|Email Newsletters Are the Preferred Information Source for Small and Medium Businesses
SMBs Engage Regularly with Email Communications to Get Practical, How-To Information from Their Vendors
CAMBRIDGE, MA, March 6, 2007 – Email newsletters are one of the two most important sources for business management information and advice for small and medium businesses (SMBs), according to a new study released today by Bredin Business Information, Inc. (Bredin).
"Optimizing Email Newsletters for Small/Medium Businesses" is based on a survey of more than 300 SMB executives to determine which types of email newsletters they are most likely to open and read, and what they look for in an email newsletter from their vendors. Bredin conducted the study in January/February 2007 and released the results at MarketingSherpa's annual Email Marketing Summit. In the survey, small businesses were defined as companies with fewer than 100 employees; medium businesses were defined as companies with 100-500 employees.
In the study, SMB executives were asked to judge the relevant importance of different media for business management information. 83% of respondents indicated that email newsletters were either very important or important sources, putting it in a near statistical tie with print media (84%) and ahead of corporate/media websites (71%). At the bottom of the list were many of the "new" media distribution methods, including webcasts/podcasts (40%), RSS feeds (39%) and blogs/wikis (34%).
"It is clear that small and medium businesses value the information they get from email newsletters," said Stu Richards, CEO of Bredin. "Marketers right now should be investing resources in this form of communication because it offers an excellent vehicle to position their company as a trusted advisor."
SMB executives also knew the kinds of articles they wanted to see in their vendors' email newsletters. By far, practical "how to" information (40%) was the preferred form of content, followed by company product information (26%), management overviews on topics such as strategy or leadership (21%), company news (19%) and case studies (17%).
Among other key findings from Bredin's SMB email newsletter report:
About the study
Bredin Business Information conducted the "Optimizing Email Newsletters for Small/Medium Businesses" study to better understand usage patterns, attitudes and enhancement opportunities for email newsletters. Over 300 executives at small and medium sized businesses took the online survey in January and February 2007. Respondents were evenly split among very small businesses (1-19 employees), small businesses (20-99 employees) and medium businesses (100-500 employees). In order to take the survey, respondents had to subscribe to one or more email newsletters.
About Bredin Business Information (Bredin)
Based in Cambridge, MA, Bredin Business Information, Inc., has been helping leading companies market more effectively to small and medium businesses since 1991. Its services include research that delivers practical, actionable marketing recommendations; strategy consulting that ensures SMB marketers' campaigns are on target; and award-winning communications that position its clients as knowledgeable, trusted advisors to the SMB marketplace. Learn more about Bredin at www.bbionline.com.