I'm not sure whether to be encouraged that 57% of small businesses are actively growing their e-mail list or be disappointed that only 57% are doing so. Either way, I think the following insight by some business owners is to be commended:
Overall, small businesses realize that engaging customers via email leads to a stronger customer identification with their brand, directly driving positive business results.
E-mail marketing is still one of the most powerful ways to engage with customers. If you're one of the "more than two thirds" of small business owners who train their employees to capture customer information, good for you. Keep up the good work. While you're at it, why don't you share your own information with your customers?
I mean, let them know where to find you on the social networks. Lead them to your Facebook page, Twitter account, and other social media outlets. But don't give up on e-mail.
In this age of Internet marketing, integrating your e-mail, social media campaigns, search engine marketing, and other digital outreach channels is the best way to reach more customers and prospects and lead them back to engagement with your brand. The size of your business shouldn't matter. What does matter is that you give each customer and prospect as many ways to stay engaged with you as possible. Let them pick the method that works best for them. You'll find a good many of them will prefer to be contacted by e-mail and welcome it. Pursue every possible avenue.
(email marketing / shutterstock)