Formilla Edge Targeted Messaging Platform for Sales and Marketing
by zgilyana · Email & Marketing
Also makes 1 other plugin · 2K+ installs across the portfolio →
Target customers with the right message at the right time using Formilla Edge email, live chat, and in-app messaging.
Try it live opens a temporary test site in your browser, which can take about 20 seconds to load. Plugins that rely on outside services or a full server may not work completely there.
Health
A 86/100
Few reviews
Active installs
10+
≈20 estimated
Momentum
+27%
downloads vs prior 30d
Biggest opportunity: Swap “email marketing” and “email message” for “edge” and “messaging”. “email marketing” isn't earning its slot: you're not in the first 24 results for its own search. “edge” sits at #14 untagged, close enough for a declared tag to move it up. “email message” isn't earning its slot: you're not in the first 24 results for its own search. “messaging” sits at #19 untagged, close enough for a declared tag to move it up. All five slots are taken, so one has to go.
86 health vs 66 average across 2,120 Email & Marketing plugins
Install conversion
How it's measured →0.1%
of downloads still active
At least 10 of 6.8K lifetime downloads are still running, below its category: the median Email & Marketing plugin keeps 0.9%, across 1,295 plugins.
Downloads count every update, not just first installs, so older and more frequently released plugins read lower. Compare against other Email & Marketing plugins, not across the directory. wp.org reports active installs as the bottom of a band, so the real rate is this or higher.
This plugin shipped 1 release in the last 12 months, and every existing install that updated counted as another download. wp.org publishes no split between first installs and updates, so we show the raw rate rather than guess at one.
Details
Directory ranking optimization
How it's scored →How well this listing is tuned to rank in WordPress.org search, on the factors an owner controls. Not popularity, optimization.
Excellent listing optimization
Most to gain: Rating quality
Updated 75 days ago
Tested up to WordPress 7.1.4, the current branch or newer
5.0★ over 2 reviews, smoothed to 4.13★ and held back under 25 reviews
5 of 5 tags set · short description in place
To rank higher: Too few reviews to rank on quality — nudge happy users to leave one.
Get the full rank-higher report →Search visibility
How it's tracked →Directory searches this plugin turns up in, and which way each one is moving. WordPress.org publishes no history of search positions, so this starts the day we first tracked a keyword and never backfills.
32
Momentum
Losing ground
-1.7
Velocity
places per keyword, 21d
22%
Breadth
of keywords climbing, 21d
-2.1
Acceleration
recent half vs earlier
wp.org is where the directory puts the plugin for that search. On merit is where it would sit if results were ranked on rating, support and updates, without the install boost. The last column is how far the wp.org position moved, from our first reading in the last 90 days to the latest.
| Keyword | wp.org | On merit | wp.org move, 90 days |
|---|---|---|---|
| mass mail your tag | #10 | #21 | down 4 |
| edge | #14 | #22 | down 6 |
| messaging | #19 | #23 | 0 |
| mass email | #18 | #21 | up 1 |
| email marketing your tag | Not in the top 24 | ||
| email message your tag | Not in the top 24 | ||
| email newsletter your tag | Not in the top 24 | ||
| email signup your tag | Not in the top 24 | ||
11 searches this plugin appeared in over the last 90 days, 4 listed. 7 left out as unrelated or noise (years, numbers, stray words). 4 of its tags aren't in the top 24 for their own search.
What to do about it
- Swap “email marketing” and “email message” for “edge” and “messaging”. “email marketing” isn't earning its slot: you're not in the first 24 results for its own search. “edge” sits at #14 untagged, close enough for a declared tag to move it up. “email message” isn't earning its slot: you're not in the first 24 results for its own search. “messaging” sits at #19 untagged, close enough for a declared tag to move it up. All five slots are taken, so one has to go.
Daily downloads
Since 5 Oct 2022 · 1,487 days · wp.org + Plugin Pulse archive
30-day downloads
Rolling 30-day volume · peak 133 · peaks are release surges
Directory rank
Ranked about #30,100 to #45,000, alongside the other plugins at 10+ installs. Plugins with the same install count swap places between wp.org requests, so this is where most of them sit. Checked monthly, last on 21 Oct 2026.
Health trend
Composite health score, snapshotted daily
Update activity
Downloads in the last 30 days for every 1,000 active sites.
Not enough installs to measure. This needs at least 100 active sites; below that, a handful of downloads reads as tens of thousands.
Release cadence
Occasionally updatedHow often this plugin actually ships. A steady rhythm is the maintenance signal a single "last updated" date can't show.
1
releases in the last 12 months
6mo ago
latest release · v1.2 · 19 May 2026
3
tagged releases on record
Recent releases
What its installed base runs
via wordpress.orgShare of active installs on each version of this plugin · 42% run the current release. Green is the current release; a big slice on older versions is a user base that has stopped updating.
Estimated active installs
The public count shows “10+”. Our estimate pins where the real number sits.
Crossed into this band 5 days ago and a band this size takes about a year or more to cross, so the real count is still just under 20.
Install history since 13 Aug 2020
Security history
via Wordfence IntelligenceThe 1 disclosed vulnerability is patched in the current version (1.2). Sites still on an older version should update.
- Patched Medium · 4.4 Formilla Edge <= 1.0 - Authenticated (Administrator+) Cross-Site Scripting via 'FormillaPluginID' ↗2023-04-21 Improper Neutralization of Input During Web Page Generation Affects <= 1.0 Patched in 1.1
Vulnerability records provided by Wordfence Intelligence. Copyright 2012-2026 Defiant Inc. License and terms.
Behavioral tests
via WP HiveAutomated install-time checks, tested on PHP 8.1.12 · WP 6.6.1
AI assistants
How it's measured →Whether ChatGPT and Claude name this plugin when asked the category question, and whether the readme gives them something to quote.
Not measured yet for this plugin’s topics. Its tracked searches are not among the measured topics. See the topics measured so far.
Readme readiness
4 of 8 pass · checked 28 Oct 2026Can an assistant quote this readme? Eight deterministic checks over the wp.org listing, no model involved.
- ! Says what it does Short description names no action; say what the plugin does for the site.
- ✓ Has a FAQ 6 questions in the FAQ.
- ✓ FAQ asks real questions 6 of 6 read like questions a user would type.
- ! Names who it is for Never says who the plugin is for or what they use it for.
- ✓ Names what it works with Mentions Facebook, Twitter.
- ! Headings and lists 0 headings and 1 list; assistants quote headed sections and bullet lists, not paragraphs.
- ✓ Enough to quote 4,663 characters of description.
- ! Tags match the text Only 2 of 5 tags appear in the text ("email newsletter", "email signup", "mass mail" missing).
Growth timeline
Install-tier crossings we have observed, and how long each tier took to outgrow
- 2026-10-26 20+ → 10+ down after 1 days in tier
- 2026-10-25 30+ → 20+ down after 252 days in tier
- 2026-02-15 40+ → 30+ down after 1 days in tier
- 2026-02-14 30+ → 40+ up after 72 days in tier
- 2025-12-04 40+ → 30+ down after 84 days in tier
- 2025-09-11 50+ → 40+ down after 328 days in tier
- 2024-10-18 60+ → 50+ down after 47 days in tier
- 2024-09-01 50+ → 60+ up after 8 days in tier
Competes with
The plugins that solve the same job, ranked by shared tags then reach, closest match first. The letter on the right is each plugin's health grade (A best, F worst).
-
Mailster WordPress Newsletter Plugin 7K+ installs · 3.7★ · 3 shared tags C -
FluentCRM – Email Newsletter, Automation, Email Marketing, Email Campaigns, Optins, Leads, and CRM Solution 80K+ installs · 4.7★ · 2 shared tags A -
Kit (formerly ConvertKit) – Email Newsletter, Email Marketing, Membership, Subscribers and Landing Pages 40K+ installs · 4.7★ · 2 shared tags A -
MailUp for WordPress – Email and Newsletter Subscription Form 2K+ installs · 3.7★ · 2 shared tags B -
Email Subscribers – Group Selector 200+ installs · 4.1★ · 2 shared tags D -
Mailer Dragon – Email Marketing Plugin for WordPress 200+ installs · 4.0★ · 2 shared tags B
Embed this report card
Drop a live Pulse card for Formilla Edge Targeted Messaging Platform for Sales and Marketing into a readme, a review or a deck. It updates itself.
<iframe src="https://plugins.wpmayor.com/embed/formilla-edge" width="480" height="300" style="border:0" loading="lazy" title="Formilla Edge Targeted Messaging Platform for Sales and Marketing — Plugin Pulse"></iframe> Formilla Edge Targeted Messaging Platform for Sales and Marketing: 10+ active installs, 5.0★ (2 reviews). Plugin Pulse (WP Mayor), as of 2026-10-31. https://plugins.wpmayor.com/plugin/formilla-edge
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