The Best First Outreach Tactic Depends on SMB Size

The Best First Outreach Tactic Depends on SMB Size

Bredin's latest survey of 500 U.S. SMB principals found that, across all SMBs, email is the preferred first outreach tactic from a company looking to sell to them. Nearly half of SMB decision-makers say they are very likely to pay attention to an email, compared with 37% for text messages and 34% for phone calls. No guarantee that they will respond, of course, but the data indicates that cold emails are still a viable first-reach tactic.

Outreach preferences change when the results are broken out by business size. Most notably, larger SMBs are more likely to pay attention to an initial phone call than an email.

Outreach Tactic Preference by SMB Size

How outreach preferences change with company size

• Midsize businesses are the most receptive overall. At least 54% are very likely to pay attention to every channel.
• Midsize businesses are significantly more likely than small businesses to pay attention to texts, phone calls, direct mail and online ads.
• Small businesses are significantly more likely than very small businesses to pay attention to every channel except text messages. Social media outreach ranks third for them at 48%.
• Very small businesses are the hardest to reach. Fewer than four in ten are very likely to pay attention to any channel other than email.

For more, see how SMBs research before buying and our guide to how to sell to SMBs.

Need expert SMB insight? With an exclusive focus on the SMB market, decades of research experience, and advanced data tools, Bredin delivers actionable custom and omnibus research. Contact us to learn how we can support your 2026 GTM, product, content, PR, social, and sales goals.