Have you ever considered why SPAM has caused such a public backlash compared to the deafening silence from its unsolicited paper cousins of direct and junk mail? People seem to care a lot more about what enters their Inbox than their letterbox. And for the word “care” think about logical substitutes of “notice”, “read” and “respond”.
All this translates into campaign results that can surpass other forms of direct communication making it an ideal cost effective option for any small business owner.
And what’s more I believe that as a small business owner the odds are stacked in their favour to become budding email marketing superstars.
Let me explain why.
Firstly, it’s about personality. E-mail messages written in a personal style seem to work the best. Writing this way doesn’t seem to faze most small business owners. Usually their business shows more of their personality when dealing with customers than larger competitors so writing this way seems to be a natural option.
Secondly, a small business owner can understand what content that has a good chance of being read. With them working closely with customers they tend to understand what their customers want to know about and can easily translate this into articles and reports that will be read.
Thirdly, the time and cost efficient nature of email marketing ideally suits the busy small business owner. It can take the same amount of effort to create an email newsletter for 500 subscribers as it does 50,000. Plus the costs of an email production are a fraction of the alternative paper option.
For a small business owner a regular e-mail message can have as much personality and content to end up being the next best thing as a phone call from themselves, just more efficient and at a lot less costly to produce.
So there you have it, three reasons why small business owners can make it big in the Inbox. Have fun harnessing this great tool for your company.
Chris Price is a director of Permission NZ Ltd - he has over 8 years experience with online marketing
www.permission.co.nz
www.chrismprice.com |
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