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E-mail marketing is no different than any other. You get out of it what you put into it. Only with with CC is the ability to reach a lot of people in a quick time frame. I teach people in my seminars that technology can only get you so far. Content is what draws people to open another e-mail message. The more you focus on the needs, wants, and interests of the audience, the better off you are. If you show how your goods and services help people sleep better at night by reducing their worries and stress, the more effective your marketing will be. Matt D, Richmond, VA
I think it is a combination of how well you use it, and what type of business you have. I have been using Constant Contact for about 18 months now to email weekly updates to my list. I run a dog training business, with some group classes but mostly private clients. The challenge in marketing is that I get terrific, loyal clients, but once I have worked with them for a few weeks, their dog is trained, and they won't need my help again for several years! SO I need to find a way to keep in contact with them so they remember me and remember to recommend me!
When I started, there were about 80 people on the list. Now there are 263 active contacts. The weekly updates keep my business in front of current and former customers, business contacts, and people who have previously contacted us but never actually bought anything. I have seen a slow but steady increase in new business and repeat business coming from this base (I know, I need a bigger list!). The links in the emails I send out allow the recipients to forward good tips to their friends, to check my website for information on classes, to purchase my book, etc. The work I put into creating the weekly update is about 1-2 hours a week, and I have the content ready for recycling in other forms (newspaper articles, books, etc.).
During the early stages of my organization I did not have a lot of email addresses but within a matter of months I was able to start using and really embrace email marketing. It made ALL the difference in the growth of my organization over the last 4 years and my ability to market the events that I am hosting twice per month. I cannot imagine what I would do without email marketing. I now use all of the CC products including event marketing. CC is always staying current and now incorporates social media functionality into all that they offer. It is huge for me!
I have used Constant Contact for the past 6+ years. Today, your audience may use different channels to communicate. Email is one in my tool box along with direct mail, my blog, LinkedIn, Facebook and Twitter. You have to use what communication channel your customers and prospects use.
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