Vendors must keep up with the evolving and challenging market by offering refined new solutions and techniques, finds Frost & Sullivan
MOUNTAIN VIEW, California, Oct. 1, 2015 /PRNewswire/ -- Email continues to be one of the most widely used marketing channels among small midsized businesses (SMBs). It allows SMBs to cost-effectively and immediately deliver attractive, rich, targeted and multichannel content and calls-to-action. However, in the face of stiff competition, channel proliferation, and consumer spam it is critical for SMBs to execute precision campaigns in order to enhance email marketing effectiveness.
According to a new analysis from Frost & Sullivan, Boosting Small Midsized Businesses Email Marketing Effectiveness (http://www.frost.com/q295542340), feature-rich platforms and the best practice of opt-in emails can make SMBs' email marketing even more successful. Meanwhile, enterprises are taking up SMB-written solutions due to the simplicity and focus on one or two issues that help improve email program return on investment.
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"Evolving SMB needs are encouraging email marketing vendors to continue refining their platforms. For instance, they are offering tools like tap reminders and working marketing messaging into transactional and customer care emails," said Frost & Sullivan Information & Communication Technologies Industry Analyst Brendan Read. "Increasing customer use of mobile devices with limited form factors is making emails shorter and potentially less value-rich, driving vendors to create and execute mobile-optimized content. This will prove crucial as marketing emails compete with each other, as well as with non-marketing emails and channels for limited customer attention."
Furthermore, chat apps and messaging are also emerging as new interaction channels that could compete with email. Facebook, for example, has adopted these interaction channels. While enterprises will probably stay ahead in taking advantage of these new channels, SMBs must look to use these tools to communicate and market to customers as well.
Spam has long plagued commercial emails, damaging the credibility of this channel, thus pushing customers away. This issue led to the opt-out CAN-SPAM Act in the U.S. and the much more stringent opt-in CASL in Canada. And while Internet service providers are making their platforms more user-friendly, private and secure, it could be challenging for SMBs to stay on top of these changes that may impact email deliverability.
"Should these challenges and other looming obstacles remain unaddressed by SMBs and vendors, the future of email as a marketing channel will be at risk," stated Read. "Email, then, could shift from being dominant to limited; like print catalogs and direct mail have become to an older audience. Therefore, it is imperative that steps are taken to develop email capabilities."
Boosting Small Midsized Businesses Email Marketing Effectiveness is part of the Customer Contact (http://ww2.frost.com/research/industry/information-communications-technologies/customer-contact) Growth Partnership Service program. Frost & Sullivan's related studies include: Enhancing Customer Relationship Management (CRM) for SMB and Enabling Successful eCommerce for SMBs. All studies included in subscriptions provide detailed market opportunities and industry trends evaluated following extensive interviews with market participants.
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Boosting Small Midsized Businesses Email Marketing Effectiveness
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SOURCE Frost & Sullivan