Email Marketing Featuring Christopher S. Penn

The Internet show about small business marketing.

Podcast Episode #63 – Email Marketing

If you ask small business owners (and a lot of marketers too) how to do email marketing, you’re likely to get a lot of blank stares. It’s one of those things that’s difficult for entrepreneurs to wrap their minds around. Consequently, the power of email marketing is mostly under-utilized by small business.

In this episode of Power to the Small Business, email marketing expert Christopher S. Penn joins host Jay Ehret to discuss how to get started in email marketing, as well as its strengths, best uses and taboos. After listening, you may find that maybe email marketing is right for your business.

Guest: Christopher S. Penn, Blue Sky Factory, Boston
Length: 25 minutes


Email Marketing Notes and Links

Where email fits in the marketing mix: Marketing, Sales, Customer Service

To avoid spam problems, you have an ethical responsibility to send email that is;

  1. Relevant
  2. Timely
  3. Targeted
  4. Valuable

Contact your domain registrar and add these no-charge service certifications to your DNS records to help you avoid spam problems: SPF, DK, DKIM

Free email tools:

  • Google Groups: “The simplest, easiest way to start a mailing list”
  • Postfix: Open source email server for the tech-savvy.

Email Must Do’s:

  1. Have something valuable that is worth sending
  2. Educate
  3. Ask people to subscribe to your newsletter (Most important)

Free ebook: 50 Ways to Build Your Email Marketing List

Selected Quotes from Christopher S. Penn:

“Email marketing is what I like to call a pre-buy…for people who are not ready to make a full commitment to whatever it is that you’ve got… It’s a way to get that minor acknowledgement that eventually leads them into the sales process.”

“Email is a channel. If you have the ability to work in any channel, you can work with email marketing.”

“The one thing that differentiates email from most other forms of online marketing, is it’s one of the few accepted ‘push’ channels.”

Show Links

Christopher Penn’s Company: Blue Sky Factory
Blog: Awaken Your Superhero
Podcast: Marketing Over Coffee

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