Progress in marketing isn’t just about jumping on the latest trends; it’s about understanding where you’ve been and where you’re headed.
This is especially true for B2B email marketing. To stay on top of the game, you’ve got to look back at what’s worked and what hasn’t and keep up with what’s happening now.
As we gear up for 2025, checking out the latest email marketing stats is necessary. These insights can help you tweak your strategies and get ready for success in the year ahead.
Let’s get into it!
Why Email Still Matters
Before we jump into the stats, let’s talk about why email is still relevant.
You might have heard the naysayers claiming social media is taking over, but let’s be real: email isn’t going anywhere.
In fact, as of now, there are about 4.48 billion email users around the globe! And that number is expected to rise to 4.89 billion by 2027 (Statista). That’s a huge audience waiting to engage with your brand. With those numbers, it’s clear that email continues to play a significant role in today’s digital era.
The Big Numbers to Know
It might seem surprising, but even with the rise of chat apps and social media, email remains a core tool for businesses. While new platforms add value, email continues to be a top choice for building relationships and driving results.
Now, let’s look at some crucial statistics that should be on your radar as we head into 2025:
1. 73% of SMBs Are Not Confident With Their Marketing Strategy But Believe in Email Marketing’s Potential
A recent survey found that 73% of small and medium-sized businesses (SMBs) are feeling a bit uncertain about their marketing strategies. (Constant Contract).
It’s no surprise, right? Crafting a solid marketing plan can be tricky, especially when you’re juggling other aspects of running a business. But even with this uncertainty, email marketing is still a top pick for most SMBs.
Why? Because it’s budget-friendly, it lets businesses connect directly with their customers, and it’s known for delivering solid results.
2. 78% of People Check Email Before Work
Statistics from Sleep Advisor:
Yes, 78% of people kick off their day by diving straight into their emails before even getting to the office. It’s become such a routine for many that checking their inbox is one of the first things they do when they wake up.
- 11% Check Right After Waking Up: For 11% of Americans, the inbox is the first thing they reach for in the morning—email notifications are practically their wake-up call.
- 30% of Millennials Check Email Within 15 Minutes of Waking: Millennials, in particular, are quick to jump into work mode. About 30% of them are scrolling through their emails in the first 15 minutes after they wake up.
3. 81% of Companies Use Email as Part of Their Marketing Strategy
Statistics from Forbes:
For the majority of businesses, email is not just a nice-to-have; it’s a must-have. Companies are using email to nurture relationships, deliver targeted messages, and measure campaign success with pinpoint accuracy.
- 1/3 of marketers use email marketing, making it one of the most popular channels in their strategy. While nearly 90% plan to maintain or increase their spending on email campaigns, underscoring its proven return on investment (ROI). It’s clear that marketers appreciate how email lets them reach their targeted audiences directly and the variety of campaign types it provides.
- Half of marketers say email is their most impactful channel. According to recent surveys from Forbes, 50% of marketers consider email their most effective channel compared to other digital marketing channels.
- The average open rate for email marketing campaigns is 36.5%. That’s impressive! Certain sectors, like faith-based organizations and childcare services, see open rates above 44%. This tells us that when emails resonate with the audience, engagement soars.
- 56% of emails are opened on mobile devices. Mobile usage is on the rise, and if your emails aren’t optimized for mobile, you’re missing out.
- According to Forbes, designing your emails to look great on small screens should be your priority. After all, with so many people checking emails on their phones, you want to make a great impression.
- 64% of small businesses use email marketing. Small businesses are tapping into email marketing’s power, making it a cost-effective way to reach customers.
- Email allows them to engage with their audience and promote products without breaking the bank. With personalized messages and automated campaigns, small businesses can compete on a larger stage.
Why Should You Care About These Stats?
So, what does all this mean for your B2B email marketing strategy?
Well, first off, these statistics highlight the vast potential of email as a marketing channel. With billions of users and an increasing number of companies adopting email, there’s no denying the opportunity here. Plus, understanding mobile usage and email platform preferences can help you tailor your content to better reach your audience.
The Future of B2B Email Marketing
Looking ahead to 2025, it’s clear that B2B email marketing is set to thrive. Thanks to advancements in technology, especially AI and automation, the opportunities for personalized and impactful emails are greater than ever. Businesses that embrace these innovations will likely come out on top.
The Impact of AI on Email Marketing
Speaking of advancements, artificial intelligence (AI) is making waves in the email marketing field. Many companies are turning to AI for various tasks, from optimizing send times to creating personalized content. According to community research, about 42% of companies are already using AI for marketing purposes. (CompTIA)
AI can help determine the best times to send your emails, making sure they land in inboxes when your audience is most likely to engage. It can also assist in crafting compelling subject lines and CTAs, making your emails more attractive to readers.
The Types of B2B Email Marketing Automation
Ready to save time and make your emails hit the mark every time? B2B email marketing automation can make that happen by letting you:
- Triggered Emails – Send emails that respond to customer actions
- Drip campaigns – Automate nurture sequences
- Lead Scoring – Rank your best leads
Let’s dive into each of these strategies to see how they work for your B2B campaigns.
Triggered Emails
Triggered emails let you stay top-of-mind by automatically sending messages based on customer actions. Say someone signs up for your newsletter. They’ll get a welcome email. Or if they abandon their cart? You’ll send a friendly reminder to finish their purchase.
These emails land right when the recipient is most engaged, and they can make a big difference in moving leads through your sales funnel.
Think of it like having a personal assistant for your leads—always there at just the right time to deliver a nudge in the right direction. This kind of automation allows you to stay responsive without having to do it manually.
Drip Campaigns
Drip campaigns are like a roadmap that guides your leads from curious to committed. They’re a series of emails that gradually nurture your audience based on their interests and behaviors, keeping them engaged and informed over time. And with automation, you don’t have to worry about staying on schedule; it’s all set up to keep the conversation going.
Plus, research shows that businesses using drip campaigns see a 34% revenue boost. So if you’re not using them yet, now’s the time!
Read this next: The Best Email Drip Campaign Examples and Best Practices.
Lead Scoring
Lead scoring is your way of identifying the hottest leads. By assigning points based on things like email open rates, website visits, or content downloads, you get a clear picture of who’s most interested in your business and ready to take the next step. This system allows you to focus your energy on the leads with the highest potential for conversion.
It’s like having a GPS for your sales funnel—keeping you on track and directing your attention where it counts.
Related blog: Improve Your Email Deliverability: A Complete Guide
Wrapping It Up
B2B email marketing isn’t just a tool; it’s a powerhouse for engagement and conversions. With billions of users and more businesses relying on email as a key strategy, the potential here is huge.
As we approach 2025, make sure you’re focusing on personalization, delivering content that truly adds value, and optimizing for mobile. And don’t overlook the potential of AI—it can help you automate tasks, tailor messaging, and ultimately connect more effectively with your audience. The landscape is ready, so jump in and make those emails count!
