The Most Important Online Outreach Tool for Your Business


As someone who has worked in the online branding business for two decades, I’ve seen new technologies open doors for small business—methods for sharing their mission and strengthening their brands. 

These days, social media is a main focus among business owners. I’ve seen restaurant and storefront designs catering to Instagram users. An aesthetically pleasing photograph (pic?) of a small plate dish or latte posted by an Instagram influencer seems to be the goal of many small businesses. 

But statistics show that social media isn’t king when it comes to getting your brand and products or services in front of potential customers. In this arena, email is still king. 

In fact, email open rates are multiple times higher than social media views. 

From tests I’ve done myself and with clients, social media views (known as impressions) are often around one to two percent, while email open rates can be as high as 50 percent or greater.

Getting permission from customers or potential customers to join your email list is the greatest online outreach method for strengthening your brand. I’d rather have 100 people on my email list than 1,000 followers on Twitter and there are a few simple ways to do this. Business owners can ask for permission to join their email list at the time of checkout or when making a restaurant reservation; email capture forms on websites that offer an incentive for signing up (say 15 percent off their next purchase) can also quickly grow an email list. 

So when it comes to branding your business prioritize email over other online outreach methods including social media. This can easily be set up by using a service such as MailChimp, or you can hire a team to lead the development of an email list and outreach emails. 

As technologies have changed over the the past 20 years, one thing has been constant—email dominates online outreach. Make it part of your goal to help create a strong brand for your business. 

At Acme Design, we don’t look for opportunities. We look for problems and we solve those problems for our clients. What problem are you working to solve? 

Ash Blankenship