Pitney Bowes survey finds small businesses missing out on new channels

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Stamford, Conn.—Small businesses still rely on traditional channels for their primary communications with customers and are missing out on newer channels such as social media, according to a study by Pitney Bowes. The study, “2012 Small Business Marketing Survey,” was based on an online survey of more than 750 Pitney Bowes small-business customers. According to the survey, 46% of small businesses rely on email as their primary channel for communicating with customers, followed by phone (22%) and direct mail (11%). None of the small businesses responding said they rely on social media as their primary channel to communicate with customers. The study also found that 73% of small businesses are not measuring the results of their email marketing efforts and 80% are not measuring the results of direct mail campaigns.
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