bredin fastcast: engaging smbs with email newsletters
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Engaging SMBs with Email Newsletters
August 25, 2016
Bredin, Inc.www.bredin.com617-868-6369
Strategy Development Research
Increasing SMB Acquisition, Engagement and Retention
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Research Objective
Give SMB marketers a current perspective on engaging SMBs with email newsletters
• SMB business outlook and challenges
• Preferred content formats and topics
• Who SMBs want email newsletters from
• What SMBs want in an email newsletter
• How and when SMBs read email newsletters
• How SMBs promote themselves
• The effect of an email newsletter program
• Email newsletter best practices
Methodology
How
• 15-minute online survey
Who
• 312 principals of U.S. companies with <500 employees (5.5%+/- CI)
• 112 with <20 employees (97.7% weighting)• 100 with 20-99 employees (1.9% weighting)• 100 with 100-500 employees (.3% weighting)• Any industry• See slides 44-48 for participant demographics
When
• August 3 – 8, 2016
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Detailed Results
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Almost two in three SMBs expect an up year
2016 Business Outlook
n=312unweighted
What is your revenue outlook for 2016, compared to 2015?
33%
29%
29%
5%4%
Up by 10% or moreUp, by less than 10%Same as 2015Down, by less than 10%Down by 10% or more
7
Customer acquisition is the leading business challenge overall
Business Challenges
n=307Top-two
Please rank-order these business challenges from most pressing (top) to least pressing (bottom):
0% 5% 10% 15% 20% 25% 30% 35%
Finding good employees
Developing new products and services
Staying current on technology solutions for my business
Dealing with government regulation
Keeping my company data secure
Retaining good employees
Dealing with competition
Retaining / increasing sales to current customers
Having enough money to pay our bills
Staying in business
Managing costs
Boosting profitability
Finding new customers
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While SMBs most prefer printed pieces, email newsletters are an important format
Preferred Formats (General)
n=310Top-two box
On a scale of 1 (not useful) to 5 (very useful), how would you rate each of these formats as a way to obtain business management tips and advice?
0% 5% 10% 15% 20% 25% 30% 35%
LinkedIn post
Audio podcast
Facebook post
Blog post
Infographic
Case study
Interactive tool (e.g. calculator, quiz)
Online eBook / guide / handbook
White paper
Video
Webinar / webcast
Peer forum or discussion board
Email newsletter
Analyst report
Article
Checklist / worksheet
Research report
Printed sheet, booklet or guide
SMB Purchase Process Map
Call from or meeting with sales representative
Newspaper / magazine (print or online)
Email newsletter
Event or trade show
Peer / colleague
New Product Awareness
Newspaper / magazine (print or online)
Product section of a vendor’s website
Event or trade show
Search
Peer / colleague
New Product Research
Resource section of a vendor’s website
Call from or meeting with sales representative
Event or trade show
Search
Peer / colleague
Purchase Decision
Print newsletter Resource section of a vendor’s website
Product section of a vendor’s website
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Preferred Topics (General)
10 n=312Top-two box
On a scale of 1 (never) to 5 (very often), how often do you go online to find content on the following topics to help you manage and grow your business?
SMBs are most interested in content on technology, and their industry
0% 5% 10% 15% 20% 25% 30% 35%
Import / export
Human resources
Leadership and management
Law and taxes
Financial planning and management
Operations
Sales and marketing
Industry news and trends
Technology
11
Microsoft, Staples and Wells Fargo are perceived as having good email newsletters
Top Performers
n=124
Which specific company sends the email newsletter that you find the best or most useful / valuable?
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Preferred Frequency
n=varies
In general, SMBs prefer a monthly cadence
How often do you want an email newsletter from the industries you'd like an email newsletter from?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Cellphone / smartphone handset manufacturersRental car companies
Local technology solution providersCredit unions
Mutual fund companiesInternet access providers / website hosts
Retirement plan providersMarketing services
Payroll service providersInsurance companies
HotelsAlternative / online lenders
Office supply stores / print centersLocal / community banks
Your CPASoftware companies
Overnight package delivery companiesCellphone service providers
Local / long distance phone company/iesEmployee recruiting services / temp agencies
Credit card companiesTechnology hardware manufacturers
National / regional banksAirlines
Social media companies
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