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Eight Reasons for Small Businesses to Dip Their Toes in the Email Marketing Pond

by Wendy Lowe  |  
April 27, 2010

Many independent operators of small businesses still fear the unknown and are wary of dipping their toes in the email marketing pond.

Although many are still hesitant to move away from their tried-and-true snail-mail methods, others are rapidly discovering that email marketing is one of the most effective means of generating sales.

When surveyed retailers for its State of Retailing Online 2009 report, it found that email was the most-mentioned successful tactic overall.

The Ad Effectiveness Survey commissioned by Forbes Media in February/March 2009 placed email marketing second only to search engine optimization for generating conversions.

And research conducted in 2009 by the Direct Marketing Association (DMA) found that email outperforms all other forms of direct marketing.

The bigger question, of course, is why? Of all the hundreds or even thousands of messages consumers are exposed to each day, why is email marketing so effective?

There are several reasons, and independent operators of small businesses who embrace the following eight principles will quickly join in the chorus of praise.

1. Email marketing has a broad reach

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Wendy Lowe is director of product marketing for email marketing solution Campaigner (, which is provided by Protus ( Wendy can be reached at

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  • by Peter Tue Apr 27, 2010 via web

    Wendy, nice piece. I agree that email marketing is a great method to increase sales with existing customers and customer retention. What I find missing is that email marketing is permission based, otherwise you are spam. Attracting and acquiring new customers in order to build your email list is the real challenge.

  • by Lori Wed Jun 16, 2010 via web

    Nice piece, Wendy. Here is some helpful information on how an enterprise spam filters and email fire walls work:

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