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Denise Keller

Email Marketing for Small Business: Scalability and the Future

Mar 07 2011, 03:50 PM by

Many businesses make the mistake of thinking short term with their email marketing. They put all their focus on the here and now yet fail to consider how their efforts may be impacted later down the road. If your business is to have longevity, the importance of planning for the future cannot be understated. You could be thriving today, but without a comprehensive plan that accounts for both now and then, the end of your story may be written much too soon.
How Scalable Is Your Business Model?
Is your email marketing equipped to accommodate the growth of your business? If you haven’t answered this question, it is definitely something to think about. Your growth directly affects various components of your marketing strategy. For example, a steady increase in conversions could eventually mean that you need to boost your email allowance with your email service provider. This might necessitate increasing your budget and focusing on boosting profits. Your business model should allow for easy expansion no matter how small or large your organization.
How Adaptable Is Your Strategy?
Planning is also critical to the evolution of your email marketing strategy. If you have suddenly discovered that an entirely new audience could benefit from your products or solutions, it may require you to make dramatic adjustments in the way you approach content. Being able to adapt is vital to targeting new email segments effectively. Technology is always moving and your business must be able to move with it. When worthy trends emerge, failure to act on them in a timely manner could leave you watching the competitive race from the sidelines.
Drawing Up Your Business Contingency Plan
Future planning is an integral component of not just email marketing, but business marketing in general. Is your current product line strong enough to drive you into the future? If you specialize in necessities, maybe it is. However, if you are a marketer dealing in digital goods, your existing portfolio may not have the shelf life of 10 to 20 years. Can you roll out new products when your audience craves something fresh? If you plan ahead, you will be able to consistently develop new offerings that create buzz no matter what the times throw your way.

There is nothing wrong with seizing the moment, but where will your email marketing be five years from now? You control its destiny. Look at the big picture and the image becomes much clearer.

Posted in Tips & Resources

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