A shout out to the folks at MarketingProfs for reporting some pretty great statistics about the growth in use of email marketing. The article noted that Shop.org’s State of Retailing Online 2009 report showed that email was the “most-mentioned successful tactic overall” in a marketing mix. Forbes Media;s 2009 survey indicated that email marketing was the second most used marketing tactic behind SEO for generating conversations. Direct Marketing Association’s (DMA) research in 2009 found that email shines above every other piece of direct marketing. So as a small business, other than the fact that you might be a bit wary of trying something new and different from your standard snail mail, direct mail campaigns, what is holding you back from trying email marketing?
Clearly, it works. It’s easy. It’s inexpensive. Email marketing can be tailored in many forms to reach out to different categories within your customer database. And as for conversation starters, email marketing opens the door to building relationships and constant chatter, which will eventually convert to sales. More targeted campaigns allow you to collect data about your customers’ buying habits, which, in turn, you can use to sell them the products that they need, not the ones you think they want. It’s time to get started. If you need to get your feet wet, use a free trial for an email service like Constant Contact, iContact, or Mail Chimp. And start communicating today!