1-Minute Data of the Week: Marketing That Work

DISCLAIMER: Engage Greater La Crosse is providing this data knowing that it is provided by an email system that benefits from the results of this data. We do so to educate on other forms of marketing and pros/cons of those marketing outlets you are using and to provide tools that may be helpful.

Constant Contact surveyed 1,000 businesses and 1,000 customers to discover a disconnect between how people buy and how businesses are communicating. Here's the disconnect the point to:

What Method Sells Your Product/Service

Small Businesses Promotion is On:

  • Social Media 63% 63%
  • Website 55% 55%
  • Email Marketing 52% 52%

Customer Are Most Likely to Buy From:

  • Email Marketing 34% 34%
  • Text Message 30% 30%
  • Social Media 20% 20%

TIP: “Social media is still valuable for engagement and brand awareness," says Patrick Gillooly, marketing director at Constant Contact, "But you’re renting that audience. Rent is going up. Small businesses are unlikely to see the same level of growth once things normalize.”

  • Facebook
  • Twitter
  • LinkedIn

How to Sell: What Type of Email Sparks a Purchase

Emails Businesses Send

  • Check-Ins / "We Haven't Heard From You" 30% 30%
  • Business Update / "Come Discover Our New Widget" 26% 26%
  • Coupon or Discount 22% 22%

Customer Said They Want:

  • Coupon or Discount 67% 67%
  • Check-Ins 33% 33%
  • Business Update 28% 28%

TIP: “Instead of planning campaigns around what you think is going to work best, set up indicators that can help you evaluate what is driving a business result,” says Dave Charest, director of content marketing at Constant Contact.” Then, let the data be your guide.”

Saving Time Through Automation

Technology Used

  • Facebook
  • Twitter
  • LinkedIn

Benefits

  • Facebook
  • Twitter
  • LinkedIn

Pandemic-Induced Change

Businesses

  • 58% of businesses selling online for the first time
  • 48% of small businesses generate most of their sales online

Customers

  • 60% shop in-store / 40% online
  • 53% prefer to shop small at physical stores
  • 86% have bought online in the past month
  • 35% buy elsewhere if there is no online store

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