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Convenience Stores and Email Marketing
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By Dan Forootan

The term “convenience stores” embodies spontaneity. Whether you need to get a gallon of milk late at night, or are looking for a pick-me-up during a long drive, convenience stores are places that cater to impromptu purchases. But just because few people plan a trip to the convenience store doesn’t mean these establishments can’t take steps to retain their business moving forward.

And for convenience stores that operate on a tight budget, email marketing software is a great way to continue communicating with customers and establishing a relationship. Here are four reasons why email marketing for convenience stores is a good idea for all involved:

1.) Interactivity makes people more likely to step into the store.
The real costs of producing a television commercial come not from the actual commercial but buying the air time. With email marketing for convenience stores, however, these establishments can save a whole lot of money yet increase their odds that the ads will actually be viewed. Email marketing software is advanced enough now so that embedded video can be seen in the body of the message. And many people—especially younger consumers—are far more accustomed to absorbing media on their computers than the ancient television. Stores that give viewers a tangible idea of what they offer have a greater chance of turning those viewers into customers.

2.) Build a buzz with social media.
Speaking of younger consumers, they are used to being “pitched” on social media such as Twitter and Facebook. So why not take full advantage of the email marketing software by building a buzz and giving those who receive the message the opportunity to share the email via these ever-growing platforms? Simply relying on people to create word of mouth by forwarding messages is no longer enough. Plus, a single message posted on Twitter or Facebook will provide a far greater return, since it could be exposed to hundreds or thousands of people, while a forwarded message will just reach one person.

3.) Email marketing for convenience stores reaches its target audience immediately.
Remember the days of sinking a lot of money into a newspaper ad or radio commercial—and the abject fear that people would just flip right by your hard work? But a convenience store’s email marketing initiative will work because consumers have not only grown accustomed to receiving marketing via email, they welcome it. Consumers who absorb marketing and advertising on their own terms are more amenable to frequenting the marketer or advertiser than someone who feels as if ads are being forced upon him or her.

4.) Email marketing for convenience stores is affordable to start and manage.
Whether a convenience store is part of a large chain such as 7-11, or an independently owned and operated “Mom and Pop” place, there’s almost certainly not a lot of money to be had for marketing efforts. Fortunately, the software needed to implement an email marketing plan is inexpensive to purchase and can be overseen by anyone who is even the least bit computer savvy. Nothing matches the ratio of investment-to-return of email marketing for convenience stores. Find out for yourself how valuable email marketing software can be right away!

Dan Forootan is the President of EZ Publishing. The firm specializes in helping businesses harness the power of the Internet for marketing and to automate business processes. In addition to custom web applications, EZ Publishing offers permission-based email marketing via StreamSend, a leading provider of easy, affordable and dependable email marketing software for creating, sending and tracking email newsletter and other campaigns.
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