SmallBusinessNewz

More businesses are realizing the importance of marketing with regards to the economy. Email marketing is one way that they are trying to stay connected with customers.

"Downsizing or reducing prices offers a short-term solution in a failing economy," says Mark Woeppel, President of Pinnacle Performance Marketing. "A better solution is to build a relationship with your target market, and keep the lines of communication open."

"Small businesses need marketing just as much as large companies," says Woeppel. "In fact they need it more because they’re competing against companies with more money and more marketing expertise."

With the back to school season coming up, email marketing can be a valuable tool for businesses affected by this time period. A recent eMarketer study showed that email was second only to SEO in terms of effectiveness among other online marketing tools. Email marketing can provide a competitive advantage during busy shopping seasons like the back-to-school season.

"The back-to-school season is a perfect time for retailers to reach out to customers with the latest promotions and special offers," says Steve Adams, vice president marketing for email marketing firm Campaigner. "It’s especially important for small businesses to keep in touch with their customers in order to show their value in comparison to the bigger brand companies. Email marketing is a great equalizer in this regard."

Campaigner suggests strategies like getting closer with customers by acknowledging that everyone is tightening their belts, and offering discounts or giveaways, offering ideas on what are "must-have" back to school items, promoting special offers up front, and encouraging future purchases with customer rewards. 

If you are running an online business, the cards aren't stacked in your favor for back-to-school season. A recent study showed that people aren't doing much of this kind of shopping online. That may be another reason to do some email marketing.