Through every change in marketing technology, the email newsletter has remained one of the most effective tools in the SMB marketer’s kit. Because of its importance, we surveyed 500 U.S. SMB principals to better understand the role email newsletters play in today’s dynamic marketing environment. In this SlideShare you’ll learn: • How SMBs rate their business outlook and challenges • The formats and topics SMBs are most interested in • Which industries SMBs most want email newsletters from, and from which they’re already subscribed • The content mix they prefer • Where SMBs are most likely to subscribe to an email newsletter • What gets SMBs to forward an email newsletter to colleagues • The effect of an email newsletter program on awareness, brand perception and purchase propensity You’ll get valuable insights to put to work right away in your SMB email newsletter program.

1. March 21, 2019
Engaging SMBs with Email Newsletters

2. INCREASING SALES TO SMBS
2

3. INSIGHT
3
Topics Methods Output
• Attitudes and usage
• Buyer identification
• Competitive perceptions
• Market segmentation
• Media behaviors / preferences
• Message / positioning testing
• New product testing
• Net promoter score
• Persona / buyer journey
• Purchase intent, behaviors,
channels and preferences
• Qualitative
• Live / online focus groups
• In-depth interviews
• Quantitative
• Custom online
• SMB Pulse omnibus
• Snap Poll
Insight for CE / product /
marketing strategy
Data for PR / content / social /
collateral programs

4. OUTREACH
4
Video
Email
Newsletters
Checklists /
Worksheets
Case StudiesArticles Blog Posts
White Papers
Podcasts
eBooks
PR Surveys
Social Media
Handbooks /
Guides
Webcasts
Slideshows
Infographics
Interactive
Tools
• Survey data
• Creative brief
• Editorial calendar
• Content development
• Content audit
• Analytics
Contribution
• Expert
• Actionable
• Relevant
• Easy to understand
• Professional
• Brand-building
• Custom
Principles
Direct Mail
Event
Collateral
Brochures /
Sell Sheets
Custom Pubs

5. 5
WHAT WE’LL COVER
Sender, frequency and content mix preferences
Format and topic preferences
Business outlook and challenges
Reading habits
What’s important to SMBs

6. 6
METHODOLOGY
HOW
WHO
Online survey via the Bredin.com/SMBPulse
500 principals of U.S. companies with ≤500 employees (4% +/- CI)
250 VSB
<20 employees
(97.7% weighting)
150 SB
20-99 employees
(2% weighting)
100 MB
100-500 employees
(.3% weighting)
WHEN January 22-27, 2019
Company Size
All data is weighted unless noted
Note: The SMB Pulse is open to marketer participation

7. 60%
40%
Female
Male
Title
41%
34%
25%
50+
35-49
18-34
Age
GenderCompany Size
RESPONDENT CHARACTERISTICS
7
n=500
Unweighted
100%
Principal (e.g.,
owner, founder,
partner, CEO,
president, etc.)
Industry
50%
30%
20%
<20
Employees
20 to 99
Employees
100 to 500
Employees
Professional Services 30%
Computer Software/Internet 6%
Financial Services/Accounting/Bookkeeping 5%
Computer Services/Consulting 5%
Banking/Insurance/Mortgage 4%
Advertising/Consulting/Design/Marketing Services 3%
Medical 3%
Legal 2%
Architect/Engineering 2%
Publishing/Printing/Media 1%
Retail/Wholesale 31%
Retail 17%
Real Estate 5%
Entertainment/Recreation 3%
Food/Beverage/Restaurants 3%
Wholesale 3%
Travel/Hotel/Hospitality 1%
Manufacturing 24%
Construction/Mining/Contracting/Electrical/Landscape/Plumbing/etc. 14%
Manufacturing/Transportation and Warehousing 5%
Automotive 2%
Telecommunications 2%
Computer Hardware/Electronic Equipment 1%
Pharmaceutical/Medical Devices/Biotechnology 1%
Energy/Utilities 0%
Other 15%
Personal Services 9%
Education/Training 6%

8. 4%
39%
34%
23%
Less than 2 years
2 to 9 years
10 to 19 years
20 or more years
49%
15%
21%
14%
Less than $500K
$500K to $999K
$1M to $4.9M
$5M or more
7%
20%
22%
43%
8%
Down compared to 2018
Same as 2018
Up less than 10%
Up 10% to 100%
Up more than 100%
Years in Business
Geography
2019 Revenue Growth
2018 Revenue
Northeast
21%
South
40%
West
20%
Midwest
19%
RESPONDENT CHARACTERISTICS
8
13%
49%
38%
Population Density
n=500
Unweighted

9. DETAILED FINDINGS

10. Respondent Age
Larger and younger SMBs (and younger principals) are more optimistic
10
SMB BUSINESS OUTLOOK
Company Size
Company Age
28% 27%
55%
61%
6%
29%
18% 22%
67%
44%
26%
17%
Less than 2 years 2 to 9 years 10 to 19 years 20 years or more
47%
8% 5%
22% 26%
15%
31%
66%
80%
VSB (<20) SB (20-99) MB (100-500)
7%
29%
59%
16%
28%
21%
77%
42%
21%
18-34 35-49 50+
Gender
36%
52%
27%
19%
37%
29%
Male Female
n=500
Note: Company size data is unweighted
How do you expect your 2019 revenue to compare to 2018?

11. 20%
15%
21%
32%
26% 26%
22%
27%
24%
28%
35%
34%
28%
32%
47%
39%
49%
67%
60%
54% 54%
February 2016 June 2016 January 2017 July 2017 January 2018 June 2018 January 2019
Up less than 10% Up 10% or more = % growing
Optimism peaked in July 2017
11 n=varies
BUSINESS OUTLOOK TREND
How do you expect your revenue to compare to last year?

12. ‘Finding new customers’ is the top challenge in aggregate…
12
BUSINESS CHALLENGES
32%
25%
22%
20%
20%
19%
18%
16%
16%
16%
15%
14%
13%
13%
40%
39%
27%
45%
46%
40%
34%
31%
36%
29%
33%
44%
37%
34%
72%
64%
49%
65%
65%
59%
51%
47%
52%
44%
48%
58%
50%
47%
Finding new customers
Dealing with competition
Finding good employees
Keeping current on technology
Managing costs
Keeping our data secure
Having enough money to pay our bills
Access to capital
Staying in business
Retaining good employees
Complying with government regulations
Retaining current customers
Developing new products and services
Keeping myself / our employees productive
Very challenging Somewhat challenging = % challenging
How challenging is each of these business issues?
n=500

13. …although it’s recruiting for SBs, and data security for MBs
13
BUSINESS CHALLENGES: COMPANY SIZE
How challenging is each of these business issues?
n=500
Headcount
VSBs (A) SBs (B) MBs (C)
32% 35% 41%
25% 34% (A) 42% (A)
22% 42% (A) 38% (A)
20% 34% (A) 40% (A)
20% 34% (A) 41% (A)
18% 31% (A) 49% (AB)
17% 31% (A) 34% (A)
16% 35% (A) 30% (A)
16% 30% (A) 39% (A)
15% 37% (A) 43% (A)
15% 36% (A) 42% (A)
14% 27% (A) 34% (A)
13% 31% (A) 33% (A)
12% 33% (A) 38% (A)
32%
25%
22%
20%
20%
19%
18%
16%
16%
16%
15%
14%
13%
13%
Finding new customers
Dealing with competition
Finding good employees
Keeping current on technology
Managing costs
Keeping our data secure
Having enough money to pay our bills
Access to capital
Staying in business
Retaining good employees
Complying with government regulations
Retaining current customers
Developing new products and services
Keeping myself / our employees productive
Top challenge
Second challenge

14. 19%
17%
20%
17%
20%
20%
14%
19%
17%
12%
15%
11%
15%
9%
12%
14%
12%
11%
9%
48%
46%
40%
41%
38%
38%
42%
34%
34%
39%
35%
38%
33%
34%
29%
26%
28%
28%
20%
66%
63%
59%
58%
58%
58%
56%
54%
51%
50%
50%
49%
48%
43%
42%
41%
40%
39%
29%
Article
Email newsletter
Printed sheet, booklet or guide
Video
Checklist / worksheet
Interactive tool
Research report
Online eBook / guide / handbook
Webinar / webcast
Analyst report
Case study
White paper
Peer forum or discussion board
Infographic
Blog post
Facebook post
LinkedIn post
Audio podcast
Twitter post
Very useful Somewhat useful = % useful
SMBs prefer articles most, followed closely by email newsletters
14
FORMAT PREFERENCE
How would you rate each of these formats as a way to obtain business management tips and advice, for example from
companies like American Express, Dell or Staples?
n=500

15. Email newsletters rate highly as a way to learn about new products and services…
15
NEW PRODUCT AWARENESS SOURCES: COMPANY SIZE
How likely are you to first learn about products or services for your business via each
of these specific content formats / information sources from vendors?
n=500
Headcount
VSBs (A) SBs (B) MBs (C)
22% 45% (A) 51% (A)
21% 51% (A) 54% (A)
20% 46% (A) 47% (A)
19% 43% (A) 59% (AB)
15% 43% (A) 48% (A)
15% 40% (A) 56% (AB)
15% 41% (A) 50% (A)
14% 39% (A) 50% (A)
12% 35% (A) 53% (AB)
11% 38% (A) 50% (A)
11% 45% (A) 54% (A)
10% 36% (A) 52% (AB)
10% 41% (A) 43% (A)
10% 41% (A) 51% (A)
10% 35% (A) 48% (AB)
10% 33% (A) 41% (A)
9% 36% (A) 43% (A)
9% 41% (A) 47% (A)
9% 33% (A) 45% (A)
8% 31% (A) 43% (AB)
8% 33% (A) 51% (AB)
6% 38% (A) 43% (A)
22%
21%
21%
20%
16%
16%
16%
15%
12%
12%
12%
11%
11%
10%
10%
10%
10%
10%
9%
9%
8%
7%
Product section of vendor’s website
Video on vendor’s website
Email newsletter
Resources section of a vendor’s website
Research report
Webinar / webcast
YouTube
Forum or discussion board
Facebook post
White paper
Analyst report
Checklist / worksheet
LinkedIn post
Interactive tool
Blog post
Twitter
eBook / guide / handbook
Case study
Podcast
Infographic
Instagram
Pinterest

16. 28%
25%
23%
20%
19%
17%
15%
14%
14%
13%
13%
13%
13%
12%
11%
11%
11%
11%
10%
9%
9%
7%
Product section of vendor’s website
Email newsletter
Video on vendor’s website
Resources section of a vendor’s website
YouTube
Research report
Forum or discussion board
eBook / guide / handbook
Case study
Webinar / webcast
Checklist / worksheet
Analyst report
White paper
Facebook post
Interactive tool
LinkedIn post
Twitter
Instagram
Blog post
Infographic
Podcast
Pinterest
…and as a way to research them…
16
PRODUCT RESEARCH INFORMATION SOURCES: COMPANY SIZE
How likely are you to use each of these sources / content formats when you are
researching products or services for your business?
n=500
Headcount
VSBs (A) SBs (B) MBs (C)
28% 48% (A) 53% (A)
24% 47% (A) 52% (A)
23% 47% (A) 55% (A)
20% 42% (A) 55% (AB)
18% 49% (A) 47% (A)
16% 40% (A) 52% (A)
15% 39% (A) 48% (A)
13% 35% (A) 50% (AB)
13% 43% (A) 51% (A)
13% 39% (A) 47% (A)
13% 31% (A) 50% (AB)
12% 40% (A) 56% (AB)
12% 37% (A) 41% (A)
12% 38% (A) 51% (AB)
10% 41% (A) 46% (A)
10% 39% (A) 49% (A)
10% 38% (A) 44% (A)
10% 33% (A) 45% (A)
9% 31% (A) 54% (AB)
8% 36% (A) 46% (A)
8% 33% (A) 48% (AB)
7% 36% (A) 39% (A)

17. …and even to make a final purchase decision
17
PURCHASE DECISION INFORMATION SOURCES: COMPANY SIZE
How likely are you to use each of these sources / content formats to make a final
purchase decision on products or services for your business?
n=500
Headcount
VSBs (A) SBs (B) MBs (C)
25% 47% (A) 56% (A)
22% 41% (A) 58% (AB)
19% 41% (A) 50% (A)
18% 43% (A) 49% (A)
16% 47% (A) 55% (A)
16% 41% (A) 51% (A)
14% 45% (A) 55% (A)
13% 44% (A) 48% (A)
13% 40% (A) 51% (A)
12% 41% (A) 51% (A)
11% 41% (A) 55% (AB)
10% 33% (A) 45% (A)
10% 45% (A) 56% (A)
9% 42% (A) 55% (AB)
9% 36% (A) 53% (AB)
8% 36% (A) 47% (A)
8% 39% (A) 50% (A)
8% 38% (A) 46% (A)
8% 36% (A) 47% (A)
8% 36% (A) 45% (A)
8% 35% (A) 48% (AB)
6% 39% (A) 50% (A)
26%
22%
19%
18%
16%
16%
15%
14%
14%
12%
12%
11%
11%
10%
9%
9%
9%
9%
9%
9%
9%
7%
Product section of vendor’s website
Video on vendor’s website
Resources section of a vendor’s website
Email newsletter
Research report
eBook / guide / handbook
Case study
YouTube
Analyst report
Webinar / webcast
White paper
Forum or discussion board
Interactive tool
Checklist / worksheet
LinkedIn post
Blog post
Infographic
Facebook post
Podcast
Instagram
Twitter
Pinterest

18. SMBs look for information on technology most, followed by industry news and trends
18
TOPIC PREFERENCE
23%
21%
17%
18%
14%
14%
10%
9%
8%
45%
42%
46%
41%
40%
33%
35%
26%
20%
68%
64%
63%
59%
54%
47%
45%
36%
29%
Technology
Industry news and trends
Law and taxes
Sales and marketing
Financial planning and management
Operations
Leadership and management
Human resources
Import / export
Very often Somewhat often = % often
How often do you go online to find content on each of the following topics to help you manage and grow your business?
n=500

19. 23%
21%
17%
18%
14%
14%
10%
9%
8%
Technology
Industry news and trends
Law and taxes
Sales and marketing
Financial planning and management
Operations
Leadership and management
Human resources
Import / export
Interest in every topic increases with company size
19
TOPIC PREFERENCE: COMPANY SIZE
How often do you go online to find content on each of the following topics to help you
manage and grow your business?
n=500
Headcount
VSBs (A) SBs (B) MBs (C)
22% 55% (A) 65% (A)
21% 47% (A) 59% (A)
16% 37% (A) 52% (AB)
17% 54% (A) 56% (A)
13% 51% (A) 62% (A)
13% 39% (A) 50% (A)
9% 40% (A) 57% (AB)
8% 35% (A) 51% (AB)
8% 30% (A) 50% (AB)
Top topic
Second topic
Top challenge

20. Professional services and manufacturers seek tech first, while retailers prioritize sales/marketing
20
TOPIC PREFERENCE: INDUSTRY
How often do you go online to find content on each of the following topics to help you
manage and grow your business?
n=500
Industry
PS (A) RW (B) M (C)
32% (B) 17% 27% (B)
27% (C) 21% 12%
22% (B) 13% 16%
15% 23% (C) 12%
12% 16% 14%
13% 12% 18%
10% 8% 12%
15% (B) 5% 12% (B)
12% (B) 5% 7%
Top topic
Second topic
23%
21%
17%
18%
14%
14%
10%
9%
8%
Technology
Industry news and trends
Law and taxes
Sales and marketing
Financial planning and management
Operations
Leadership and management
Human resources
Import / export

21. Your content should align with relevant SMB challenges
21
TOPIC RELEVANCE
Your Brand SMB Challenges
Topic
‘sweet
spot’

22. Your content should align with relevant SMB challenges
22
TOPIC RELEVANCE: FINANCIAL SERVICES
Your Brand SMB Challenges
• Personal loans /
cards
• Wealth
management
• Import / export
• Treasury
• Capital markets
• Etc.
• Sales & marketing
• Customer retention
• HR
• New product development
• Regulatory compliance
• Tech management
• Operations
• Etc.
Credit
Billing
Cash flow
Cost mgmt.
Fin plng.
Payroll
Etc.

23. 23
Banks
Financial planning and management
Law and taxes
Operations
Industry news and trends
Leadership and management
Technology
Sales and marketing
Human resources
Import / export
Technology
Technology
Operations
Law and taxes
Sales & marketing
Financial planning and management
Industry news and trends
Leadership and management
Human resources
Import / export
Telecommunications
Technology
Sales and marketing
Operations
Financial planning and management
Law and taxes
Industry news and trends
Human resources
Leadership and management
Import / export
Rank
1
2
3
4
5
6
7
8
9
TOPIC RELEVANCE BY VENDOR INDUSTRY
Topic preference varies significantly by vendor industry
n=490n=600n=500

24. ‘Office supply stores’ are top, with more than 1/5 respondents getting a newsletter from one
24
NEWSLETTER SUBSCRIPTION STATUS
22%
23%
19%
15%
20%
18%
19%
21%
15%
21%
20%
12%
15%
17%
15%
16%
12%
12%
12%
8%
11%
9%
9%
9%
8%
10%
8%
8%
9%
8%
8%
10%
7%
9%
8%
7%
6%
7%
8%
7%
6%
7%
6%
6%
8%
8%
23%
20%
20%
22%
17%
18%
17%
15%
19%
15%
12%
21%
18%
17%
18%
14%
19%
18%
15%
17%
12%
10%
8%
55%
52%
49%
46%
46%
45%
44%
44%
44%
43%
42%
41%
40%
40%
40%
38%
38%
36%
34%
31%
29%
27%
25%
Office supply stores / print centers
Your CPA
Technology hardware manufacturers
Software companies
Local / community banks
Internet access providers / website hosts
National / regional banks
Credit card companies
Marketing services
Cellphone service providers
Social media companies
Local technology solution providers
Overnight package delivery companies
Insurance companies
Credit unions
Cellphone / smartphone handset manufacturers
Retirement plan providers
Airlines / hotels / rental cars
Mutual fund companies
Alternative / online lenders
Local / long distance phone company/ies
Employee recruiting services / temp agencies
Payroll service providers
I already receive I am very interested in receiving I am somewhat interested in receiving =% receive or have interest in receiving
Please indicate whether you already get, or would want, a business-related email newsletter from any company in each
of these industries:
n=500

25. SBs and MBs subscribe to email newsletters at a much higher rate than VSBs
25
NEWSLETTER SUBSCRIPTION STATUS: COMPANY SIZE
Please indicate whether you already get, or would want, a business-related email
newsletter from any company in each of these industries:
n=500
Headcount
VSBs (A) SBs (B) MBs (C)
22% 24% 26%
23% 23% 27%
19% 26% 27%
14% 25% (A) 28% (A)
20% 25% 23%
18% 21% 26%
18% 25% 20%
21% 31% (A) 21%
15% 27% 25%
21% 25% 23%
20% 20% 24%
12% 21% (A) 26% (A)
15% 25% (A) 27% (A)
17% 29% (A) 25%
15% 21% 22%
16% 21% 24%
12% 24% (A) 21% (A)
12% 23% (A) 24% (A)
12% 21% (A) 20% (A)
8% 19% (A) 18% (A)
11% 20% (A) 24% (A)
8% 18% (A) 21% (A)
8% 28% (A) 24% (A)
22%
23%
19%
15%
20%
18%
19%
21%
15%
21%
20%
12%
15%
17%
15%
16%
12%
12%
12%
8%
11%
9%
9%
Office supply stores / print centers
Your CPA
Technology hardware manufacturers
Software companies
Local / community banks
Internet access providers / website hosts
National / regional banks
Credit card companies
Marketing services
Cellphone service providers
Social media companies
Local technology solution providers
Overnight package delivery companies
Insurance companies
Credit unions
Cellphone / smartphone handset manufacturers
Retirement plan providers
Airlines / hotels / rental cars
Mutual fund companies
Alternative / online lenders
Local / long distance phone company/ies
Employee recruiting services / temp agencies
Payroll service providers

26. SMBs are most likely to read newsletters from their vendors
26
NEWSLETTER PREFERENCES
25%
20%
16%
17%
17%
13%
16%
15%
14%
31%
33%
36%
34%
28%
29%
25%
26%
26%
56%
54%
52%
51%
45%
42%
41%
41%
40%
I mostly subscribe to email newsletters from companies
I do business with
In general, the business management tips and advice
is useful and valuable
In general, the copy describing company products and
services is effective
I have responded to promotions and special offers in an
email newsletter
The offers and promotions in an email newsletter are a
big reason that I subscribed in the first place
I often click through to the company’s website to read
articles featured in the email newsletter
I am more likely to read an email newsletter that has
my name in the subject line
I am more likely to read an email newsletter that starts
with my name in the body copy
I keep email newsletters from companies and refer
back to them
Strongly agree Somewhat agree = % agree
Please rate each of the following statements about the company-sponsored email newsletters you receive:
n=500

27. 25%
20%
16%
17%
17%
13%
16%
15%
14%
31%
33%
36%
34%
28%
29%
25%
26%
26%
56%
54%
52%
51%
45%
42%
41%
41%
40%
I mostly subscribe to email newsletters from companies
I do business with
In general, the business management tips and advice
is useful and valuable
In general, the copy describing company products and
services is effective
I have responded to promotions and special offers in an
email newsletter
The offers and promotions in an email newsletter are a
big reason that I subscribed in the first place
I often click through to the company’s website to read
articles featured in the email newsletter
I am more likely to read an email newsletter that has
my name in the subject line
I am more likely to read an email newsletter that starts
with my name in the body copy
I keep email newsletters from companies and refer
back to them
Strongly agree Somewhat agree = % agree
Headcount (% agree)
VSBs (A) SBs (B) MBs (C)
56% 72% (A) 84% (AB)
53% 80% (A) 86% (A)
51% 77% (A) 85% (A)
50% 71% (A) 85% (AB)
44% 70% (A) 83% (AB)
42% 65% (A) 85% (AB)
40% 57% (A) 89% (AB)
40% 66% (A) 83% (AB)
39% 70% (A) 76% (A)
Email newsletter preferences vary by company size
27
NEWSLETTER PREFERENCES: COMPANY SIZE
Please rate each of the following statements about the company-sponsored email
newsletters you receive:
n=500

28. 7%
28%
36%
7%
22%
19%
44%
29%
1%
7%
35%
43%
16%
3% 3%
Daily Weekly Monthly Every two months Quarterly
28
PREFERRED FREQUENCY: COMPANY SIZE
In general, what frequency do you prefer for a business-related email newsletter?
n=500
VSBs prefer a monthly cadence; SBs and MBs, weekly
VSBs SBs MBs
Daily QuarterlyMonthly

29. SMBs prefer an equal mix of product information and business management advice
29
PREFERRED CONTENT MIX: COMPANY SIZE
32%
18%
34%
11%
5%
25%
32%
38%
3% 3%
32%
27%
37%
3% 1%
Only information on the
sender’s products
Mostly product information, with
some business management
advice
An equal mix of product
information and business
management advice
Mostly business management
advice, with some product
information
Only business management
advice
Which combination of business advice and information about the sender’s offerings do you prefer in an email newsletter?
n=500
Product only Advice onlyEqual mix
VSBs SBs MBs

30. The majority of email newsletter readership is on the ‘big screen’
30
DEVICE PREFERENCE: COMPANY SIZE
Which best describes the devices you use to read the company-sponsored email
newsletters you receive?
n=500
Headcount
VSBs (A) SBs (B) MBs (C)
76% (BC) 57% 53%
10% 12% 17%
7% 15% (A) 22% (A)
5% 10% (A) 5%
2% 5% 3%
0% 1% 0%
76%
10%
7%
5%
2%
0%
I receive and read them on a desktop or laptop
I receive and read them on a smartphone, like an
iPhone or Samsung Galaxy
I receive and read them on a tablet, like an iPad or
a Surface
I receive and skim them on a smartphone but read
and manage them on a desktop or laptop
I receive and skim them on a smartphone but read
and manage them on a tablet
Some other way

31. Millennial SMB principals are the heaviest mobile users
31
DEVICE PREFERENCE: RESPONDENT AGE
Which best describes the devices you use to read the company-sponsored email
newsletters you receive?
n=500
Respondent Age
18 to 34 (A) 35 to 49 (B) 50+ (C)
54% 61% 85% (AB)
22% (C) 17% (C) 5%
19% (BC) 10% (C) 4%
1% 10% (AC) 4%
4% 2% 2%
0% 0% 1%
76%
10%
7%
5%
2%
0%
I receive and read them on a desktop or laptop
I receive and read them on a smartphone, like an
iPhone or Samsung Galaxy
I receive and read them on a tablet, like an iPad or
a Surface
I receive and skim them on a smartphone but read
and manage them on a desktop or laptop
I receive and skim them on a smartphone but read
and manage them on a tablet
Some other way

32. MBs engage more with email newsletters
32
NEWSLETTER READING HABITS: COMPANY SIZE
Which best describes how you read the email newsletters you receive?
n=500
Headcount
VSBs (A) SBs (B) MBs (C)
29% 37% 41% (A)
25% 34% 44% (A)
19% (BC) 8% (C) 1%
17% 15% 12%
9% (C) 5% 2%
29%
25%
19%
17%
9%
I read some in full when they come in, and some
later
I mostly read them in full as they come in
I mostly skim them all when they come in, and
read interesting ones later
I mostly skim them all when they come in, and
read them all later
I mostly skim them all, either when they come in or
later

33. VSBs and MBs prefer articles; SBs, teasers to a variety of formats
33
NEWSLETTER LAYOUT: COMPANY SIZE
Please rank these ways an email newsletter can present business management tips
and advice from most preferred (top) to least preferred (bottom)
n=500
Headcount
VSBs (A) SBs (B) MBs (C)
32% 26% 23%
20% 19% 15%
19% 14% 23%
18% 27% (A) 17%
11% 15% 22% (A)
1st
31%
20%
19%
18%
11%
One article within the email itself
Multiple articles within the email itself
Short copy that links to articles on the company’s
site
Short copy that links to different kinds of content
on the company’s site
Short copy that links to video on the company’s
site

34. VSBs are most likely to forward interesting content; SBs and MBs, an offer
34
MOTIVATIONS TO SHARE: COMPANY SIZE
What gets you to forward a company-sponsored email to a colleague? Select all that
apply.
n=500
Headcount
VSBs (A) SBs (B) MBs (C)
57% 51% 51%
51% 57% 55%
27% 48% (A) 60% (A)
19% 37% (A) 52% (AB)
9% (BC) 1% 0%
57%
51%
28%
19%
9%
An interesting article or video topic
A special offer like a promotion or discount
An interesting content offer like a white paper or
research report
Features a well-known or interesting author
Something else

35. Headcount
VSBs (A) SBs (B) MBs (C)
34% 49% (A) 68% (AB)
16% 32% (A) 58% (AB)
19% 40% (A) 47% (A)
16% 38% (A) 53% (AB)
15% 34% (A) 58% (AB)
16% 37% (A) 51% (AB)
35
SOURCE OF SUBSCRIPTION: COMPANY SIZE
Where (or how) are you most likely to sign up for a company-sponsored email
newsletter?
n=500
34%
16%
20%
17%
16%
16%
The company’s website
From an issue that a colleague forwarded
At an event like a trade show or conference
In a meeting with a company sales rep or service
person
In a store, bank branch, etc
On a company’s social media, like Facebook,
Twitter or LinkedIn
SMBs are most likely to sign up for a newsletter on a company’s website
Very likely

36. 36
WHAT’S IMPORTANT IN NEWSLETTERS: COMPANY SIZE
How important to you are each of these aspects of content in business-related email
newsletters?
n=500
Very important
Headcount
VSBs (A) SBs (B) MBs (C)
65% 64% 71%
60% 57% 68%
59% 54% 68% (B)
52% 49% 66% (AB)
52% 49% 51%
50% 60% 68% (A)
44% 55% (A) 66% (A)
42% 42% 59% (AB)
41% 51% 67% (AB)
31% 47% (A) 56% (A)
27% 37% (A) 65% (AB)
22% 41% (A) 60% (AB)
22% 35% (A) 56% (AB)
18% 33% (A) 50% (AB)
65%
60%
59%
52%
52%
51%
44%
42%
41%
32%
27%
22%
22%
18%
It is easy to understand
It is well-written
It provides information on a product or service I’m
interested in
It provides practical advice or tips I can put to use in my
business
It doesn’t do a hard sell
It clearly describes the benefits of the company’s products
or services
It addresses the concerns of companies in my industry
It is short
It addresses the concerns of companies the same size as
my company
It provides a compelling or time-sensitive offer, like a
discount or free trial
It is recommended by a peer / colleague
It is in a new or unique format
It is written by someone from the sponsoring company,
like an executive or product manager
It is written by a third-party expert, like an industry analyst
SMBs want newsletters that are easy to understand

37. 37
NEWSLETTER PAYOFF: COMPANY SIZE
n=500
% strongly / somewhat agree
Email newsletters boost brand perception and sales
Please rate each of the following statements about the company-sponsored email newsletters you receive:
Brand Perception Purchase Intent Made a Purchase
41% of SMBs
think more
favorably
39% of SMBs
are more likely
to make a
purchase
50% of SMBs
have made a
purchase
MBsMBsMBs
I feel more positively about
the companies whose email
newsletters I receive
I am more likely to do business
with a company whose email
newsletter I get
I have purchased products or
services that I learned about
in an email newsletter

38. 38
• Know your audience – different size companies, industries and age groups have different topic, format
and frequency preferences
o Version your content if possible
o Topics should be relevant to your brand and offerings
o Establish a monthly cadence if possible
• Don’t be shy: promote your offerings
o SMBs like an equal mix of advice and product information
• Likewise, promote signup wherever possible
o Make it easy to sign up on your site
• Make your content easy to understand
• Test and retest all aspects. Subject line, from address, newsletter name and intros are make or break
TAKEAWAYS

39. HOW BREDIN CAN HELP
• Creative brief / ed cal
• Design / HTML production
• Original content
development
Content
• Original data for
differentiated content
Research
Work with the experts in SMB email newsletter development
• stu@bredin.com
Contact

40. THANK YOU