• Borrell Associates

Could Email Be The Most Powerful Marketing Medium?

This is the conclusion of Borrell Associates annual survey of small businesses (SMBs) across the country. They have conducted this survey every year since 2009 to see where SMBs invest their advertising dollars. For email marketing there were 2,212 respondents with more than 56% having revenues of $1 million or more annually and 1/3 with revenue more than $5 million a year.

What's Hot - Borrell Associates - Annual Survey 9/2018

iPhone X - Apple, Inc. - 2018

Only 4% of the businesses surveyed reported they would cut back on their email advertising spending in the coming year. Half said they would continue at about the same rate while 46% said they would increase their expenditures on email marketing. More than 38% of local ad agencies reported email as having a VERY GOOD to EXCELLENT return on investment. This ranked well ahead of radio with 26% saying it was VERY GOOD to EXCELLENT for ROI.

Email marketing came in as the 3rd favorite marketing choice among all businesses with more than half of them using it. The perception among advertisers is that it is a low-cost medium combined with high ROI making it a powerful choice for SMBs. The businesses who use email marketing also tend to be much bigger spenders overall in advertising. They spend 176% more on radio advertising than SMBs who do not use email marketing.

What's Hot - Borrell Associates - Annual Survey 9/2018

Where do clients need help when it comes to email marketing? First, they are spending 1 to 4 hours to build an email list, write copy & design the ad, send the email and track the results of the campaign. This is a large investment of time considering nearly 4 of 10 small businesses have an email list with less than 1,000 names on it! Less than 1 in 5 have an email list with more than 10,000 names.

What's Hot - Borrell Associates - Annual Survey 9/2018

The Media Store can help any client in the United States build a list of 3,000 names of qualified consumers interested in their product or service within one month! If a client is aggressive, 10,000 names of qualified consumers can be built up in 3 to 4 months for most clients. Not only does this accelerate the process by months or even years, it provides a source of mostly brand-new customers!

The top 3 ways small businesses build an email database move very slowly and do not create new customers. Why? Because the top three ways use current customers in store, website and social media visitors and those who attend client events. This is painfully slow because the typical website converts just 2.31% of all visitors into real leads!

Events are rare for most clients and if the business is not growing or slow growth the client ends up giving special offers to current clients and drives revenue down, not up! I in 5 SMBs buy a 3rd party list for email marketing campaigns. These are much less reliable, filled with spam traps and have up to a third or more of addresses as undeliverable. The client buys a bulk list taking ALL names instead of those really interested in their products or services.

The Media Store uses our searchable nationwide database to send a campaign based on a client's "ideal customer profile" for a targeted approach. Next, we collect data on all opens and clicks from our "multi-send platform" to find out what consumers are truly interested in the offer. Our system provides the ability to weed out more casual interest to get the best data possible for each client.

This creates a "custom email database" for a client that is targeted, with highly interested potential new customers! Email marketing continues to be the GOLD STANDARD in digital marketing with more than 9 out of 10 businesses saying they will continue or increase their email advertising.

What's Hot - Borrell Associates - Annual Survey 9/2018

Call today and let The Media Store show you how to cash in now. not sometime the middle of next year when you are behind budget! Start now and finish Q4 over budget and give 2019 the kick-off you need to make it a record year!


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