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Why Your Small Business Needs Email Marketing

I spent a week living in an Airbnb apartment during my last trip to Colorado. My host was away, but I was informed that his roommate would be there all week. I introduced myself to the roommate upon arriving, and we talked for a few minutes about his startup. Shortly after, it occurred to me that I had forgotten his name. Rather than admit this and ask him to repeat it, I decided that I would hear his name again in the coming days.

I didn’t, and after 24 hours, I was past the point of no return. I was going to spend the next 5 days living with a guy whose name I didn’t know.

If you are anything like myself, names don’t come easily for you. I find myself constantly asking people to repeat their names just minutes after introducing myself. But what about the times when you can’t ask someone to repeat their name? I will probably never learn Roommate X’s real name, and thus, am unlikely to ever find him again. While this is rare in personal interactions, it’s actually quite common with online businesses.

Try to remember every website that you visited this week. Chances are you’re forgetting quite a few that piqued your interest, and chances are you will never rediscover those sites. What you’re experiencing is extremely common. 98% of website visitors will never come back to your website after their first visit. This is a huge issue for startups that are trying to build brand awareness, and one of the best solutions is email marketing. In its most basic form, collecting a website visitor’s email address provides you with an opportunity to continuously re-introduce yourself to them. However, this is only the first step. Email marketing, when factored into the inbound marketing process, can also be a powerful tool to convert website visitors into customers.

Email marketing is an art that takes years to master, but the first step is to get potential customers to sign up for your email list. If you’re interesting in learning how to integrate email marketing into your marketing strategy, then email me at and I'll be happy to share my insights.


all the best,

pat ahern