Small businesses- from florists to realtors-are quickly catching on that e-mail marketing can be an effective way to quickly reach thousands of customers inexpensively.
E-mail marketing refers to the communications that businesses have with current customers who have given permission to receive e-mails about special offers and new products or services. By categorizing customers by their buying preferences and creating e-mail offers that address those preferences, a small business can personalize their marketing for the cost of a mouse click.
E-mail marketing helps businesses create instant sales from existing customers. It also helps maintain and build long-lasting relationships with repeat customers, which are at the core of most successful businesses. And yet, in a recent poll conducted by research firm Greenfield Online (on behalf of FileMaker, Inc.), 49 percent of small businesses said they were not even considering e-mail marketing.
What is the other half of small businesses doing with e-mail marketing? Making money. For example, the Tara Bella Winery used e-mail marketing software based on FileMaker Pro to send an e-mail to its...