Small and medium size enterprises (SMEs) are increasing their investment in email marketing as they look for a post-recession boost. 
Marketing Week reported the results of research from B2 Group which revealed the overall use of advertising channels is growing as business confidence returns.

A previous poll conducted by fast.MAP showed 44.2 per cent of SMES have initiated online advertising, while 38.2 per cent are running email campaigns.

Paul Seabrook, director of the company, said SMEs are also "thinking more strategically about where else they need to grow, how to increase their networking and their level of competitor intelligence".

The need for firms to gain a competitive advantage over their rivals has led many to exploit email as a cost-efficient means of increasing their profile, he added.

According to a study, email marketing campaigns that integrate social media are far more effective, enjoying a 55 per cent higher click-through rate.