Back in November SoftLetter conducted a survey of its readership (which is paid subscription and made up almost solely of software firms) and asked this question: “Does your company conduct e-mail marketing campaigns?”. 68% of the 175 respondents said they did and 32% said they did not. At first glance I thought the 32% to be shockingly high given how inexpensive email marketing can be. Could that many software firms not be using email as a campaign tool?
A few questions about that 32% come to mind: 1) if we took the survey today, given how firms have trimmed their marketing expenses I wonder if we’d find that more of that group has embraced email campaigns? 2) Do they not use them because they believe there is something related to their software offerings that make its use inappropriate (e.g. complexity of sale, price of software, etc.), 3) Do they not use them because they believe there is something about their brand that makes them inappropriate? 4) If the question had been phrased differently, say to ask about the use of email for marketing purposes, would the responses have been different? I guess I find it interesting that a third of those software firms surveyed would not be using such a low-cost technique, especially in the face of our current economy.
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