Constant Contact Digital Marketing Tool

Constant Contact

Email marketing is a digital marketing strategy used by businesses to promote products and services, and build customer relationships. One of the leading email marketing service providers is Constant Contact, which provides tools to help small businesses manage and enhance their online presence. 

As you consider email marketing options to supplement your business strategy, it is important to understand what Constant Contact is, how it works, and the pros and cons of using the service. 

What Is Constant Contact?

Constant Contact is an online email marketing company that was established in 1995, which caters mainly to small businesses. This platform enables business owners to launch and monitor email marketing efforts, utilize social media and build websites and online stores, among other services.  

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Constant Contact can help businesses to use email marketing as an efficient and cost-effective digital strategy, such that could be very beneficial as the number of global email users continues to rise, and is expected to hit 4.3 billion by the end of 2023.

How Does Constant Contact Work?

According to a survey conducted in 2020 by an email marketing software company, AWeber, 66 percent of small businesses are reported to use email marketing to promote their business or communicate with leads and/or customers. The survey also found that 79 percent of small businesses cited email marketing as important to their business strategy, while 60 percent reported their email marketing strategy to be effective or very effective. 

Constant Contact’s email marketing tools allow small businesses to promote their brand, encourage sales with discounts, inform customers of updates or offer guidance, and generate trackable, real-time results of their email campaigns.

While email marketing itself is not a new concept, the environment is constantly evolving. The most effective strategies are those that can evolve to meet the current landscape the needs of the consumer 

Functionality and Usage

Using email marketing tools, business owners can automate sending personalized messages based on customers’ interests, behaviors, or interactions with the company. For example, if a customer leaves an item in their online cart, automated email processes can send a message to that customer after a few days with a discount code, aiming to entice them to complete the purchase.

Constant Contact’s platform enables business owners to see who’s clicking, opening and sharing their emails in real time. Automation can be set up to send welcome emails to new subscribers, trigger an email series based on certain actions, and resend emails to non-openers, among other features.

The platform provides analytics tool that can give insight about the best day and time to send an email, the ideal length of the subject line, and optimal number of links and images that should be included. 

As a business owner, your aim should be to use customer information to pass across the right message to the right person at the right time, all while keeping the prospective reader’s objectives in mind. 

Pros and Cons of Constant Contact

 Pros

• Industry-leading deliverability rates
• User-friendly interface
• Can incorporate event campaign management, questionnaires, coupons, and more 
• Social media integration

Cons

• Templates lack advanced customization options
• Automation is basic

Pros of Constant Contact detailed 

Constant Contact’s interface is easy to navigate and designed simply, making it accessible for users with beginner to advanced levels of email marketing experience. It promises a high rate of deliverability through its platform, which is an advantage for businesses, as their emails are less likely to land in a spam filter. It also offers niche capabilities such as Google Analytics and Eventbrite integration to help create, promote, and manage events. Meanwhile, the social marketing tools available allow users to connect social accounts, integrate campaigns and create Facebook and Instagram ads.

Constant Contact offers a whooping 60-day free trial of its platform without requiring any credit card. If you decide to sign up for a paid service, and later decide to close your account within 30 days of signing up, you are entitled to a full refund. 

Cons of Constant Contact detailed 

Constant Contact supplies a wide range of email templates that fit most scenarios. However, some business owners might find the email templates to be limited, with regards to customizability. Similarly, the available automation goes a long way to cover basic needs. The price point of the product is commensurate to the services provided by this platform.

Constant Contact offers two email-focused plans, and both are priced based on the number of contacts a business has: An “Email” option that starts at $20 monthly, and a more advanced “Email Plus” plan that starts at $45 monthly.

The "Email Plus" plan enables users to use more nuanced features, including the automation of email series, the addition of a customizable pop-up form, and an RSVP function, among others. 

 Summary

Constant Contact is a great email marketing platform that can be leveraged to supplement your overall business strategy. By weighing it's benefits over its cost, it is highly profitable to use and we at Johnson Tech recommend this great platform for building and promoting your business. 

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