What Is Constant Contact?
Learn What Constant Contact does from General Manager Harpreet Grewal
Editor's Note: The following is an email interview conducted with General Manager of Constant Contact, Harpreet Grewal. Additional comments added by Online Business Expert Brian T. Edmondson noted in italics.
Can you tell our readers a little more about yourself?
My job heading up Constant Contact is by far my most rewarding career role, as we help more than half a million small businesses grow their business through email marketing. I come from a long line of small business owners, and once launched my own business, so I know firsthand just how hard it is and the many sacrifices it takes to go it alone.
I’ve never forgotten the challenges, which is why it’s so great to focus my energy on helping small businesses overcome those very same obstacles. Our customers know they don’t have to do it alone. There’s no greater satisfaction than helping these talented, determined and passionate folks realize their dreams.
Why Should Online Businesses Use Email Marketing?
Building online customer relationships can be tough. It’s hard for small businesses to cultivate customer connections – the kind that bring customers back again and again – when so many more interactions are online. That’s where email marketing comes in to help!
With the right (and it’s not that hard) email campaigns, small businesses can promote their brand, let customers know of what’s new, provide tips, offer promotions (think on-line coupons), and generally stay top-of-mind with their customers.
Brian T. Edmondson: The reason email marketing is so powerful and accessible is because of its low cost and the personalized relationship. Of all the marketing methods, email marketing generally has to lowest cost and highest ROI compared to other online channels. Not only that, but it works really well because of both the commercial and personal nature of communicating with people via their email inbox. Email marketing can be completely automated as well so as a business owner you only need to set it up once then let an email campaign run on its own.
With email service providers like Constant Contact, businesses not only gain an email marketing tool but also, essentially, a CRM. They can build customer and prospect lists, as well as take a look at detailed analytics that provide a window into customers’ like and dislikes.
For example, we can tell our small business customers the best day and time to send an email to their customers in a particular week, tell them an ideal length of a subject line header while also letting them know the optimal number of images and links to include. These insights, and much more, help level the playing field for small online businesses going up against much larger competitors.
Brian T. Edmondson: Segmenting your prospects and customers based on interested and sending them targeted emails based on their behavior is one of the most powerful uses of email marketing and why you must be using a third-party email marketing service to manage your email marketing activities. Rather than just sending the same emails to everyone on your list you can send email to people based on their behavior, interests, and actions they take with your company. It's all about the concept of sending the right message to the right person at the right time.
When you add in the benefit of highly-skilled customer support staff, it’s pretty clear the advantages that email marketing can bring.
What Are Some Ways Businesses Can Use Constant Contact as Part of their Email Marketing Strategy?
Email marketing is easy to use and delivers results. It’s simple really: businesses need to keep in touch with current and prospective customers to stay top of mind…but they typically don’t have a lot of time to do that. Email marketing is a great way to connect with customers, build long-term relationships, and also find new customers. It is not only easy but a really affordable way to market your business.
Brian T. Edmondson: Because of its low costs and high effectiveness I recommend you try to email your list at least one time a week with some type of valuable content and and offer for them to act on. If you subscribe to some major brands you'll notice they send emails on a daily basis or multiple times a week.
An email isn’t just an email; it’s the starting point and connection to social, mobile, and a variety of other marketing tactics. Many online relationships begin on a social networking site like Facebook or Twitter, and while these networks are great at sharing your presence with your existing audience and potential new customers, you don’t have much control over who sees your updates.
Brian T. Edmondson: Email marketing should be a part of a multi-pronged approach to your online marketing. You should be cross promoting across all of your marketing channels, including email list, social media platforms, website, etc. With the technology available today you can be seen in multiple places across the web that your prospects and customers visit so you always have top of mind awareness.
However, with email, you control the message, when it goes out, and who receives it. Your subscribers have made a decision to give you permission to contact them and are waiting to hear from you.
The beauty of using Constant Contact is that it helps a small business market like a big business. With Constant Contact, small businesses develop permission-based email lists, benefit from industry-leading deliverability rates (meaning their emails won’t end up in someone’s spam filter) and use professional looking email templates that look just as good on someone’s desktop computer as they do on a mobile device.
And of course, with our incredible support staff available on the phone, online, and in-person at free seminars, our customers know they don’t have to do it alone. Ultimately our success is your success!
Good customer support is key whether you are purchasing an email service provider, web hosting service, or other software as a service type provider. Beware of free or cheap solutions that don't offer any type of customer support or only limited their customer support to email.
About Harpreet Grewal: Harpreet is general manager of Constant Contact, assuming the role in January 2016 after five-plus years as chief financial officer for the then-publicly traded company. With more than 20 years of executive and financial leadership, Harpreet is responsible for the strategic direction and operations of Constant Contact, the largest business unit of Endurance International Group (NASDAQ: EIGI), and ensuring that the email marketing leader continues to be one of the most used, and most trusted, among small businesses and nonprofits.
Updated by Online Business/Hosting Expert Brian T. Edmondson