In the throes of an impending recession and sluggish sales, many businesses will reassess their marketing and advertising strategies and expenditures. Specialty store brick and mortar retailers and web merchants alike especially must realize is that letting up in the face of an economic downturn is probably the worst thing a business can do. In fact, maintaining or increasing marketing spending and efforts is likely to have a bigger positive impact on your business during a recession than at any other time.

During a recession, many companies, business to business and business to consumer, begin tightening their belts. They decrease the funding of their marketing efforts to save money. Funny thing is, some of their competitors do the same thing, and some don't. Those that don't reduce spending often see their market share rise during an economic downturn. Good news is, in today's age of Internet marketing you won't necessarily have to spend a lot to keep your brand in front of your customers.

Email marketing is a low cost alternative to other forms of retentions marketing. And while many customers hibernate (this is essential true of men and affects menswear purchases and many of our menswear specialty stores) keeping your name in front of them is a key reason in getting them to come back when things settle down.  

The 80- 20 rule of doing more business with our regular customers should be the central core of your marketing in tough times.  Email marketing is the most cost effective way to market to the 80-20 rule.  Any small business using direct mail must seriously consider switching to email to cut costs as well.

Staying on top of your marketing efforts this fall may have a positive effect on your business and put you a step ahead of your competitors. The low cost of email will enable you to keep up the frequency with your customers - keeping your brand at the top of their minds, and your web site just a click away!