SCORE chapters have adopted email marketing and signed up for the free Constant Contact accounts to actively engage their prospects and clients via email. Email marketing industry best practices exist for benchmarking email campaign effectiveness. To enhance SCORE’s email marketing success a project had been undertaken to document SCORE practices, email industry best practices and to develop an implementation process and tools to aid SCORE chapters in email marketing adoption and success.
Email marketing presents a tremendous opportunity for SCORE chapters to improve workshop attendance, reinforce the SCORE brand, acquire new clients and build relationships with local partners and funders. With adoption and use of email rising across virtually all sizes and types of businesses, the time is right for SCORE to begin a national campaign to increase the adoption rate from it current level (approximately 50% of chapters) and maximize usage of accepted best practices. Email also has the highest ROI of all direct response-marketing methods—over $45 for every dollar invested, according to the Direct Marketing Association—and is therefore a marketing tool of great interest and value to small businesses. It is vital that SCORE chapters quickly develop expertise in email marketing, exploit its potential in accomplishing their mission, and excel in the process of training small business in its use.