Small businesses accelerated their digital marketing last year, achieving 61% more online sales than they did in 2019, according to “How Small Businesses Are Finding New Ways To Grow," a study released Thursday by Mailchimp.
It’s no surprise that SMBs are pursuing digital, given the desperate conditions they face, such as COVID-19.
Online sales totaled $61.3 billion, at least among Mailchimp’s 14 million customers, the study says. There were 515.3 million orders.
On a monthly business basis, there was an average 21.1% increase in emails sent, for a yearly total of 333,635,013,935.
Email volume was steady from Thanksgiving to Giving Tuesday, even while orders leaped by 36%.
That said, the top three goals for SMBs this year are as follows:
How have SMBs adapted to changing circumstances? In the U.S., they are:
At the same time, SMBs that were more impacted by COVID-19 in the U.S. used 9.35 tools in the fourth quarter of 2020. Less-affected firms utilized an average 6.75 tools.
For instance, 29% more-affected firms leveraged custom sign-up forms, versus 21 of the less impacted. And 21% of the most-affected used automated brand and design tools, compared to 10% of the less impacted.
Overall, Mailchimp customers sent more than 12 million emails using automations in 2020, up 8% from the prior year.
The big vertical winners in terms of gains are: