Exclusive: How Constant Contact is empowering small businesses

Constant Contact has spent three decades simplifying marketing for small businesses, and according to its CEO, Frank Vella, its mission remains unchanged.

"Our goal has always been to enable small businesses to market effectively and compete," he said.

With over 500,000 paying customers worldwide, Constant Contact has cemented itself as a key player in the digital marketing space.

"We are solely focused on small businesses," Vella explained to TechDay. "The majority of our customers have fewer than ten employees, ranging from sole proprietors to teams of four or five."

Marketing is often an afterthought for small business owners, many of whom lack the resources or expertise to execute effective campaigns.

However, Constant Contact aims to bridge this gap through its technology-driven platform. "We make marketing intuitive," Vella said. "Our customers don't ask for artificial intelligence - they ask for tools that make things easier."

Leveraging AI for Small Business Marketing

Artificial intelligence plays a crucial role in Constant Contact's offering. "Small businesses don't have technical depth or marketing expertise, but they know they need to get the word out," Vella said. "We use AI to make it easy."

The platform enables users to input basic details, such as a business website and marketing objectives, and then generates tailored campaigns. "We extract colours, logos, and fonts from a business's website to create a cohesive marketing message," he explained. "Then we distribute that message across social, mobile, and email channels while providing real-time analytics on performance."

Staying Local and Customer-Focused

Constant Contact has 1,200 employees globally, with around 40 team members in Brisbane's Fortitude Valley.

"We're proud to be an Australian business," Vella said.

"If you need local data hosting, we do that. If you need local support, our teams are here to help."

Customer support is a "significant differentiator" for the company, according to Vella.

"One of our customers recently shared his experience of switching to our platform," he said. "He used to dread writing his weekly newsletter, but with our tools, he was done in 25 minutes. He told us it gave him more time with his family."

Beyond direct support, Constant Contact fosters a sense of community. "We hold live events, facilitate customer forums, and offer open Q&A sessions with marketing experts," Vella said. "It's about meeting customers where they are."

Addressing Key Market Trends

The macroeconomic climate is driving increased demand for effective marketing tools.

"Small businesses are always strapped for cash and time," Vella explained. "But when times are tough, they realise they need to market themselves even more effectively."

According to Vella, a major challenge for small businesses is customer retention. "Three out of ten Australians say they never hear from a small business again after making a purchase," he said. "That's a missed opportunity. Customers want to stay connected, and our platform makes that easy."

The Power of Lead Magnet

Constant Contact recently acquired Textify, now known as Lead Magnet.

"We saw a unique opportunity to help small businesses harness leads more effectively," Vella explained.

The tool integrates social media with marketing automation. "Followers on social media aren't marketable assets," Vella noted. "You don't control what they see. But if you engage them in an interactive survey, collect their email, and learn their preferences, you can market to them directly."

Industry Partnerships and Future Growth

Constant Contact's integrations with platforms like Canva and Shopify enhance its usability.

"If you create content on Canva, you can seamlessly bring it into our platform," Vella said.

The company's growth strategy remains focused on innovation. "We've been a tech success story - growing from zero to a half-million customers," he said. "But through it all, we've stayed true to our mission: supporting small businesses."

Reflecting on the company's 30-year milestone, Vella sees continuity in its purpose.

"Everything has changed in technology," he said. "However, our mission of helping small businesses market and compete remains the same."