The Death of Email Has Been Greatly Exaggerated

by Susana Fonticoba

(Excerpted with permission from  Jersey Women Mean Business! Big Bold Business Advice from New Jersey Women Business Owners: Practical Pointers, Solutions, and Strategies for Business Success

The longer you’re in business, the more you can relax, right? Not so much, that is, unless staying at your current level of revenue is exactly what you want. How much you plan to grow is up to you—making sure you use the best tools today’s technology has to offer is what my company, Right Click Advantage, does.

In order for you to use technology to work smarter, get more done, and grow your business, consider the following:

Make the most of email. Whether you love it or hate it, you can’t avoid email, so embrace what you can accomplish with it by using a product that is suited for business, is reliable, and can handle multiple communication avenues. I recommend Gmail or Microsoft Outlook because of the suite of productivity tools they offer. (If you’re a Yahoo, Hotmail, or AOL user, continue to use it for your personal email.) For instance, Outlook and Gmail let you store client details in Contacts, keep abreast of your action items in Tasks, organize your time with Calendar, and keep the information flowing with email.

Share your expertise.

Become the authority figure and go-to person your client reaches for first by sharing information with your audience on a consistent basis, using attractive and polished email marketing. I’m not talking about spam or letting everyone know how great your products or services are. I’m talking about educating your audience, so you become a valuable resource.

You accomplish this with a carefully cultivated contact list and a professional email creator such as Constant Contact. When you feed your clients mouthwatering information, they’ll be eager for seconds. Use your account to deliver educational newsletters, postcards to follow up and reach out, brief tip sheets, and holiday greetings. Done right, your information will get filed, not deleted, and your phone will ring and your revenue will grow.

Many business owners—especially entrepreneurs—are either too busy or too weary of the barrage of changes to technology to make it work for them. But when you embrace it, technology can help build relationships and create loyal customers who are willing to buy what you have to offer and come back for more.

Susana Fonticoba is the founder and principle of Right Click Advantage, a subsidiary of Home & Office Computer Training. Her background spans twenty years of systems work at AT&T, where she specialized in project management, software documentation, and client training. Susana specializes in training small business owners to have the computer skills and the confidence in those skills to grow their business. She has served on the Board of the Hanover Area Chamber of Commerce, the Morris Chapter of the New Jersey Association of Women Business Owners (NJAWBO), and the First Presbyterian Church of Hanover. Susana was the president of Morris NJAWBO from 2010–2012 and was voted Business Woman of the Year in 2010. Susana is also a contributing author to the book, Jersey Women Mean Business! Big Bold Business Advice from New Jersey Women Business Owners: Practical Pointers, Solutions, and Strategies for Business Success.  She can be reached by phone at 973-952-0053 or email at To learn more about technology for entrepreneurs, visit