GetResponse Study Reveals Top SMB Email Marketing Trends
480 Percent Increase in Video Email Usage; 90 Percent Increase in Social Media Integration; 64 Percent Confirm Video Email Significantly Increases Conversion Rates
WILMINGTON, Del., March 1 – A new GetResponse Email Marketing Trends survey found that SMB marketers are becoming increasingly convinced of the benefits of video email, social media, and personalization or targeting. Over 80 percent of respondents plan to use video emails in 2010 and over 90 percent of SMB marketers plan to integrate social media into their email campaigns this year. Almost 64 percent of SMB marketers who use video emails claimed that it delivers significant increases in conversion rates. The survey is available for download here: http://www.getresponse.com/learning-center/reports/2010-email-marketing-trends-survey.html
Founder of GetResponse, Simon Grabowski , commented: "We were pleasantly surprised at the major uptick in SMB marketers planning to use video email marketing and social media integration in 2010. According to our 2009 study, video emails delivered close to a 100 percent increase in click through rates, so we know it works and expected the increase in use. But the 480 percent increase in planned video email use surprised even us!"
GetResponse , a leading email marketing platform for the SMB sector and flagship product of online solutions provider Implix , conducted the online survey in January and February 2010. The study asked over 200 SMB email marketers from a wide range of business sectors and countries to share their opinions regarding hot topics like video emails, social media integration, and the "war on inbox clutter".
In general, the results show that the SMB marketer's toolkit is looking more sophisticated and media-rich than at any time in recent history, thanks to user-friendly and affordable online tools. Some of the survey highlights included:
- Video email marketing: Over 50 percent of respondents stated that video emails can increase CTR. One of three marketers believes that video can enhance brand image and/or increase customer loyalty. Over 20 percent of marketers believe that video emails can also reduce support and training costs. Only 4.7 percent email marketers do not see any benefits from using video emails.
- Social media: A 113.2 percent increase in use of links to new messages on social media pages; a 109.1 percent increase in use of sign-up forms on Facebook, etc. fan pages; 88.8 percent will increase share options and 71.6 percent more will place "follow us" links in email messages.
- Personalization: 53.80 percent of SMB respondents said they intend to increase targeting and personalization in 2010; 52.40 percent will try to improve email title and subject line personalization.
- Behavioral targeting: Nearly 75 percent of marketers claim that behavioral targeting can result in significant or moderate increases in email marketing effectiveness. Only 2.8 percent did not consider behavioral targeting an effective practice.
Grabowski added: "Today's marketers are mindful of the importance of delivering relevant content and one-to-one messaging based on preferences and behaviors. It's all about putting the "human element" back into marketing through the use of video and social media conversations. Combining these interactive techniques promises to be a very successful strategy for our SMB customers!"
About the Company
GetResponse serves more than 350,000 active users from 182 countries, delivering more than 1 billion permission-based emails per month, with an average deliverability rate of 99.3 percent. Clients include GlaxoSmithKline, Marriott, Intercontinental, University of Arkansas, Carrefour, Men's Health Magazine, and thousands of fast-growing businesses and professional firms.