Constant Contact: Driving Website Traffic with Email Marketing

GailGoodman1Gail Goodman is CEO of Constant Contact joins Craig to discuss small business challenges and the role and benefits of Email marketing campaigns.

Small business challenges: According to the U.S. Small Business Administration, over 50 percent of small businesses fail in the first year and 95 percent fail within the first five years.
For many entrepreneurs, the right business and marketing solutions are critical for long-term success.

Growing a small business or association starts with reaching out to the people who already know them – their current customers or members.

For all types of small businesses, associations, and nonprofits, email marketing is an easy and cost effective way to build the relationships that will lead to lasting growth.

Why? Role and Benefits of Email Marketing:  It is easy, affordable, direct, actionable and highly effective. When you add email to your marketing mix, you spend less time, money and resources than with traditional marketing vehicles (e.g. direct mail or print advertising) And, with email marketing, you can communicate more quickly which means your time-sensitive information is disseminated in minutes, not days or weeks – and you can see the results of your efforts instantly.

Email marketing is an affordable way to stretch a tight marketing budget. It can cost as little as fractions of a penny per email! With a response rate five times greater than direct mail and 25 times the response rate of banner ads, email marketing is the most effective way to increase sales, drive traffic and develop loyalty. Unlike direct mail, there is virtually no production, materials or postage expense.

Email marketing enables you to proactively communicate with your existing customers instead of passively waiting for them to return to your Web site, visit your store or office, call you on the phone etc. With email marketing you can solidify existing relationships, initiate new ones and convert your one-time visitors, buyers and members into repeat business and long-term customers or contributors.

Contacts and customers who find what you do interesting or valuable will forward your e-mail message or newsletter to other people, just like word of mouth marketing.

Reward loyal customers, and they’ll reward you: According to global management consulting firm Bain and Co., a 5 percent increase in retention yields profit increases of 25 to 100 percent. Repeat customers spend 67 percent more than new customers.

Stay in touch, and give them something of value in exchange for their time, attention and business, such as: coupons, notice of a special event, helpful insights and advice, or news they can use are all effective. Email marketing can be used in tandem with other web based tools

Driving website traffic with email marketing: Having a website is vital for businesses of all types and sizes – and especially retailers. Having a web site alone is not enough. You need to find ways to drive visitors to your site and keep them coming back. For driving web traffic, search engine marketing (SEM) methods can be very effective, i.e. pay-per-click advertising, search engine keywords and ad words, and/or search engine optimization.  Although SEM can get very expensive, especially for small businesses.  You might also be running a newspaper or yellow pages ad that includes your Web address (URL), in addition to displaying it on all your marketing collateral including signage, brochures, and business cards.

Also important to note that advertising is very expensive for small businesses

Email marketing is another method that can be very effective for driving web traffic.  In fact, email marketing is one of the most effective and proven methods for building customer loyalty, and for getting your customers and prospects to keep coming back to your website or retail store.

Particularly for small businesses, email marketing ROI can’t be beaten.  It costs fractions of a penny per email compared to postal mail costs.  And SEM costs are astronomical and only getting higher.

Email marketing works with search engine marketing strategies: Email marketing complements search engine marketing and optimization efforts by giving businesses the tools to reconnect immediately and directly with new website visitors.
The first step is acquiring an email address on the first very visit.

Once you have that prospect’s email address, a multi-step email marketing communications program lets you…
welcome website visitors into your business worl tell them more about your products and services notify them of your business’s news, promotions, and events increase brand awareness and establish your expertise track buying and behavior patterns and segment mailing lists by audience build valuable customer relationships that turn website visitors into customers, and current customers into repeat sales.

Being found online is a start, but communication is what builds customer relationships and increases sales.

Whether email marketing is a complement to your other online or offline marketing campaigns or it’s the only type of marketing you do, it’s a cost-effective way to reach out to prospects and bring them back into your world.

Web-based tools used by Constant Contact

Online community
Last year Constant Contact launched ConnectUp!, an online community for our customers, small business owners and entrpreneurs to communicate with each other, share tips and help each other with advice for growing their businesses
We launched this for our customers, but in addition to helping us support customer loyalty and retention by creating a community of like-minded individuals who are helping each other, ConnectUp! is also a great brand-building tool for Constant Contact.

We use Webex for running training sessions and demos for our customers and business partners

 is a web analytics tool that helps us track activity on our web site so we can determine which content is engaging our customers and visitors to our site

General Constant Contact Info

With over 100,000 customers, Constant Contact is the leading email marketing service for small businesses, associations, and nonprofits.

Constant Contact is an easy-to-use, customizable, permission-based email marketing tool and service.

Constant Contact enables small businesses – with no technical expertise – to create and send professional newsletters, promotions, and track the results.

Constant Contact is designed to be affordable for small businesses and organizations with mailing lists of all sizes.

Constant Contact offers a 60 day free trial

About Gail Goodman:

Gail Goodman is CEO of Constant Contact, the leading email marketing service for small businesses, associations, and nonprofits. Under Gail’s leadership, Constant Contact has grown to serve over 85,000 customers worldwide. In 2006, Small Business Technology Magazine named Constant Contact’s email marketing service as one of the top 10 winning technology products for small businesses for 2005.
Constant Contact was ranked the sixth fastest growing technology company in New England for 2006 by Deloitte & Touche with a 5 year growth rate of 3,352%.

Gail is an Business Coach, where she writes about how small businesses can market their business and drive growth by building long-term, profitable customer relationships. She has been featured in numerous publications and outlets including Fortune Small Business, Entrepreneur, Small Business Technology Magazine, Inc Magazine, Mass High Tech, Boston Business Journal, CNN, eBay Radio, Small Business Advocate and PM Magazine.

Gail previously held positions in marketing and management consulting with Open Market, Progress Software, Dun & Bradstreet Software and Bain & Co. She is also active in the business community as a Board Member of the Massachusetts Technology Leadership Council, a member of the Leadership Council of the Massachusetts Chapter of the NFIB, and a Steering Committee member of the Email Sender and Provider Coalition.

Gail holds a BA from University of Pennsylvania and an MBA from Amos Tuck School at Dartmouth.


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