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SMBs Missing Email List-Building Opportunities

February 6, 2012

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.

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  • by Justin Mastrangelo Tue Feb 7, 2012 via web

    Paper for offline signups? Really? It's 2012. What about text messaging or mobile web forms? This also works really well for list-building through traditional media.

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