Your Marketing and Design Reading for The Weekend
The survey turned up some interesting statistics
- 46% of respondents use email as their primary channel for business communication.
- 73% of respondent do not measure their email marketing metrics.
- 80% do not measure their direct mail or transaction mail metrics
The reason email is so prevalent is ease of use and cost-effectiveness. Although small businesses employ other channels, the bulk of their communications is in traditional channels like email, phone, direct mail and others.
When considering the size and length of time in business of the companies, none of the larger companies use social media as their primary business channel, nor do any of the businesses 11 to 15 years old. The ones that do use social media primarily tend to have ten or fewer employees and are less than ten years old. In contrast, larger companies use transaction mail as the main communication channel more than their smaller counterparts.
A few more points jumped out at me:
- The fact that many businesses are still not using social media provides an opportunity for small businesses to reach audiences that their competitors aren't.
- Many businesses are concentrated on just a few channels, meaning they fail to take advantage of the power of integrated marketing campaigns (e.g., using social media to support email increases open rates).
- Only 40% of the small businesses are using email for business development/marketing versus correspondence related to ongoing business.
- Most businesses have one hundred or fewer subscribers in their email lists.
It seems like there is a great opportunity to provide solutions to these small companies to help them better promote their businesses and communicate with prospects, as they are clearly struggling to market and measure their efforts.