Email List Building Is SMB’s Best Online Marketing

According to a 2013 study by Constant Contact, building email marketing subscriber lists is still the most favorite online marketing option for small business owners. Over 700 small businesses and nonprofit organizations took the survey. The results showed that 57% of respondents are actively trying to grow their email subscriber list “at all times.”

The reasons for doing that varied, 44% of respondents cited bolstering repeat business or donations as the primary reason, 39% said customer relationship building, and 12% said engaging customers for referrals.

Additionally, 64% of respondents actively ask customers for their contact information directly. Only 35% use a sign-up form at the point of sale. 92% collect email addresses via sign-up forms on their website, and 46% offer similar capabilities on their Facebook pages.

Key findings include:

  • 57% of SMBs actively try to grow their email lists at all times.
  • 44% of SMBs say repeat business is the primary reason for email list building.
  • 39% of SMBs say relationship building is the main reason for email list growth.
  • More than two-thirds of SMBs train their employees to request customer contact info.
  • 92% of small businesses gathering email addresses online use sign-up forms on their website.
  • 46% of small businesses using online sign-up tools collect email addresses on Facebook.
  • 64% of small businesses ask customers for contact information directly.
  • Only 35% of SMBs use an email sign-up sheet at point of sale.
  • 42% of SMBs collect business cards for contact list-growth purposes.
  • Almost six in ten SMBs collect contact information at events via sign-up sheets.

Read also: Email Marketing Drives More US Buyers than Facebook & SMS

Online Videos, the new online marketing tool

On the other hand, any marketer’s dream would be to create a killer TV ad and run it nation-wide. Then, pray for an instant hike in sales figures. Marketers still prefer physical marketing to online marketing, but the tide is turning, as per a 2013 survey that found media members starting to shift some of their marketing budgets to creating online videos and pushing them towards potential consumers and users.

 

Be On, the new AOL global branded content business, conducted the survey. It found that the majority of online video spend in the last 12 months is coming from budgets previously reserved for TV advertising. The survey took place on Survey Monkey between 21st March and 3rd April 2013. 772 respondents primarily from media, brand and creative agencies in North America and Europe participated in the survey.

Although TV is still a key awareness driver, yet 78% of respondents in Europe and 58% globally said they could achieve greater engagement and scale with online video.

More than 770 industry experts from leading brands, media and creative agencies in the UK, Europe and North America were asked about their experiences of using branded online video when planning online marketing and advertising campaigns. According to the research, 73% of respondents said online video spend had increased over the last 12 months. TV and display were cited as the two main sources where marketing and advertising budgets have been taken.

84% believe the Internet is fundamentally becoming a rich brand medium with engaging interactive opportunities to connect with consumers. Over 80% cite reach, audience, and content targeting as main factors when planning a new branded video campaign.

Better audience targeting (73%) and measurement (67%) were mentioned as key reasons for increasing online video spend in the future. 64% said they were satisfied with video services in today’s market.

Read also: Email Marketing Tips & Tricks, Tested & Trusted

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