Direct marketing is a powerful and low cost promotion technique, and these B2B email marketing statistics evidence the effectiveness of the method when done properly. From nurturing leads to spreading the word about your sales, it enables businesses to push their way into their audiences’ inboxes to drive measurable engagement. 

As a lead generation agency, we know the ropes when it comes to fine-tuning your messaging to the right people, which is exactly what email marketing is about. We’ve pulled up-to-date data together from trusted sources, highlighting key takeaways that help you rethink your marketing. 

Read on to find interesting and inspiring email marketing statistics in the B2B space!

Email marketing is the most impactful channel for B2B marketers

B2B marketers have claimed over the years that email works the most effectively, outweighing content marketing and social media efforts. This data is backed by the 87% of B2B marketers who reported email as their best performing distribution channel, thanks to the speed of execution (enhanced by AI) and low cost associated with it. 

In addition to this, Hubspot reckons that AI-enhanced email creation can improve conversions up to 85%, making it a popular option for businesses looking to target segmented audiences.

Businesses use email newsletters for content marketing

In 2024, CMI’s report highlighted that 71% of marketers combine email newsletters with their content marketing strategy as a way of nurturing and engaging audiences. Survey respondents claimed they relied heavily on email engagement as one of the most insightful metrics to measure the performance of their content marketing.  By using email newsletters to distribute blogs, infographics and video content, businesses can deliver genuine value to their target audience, building stronger relationships for higher conversion rates. 

B2B emails have higher click rates than B2C

B2B marketing emails experience an average open rate of 15.1%, which is slightly lower than B2C’s 19.7%. However, they tend to receive a higher click rate, showing recipients engage more deeply in the B2B space. 

It’s important to bear in mind that various factors influence open rates, with industry being a major factor. Certain sectors like government and education often see higher engagement rates than others, due to their familiarity with this form of communication and the nature of the short-form content that comes in useful for busy professionals. 

The size of the company receiving the emails also makes a difference, as smaller organisations tend to be much more responsive. If open rates are something you’re concerned about, work on timing, email segmentation, and personalisation for success. 

Email is a leading channel for revenue generation

59% of B2B marketers rank email as their biggest revenue driver, second only to in-person events and webinars (source: industry survey). This success comes from crafting regular emails that lean into your audience’s pain points, drawing on subjects that matter most, and including the right call-to-actions. 

The right B2B email marketing strategy to boost revenue should focus on lead generation, providing valuable information, and emphasising long-term relationships. 

B2B consumers prefer email communication

According to Sopro, 77% of B2B recipients actually prefer email over any other communication method. This preference likely comes from the convenience of having content delivered directly to the recipient’s inbox, without needing to go out and do their own research. 

Emails are short, skimmable, and often include relevant links that readers can easily access to take the desired action. Unlike phone calls, emails can be referenced and read later, making it easier for recipients to manage their time and engage with them when it suits them.

AI Is Increasingly Used in Email Campaigns

Marketing Drive reports that 57% of B2B marketers have adopted AI in their email campaigns to help with automation and personalisation. While there are many concerns around authenticity when it comes to AI-generated content, marketers have automation at their disposal and can use AI to identify any mistakes, come up with catchy subject lines, and dive into engagement data.  In fact, over 51% of marketers claim that AI-supported email marketing outperforms traditional methods, with subject line optimisation alone increasing open rates by up to 10%. (source: artsmartai)

When combined with a human touch, AI continues to be a powerful right-hand tool in modern email marketing.

Personalised B2B emails contribute to higher open rates

When the reader feels valued and important, higher open rates occur. This is why personalised emails are opened 82% more often than a generic, unthoughtful email. Statista also revealed that personalised subject lines have an even greater impact on open rates, with 64% of marketers experiencing a higher success rate when taking the personalised approach. 

It has been reported by MessageGears that 83% of consumers say they prefer marketing messages that speak directly to their needs and interests, making them feel seen and heard. The ability to craft relatable emails is one reason email marketing ranks as the second-best source of sales and marketing leads, holding a 32% share among B2B marketers (source: Sagefrog).

Some of the most common personalisation techniques include using names, company data, and past email interactions to formulate messaging that really resonates and converts. 

Final thoughts 

It’s clear to see that email marketing remains an active and powerful method of building relationships and generating leads. The key to reaping the benefits of this channel is understanding what your audience wants, when they’re most likely to respond, and how often to interact with them – to name a few. 

If you’re considering this marketing strategy, just remember to:

  • Profile your audience and segment your email list.
  • Be mindful about timing and consistency.
  • Track the right metrics and adapt as you go along.
  • Include a clear call-to-action.
  • Personalise every email.
  • Hook your audience in with punchy subject lines.

Get in touch with StraightIn’s experts to reignite your LinkedIn marketing strategy

If you’re ready to pair email with a LinkedIn marketing strategy, our team at StraightIn is here to help you with a multi-channel approach that makes an impact. 

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