Most small-business marketers generative return on
investment from email many times what they put into it, according to the 2023 Email Marketing Survey, a recent study from UpCity.
Of those that spend $100 or less per month
on email, 75% report an ROI of $21 or more for every dollar spent.
In addition, 51% that spend $500 on email report ROI of $31 or more for every dollar spent.
They spend the
following sums on email marketing:
- Less than $50 — 9%
- $50-$100 — 22%
- $101-$500 —
37%
- $501-$1,000 — 20%
- $1,000+ 2023 — 12%
Their biggest challenges are:
- Finding the best tools/service provider — 46%
- Getting recipients to open/reply/click — 43%
- Getting an acceptable ROI — 42%
- Creating effective content — 42%
- Building an email list
— 31%
Most SMBs that send marketing emails do so on a daily (32%) or weekly (33%) basis.
Their primary goals are:
- Attract
new customers — 30%
- Increase brand awareness — 28%
- Introduce products/services — 27%
- Boost
website traffic — 26%
- Increase user engagement — 26%
- Provide more relevant content —
25%
The most effective types of emails are:
- Sales or promotions — 34%
- Co-marketing or sponsored emails
— 29%
- Replenish or subscriber service reminder — 27%
- Product-related emails — 26%
- Live,
dynamic content emails — 24%
- Birthday, anniversary or other milestone — 23%
Of the SMBs polled, 75% say their email efforts
are moderately or very effective. Most campaigns apparently are conducted in-house:
- In-house marketing team or individual — 39%
- Outsourced email marketing freelancers/contractors — 26%
- Third-party email marketing agency — 25%
- Other —
10%
UpCity surveyed 300 marketing professionals in this update of its 2022 email marketing survey.