5 Questions With: Constant Contact on Effective Email Marketing


Constant Contact - Powerful Stuff

While Constant Contact is known for its email marketing solutions, it wants to be known for being in the business of ‘helping small business do more business.’ Put another way, it aims to revolutionize the success formula for small organizations through affordable, easy-to-use Engagement Marketing™ tools.

To that end, the e-marketing company has launched the “Powerful Stuff” campaign to illustrate the pay-off of a successful email campaign for small businesses. Created in-house, the spots highlight the brand’s tools and its promise: ‘to smooth our customers’ path to success.’

Jamie Waldinger - Constant Contact VP of MarketingFor more insights, we spoke with Jamie Waldinger (right), VP of Marketing at Constant Contact.

“Powerful Stuff” shows Constant Contact walking its talk by making s campaign stand out in a highly cluttered and competitive digital world. What was the creative inspiration and approach?

We wanted to bring a fresh, fun approach to the B2B tech space and provide a spot that entertains while driving home an authentic business-oriented message. We understand that small business owners are creative and innovative people that have limited time, and to connect with them we need to speak their language.

How does this connect to your previous campaigns?

Creatively, these spots are a big departure from our past campaigns. Our previous campaigns were standard voice-overs promoting the features and benefits of Constant Contact against a backdrop of small businesses in action. With this new campaign, we decided to break through the clutter, entertain, and bring out the personality of our brand. The culture at Constant Contact is fun-loving and colorful, and we wanted our new campaign to really demonstrate that, along with the value of our products.

After many conversations with employees and customers, one insight stuck with us: Constant Contact customers love to see the real-time results of their email campaigns. It’s a sense of pride and satisfaction. The spots were scripted, of course, but working with improv actors allowed for some funny unscripted moments. Bringing in these natural interactions enabled us to show much more than just a sales pitch.

How should small businesses and non-profits approach email marketing these days?

Email marketing has become a critical communication tool for small businesses to build trust and engage with customers and drive sales. More than 90 percent of online adults use email, so it’s clear why email marketing continues to grow. The changes we’re seeing really stem from the new technologies available for all businesses—big and small.

Highly effective techniques like automation, segmentation, and split (A/B) testing are becoming easier than ever to execute. The technological improvements of email platforms like ours have democratized advanced marketing techniques and opened the door for small businesses and non-profits to compete with larger brands.

Another change is the shift to mobile. More than half of all emails are opened on a mobile device but the majority are still not optimized for viewing on a small screen. We offer streamlined designs and content to our customers, so their campaigns are mobile-friendly and therefore much more effective.

Aside from these technical changes, businesses are seeing the impact of strong email marketing campaigns, and they have more information at their fingertips to understand consumers and their habits. Whether the question is what time of day is best for sending an email or the proper frequency of emails, small businesses and non-profits have easily accessible information and platforms with deep insights that can tell them exactly how to reach their customers.

How are you trying to eliminate the pain points in e-marketing?

With most things, time is a major challenge for small businesses. Small business owners in many cases are operating a small and nimble shop, and do not necessarily have the resources to plan and execute email marketing campaigns, even if they know the many benefits. And you have to account for the time it takes to learn a new program, build a campaign, and then measure it.

That’s why our goal at Constant Contact is to make everything as simple and user friendly as possible. We understand how valuable time is but we want to show them how valuable email marketing can be for their bottom line, too.

In terms of actual email marketing campaigns, some of the biggest challenges we see include learning how to earn more subscribers and increase open rates. The key metrics for email marketing are Open Rate, Click Rate and Conversion Rates. To improve these metrics, testing different subject lines can help, as well as experimenting with different times of day to send your emails.

It comes down to taking a look at which campaigns are getting the best results so you can learn about your customers and find the best practices to reach them. It’s definitely not a ‘one size fits all’ solution.

What’s the connective thread to your sibling brands in the Endurance portfolio of brands?

The Endurance family of brands empowers millions of small businesses around the world with products and technology that improve their online presence, email marketing, mobile business solutions and more. In addition to Constant Contact, Endurance brands include Bluehost, HostGator, SiteBuilder and more—all committed to helping small businesses grow and improve their business.

Get more branding insights in our Q&A series and suggest a Q&A via editor@brandchannel.com.

Subscribe to our e-newsletter for more.