What’s Next For Small Business Email Marketing – Forbes
More online shopping means more email marketing from smaller players.
I recently asked John Orlando, CMO at email marketing platform Constant Contact parent company Endurance International Group, for his take on what’s been happening.
Paul Talbot: The ‘Shop Local’ movement has enjoyed momentum over the past few years… how has this been impacted by the pandemic, and what can a business do to maintain the strength of this shop local tailwind in an online environment?
John Orlando: The pandemic has undoubtedly pushed shoppers online, but they aren’t ready to give up on buying from small businesses in the process. When we polled consumers, 60% said they have gone out of their way to visit small or local businesses more often in 2020 than they did in 2019 and 70% have made it a habit by visiting at least once a month.
Just 5% said they would always choose a larger retailer over a small business when shopping online.
The environment remains extremely complex, but I don’t expect the desire to shop online to wane any time soon. Embracing that is key to a successful recovery, and it will become even more important for business leaders to evaluate how they can balance their current online strategy with in-person sales once the pandemic begins to subside. Those who can maintain a strong