Businesses Can Make E-Mail Work For Them, Their Customers
Anne O'Conner, co-owner of Art Unlimited, a pottery studio, has become a believer in e-mail.
She learned how important it is when she tried to promote an event without it.
O'Conner typically sends her customers e-mail to notify them about the latest happenings at her store. Her events usually sell out a day or two after the e-mail is sent.
But her technical specialist recently quit, so she had no one to send out e-mail notices for a recent Valentine's Day event at her studio.
The result: Six people showed up.
So O'Conner, who owns the store with her mother, Sheila Mullin, recently enlisted the help of Constant Contact, a company that helps small businesses manage and send out e-mails for upcoming events.
The company, based in Waltham, Mass., began less than 10 years ago and has gone from seven employees to more than 220. Constant Contact has 90,000 customers.
"Most of our customers have fewer than 10 employees," said Gail Goodman, chief executive of Constant Contact.
Constant Contact helps small businesses tailor their e-mail marketing campaigns by providing a basic e-mail template. Business owners then provide Constant Contact with a list of their customers' e-mail addresses. The owners also fill in the details they want their customers to know -- such as special sale they may be having or gift suggestions for holidays like Valentine's Day or Christmas.
The e-mail is sent out with Constant Contact's assistance.
Constant Contact also helps owners learn how to keep track of e-mail responses (whether customers open the e-mail or spike it).
It can cost at little as $15 a month for a business to use Constant Contact if it is sending e-mail to 500 or fewer addresses. The price varies depending on how many e-mails are sent.
"We are helping small businesses by helping them compete with big business through technology," Goodman said.
Web Presence
Constant Contact's services are becoming more popular given that many consumers are spending more time on the Web looking for bargains.
Take, for example, Elijah Bias. He says he doesn't buy anything without first looking online for a discount coupon or searching the Web to comparison shop. As owner of Bias Printing, he often needs computer cartridges and other items for his 10-year-old company.
Tonya Christiansen, who opened Must Love Dogs, a store that specializes in upscale dog products, looked into e-mailing her customers for a special event at her store a few weeks ago.
She wanted to find homes for 12 greyhounds that had retired from dog racing.
With Constant Contact's help, she sent out an e-mail flyer a few days before. She said she had a good turnout and found a home for one of the dogs.
If you've decided to take the plunge and use email to connect with your customers, Goodman offers these suggestions:
- Begin building a list of your customers' e-mail addresses -- with their permission, of course.
"We meet a lot of business owners who are not asking their customers for e-mails, thinking they don't want to give it to them. All you need to do is ask. You'd be surprised," she said.
- Think of your e-mail as being value-added.
"The great news about e-mail is you get immediate response. You can see what percent open your e-mail, what percent don't."
- Make your e-mails relevant.
"Sometimes when people are shopping for Valentine's Day, inspiration is in short order. You can help your customers with that kind of advice."
- Don't be afraid to hit the send button on your e-mail.
"Your customers want to hear from you, particularly if you are sending them coupons or ideas for gifts or something they deem of value."
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