the Bredin Report
the Bredin Report
Subscribe | October 2009
the Bredin Report
the Bredin Report

Frontline View

Email Newsletters: What Do SMBs Really Want?

We recently surveyed 381 SMBs about their email newsletter preferences. The net? SMBs want business management advice and offers from you – often. Specifically:

  • Email newsletters still matter. Even in the age of Facebook and Twitter, 79% of respondents said email newsletters are as, or more, relevant than ever. 97% rate them an important or very important source of business management advice, ranking them higher than print and broadcast media, major company websites and social networks.
  • Readers really engage with email newsletters. 58% spend more than a minute reading an email newsletter in their inboxes, and 73% spend more than a minute reading (or watching) content that they click through to from the newsletters.
  • Readers want to hear from you more often than you think. 42% prefer weekly delivery, 27% monthly and 12% daily. Only 5% prefer quarterly.
  • Readers want "how-to" information. On a scale of 1 (not important) to 5 (important), how-to content rated 3.6, slightly ahead of case studies, perspective pieces, product information and offers, and company news. Ideally, your newsletter should include a mix of these elements.
  • Readers prefer information about their industry. They also want a quick and easy read. Roughly 80% rated these features important or very important newsletter criteria.
  • SMBs use email newsletters themselves. After having a website (70%), an email newsletter is the second most popular online marketing tactic (63%).

To learn more about engaging with SMBs via email newsletters – and online marketing – register for our webcast at 1 p.m. EST on Tuesday, Nov. 10. To learn how BBI can help you achieve your SMB marketing goals through an effective email newsletter program, contact us.

SMB Market News

>> Chase Debuts Small Biz Cards
JPMorgan Chase launched InkSM from Chase, a suite of business cards for small businesses. The new portfolio marks Chase's introduction of a pay-in-full charge card. Other features include customized payment terms and online expense management tools.

>> Dell Campaign Highlights 'Heroes'
Dell is conducting a global PR campaign for its small and midsize business units aimed at expanding the company's conversation beyond its IT audience. "Take Your Own Path" features entrepreneurs who use Dell technology to help make their businesses successful. Separately, Dell and have partnered to bring Salesforce's hosted CRM to SMBs.

>> Oracle Portal Targets Midsize Firms
Oracle is reaching midsize businesses with a new website and tools to help companies install and use business applications quickly. The new portal includes a Partner Marketplace so customers can choose the right combination of applications and tools for their particular needs.

>> eBay Picks Contest Winners
eBay selected four winners of its eBay Sellers Challenge, a contest designed to spark the entrepreneurial spirit among eBay sellers. Each winner was awarded $25,000 and marketing advice and support from eBay.

>> British Airways Pushes Face-to-Face Meetings
British Airways launched an initiative touting the benefits of conducting face-to-face meetings. The airline will award 100 companies with a year of business travel and a suite of services to help them grow their operations.

>> Avaya Offers Makeover
Avaya is sponsoring a contest to give 20 small businesses a communications makeover. To enter, businesses must film a three-minute video and post it on YouTube or write up to 500 words answering the question, "What's Your Disconnect?"

>> Intuit Buys
Intuit agreed to buy for $170 million. has more than 1.5 million active users of its service that helps track personal finances over the Internet.

>> PC Mall Launches Small Business Network
PC Mall has launched the Small Business Network, a social network for small business principals to obtain IT information and advice, network with their peers and get discounts on IT products.

Send us your news.

SMB Market Research

>> SurePayroll Small Business Scorecard: Small business hiring is up 1.9% year-to-date while salaries are headed in the opposite direction, down 6.5% year-to-date.

>> Mintel Comperemedia: Credit card companies step up direct marketing efforts for their small business cards.

>> Vistage CEO Confidence Index: Q3 Index records highest quarterly gain in economic confidence since 2003.
    BBI in the News

Small Business Banking Conference
BBI CEO Stu Richards will present on Oct. 19 in Chicago on how banks can enhance relationships with small businesses through business management advice and information.

Client Spotlight

Establishing Thought Leadership
To enhance the position of a major technology vendor as a thought leader in the midmarket, BBI developed a series of "guru" white papers. We recommended topics and subject matter expert authors, and ensured delivery of high-quality content. Contact us to discuss how BBI can help you improve your thought leadership position and lead generation results.

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