This article provides an overview of the most relevant B2B email marketing statistics for your 2025 strategy. Gain insights into trends, performance metrics, and best practices that will help optimize your email campaigns for greater success.
In 2025, emails are estimated to have 5 billion users. 99% of email users check their email inboxes up to 20 times a day. This huge user base and high frequency of use grant B2B providers unprecedented marketing efficiency. Indeed, 59% of B2B marketers consider email the highest revenue-yielding digital channel, and 73% believe it is the most efficient way to hook leads. Thus, emails are essential to B2B marketing.
(Source: Statista)
B2B email marketing average metrics
For you to understand the general email marketing statistics examined in this article, let us first consider the following latest average success metrics:
- open rate: 15%;
- click-through rate (CTR): 2.4%;
- bounce rate: 2.5%;
- click-to-open rate: 7.4%;
- conversion rate: 2.5% and higher.
Top 10 B2B email marketing statistics you need to know
- Out of a thousand US-based B2B marketers polled, 44% claimed to get the best visible results from email as a service/product distribution channel.
- The average email marketing ROI is $42 for every $1 invested in an email campaign.
- B2B eCommerce uses email marketing techniques to pre-engage up to 32% of leads and converts 2.5% of these leads on average via email.
- Advertising and marketing emails are opened 19.3% of the time and have a 2.6% average CTR.
- Well-planned, personalized, and segmented B2B emails tend to have 30% higher open rates and 50% higher CTRs.
- 90% of B2B marketers prioritize email engagement, and 63% consider increasing email engagement their most important work challenge.
- 57% of companies with 500 employees tend to automate and boost their B2B email marketing via AI.
- 45% of email marketing specialists use AI to write e-newsletters, follow-up emails, etc., while 11% use AI to generate visuals and graphics.
- 73% of B2B marketers use specialized email marketing software to track metrics and manage and customize email marketing campaigns.
- 84% of B2B email marketers out of a thousand work remotely, and 68% oppose switching to full-time office work.
Why email marketing is essential for B2B success
Almost half (44%) of the surveyed US B2B marketers specifically praised the overarching efficiency of using email for B2B promotion and sales. Slightly more, a full 50% of the same demographic, pointed out that their email marketing strategy is the highest-performing of all the multichannel promotional strategies they use, while the remaining 50% pointed out social media marketing, and only 26%, content marketing.
B2B email marketing is also considered the second most efficient tool for lead generation, delivering 32% of engaged leads on average — only slightly lower than the 33% for live events and in-person pitches.
To top it all off, email marketing generally generates the highest ROI among all commonly applied marketing techniques: up to $42 per dollar spent, on average. This consistently profitable ROI may account for the whopping yearly email marketing revenue of ~ 13 billion USD globally.
Key email types in B2B marketing and how statistics apply
Different types of B2B emails can influence and stimulate email marketing stats, so we must shed some light on the most common types.
Survey or feedback emails
These are emails with generalized or targeted polls, surveys, or feedback forms, which are either sent personally or as part of a newsletter to collect opinions, stats, and preferences.
(Source: SmarterHQ)
51% of global consumers state that email is their most preferred way of interacting with brands. Thus, feedback messages and survey emails can become key tools for nurturing leads while providing a wealth of invaluable consumer data for further analysis (as 82% of B2B buyers eagerly share such data).
(Source: SmarterHQ)
Transactional emails
These emails are usually automated to help subscribers complete registration, transaction, or other processes (i.e., emails with verification forms or are linked to transactions).
Emails that drive transactions are clicked on and opened 8 times more frequently than other types of emails, giving them the potential to generate six times greater revenue in the long run.
Cold emails
These emails are sent to individuals who have not yet engaged with the sender but are meant to hook them as potential leads with each response and returned recipient interaction.
On average, usual marketing cold emails are opened ~ 37% of the time and have a 5.1% response rate. The highest results can be achieved with personalized campaigns — but for proven results, in welcome emails, make sure to use spam-free subject lines that are only 3–7 words (90+ characters) long.
Lead-nurturing emails
These are targeted emails that contain specific marketing offers and use personalized CTAs to engage leads, who can then be led through a sales funnel and turned into real customers.
These essential marketing emails are praised 90% of B2B marketers as a reliable and consistently efficient channel for nurturing leads. They generate 4–10 times more responses than bulk email newsletters.
Re-engagement emails
These emails, also called “follow-up emails” or simply “follow-ups,” are sent some time after therecipient’s last purchase or brand interaction as reminders of the existence of the brand and to encourage the recipient to buy more.
Up to 2 follow-ups is best — just enough to avoid annoying a potential lead. The second follow-up can boost by 50% the chances of the recipient responding. The ROI of follow-ups can be easily measured using Stripo.
Upsell or cross-sell emails
These emails immediately follow a product sale, recommending more products from the same category or additions to the purchased good (like a case for a bought smartphone).
64% of surveyed sales specialists claim that follow-up emails are the best way to drive upsell and cross-sell offers. At the same time, surveys indicate that only 23% of B2B providers take steps to enable effective cross-sell and upsell interactions.
Product announcements
This type of email focuses solely on a new product or a brand update and is meant to highlight and promote as many selling points of the product or brand as efficiently as possible.
According to B2B marketers surveyed by HubSpot, B2B marketing emails that are tailored to announce new products or features tend to deliver some of the highest CTRs — mostly thanks to the addition of the word “new” in the email topic line and readers’ FOMO on new offers.
What 2025 holds for B2B email marketing
57% of today’s B2B marketers (mostly from large-scale businesses) employ AI technologies and techniques for email marketing — more than double the 26% only 2–3 years ago in 2022, which says a lot in favor of smart email solutions.
AI, machine learning, and all related smart technologies will surely drive the top email marketing trends in 2025, with automation at the forefront. These technologies save costs, boost processes, and eliminate senseless routines, so the demand for the digitalization and automation of email management isn’t expected to die out anytime soon.
However, current email marketers’ technological touch is even more interesting to look at. Among 980 surveyed B2B marketers, 47% felt they lacked tools for generating and nurturing leads; 45% required proper tech support or consultation to make data-driven decisions about the acquisition and retention of leads; and 44% had no automation capability whatsoever at their disposal.
Only 8% of those surveyed by the Content Marketing Institute said they had an up-to-date tech stack for email marketing and lead management. This highlights the importance of using the right software for email marketing management.
Best practices to leverage these B2B email marketing insights
According to email marketing conversion statistics, email marketing is among the most reliable channels of lead conversion and monetization, serving an immense global audience (i.e., potential leads). Thus, it’s only logical to try to maximize your efforts to leverage the above marketing statistics. What exactly can you do? Here are some pro tips:
Remote work and automated lead generation
Be prepared to continue working with remotely employed marketing specialists, as a great many of them (68% out of a thousand) are unwilling to change their working arrangements. At the same time, every other marketer (47%) still lacks updated and automated tools for generating and nurturing leads. B2Bs can seize the moment by offering these marketers suitable software products. If you are a B2B email marketer, you should prioritize the search for and adoption of such tools.
(Source: Content Marketing Institute)
AI
It’s time to automate where possible, especially since so many diverse plugins, apps, and custom software solutions are readily available for integration. For instance, Stripo can help sort email messages, manage segmented campaigns with personalized emails, and even pick the best email subject lines with the help of an email tool tester in just a few clicks. With this and a myriad of other available tools, profitable email automation is not that hard to achieve.
Engagement tracking
90% of surveyed B2B marketing specialists pointed out that tracking the engagement of email leads is the most important metric for adjusting newsletter content. At the same time, 63% think that increasing lead engagement is their most challenging work, according to the Ascend2 benchmark.
Personalized email marketing campaigns
Promotional emails are among the most commonly opened emails, with an average open rate of 19.3% — next only to government emails (30.5%), nonprofit emails (25.2%), and education emails (23.4%). This is a rich field for you to reap profits as a marketer, brand, or entrepreneur. Just make sure to research your target audience in advance and personalize your B2B newsletter by segment. This should give you a 30% open rate boost and a 50% CTR boost (Hubspot blog research).
Important tip: Delicate message personalization of your email campaign can make all the difference. The subject line alone can have a marked impact, as personalized subject lines can increase email opens significantly by 26%.
Mobile-first
Over 50% of B2B buyers are millennials, and mobile devices are their number-one choice for browsing emails. Moreover, 90% of mobile users interacting with B2B providers tend to base their purchasing decisions on the quality of their customer experience. Thus, B2B email marketers must go mobile-first by employing a mobile-responsive email design.
Wrapping up
The year 2025 should see nearly 5 billion email users eagerly checking their inboxes, managing their correspondence, and improving their email efficiency and reach via various types of add-ons and software. The email marketing statistics presented in this article should guide both B2B providers and marketers in getting the most out of emails in 2025. Meanwhile, Stripo will help you organize your efforts and analyze the profitability of your email campaigns.
