Email marketing captures an average 15% of SMB marketing budgets, according to a soon-to-be released study from Vocus, conducted by Edge Research. Email edges events and trade shows (13%) and person-to-person contact (12%) as the top marketing expenditure for SMBs, with traditional media such as outdoor (3%), radio (4%), and TV (5%) ads getting the smallest pieces of the pie. But while email commands the highest share of budgets across all SMB sizes, the extent to which it is relied on varies, most likely due to its cost.
For example, as the study notes, email has a lower cost than other activities, so it’s more likely to be relied on by smaller SMBs. Indeed, email accounts for 18% share of budgets for businesses with revenues of less than $5 million, compared to 12% for those with revenues between $30 and $50 million. More expensive channels such as TV advertising, by contrast, get a much bigger share of the pie at the largest SMBs (8%) than at the smallest (2%). Read the rest at MarketingCharts.