Going to the Dogs.

For many years, Amanda Zink and Randi Karmin, friends and longtime residents of New York City's Seaport and Financial District, saw a need for a pet spa, day camp, and accessory boutique in the area. In March 2006, the duo capitalized on that need and opened The Salty Paw. "We cater to animals and animal lovers who want to care for and shop for their pets in a warm, inviting atmosphere," says Karmin, the shop's co–owner and marketing director. "We know our clients treat their pets like a member of the family, and so we treat them the same way." The boutique features unique pet–related items that, when possible, come from local manufacturers and artists.

Challenge: Connecting to the Local Community

As a small, independent business among the hustle and bustle of a large city, it might be easy to miss The Salty Paw. So connecting with the local community is crucial for the business' health — especially since pet owners can be, pardon the term, rabid when it comes to their furry friends. "We want to create a more fluid relationship with our clients so they continue to take advantage of our services and shop with us more, as well as spread word–of–mouth," Karmin says.

Solution: Monthly Email Newsletters Communicate Effectively and Frequently

We consider Constant Contact on par with any other marketing tool we employ, and it's as valuable as employee communication with our clients.The Salty Paw has worked with Constant Contact since the beginning, adding a "sign up for our newsletter" box on its website. They also ask new in–store customers if they'd like to receive the newsletter, and in case salespeople forget, there is a sign–up sheet right at the counter. "Constant Contact gives us a tool to communicate frequently and effectively with our current and potential customers," Karmin explains. "We typically reach out to our database on a monthly basis with additional messaging when promoting a special sale or event." Those events include anything from the store's Puppy Prom to its summer flea and tick 'buster' program.

And Karmin says the best part about using Constant Contact is that it lets The Salty Paw keep its focus on the animals, rather than the technology. "I always recommend Constant Contact to anyone considering email marketing because it provides both technical and design solutions for someone who may not be adept with technology or digital communication," Karmin says.

Results: As Valuable As Face–to–Face Interactions

Karmin adds that her favorite feature is the reporting and statistical feedback that comes bundled in Constant Contact's interface. This has allowed The Salty Paw to do a little bit of direct response measurement by including coupons in its email newsletters. "We get a 10% response from the coupons we send out through Constant Contact," Karmin reports.

Most importantly, though, The Salty Paw's customers have responded positively to the messaging and event invites. In fact, Karmin says people tell her they love the newsletter so much that they sign up for the mailing list even though they don't live in the Seaport area, demonstrating the value of The Salty Paw keeping in front of its customers, no matter where those customers may be.

"We consider Constant Contact on par with any other marketing tool we employ," Karmin says, "and it's as valuable as employee communication with our clients."