| Ask any small business owner what his or her | | | | |
| biggest business challenge is and many may | | | | "Small businesses are optimistic about the |
| say "competing for sales with large | | | | upcoming holiday season and are using tools |
| retailers." This is especially evident during | | | | like email marketing to establish strong |
| the holiday season, when sales are so | | | | customer relationships that help them compete |
| important to overall yearly earnings. This | | | | with large retailers," says Gail Goodman, |
| year, small businesses are arming themselves | | | | CEO, Constant Contact, Inc. |
| with online marketing techniques to help them | | | | |
| level the playing field with the big guys. | | | | Successful small business owners understand |
| | | | that it takes more than a few email marketing |
| More than 2,000 small businesses around the | | | | campaigns during the holiday season to |
| country recently participated in Constant | | | | generate sales. With increased competition, |
| Contact's 3rd Annual 2007 Small Business | | | | small businesses must stay in contact with |
| Holiday Outlook survey. According to the | | | | customers all year long to build loyalty. |
| survey, the majority of the respondents (53 | | | | Email marketing is one of the fastest, |
| percent) agree that competition from large | | | | easiest and most affordable ways to do this. |
| retailers is likely to negatively affect | | | | |
| holiday sales, but most (63 percent) remain | | | | When starting your holiday email marketing |
| optimistic and anticipate strong sales | | | | campaign, seek out a reputable service |
| regardless of the increased competition. | | | | provider offering list management, |
| | | | permission-based services including |
| Survey results show that the majority of | | | | unsubscribe, professional-looking email |
| small businesses are turning to online | | | | templates, reporting functions, and free |
| marketing methods to promote themselves this | | | | support. |
| holiday season, with 86 percent using email | | | | |
| marketing. Surveyed businesses also noted | | | | One such company is Constant Contact, whose |
| that email marketing has the greatest impact | | | | email marketing and online survey products |
| on driving holiday sales (35 percent) over | | | | are used by more than 130,000 small |
| online marketing such as online advertising | | | | businesses and organizations. The products |
| and paid search (14 percent) and direct mail | | | | are free for 60 days-just enough time to get |
| (11 percent). | | | | holiday promotions out and sales in. |