Earlier this year we partnered with research firm Hurwitz & Associates on an online survey of small businesses with 1 to 20 employees. (You may remember taking the survey here on this site, back in July.)
The survey was about marketing. I wrote about the first part of the report last month. The second part of the report is now out, and it focuses on email marketing.
I think you’ll find the survey results to be interesting benchmarks about how other small businesses are using (or considering using) email marketing. Here are five notable points from the survey:
Point #1: 46% of small businesses are using email marketing; and 36% plan to start in the next 12 months.
Point #2: Larger companies that have been in business longer are more likely to use email marketing than smaller, newer firms — at least up until they are 5 years old. But then as companies get older than 5 years old, the trend starts going in the other direction. The report notes:
“As companies grow, they are more likely to adopt email marketing. Companies with 2-4 and 5-10 employees are the most likely to have plans to deploy email marketing in the next 12 months. Having outgrown the sole-proprietor stage, these companies are looking to increase sales and revenues to support existing headcount and expand business. As companies get larger, they most likely have already deployed email marketing. Now, they may be looking to deploy a broader marketing automation solution that incorporates email marketing.”
The following chart from the report illustrates this point:
Point #3: Small businesses that expect revenue growth are more likely to use email marketing. Forty-six percent (46%) of those that currently use email marketing anticipate revenue growth.
Point #4: On average, email marketing accounts for about 15-22% of the total marketing budget for companies that use it. That’s an eye-opening figure. I think it reflects how small the marketing budgets are in most small businesses. Here’s a chart that breaks down the overall percentage of budget by company size:
Point #5: The top challenges that small businesses have with email marketing are (i) the fear that customers will perceive the email as spam, (ii) that their messages get filtered out, and (iii) that they will have poor response rates. This chart lists all the challenges (if you are unable to read it the chart can be found on page 8 of the report).