Most small-to-midsize businesses (SMBs) have mastered the basics of organic email list-building, making use of Web-based sign-up forms and even offering incentives to encourage subscriptions, but fewer than half use any type of email-to-social collaboration, limiting the potential of cross-channel marketing, according to a study by GetResponse.
Among SMBs, only 40% of surveyed email marketers say they provide sign-up forms on every Web page and only 41% recruit would-be subscribers via Facebook Pages. Moreover, only 44% collect subscribers from offline sources such as tradeshows.
Even so, 52% of email marketers in SMBs use their blog to recruit subscribers, while 54% offer incentives to encourage would-be subscribers.
Below, additional findings from The State of Email Marketing in SMBs, based on a survey of 600 email marketers, conducted by GetResponse.
Newsletter Optimization Practices
Regarding newsletter-optimization routines, most (70%) SMB email marketers realize the importance of regular mailings.
In addition, more than two-thirds (68%) say they provide compelling subject lines, 58% personalize newsletter recipients' messages, and 56% use follow-up cycles to keep subscribers engaged.