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ClickZ – Driving Your SMB Forward With Email


ClickZ – Driving Your SMB Forward With Email


ClickZ - Driving Your SMB Forward With Email

By: ClickZ

In my last column, I fielded some key and frequently asked questions from small- and medium-sized businesses when it comes to email, particularly in how email should be considered in a social world. Today’s column focuses on some specifics in other areas that any business owner needs to be aware of if they want to ensure email drives their business forward.

What are some tried and true methods that small-to-medium-sized businesses can use for their email marketing program and what are the big issues that we need to be aware of? Ones that don’t require million dollar budgets or a small army of experts?

List growth. The first and often most challenging thing small- and medium-sized businesses need to do is develop and grow a true permission-based email subscriber list. There are no shortcuts and this requires patience. However, savvy businesses will capture email opt-ins at every customer touch point. Retail presences, call centers, their website, and social media platforms all represent perfect opportunities to capture email addresses in exchange for some kind of value. For some businesses it may be coupons and offers, while for a more B2B business it could be a white paper or valued content. Don’t forget to send a welcome email and set expectations of what they should expect from your brand. Think about it the same way you would greet a possible customer walking through your store front or if they call your 1-800 number.

Frequency. How often you send emails is a crucial element to success and possibly, if abused, brand damage. A worst-case scenario is you gain trust and permission (and the potential for sales) from a brand via email sign-up but you send email campaigns too frequently and your recipients begin to have a negative impression of your brand.

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  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
  • Website:  http://www.theemailguide.com
  • Twitter:   http://www.twitter.com/theemailguide
  • LinkedIn:   http://ca.linkedin.com/in/chiefemailofficer
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