Survey Results: Regular Email Newsletters, Best Practices Key To Successful Marketing
Forward Push surveyed 100 American business owners (50 employees or less) to see if they used email marketing campaigns, and if so, how regularly they sent the email newsletters out. This article is part of a series that takes a closer look at the results, including an overview of best practices for email marketing.
Question 1: Do you use email marketing to engage existing or new customers?
Participants were asked to select either yes or no. The overall results were as follows:
- Yes: 54%
- No: 46%
Question 2: If yes, how often do you send a newsletter?
Participants were asked to select the frequency of email blast distribution from the options below. The overall results were as follows:
- N/A / I don’t send a newsletter: 35%
- Monthly: 21%
- Twice a month: 16%
- Weekly: 14%
- Quarterly: 13%
- Three times a month: 2%
Analysis: Email Marketing Is Still Widely Used In The Age Of Social Media
The results of the survey show that the majority of small businesses continue to use email marketing. The frequency of email blasts varies, and the most preferred rate is monthly by a reasonable margin over twice a month. As small and medium business owners tend to be overtaxed as it is, this allows them time to gather content and sync it up with regular promotions. One option is for businesses to hire copywriters to develop content, and a once-a-month rate allows for regular customer engagement without breaking the budget.
The bottom choice by a significant margin in three times a month, and its ranking should come as no surprise. Three times a month creates awkward scheduling which can create confusion for both readers and internal staff tasked to create and distribute content..
Best Practices For Email Marketing
What should you put in your email marketing campaign? The web is filled with tips on how to optimize both content and traction. However, for those just getting started, all email marketing campaigns should follow certain best practices to ensure they are sending effective and ethical blasts:
- Make sure all subscribers have opted in
- Include an unsubscribe link
- Use a system such as Constant Contact to track conversion and click data
- Use a clear name in the “From” field that represents your brand
- Use a subject line designed to engage your specific target audience
- Maintain readership with relevant content and clear click-through incentives such as coupons
Looking Ahead: Why Email Marketing Is Still King
Why do the majority of small business owners continue to use email marketing? The answer comes from the simple fact that email is a constant in people’s lives. Social media platforms come and go, but people almost always return to email. For B2B, this is particularly important, as email is the primary form of communication for most businesses while social media is a secondary avenue. In 2015, it’s not just a recommendation — email marketing truly is an essential tentpole of your business strategy.
Email Marketing Remains A Priority In 2015 is one of four parts breaking down Forward Push’s 2015 marketing survey. To learn more about how small and medium businesses are approaching their 2015 marketing needs, download the full guide.