Marketing by E-mail: Saving Small Businesses Money

Communication with customers is one of the most important aspects of any business. Introducing new products or services, announcing a change in business hours, and offering special promotions are some of the important messages that can attract new and retain loyal customers. For small businesses, now more than ever, the challenge becomes how to communicate effectively on a very tight budget.

“Now, staying in-touch with your customers is easier and more cost effective than ever thanks to e-mail,” says Marlene Bauer Pissott, Founder and CEO of WebSwagger.com,  “E-mail can be as effective as any marketing tool and best of all it’s delivered to your customers instantaneously.”

According to December 2007 statistics reported by JupiterResearch, 87 percent of consumers spend their time online reading e-mail. “The e-mail inbox has replaced the mailbox for direct marketing,” explains Pissott. “This shift is a big advantage for small businesses given that the cost to distribute an e-mail is significantly less than traditional printing and mailing.”

A report from Shop.org of the National Retail Foundation in conjunction with Forrester Research stated that in 2006 the return on investment for e-mail marketing was $51.45 per $1 spent. In addition, the projected sales from e-mail for this same time period was $18.5 million. 

There are several ways to send marketing e-mails, which vary depending on the cost. “Simply typing your message using the e-mail account set up for the company is a great way to start for beginners,” added Pissott. “Then, there are easy-to-use e-newsletters offered by Internet e-mail marketing services, such as IntelliContact or

Constant Contact, that allow you to create eye-catching marketing e-mails.  Professional marketing agencies also handle the entire development process from design to distribution.”

Pissott offers these tips to help make marketing e-mail as effective as possible.

• Build your database by collecting e-mail addresses every chance you get. Include a sign-up feature on your Web site and have a way for in-person customers to give you the information.
• Stay in contact, but don’t overdo it. Send regular communications to your e-mail database, but don’t exceed a reasonable frequency.
• Make your subject line interesting and enticing. The subject line is what your customers will base their decision on whether or not to open the e-mail.
• Include a link to your Website in every e-mail you send. Make it easy for your customers to get to your site immediately while reading your message and, when possible, make the link specific to a page of the site relevant to your e-mail.
• Ensure your e-mails make it to your customers’ inbox. Ask customers to add your e-mail address to their contact list, safe list, address book, etc to avoid being blocked by spam filters.
• Give your customers opt in/opt out options.
• Ensure your customers’ privacy. State up-front that you will not sell your customers’ e-mail addresses and that you will only use them for the purpose of sending informational e-mails.

Serving the needs of small businesses and professional service firms around the nation, WebSwagger.com offers unique, professional and affordable Websites and co-branded marketing materials. Web services include creative development, hosting, e-mail, basic site optimization, e-commerce and more.  Print materials include brochures, folders, announcement cards and other collateral to assist with sales and marketing efforts.

WebSwagger.com is managed by InGroup Inc.---a full-service creative agency, in Bergen County, N.J., providing innovative marketing and communications services since 1995.  For more information visit www.WebSwagger.com or call, (888) 772-6400.