20 Incredibly Powerful B2B Email Marketing Statistics

With limited time, resources, and staff, it can often be difficult to decide where you should focus your digital marketing efforts. With so many tools in your B2B marketing toolbox, it’s important to consider the effectiveness of each channel. Email marketing continues to be a vital outlet for B2B businesses that want to attract and convert more customers.


We have put together a list of 20 powerful B2B email marketing statistics backed by recent research to show you just how email marketing can transform the way that B2B businesses attract, engage, and convert their ideal customers:

B2B Marketers Using Email Marketing

  1. 73% of B2B marketers say email marketing is essential to growing their business, according to a Salesforce State of Marketing report. (Source)
  2. According to HubSpot, 59% of B2B marketers cite email as the most effective channel for generating revenue. (Source)
  3. HubSpot also reports 49% of B2B marketers spend more resources on email than other channels. (Source)
  4. In a recent survey from Software Advice, 97% of B2B marketers surveyed used in-house email marketing as part of their marketing strategy. (Source)
  5. The same survey found that email marketing rated third highest in terms of quantity and quality of leads generated (Source)

Email Marketing Content

  1. According to a 2016 report from Content Marketing Institute, 81% of B2B marketers use email newsletters as part of their content marketing strategy. (Source)
  2. 64% of people surveyed by Chadwick Martin Bailey reported that they open an email because of the subject line. (Source)
  3. Adestra found that the subject lines that contained “money,” “revenue,” and “profit” performed best for B2B companies. (Source)

Growing Email Lists

  1. An Ascend2 Email List Growth Survey shows that 76% of marketers are seeing active growth within their email lists, with 15% reporting rapid growth. (Source)
  2. The Ascend2 survey also revealed that most B2B opt-in forms for email subscriptions have between 2 and 4 fields. (Source)
  3. 40% of B2B marketers do not send promotions to emails on purchased, third-party lists. This is not a recommended tactic and most email marketing service providers do not allow this. (Source)

Email Marketing Metrics

  1. A Saleforce report shows that 48% of B2B marketers find that click-through rate is the most important email metric. (Source)
  2. 66% of B2B marketers surveyed by Software Advice said that in-house email marketing cost-per-lead was “somewhat low” or “very low.” (Source)
  3. The best frequency for sending B2B emails is about once every two weeks. (Source)
  4. The highest click-through rate for emails happens at 6 a.m. (Source)

B2B Email End Users

  1. A Pew Research survey shows that office workers find email access more important than email access, making email a great way to connect with B2B buyers. (Source)
  2. To add to this, another study showed that workers spend 28% of their time (or roughly 13 hours a week) managing their email. (Source)
  3. Good news for businesses targeting millennial B2B buyers, 69% of these buyers prefer to communicate via email. (Source)

Email Software and Automation

  1. A recent survey found that B2B marketers rank email software is one of the most important software types, just under CRM, business intelligence and web analytics software. (Source)
  2. A Marketing Technology Strategy Report from Ascend2 shows that 82% of B2B companies are using email marketing technology to automate their email marketing processes. (Source)

With all of these potent B2B email marketing statistics, it is hard to ignore the power that email marketing can have as part of your B2B marketing mix. If you are not yet using email marketing to attract and delight your customers, now would be the perfect time to start.

Garrett Hollander

Garrett Hollander

Director, Content Strategy at Red Base Interactive
Garrett Hollander serves as the Director of Content Strategy for Red Base Interactive. In that role, he serves the B2B sales and marketing community with premium content, posts, and ideas around various topics related to B2B sales.
Garrett Hollander
Garrett Hollander