Small businesses learn power of email marketing

A speaker at the workshop discusses a program called "Constant Contact" to help with business email campaigns / Sarah Bleau

Small businesses are making strong social media marketing efforts, but a workshop held by the Albany Chamber of Commerce showed email is still strong as well.

Many local small business owners attended the workshop to learn about strategies and practices used to get the most out of email marketing.

Speaker Lanelle Henderson, Regional Development Director for Constant Contact, says one of the best reasons to use email marketing is because everybody is on email. She says in the 21st century, you want to market to people where they already are, and people are online.

Henderson says email campaigns give more information and depth while social media is a quick message to a massive audience. She says the two go hand-in-hand and complement each other when it comes to marketing.

"In today's campaign, we showed a customer that has about 3,700 people in their email subscriber and they have a 22 percent open rate. They added the social media component and their open rate increased to 60 percent, so it just shows you how doing them together adds to the marketing mix," says Henderson.

Those who attended the workshop also learned about "Constant Contact" â" a program to help build and personalize email campaigns.