Bredin Fastcast: Engaging SMBs with Email Newsletters
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What are SMBs’ most pressing challenges? How do they want advice on managing those challenges from vendors like you? What is the role of email newsletters in engaging SMBs? What kind of content do SMBs want in email newsletters?
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Bredin Fastcast: Engaging SMBs with Email Newsletters
- 1. Engaging SMBs with Email Newsletters August 25, 2016 Bredin, Inc. www.bredin.com 617-868-6369
- 2. Strategy Development Research Increasing SMB Acquisition, Engagement and Retention 2
- 3. 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
- 4. 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
- 6. 6 Almost two in three SMBs expect an up year 2016 Business Outlook n=312 unweighted What is your revenue outlook for 2016, compared to 2015? 33% 29% 29% 5% 4% Up by 10% or more Up, by less than 10% Same as 2015 Down, by less than 10% Down by 10% or more
- 7. 7 Customer acquisition is the leading business challenge overall Business Challenges n=307 Top-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
- 8. 8 While SMBs most prefer printed pieces, email newsletters are an important format Preferred Formats (General) n=310 Top-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
- 9. 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
- 10. Preferred Topics (General) 10 n=312 Top-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. 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?
- 12. 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 manufacturers Rental car companies Local technology solution providers Credit unions Mutual fund companies Internet access providers / website hosts Retirement plan providers Marketing services Payroll service providers Insurance companies Hotels Alternative / online lenders Office supply stores / print centers Local / community banks Your CPA Software companies Overnight package delivery companies Cellphone service providers Local / long distance phone company/ies Employee recruiting services / temp agencies Credit card companies Technology hardware manufacturers National / regional banks Airlines Social media companies Daily Weekly Monthly Every two months Quarterly Click here to ensure you never miss another Fastcast or Bredin Report