Small Businesses Investing in Email Marketing, Integrating Social
Eighty-two percent of 2,500 small business owners surveyed by AWeber Communciations in May plan to increase their email marketing efforts over the next year.
The survey, generated by AWeber and initially reported by eMarketer, also looked into social media. While it may not be entirely clear how marketers are incorporating social media into their existing digital marketing efforts such as email marketing, 67 percent of small business marketers are employing some sort of social media tactics, and a majority (77 percent) indicate that integrating email marketing and social media is either “very important” or “moderately important.”
The most popular social media/email marketing tactics involve spreading content onto additional mediums, such as sharing email newsletters on Twitter (36 percent) and delivering blog posts via email (35 percent).
The survey also asked questions about behavioral targeting. Fifty percent of respondents believe that specifically targeting email campaigns toward subscribers who have taken an action (e.g., opened a particular email, clicked on a link) increases their conversion rates either significantly or moderately. Nearly a quarter (24.8 percent) of respondents, however, said they've not tested behavioral targeting in their email marketing campaigns, while another 23 percent aren't sure whether behavioral targeting increases conversion rates. Seventy-one percent of respondents, however, plan to increase their focus on behavioral targeting in their email campaigns over the next year.
Other key findings from the survey include the following:
- Nearly 70 percent of respondents said analytical reports either significantly or moderately impact their email marketing strategies. Of the marketers who don't currently use these reports, more than one quarter are interested in beginning to use them.
- More than 66 percent of respondents indicated they intend to use behavioral targeting as well as sales tracking in their email campaigns over the next 12 months.
- Fifty-four percent of respondents indicated they intend to use Facebook as a tool to help build their email lists.
- Nearly 20 percent of respondents indicated that integrating email marketing and social media increased customer loyalty.
- Almost 12 times as many respondents said that email marketing return on investment is more easily measured than social media ROI (61.46 percent versus 5.28 percent).