It’s not rocket science, and it can reap big rewards for a small effort. One expert offers tips on how to kick off an e-mail marketing campaign to boost your bottom line.
E-mail marketing offers one of the best advertising returns for any business, according to research by the Direct Marketing Association. In 2008, e-mail marketing returned $45.06 for every dollar spent on it—but industry experts say that small businesses are slow to adopt e-mail marketing practices.
Steve Adams, vice president of marketing for Campaigner, a Software-as-a-Service (SaaS) e-mail marketing company, believes that adoption rates by small businesses are low due to time constraints. Small business owners today are swamped and it can be a challenge to fit e-mail marketing into an already full schedule.
Another contributing factor, said Adams, is that small business owners can be intimidated by the phrase “e-mail marketing”, and they mistakenly believe they need to be a marketing expert to run e-mail campaigns.
Small Biz Tips: How to Start E-mail Marketing
By Vangie Beal, April 13, 2009