bredin fastcast: engaging smbs with email newsletters

12
Engaging SMBs with Email Newsletters August 25, 2016 Bredin, Inc. www.bredin.com 617-868-6369

Upload: bredin-inc

Post on 10-Feb-2017

330 views

Category:

Marketing


1 download

TRANSCRIPT

Page 1: Bredin Fastcast: Engaging SMBs with Email Newsletters

Engaging SMBs with Email Newsletters

August 25, 2016

Bredin, Inc.www.bredin.com617-868-6369

Page 2: Bredin Fastcast: Engaging SMBs with Email Newsletters

Strategy Development Research

Increasing SMB Acquisition, Engagement and Retention

2

Page 3: Bredin Fastcast: Engaging SMBs with Email Newsletters

3

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

Page 4: Bredin Fastcast: Engaging SMBs with Email Newsletters

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

1

2

3

4

Page 5: Bredin Fastcast: Engaging SMBs with Email Newsletters

Detailed Results

Page 6: Bredin Fastcast: Engaging SMBs with Email Newsletters

6

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

Page 7: Bredin Fastcast: Engaging SMBs with Email Newsletters

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

Page 8: Bredin Fastcast: Engaging SMBs with Email Newsletters

8

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%

Twitter

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

Page 9: Bredin Fastcast: Engaging SMBs with Email Newsletters

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

9

Page 10: Bredin Fastcast: Engaging SMBs with Email Newsletters

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

Page 11: Bredin Fastcast: Engaging SMBs with Email Newsletters

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?

Page 12: Bredin Fastcast: Engaging SMBs with Email Newsletters

12

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

Daily Weekly Monthly Every two months Quarterly

Click here to ensure you never miss

another Fastcast orBredin Report