Ryan Allis is the CEO and co-founder of iContact, a leading on-demand email marketing service. As CEO, he's managed iContact from its start in July 2003 to its current size with more than 90 employees and 25,000 customers worldwide. In 2005, Ryan was named by BusinessWeek as one of the "Top 25 Entrepreneurs Under 25." Ryan is also the author book Zero to One Million: How I Built a Company To $1 Million in Sales and How You Can Too, published by McGraw-Hill. As an email marketing expert, Ryan will provide guidance in his blog posts on how to enhance and improve your online marketing campaigns.
Latest posts by Ryan Allis (see all)
- Creating Email Campaigns to Measure Your Website’s Performance - October 29, 2014
- Email Marketing Review - November 21, 2008
- Segmenting Email Campaigns: What Criteria Should You Use - November 18, 2008
We’ve spent the last few weeks discussing the Four Ps of Marketing, and how utilizing these techniques can enhance your online marketing campaigns. Today I’d like to introduce the “unofficial 5th P” of Marketing: Passion. Without the passion, drive, and courage to build your company in today’s marketplace, there is a high probability that your business won’t succeed. When you have passion about what you do, it will show through to your customers and make them feel like they are part of a dynamic relationship with your company.
Through your email marketing campaigns, it is possible to illustrate the passion and enthusiasm that you have for your business. Your email newsletters should explain your business, products, or services in a professional and articulate way. Your emails should also contain content about aspects of your business that is pertinent for both your customers and the media to know. Sometimes however, you may find your content-based email newsletters, while informative, to be a little dry. To really add the human element to your company and to showcase your passion to your customers, I recommend blogging on a regular basis about your business. Blogging is a great way to tell personal stories about your company’s successes, or trials and tribulations.
Passion is an essential tool in whether or not your business will succeed. Having passion is also crucial for your personal happiness as an entrepreneur. Your customers need to know that you are excited about your company or product, and then they will be excited as well. This will have a dramatic impact on your marketing campaigns in general. At iContact, we would not be where we are today with 25,000 customers worldwide without having passion for what we do everyday. At the end of the day, passion is what we take home with us, and it’s what gets us up and going the next morning.
I’ll be back next week to share more advice about email marketing. Thanks for reading and have a great weekend.