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    B2B Email Marketing Stats & Benchmarks for 2024

    Last updated: March 25th, 2024

    Are you looking to refine your email marketing strategy or maybe you’re trying to secure an additional budget from marketing leadership? Either way, you must know the latest stats and benchmarks for a successful outcome.

    So, what can you expect from industry trends for email marketing in 2024?

    We have all the must-have B2B email marketing stats that will help you understand the direction to go in for the upcoming year. Along with stats and trend predictions, we also have a collection of industry-wide B2B email marketing benchmarks that will keep your campaigns focused.

    But first, make the case for email marketing in general with these undeniable stats.

    Why Email Marketing is Still a Winner

    • The number of email users is expected to grow from 4.26 million in 2022 to 4.73 million by 2026.
    • In 2022, around 333 billion emails were sent and received daily worldwide. This number is projected to increase to 392.5 billion by 2026.
    • Email marketing revenue is expected to hit $17.9 billion in 2027, an increase of over $10 billion since 2020, showing a compound annual growth rate of 13.3%.
    • In a 2022 survey, 27% of the respondents said that a brand’s regular newsletter could likely influence their purchasing decisions.
    • Email marketing has the potential to provide a return of $36 for every dollar spent.
    • 64% of small businesses use email marketing to reach customers.

    Why Email Marketing is Great for B2B

    What are Common Roadblocks Facing Email Marketers?

    What Does 2024 Hold for B2B Email Marketing?

    • Email marketing budgets are expected to increase by as much as 60% in 2024.
    • 38% of email marketers are increasing their budgets this coming year, and only 10% indicate they’ll be reducing their budget for email marketing.
    • 95% of marketers consider generative AI use in email content creation to be effective.
    • Using AI to personalize email copy resulted in a more than 13% increase in CTR.
    • Over 68% of marketers believe that automation improves the targeting of email messages and 80% have seen an increase in qualified leads from using email automation.

    B2B Email Marketing Benchmarks to Set Your KPIs

    If you’re new to email marketing, here’s a collection of helpful B2B email marketing benchmarks relative to 2024 for you to get started with.

    • The average email open rate is 15.14%.
    • The average CTR is 2.44%.
    • The average bounce rate is 2.48%.
    • The average click-to-open rate is 7.38%.
    • The average unsubscribe rate is 0.24%.
    • The average conversion rate from email marketing campaigns in B2B tech is 2.5%.
    • The best days for email opens and clicks are Tuesday and Wednesday.

    How to Improve Email Marketing Performance

    With email marketing, there are a few things you need to keep in mind to give your campaigns an edge.

    • Develop quality and relevant content.
    • Craft catchy subject lines and inject a little urgency into the copy.
    • Always split-test multiple versions of an email campaign and progress with the one that performs better.

    Establish Lifecycle Emails

    Create a collection of essential lifecycle emails that can be automated to send at key stages in the customer journey. These nurture your customers and target them at precisely the right point in their sales journey.

    The emails we recommend include:

    • Welcome emails
    • Proactive support emails
    • Lead sequence emails
    • Unconverted trial or abandoned cart email
    • Converted trial or thankyou email

    Dig Down Into Email Analytics

    Your email lists will be more effective when you segment your contacts based on their interests or actions. This way, you can better target your contacts with offers that will appeal to them more directly.

    Also, pay attention to the number of emails you’re sending, as the general rule is no more than once a week. Sending too many puts your emails at risk of landing in the spam folder.

    And finally, clean up your contacts list from time to time and say goodbye to those who no longer engage with your emails.

    Wrapping Up

    As you can see, email is not dead, especially in the B2B space. Email marketing is continuing to grow year on year and is consistently providing a high ROI for those who pin down the right strategy.

    It can take time and sometimes a little guidance to develop the perfect demand-generation strategy. So, if you need help, we offer our services! Powered by Search can develop your demand generation strategy from the ground up. We create a comprehensive roadmap of initiatives and budget forecasts, all combined with regular consultation and guidance. Get in touch to find out more!

    What you should do now

    Whenever you’re ready…here are 4 ways we can help you grow your B2B software or technology business:

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    2. If you’d like to learn the exact demand strategies we use for free, go to our blog or visit our resources section, where you can download guides, calculators, and templates we use for our most successful clients.
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