Companies Using Emma

Emma is one of the few email tools where the DNS tells you who the buyer is. When an organisation sets up its own domain to send Emma campaigns, it publishes a TXT record, e2ma-verification= followed by a code. Our October 2026 crawl finds Emma on 7,968 domains, and we matched 6,886 of the 8,019 in our clean live set to a company, an 85.87% match rate. For a list this size that's a high rate, and it says these are working organisations rather than parked or personal domains. The record dominates: in a random sample of 250 live domains checked on 11 October, 235 carried it, 39 showed an Emma signup form or script on the homepage, and 15 had the form alone.

What the record proves

The record proves an account with a verified sending domain. It doesn't prove current use. A TXT record stays in DNS after a contract ends, and an organisation sending from Emma's default domain never publishes one. The form-only rows are a different group: 12 of the 15 sit on .org domains, small nonprofits that embed Emma's signup form and never set up a sending domain.

Sales signal: treat 7,968 as a floor on organisations that took the trouble to authenticate their sending domain. That step usually involves an IT or communications office, which tells you who to call.

Growth trajectory

The chart reads 6,367 domains in June, 7,113 in July, 7,453 in August, 7,839 in September and 7,968 in October, a 25.15% rise in four months. I'd discount most of it. The set of domains we crawl turns over every month, with dead domains dropping out and new ones added, and our detection widens over time; both lift a count like this. Exits are rare. 118 domains have lost the Emma signal since we began tracking it in March 2026, 1.48% of the October count, and when I rechecked on 11 October, 25 of the 119 then counted still carried Emma on another hostname. A record nobody deletes produces exactly this picture.

"Emma's churn rate says more about DNS than about customers. A verification record outlives the contract, so this page will always look more loyal than the market is." - Mehmet Suleyman, CEO & Co-founder at TechnologyChecker.io

Sales signal: don't pitch a booming or shrinking market. Pitch a stable, identifiable set of institutions, and check each domain's SPF record for a second sender before you assume Emma is still the main tool.

Who the customers are

Older and bigger than the usual email buyer. The largest founding band is pre-1960 (23.43%), and 62.4% of matched companies with a known founding year (2,850 of 4,567) started before 2000; only 3.57% date from the 2020s. Size runs the same way. 38.19% have ten or fewer staff, against 52.25% on Mailjet's profile, and 123 companies employ more than 10,000, 1.81% of those with a known headcount, against 0.4% on Mailjet's. The names explain it: universities such as Michigan, Penn State, Texas A&M, NYU and Yale, health systems such as Ascension and SSM Health, and companies such as Marriott, Honeywell, United Airlines and Cargill.

Some of these are campus-wide deployments rather than one department. Duke's IT office runs Emma as a service and strongly encourages departments to use it to email the Duke community, and duke.edu carries both the record and an Emma form. That fits Emma's pricing: Emma for Teams ($205 a month) and Emma Corporate (quoted) are built around subaccounts for departments and locations, while Emma Lite starts at $105.

Sales signal: at a university or health system on this list, the buyer is central marketing or IT and the users are dozens of departments. Tools that sit on top, accessibility checkers or CRM sync, sell to the central office once.

Industries and countries

Non-profit organisations lead at 7.37% (460 companies), then higher education (6.54%, 408), real estate (5.24%), individual and family services (3.3%) and hospitals and health care (3.22%). Those leaders match the sectors Emma's own site says it serves, higher ed, nonprofits, sports and fitness, and travel and hospitality, though government, also on that list, doesn't reach our top ten. Geography is narrow. 6,364 of 6,886 matched companies are American (92.42%), Canada has 164, and South Africa is third with 104, ahead of the United Kingdom (80). I checked whether the South African rows were one reseller's fleet. They aren't: all 40 we sampled carried their own verification code.

Sales signal: vertical messaging wins here. An alumni platform or an enrolment product will find qualified rows; a campaign aimed at Europe won't, with France on 9 companies.

Sister brands and switching

Emma ranks 18th of 73 in Email Marketing with 0.3%. Klaviyo (434,162 domains) and Brevo (155,628) are far larger, but the closer comparison is Campaign Monitor. Both belong to Marigold, whose about page lists Campaign Monitor, Emma and Vuture as its products, and whose homepage says its enterprise products have been acquired by Zeta Global. Campaign Monitor has 6,825 domains to Emma's 7,968, but we count Campaign Monitor only through website forms, so the two numbers aren't like for like. Its profile is led by the United Kingdom (1,339 companies); Emma's by the United States.

Switching is close to empty. Since March, 16 domains lost a MailChimp signal while carrying Emma, and in 14 of them we'd seen both tools at once first. Going the other way, 3 domains dropped Emma and run Constant Contact, 2 of which still carry Emma on another hostname, and 3 run Brevo. Nine exits in seven months isn't a corridor.

"Nobody is leaving Emma in a way DNS can see. The useful signal runs the other way: which institutions add a second sender's record next to Emma's." - Mehmet Suleyman, CEO & Co-founder at TechnologyChecker.io

Sales signal: rival senders should watch for a second SPF include or verification record on an Emma domain. That's the earliest sign a department is trialling something else.

The stack around it

Percentages here are of the 8,019 live domains in our clean set. Google Analytics runs on 82.45%, Microsoft 365 handles mail on 38.97% and Google Workspace on 27.15%. WordPress builds 45.19% of the sites and Drupal 4.6%, about twice its rate on Mailjet's domains (2.25%), which is the university effect. In CRM, Salesforce is on 6.43% and Slate, the admissions CRM, on 1.28%; Jonas Club Software, which runs private clubs, is on 0.82%.

Sales signal: a Salesforce or Slate connector is the integration this base asks for. An Emma domain with Slate is an admissions office, and that's a short, specific list.

Key takeaways

1. 7,968 domains carry Emma in October 2026, a floor on accounts, with 6,886 matched to a company.

2. American and institutional: 92.42% of matched companies are in the US, and non-profits and higher education lead.

3. Old and large for an email tool: 62.4% founded before 2000, 123 companies with more than 10,000 staff.

4. Churn of 1.48% is the instrument, and switching amounts to nine exits.

5. Campaign Monitor is a sister brand, not a rival, and we measure it differently.

How to use this list

Filter to higher education and non-profits in the United States, then split by size: the 1,116 companies with more than 200 staff are where Teams and Corporate subaccounts make sense. A first line for an accessibility or template vendor: "Your university sends Emma campaigns from its own domain, so dozens of departments share one brand; here's how other campuses keep every send accessible." For the full list of 7,968 Emma domains with company, size and stack data, explore TechnologyChecker.io.