Email continues to play large part in small business marketing

Sometimes it seems like the business world is leaving email behind for new channels such as social media and mobile. But, according to new research from email marketing services provider Campaigner, that's not necessarily the case, particularly among small businesses some of which are yet to embrace the medium.

by Helen Leggatt

Campaigner's survey of 259 small businesses (companies with 20 employees or less) discovered that 46% of them relied on email marketing to acquire and retain customers and expand their business.

More so, 36% plan to begin using the channel next year, proving that email is still seen as a key tool for business. Why? Because, said small business owners, email is an effective channel via which to build customer loyalty, is inexpensive and can generate a fast and measurable response.

"The survey points to a major adoption trend in small business email marketing," said Laurie McCabe, partner at Hurwitz & Associates, the firm that carried out the survey for Campaigner.

"As the recovery from the recession gets underway, businesses that already have email marketing programs in place are better positioned to take advantage of new opportunities to increase sales and revenues."

Recent research from SocialTwist found that, even in this age of social media and networking, email is the top method by which Internet users share information.

Tags: customer acquisition, customer retention, email marketing, small businesses