Use Email to Gain Marketshare on a Tight Budget

Recessions force organizations to change how they operate, but the formula for winning, keeping, and growing customers has not changed. Your organization must provide value, distinguish & differentiate your product or service, connect with customers and build solid relationships.

A great method to employ on a tight budget is to bolster the use of eNewsletters and other broadcast email communications.

With the right Email Communications Plan, your organization stays in the forefront and reinforces your brand messages. You become the distinguished thought-leader in the field, a key differentiator for both prospects and existing customers.

Existing customers re-connect with your business regularly and receive additional value for being your customer. These stronger customer relationships frequently result in increases in referrals, up-sells, cross-sells and renewals.

Post these messages around the web and you will develop new contacts and increase your influence, prospect base and standing in your industry.

By being in regular communication with prospects and customers you’re now perfectly positioned to address their challenges and demonstrate that your solutions are their best value.

Additionally, as a sales tool, broadcast email communications can indirectly overcome typical objections. If price is a common issue, highlight a recent customer who found a way to defer the cost until the benefits were received.

As a medium, email offers a number of great benefits:

• It’s cheap to build and send.
• It is flexible, allowing for timely topics to be discussed.
• It allows for easy targeting. For different prospect & customer segments, send different messages that address their key concerns
• People are on email all the time! Speak to them where they are.
• It’s relatively easy to get feedback to make your messages more valuable.

In an economic downturn, almost all organizations are working with smaller budgets. Your competitors have cut back efforts and your prospects are demanding real value. This is the perfect time to build your company’s presence in the market and gain new customers.

With a good Email Communications Plan your organization can cost-effectively distinguish & differentiate itself, build value for prospects & customers and seize a leadership position in the marketplace.


Brian Pickett assists business & nonprofits with the key components of sustainable growth. Relationships are an organization’s greatest asset, a fact PickettCRM leverages to help organizations expand their customer/donor base. For more information on strategic CRM solutions please visit PickettCRM, Houston, TX.