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Boosting Small Midsized Businesses Email Marketing Effectiveness

  • August 2015
  • 24 pages
  • Frost & Sullivan
Report ID: 3186600

Summary

Table of Contents

Boosting Small Midsized Businesses Email Marketing Effectiveness : Powerful Email Platforms Help SMBs Become more Competitive

Email Marketing Trends

The following are key trends affecting email marketing platforms and how SMBs use these solutions:

- Continuous improvements. Email marketing vendors continue to refine their platforms. They offer mobile device optimization through responsive design, advanced personalization, and also enable video content, provide lightbox forms, and offer more templates. They also are adding new apps, such as those that provide campaign data. And there are improved application programming interfaces like API-triggered automated emails. 9857-76 4 Boosting SMB Email Marketing Effectiveness.

- Social channel shift from competition to partnership. Companies have found that social media complements but does not replace email for marketing. They’ve learned that customers prefer to use social channels for brand conversations, but not necessarily for purchases. As a result, vendors are offering SMBs the ability to add social links in their emails and email sign-up forms on social platforms.

- SMS integration. Companies now realize that SMS/text complements email marketing. Email marketing platform vendors are following up in kind with SMS capabilities. Companies use SMS for appointment reminders, delivery notifications, order and reservation confirmations, last minute sale alerts, and to let customers know that they’ve been sent email newsletters.

- Democratization of advanced features and techniques. SMBs increasingly use email methods and tools that were available or known only mainly to enterprises. Examples include analytics, marketing automation, drip campaigns, A/B testing, hard and soft bounce handling, and campaign and multichannel optimization.

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