In this insightful episode of Sparks by Ignium, host Phil Rose speaks with Erika Robinson, from Constant Contact, about how small businesses and entrepreneurs can build powerful customer relationships through intentional marketing and meaningful email communication.

Drawing on experience across global brands Erika shares a strategic, human-centred approach to digital marketing. Her insights reveal how purpose-led brands can leverage segmentation, automation, and storytelling to connect deeply with their audiences.

Marketing is one of the most difficult things to do successfully when you’re starting or scaling a business. So, how do you get your message out there and build awareness when your resources and time are already stretched?

How do you build the essentials of connection: namely, know, like and trust?

Erika Robinson, UK General Manager of Constant Contact, may have the answer. In this episode, she talks to host Phil Rose about how digital marketing tools like hers can give small business owners the leading edge over their competitors. An AI-based system like this can only complement the human element, but it’s clearly valuable in helping to communicate where you sit in the marketplace when you know what your story is.

As business coaches, we’re first to say there’s no shame in using something that takes the weight and gives you:

•               More time, fun and balance in life.

•               Less drama, overwhelm and frustration.

So in the podcast Phil and Erika cover how Constant Contact has been specifically developed to help the ‘small stand tall’ – and what we can all learn from this, whether we use this system or not:

•               When do sales messages become boring? Erika reveals the optimal ratio between storytelling and promotion.

•               How do you ensure you keep the human element when using an AI tool, and why is this important?

•               Where the lead magnet comes in when building a quality, engaged mailing list.

•               What are the advantages of sending emails compared to reaching out via social media?

•               Why we shouldn’t be afraid of the unsubscribe button.

•               How tech is enabling a return to direct mail.

•               Over 50% of Brits have a side hustle – how AI is helping them to realise their dreams?

•               What took Erika from finance, into marketing, into her role at the head of Constant Contact in the UK?

•               What do you talk about when you think you have nothing to say?

•               What we can all learn about being bold, ambitious and purposeful when facing the uncertainty of the future.

 

The message that runs through this podcast is one that we at Ignium are 100% there for: it’s all about giving something a go. If you try it out and it’s not for you, then try something else. There is no failure, only learning opportunities.

We’d love to know what you think about Erika’s approach, so please drop a comment or send us a message.

♻ And please share this podcast with someone who’ll find it helpful; that would mean so much to us.

 

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Jim Collins – Good to Great

This episode is a must-listen for any business leader or founder looking to grow with intention and market with impact.

"It’s not just about sending emails—it’s about starting conversations that matter." – Erika Robinson
 "Marketing today is less about pushing products and more about pulling people into your purpose." – Phil Rose

Erika Robinson is the UK General Manager of Constant Contact, a digital marketing platform that helps small businesses across the globe grow.  Constant Contact’s market leading, game-changing technology has helped millions of small businesses over the last three decades. 

Erika has spent two decades working across strategy and finance for some of the UK’s most recognisable brands, including financial software giant, Intuit, mental health company, Headspace and telecommunications leader, Virgin Media. Erika led Commercial Strategy for Intuit Quickbooks UK and pioneered the commercial launch of Headspace’s mental health offering across Europe and the UK. 

An entrepreneur at heart, Erika founded her own business in 2019, of which she remains CEO, and therefore has an in-depth understanding of the small business owners’ priorities and predicaments. Picnic is a children’s play centre located in Kingston that has employed over 30 people from the surrounding area and welcomed 200,000 parents and children through its doors.

Erika holds a B.A. in Visual Communication from Birmingham University, an MBA from Kingston University and is a member of the Chartered Institute of Management Accountants (CIMA).  She lives with her husband and two children in London. 
 

Follow Constant Contact and their sponsorship of Chelsea Women’s FC: https://www.instagram.com/p/DJoONkItC0K/

Connect with Erika: https://www.linkedin.com/in/erikarobinson/

Find out more about what Constant Contact have to offer at: https://www.constantcontact.com/uk

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