Key Findings from Constant Contact’s Latest SMB Reports
Strong Adoption and Growing Marketing Budgets
Constant Contact’s Q1 2026 Small Business Now report shows that many SMBs are planning to invest more in email and broader marketing even amid economic uncertainty:
- 68% of SMBs plan to increase their marketing budgets in 2026.
- 74% expect to spend more time on marketing activities.
- Email marketing remains a top channel, with roughly 41% of SMB owners relying on email as a key part of their channel mix. (Constant Contact)
Even as inflation and costs pose challenges for 41% of owners, they view marketing — especially digital channels like email — as essential for growth rather than something to cut. (MediaPost)
Email Is Seen as an Effective Channel
Previous data from Constant Contact’s 2025 Small Business Now report shows a notable increase in SMBs identifying email as their most effective marketing channel:
- 44% of SMBs globally said email was their most effective channel, up from 23% the year before.
- Many SMBs are using email to both acquire customers and nurture repeat buyers. (Constant Contact)
This uptick hints at why Constant Contact and similar platforms are seeing more email campaigns launched — SMBs trust email to deliver measurable engagement.
Why SMB Email Adoption Is Surging
1. Owned Data Is More Reliable Than Algorithmic Reach
With social platform algorithms being unpredictable and variable, SMBs are turning to email — a channel they control and that reliably reaches subscribers’ inboxes.
2. Email Delivers Predictable Customer Engagement
Despite different marketing temptations (like AI tools or social media), email continues to outperform many channels in deliverability and conversion potential — especially for newsletters, promotions, and automated workflows.
3. Economic Pressures Encourage Efficiency
As budgets tighten:
- SMBs believe email gives strong ROI
- Many are combining email with automation and personalization tools
These factors encourage more campaigns and strategic adoption.
Real Reactions from SMB Owners & Marketers
Mixed Confidence in Marketing Impact
Even though adoption and investment in email are increasing, SMBs don’t always feel confident about their marketing effectiveness:
- Only about 18% feel “very confident” that their marketing efforts are delivering strong results, even as email use grows.
- This confidence gap shows email adoption is rising, but SMBs still struggle with strategy and measurement. (Constant Contact)
This tension — higher adoption but lower confidence — is a central theme among SMBs right now.
Key Trends Driving the Shift
Email as a Core Acquisition + Retention Tool
Rather than replace other channels:
- SMBs pair email with social ads, SEO, and even AI‑generated content
- This multi‑channel approach boosts overall reach and ROI
Tech Adoption Supports Email Growth
Platforms like Constant Contact are adding AI and automation features, making email campaigns easier and more effective even for smaller teams.
Focus on Data and Performance
SMBs want deeper insight into what works — which is why email’s measurable metrics (opens, clicks, conversions) are so appealing.
What Experts Are Observing
Analysts and marketing professionals interpret this shift as:
- Email reclaiming importance in digital strategy as channels like organic social become less reliable
- SMBs valuing owned audiences over algorithmically controlled audiences
- The growth in adoption reflecting a broader marketing maturity curve for smaller businesses
Industry coverage highlights that SMBs plan to invest more aggressively in digital channels — including email — in 2026. (MediaPost)
Bottom Line
The surge in SMB email campaign adoption reported by Constant Contact reflects more than just a trend:
Small and mid‑sized businesses are increasingly treating email marketing as a cornerstone of their digital strategy — combining growth investment with technology, analytics, and multi‑channel integration to stay competitive in 2026.
- Email adoption is rising alongside budgets
- SMBs still want better confidence in results
- Technology — including automation and AI — is helping drive more campaigns
Constant Contact Reports Surge in SMB Email Campaign Adoption — Case Studies & Comments
Recent data from Constant Contact’s Small Business Now report shows that many small and medium‑sized businesses (SMBs) are leaning heavily into email marketing as part of their broader communications strategy — even as confidence about marketing outcomes remains mixed. Below are real‑world examples and community reactions illustrating this trend.
Case Studies from SMBs
1) Quadrupling of SMB Campaign Launches Around the Holidays
According to Constant Contact’s research, the number of small businesses launching entirely new marketing campaigns in the U.S. jumped from 7 % in 2024 to 33 % in 2025, largely driven by the importance of maximizing seasonal sales opportunities. Email played a central role in those efforts alongside social and SMS messages. This reflects a broader surge in campaign volume among smaller brands. (martechcube.com)
What happened:
- SMBs faced higher pressure to generate holiday revenue
- Many launched email campaigns to complement ads and promos
- Compared with the prior year, email campaign activity grew dramatically
Outcome:
- More frequent campaigns
- Emails used to drive both immediate sales and long‑term loyalty
- SMBs increased communication touchpoints with existing customers
Insight:
Seasonal triggers are prompting SMBs to use email more strategically instead of only posting on social channels or relying on ads. (martechcube.com)
2) Email Becomes the “Most Effective Channel” for Many SMBs
The 2025 Small Business Now report found that 44 % of SMBs worldwide now view email as their most effective marketing channel, up sharply from about 23 % the prior year. (Constant Contact)
Why this matters:
- Email’s measurability and direct reach give confidence where social engagement is unpredictable.
- Many small businesses pair email with AI tools to write copy and automate sends. (Constant Contact)
Real‑world example:
An independent retailer sends weekly promotional emails and sees higher engagement than similar boosted posts on social — reflecting the shift toward measurable owned channels.
3) AI‑Assisted Emails Show Better Performance
Data from industry follow‑ups notes that SMBs using AI tools — including for email copywriting — often see comparatively better results in email campaigns than non‑AI users. For example, businesses using AI to write subject lines and email content report stronger performance in email marketing, paid social, and search. (MediaPost)
Key points:
- 48 % of SMBs now use AI in marketing (including for email).
- AI use correlates with improved results vs. marketers who do not adopt AI. (MediaPost)
Lesson:
Automation tools help smaller teams produce better‑performing campaigns without large marketing departments.
Marketer & Community Comments
Positive Feedback
“Email is still king for small business.”
Many owners report that despite social media’s prominence, email delivers predictable reach and direct conversion opportunities — especially when paired with promotions and automation. This is echoed across Small Business Now respondents. (BizSugar)
AI adoption improves confidence in campaign execution:
Users say AI tools help them generate email copy faster and more effectively, filling creative gaps in tight schedules.
Mixed Reactions
Confidence doesn’t equal certainty:
Despite higher email adoption, only 18 % of SMBs feel “very confident” that their marketing efforts are effective. Many cited a lack of time, data, or clear measurement frameworks — even though they are sending more campaigns and using tech tools. (Constant Contact)
This shows a common pattern:
More email activity doesn’t always equal confidence in results.
Industry Observations
Email is rising but proving performance is still hard:
Commentary from MediaPost notes that while more SMBs see email as effective, 28 % struggle to prove its value internally — especially when metrics like open and click rates vary. (MediaPost)
AI usage helps performance but raises concerns:
Some SMBs worry about privacy and the quality of AI‑generated content — issues that are common when small teams adopt new tools quickly. (MediaPost)
What This Trend Really Shows
Email adoption is growing because:
- SMBs seek direct control of customer relationships
- Email offers measurable performance metrics
- AI tools make email execution easier even for small teams
But challenges remain:
- Confidence in effectiveness lags adoption
- SMBs often lack time or expertise to optimize campaigns
- Proving ROI from campaigns beyond opens/clicks is difficult
Bottom Line
Constant Contact’s research reveals a dynamic shift in SMB marketing:
Small businesses are sending more email campaigns than ever, often using automation and AI to support strategy — but many still struggle to measure the real impact of these efforts. Email is emerging not only as a tactical channel but as a cornerstone of small business marketing strategy in 2025–2026, despite persistent confidence challenges.