Email marketing is so popular because:

• sending email is much cheaper than most other forms of communication
• email lets you deliver your message to the people (unlike a website, where the people have to come to your message)
• email marketing has proven very successful for those who do it right

Small business encounters seasonal cash flow Issues, the American national economy goes through cycles as well. Periods of growth are infrequently intervallic by contractions, and then the progression rights itself.

A thoughtful businessman knows that effects are never as bad–or good–as the present moment appears, and therefore prepares accordingly. possibility plans are designed when times are good, and executed when needed, if fortunes take a downturn. This careful business planning helps flatten the cycles of boom and bust encountered by lots of companies.

But, when times are tough, what more can a small business owner do to cope with sagging sales?

Historically, a company’s best source of sales is the existing customer base. Marketing studies have shown that it is up to seven times more costly to replace a customer than it is to keep one. Previous customers have already “qualified” your business and deemed it worthy of patronage. It should not be as hard to get them to become repeat customers because you’ve already impressed them with your operation the first time (haven’t you?).

And this management of customer relationships–which in the past was more of an art form based on personality–has been transformed into a science with the advances of the digital age. CRM companies employing high-tech solutions, such as Constant Contact and others, have made customer relationship management accessible to the small business community. And the Internet has made it cost-effective as well. It’s as easy as sending email.

In fact, if your small business is not using a CRM program, it is falling behind, because so many small businesses now use email marketing as a normal part of business operations. CRM keeps you in contact with your best customers–so you know what they need, and they know you’re out there and ready to help.

“Repeat customers are also easier to target with specific messages focused on their interests and behaviors related to the buying cycle,” said John Arnold, regional development director for Constant Contact. “Targeted messaging increases conversion rates because consumers are more likely to respond to personalized marketing messages,” further deepening customer relations.

You only need two things to get started: a valid email contact list of your customers and a reputable CRM company to help execute a plan to suit your needs. But be careful when choosing the right Internet marketing company for you. You don’t want to be seen as annoying customers

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