By Luanne Teoh on 09-12-2008

Running a small business or organization presents numerous challenges, including how to find the time and money to create and implement successful marketing campaigns. The right marketing mix can help grow your business by helping you build strong relationships with your most valuable prospects – current customers, clients, or members. One of the easiest and most cost-effective marketing communication tools available today is email marketing. When executed properly, it can be one of the most impactful too.

Before you take the first step to develop a successful email marketing campaign, find a reputable email marketing service provider that’s the right fit for your business. Using a third-party service is surprisingly affordable and provides important list management services (opt-in, unsubscribe, etc.), professional and easy-to-use email templates, mailing and reporting functions, and a solid reputation to ensure your email is delivered to your recipients.

No matter your type of business – launching an active dialogue with your network takes just a few simple steps:

Step One: Build a list of people interested in hearing from you

Collect email addresses and request permission to send emails at every point of contact with your current and prospective customers, clients, and members. This works in both your online and offline interactions. For example, you can add a “Join My Email List” sign-up box on your website, display a sign-up book in your store or office, and ask people you meet, such as when exchanging business cards, if they would like to join your email list.  

Step Two: Decide what you want to communicate

Compelling content will engage your readers and make them more likely to keep reading your emails. Make your email campaigns useful, relevant, and interesting. It’s important to send personalized communications that address your audiences’ concerns and needs without being too sales-oriented. This will position you as a source of valuable information and, even as an expert.

Step Three: Determine when you want to communicate

Developing a regular schedule will familiarize customers with the frequency of your email newsletter. Evaluate your business calendar to make sure to include timely information and strategize the best time to communicate. Your schedule may change, but such planning will always get you ahead of the game.

Many San Francisco Bay Area small businesses and organizations across many different industries are boasting great results with email marketing. From increased repeat sales to stronger customer relationships, the benefits are numerous. For example, Fred Ackerman of Black Sheep Adventures in San Francisco stays in contact with past clients through email marketing as a way to grow his business. He uses email marketing to produce a regular e-newsletter to remind his audience of upcoming adventure offerings, showcase trip photos, and highlight current promotions. The list segmentation features allows Fred to easily tailor email communications based on his subscribers’ geographic location. By using the tracking tools, Fred can efficiently monitor his readers’ interests by seeing what they are clicking on – getting to know them better, tailoring his communications, and making stronger connections.

Stu Carty, Regional Development Director San Francisco Bay Area, Constant Contact, is a veteran sales and marketing specialist with more than 20 years of experience. He leads free seminars on email marketing, interactive training workshops, and industry-specific programs throughout the region. To learn more go to www.constantcontact.com.

About Luanne Teoh

Luanne is a senior correspondent for BizTechDay focused on Small Business Tech, Mobile and China based in San Francisco. In the last 17 years, she has helped launch start-ups and turned around failing operations. Her international work experience include both public and private corporations in Southeast Asia, Australia and North America. She has previously worked for Oracle Corporation, SonyBMG Music, Universal Music, Catcha Media and SOH Inc. Apart from a keen interest in technology, Luanne is also and avid explorer of the globe, cultures and people.

One Response to “Easy Steps to Grow Your Small Business or Organization”

1. Affiliate Guidebook Says:
   March 30th, 2010 at 8:49 pm

   Solid post full of useful tips! My site is fairly new and I am having a baffling time getting my readers to leave comments. They are coming to the website but I have the feeling that “nobody wants to be first”.

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