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Email newsletters are a small business's most effective marketing tool.

5/13/2014

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While you will hear a lot of buzz regarding the use of social media to market your small business, that is not the place to start.  Instead, so-called e-blasts or email newsletters are far and away your most effective tool.  By whatever means possible, start aggressively collecting customer and prospect email addresses.  Some offer a discount on a purchase, some collect business cards for a monthly prize raffle, some require an email address to download files from a website, just get them any way that you can.

In practice, you will find that you need to use an email service to assure compliance with the anti-spam laws as well as being able to conveniently sending hundreds of emails with a single OK click.  If you've never tried to do so, you will find that your normal email provider will not allow that.  ConstantContact is the most well known service, but I recommend small businesses start with MailChimp, because the latter is free for lists with less than 2000 email addresses.  These services all provide easy-to-use templates to produce good-looking and effective emails.

The overwhelming benefit of emails as a marketing tool is the specific feedback that they provide regarding the interests of your customers.  These services provide you reports with specific information regarding precisely who clicked on which link contained in each email.  This uniquely enables you to tailor feedback tied to those interests.  For example, you might subsequently offer a 20% discount on a red dress, but only to those who you know are already interested because they'd clicked on a link previously, thus avoiding the need to expose yourself to such a discount for your entire customer base.
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    I developed large-scale systems, both commercial and aerospace, for 40+ years.  There were lessons learned, but the joy of successes more than offset a few pains.  Hopefully, my experienced counsel will help yours be mostly fun.

    Now, I'm often golfing and riding my bike as seen above.  I'm the handsome dude in the brown leather jacket near the middle.

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Managing System Development 101 5-Star Amazon Testimonials:
The book "Managing Systems - Development 101" by James T. Karam is written with the engineer's perspective in mind, specifically targeted towards those technical types who find themselves advancing into positions requiring managerial and oversight responsibilities, in addition to their technical expertise.
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As a specific technical type moving more into a managerial role myself, I found the book an easy read (being only 111 pages or so), but dense, in the sense that there are a lot of benchmark figures and information that are hard to assimilate in one simple reading. I'll be using this book as reference in the future.
Duane A. Kaufman, 2010
This is great outline of succinct take-home messages. The subject material is timeless, and as new systems evolve, the advice from this author will remain relevant.
Francha Barker, 2013




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