Q: Simms, how did you become sold on the power of email marketing?
A: Prior to founding BrightWave Marketing, I ran the Customer Relationship Management group for a major media company that had a network of websites. When I saw first hand the ability to send a message and minutes later see a surge of responses and resulting web traffic as well as the ability to measure this response in real time, I was hooked. I then built the company to help clients more efficiently and strategically seize the benefits of email marketing.
A: I think there are only a couple of meaningful and serious books on the subject by true industry experts and hopefully my book is equally approachable for email novices as it is for big company email marketing managers. The feedback and reviews http://www.thetruthaboutemailmarketing.com/reviews/ I have received have been really strong to date so I feel like I accomplished that. It is worth mentioning that the biggest compliment I could get on this book would be for an email marketing professional to use it on a daily basis and keep it on their desk as a reference guide.
Q: Give us an email marketing secret that most small business owners would be surprised to learn about.
A: There are many small businesses using email more effectively than Fortune 500 companies. That is one of the beauties of email marketing. It is not about money like some other marketing and media channels but it takes time, resourcefulness and the understanding that permission email is a powerful method of communication but one that should not be abused. Because it is so measurable, any small business owner gets incredible feedback on what their customers and prospects are interested in as well as what they are not. That info can be priceless.
Q: Email marketing is certainly eco-friendly. Did you have a "green" plan from the start?
A: I wish I could tell you that it was part of the master plan but it wasn’t. It is certainly a major reason to consider using email marketing though. I am still surprised to find many leading companies not finding that to be an attractive benefit of email marketing. I know I appreciate the companies that offer me the opportunity to receive bills or promotions via email as opposed to a catalog or letter that gets thrown away immediately. We have found some our clients (http://www.brightwavemarketing.com/clients.html) are leveraging the benefit of email as an eco-friendly communication tool as it makes sense and relates to their brand and offerings. I hope and expect to see more of that.
Simms Jenkins is Chief Executive Officer of BrightWave Marketing, an award-winning email marketing services firm specializing in the strategic optimization of email marketing programs.
Jenkins is regarded as one of the leading experts in the email marketing industry and the expertise of both Jenkins and BrightWave clients have been recognized and featured by many media outlets including The Atlanta Journal-Constitution, Bloomberg TV, eMarketer, Email Marketing Reports, MarketingSherpa, DMNews and ClickZ.
Jenkins and his column for iMedia Connection, a leading interactive Marketing and Media publication, has been called one of the top 21 information sources for email marketers.
Jenkins serves on the eMarketing Association's Board of Advisors and is a Board Member of Atlanta Interactive Marketing Association (AiMA). Jenkins is a graduate of Denison University in Granville, Ohio and resides in Atlanta with his wife and two sons.