segments

Ecommerce segments and fields are automatically created in your Emma account if you have orders prior to installing the integration; if there are no orders in your ecommerce account at the time of installation, these segments and fields are not created until your first order is placed. However, if a customer placed an order before opting in to your marketing emails, their customer data with Emma will only reflect orders placed once they’ve entered your marketing audience.

To help you make the most of this information, the ecommerce integrations use the data captured in these fields to create several segments. These segments can help you identify and target key subsets of your audience, including customers who have purchased in the last 30 days, customers who have more than one total order, and more.

Fields

The following fields are created automatically by the integration:

Field	Type
Total number of orders	Numeric
Total purchased (Money spent)	Numeric
Highest purchase ($)	Numeric
Average purchase ($)	Numeric
Last purchase date	Date

Segments

The following segments are created automatically by the integration:

• Average purchase is greater than $50
• Cumulative purchases are greater than $100
• Have more than one total order
• Purchased in last 30 days
• Purchased in last year
• Subscribed, but have not purchased

Like all segments, the ecommerce segments are located in the Segments section of the Audience tab.

Editing Your Ecommerce Segments

The segments created by the integrations behave like any other segment, so you can update them to more accurately reflect your priorities by adjusting them as you see fit. For example, if every item in your store is over $100, then you may want to update the "Cumulative purchases are greater than $100" segment to more accurately reflect high-value customers. You can do this by changing the dollar value reflected from $100 to $1,000, for example.

Ecommerce Segment Examples

Let's say you're running a promotion for a specific pair of sunglasses. You want to promote this in your campaigns but want to make sure you're not contacting customers who have already purchased the sunglasses. You'd simply create a segment with the criteria to find contacts who had purchased items that do not include the sunglasses; when you're ready to send your promotional campaign, you'll only send to this segment of your audience.

Now let's say you're about to launch a new line of men's sunglasses. You would create a segment to find all customers who have purchased items that include the men's category to capture those contacts in your send.

When you continuously make use of your ecommerce segments and build these kinds of campaign strategies, you'll be able to stay engaged with your audience through content that's relevant to them.

Sending to Your Ecommerce Segments

To send a campaign to one or more of your ecommerce segments, you would select them on the Review page, just like you would for any other segment. When you're choosing your audience, your ecommerce segments will be listed with the rest under Segments.

ROI Tracking

With ROI tracking, you could identify purchases in your store that came directly from links in your Emma mailings.

ROI Tracking With Shopify

Once you’ve installed Emma for Shopify and connected your Emma account, you’ll see a small Shopify icon in the upper right corner whenever you’re using the legacy* editor. This icon indicator is displayed in grey when your Emma account is connected to your Shopify store, but you have yet to add any links to your store in your campaigns.

If you add a link to any page on your Shopify site to one of your Emma campaigns, this indicator will turn green to confirm that our link tracking tool has detected a link to your store. You can then click on the icon for confirmation on the Shopify site that the link tracking has been added for. In order to be detected, the link must contain your Shopify store URL; however, if you use a link shortening service to abbreviate the link, it will not be recognized.

ROI Tracking for Your Emma Campaigns

Our ROI tracking enables you to track link clicks that came from your Emma campaigns to determine which clicks resulted in purchases made from your store. It's easy to get a high-level view of how your campaigns have performed. Just log in and go to the Response section of your account, and then select the

The Purchases tab will display which recipients made purchases, when they made the purchases, the total dollar amount of their purchases, and the unique order IDs of their purchases.

ROI Tracking Examples

• A contact clicks on an Emma campaign link that goes to an item in your store, then immediately purchases the item. Nothing unusual here. This purchase will be counted towards your campaign ROI.

• A contact clicks on an Emma campaign link that goes to an item in your store, they browse around your site for a little while and then purchase a different item (or several different items) than the item you'd linked to originally. This purchase will be counted towards your campaign ROI.

• A contact clicks on an Emma campaign link that goes to an item in your store then leaves your store without purchasing. They later return to your store from a different source (i.e. they type your store URL into their browser) and purchase the item they originally viewed from your email. This purchase did not come directly from a link in your Emma mailing and will not be counted towards your campaign ROI.

• A contact clicks on an Emma campaign link that goes to an item in your store then clears their cache and cookies, then purchases the item. This purchase will not be counted because the purchaser cleared their cache and cookies which was tracking the link they clicked on.

• A contact shares your Emma campaign via Twitter or Facebook. They do not purchase anything, but their followers make purchases from links in the email that they shared. These purchases will be counted towards your email ROI. It should also be noted that in your account on the Purchases tab, they will be attributed to the original recipient of the email even if that recipient did not directly make a purchase. However, these third-party purchases will not be counted towards that recipient's ecommerce contact fields on the Audience page (i.e. total number of purchases or total amount spent, etc.)

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*In April 2022, Emma's legacy editor was replaced with a new drag and drop editor. Accounts that existed prior to this change still have access to the legacy editor through their previously saved templates and campaigns, however new, from-scratch campaigns can only be created in the new drag and drop editor. Accounts that were created after this change only have access to the new drag and drop editor. Please refer to our new editor FAQ article for more information.