June 25, 2010, 1:58 PM

E-mail marketing stays strong, and social proves popular

A big majority of small businesses use social marketing.

Lead Photo

E-mail marketing, one of the cornerstones of online marketing, continues to prove popular among small businesses.

82% of those small businesses say they plan to increase their e-mail marketing efforts during the next year, according to a new study of 2,500 small businesses by e-mail marketing software provider AWeber Communications.

Social media also is proving to be a popular choice among online marketers at small businesses. 70% are employing some sort of social media tactics, and 77% indicate that integrating e-mail marketing and social media is either “very important” or “moderately important.”

The most popular social tactics at the moment involve spreading content in new ways, such as sharing e-mail newsletter content on Twitter (36%) and delivering blog posts via e-mail (35%).

“E-mail marketing continues to be a measurable, effective tool that brings significant value to small businesses,” says Tom Kulzer, CEO and founder of AWeber. “It is also evident that marketers are continuing to realize the importance of integrating their e-mail marketing campaigns with social media activities as a way to reach a broader audience, but are still learning how to do this effectively.”

The survey also found that 50% of respondents indicated behavioral targeting of e-mail marketing campaigns increases conversion rates either significantly or moderately. And 71.4% plan to increase their focus on behavioral targeting in their e-mail campaigns during the next year.

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