{
  "title": "B2B Email Marketing Statistics 2026: Open Rates, Click Rates, ROI and Buyer Behaviour",
  "url": "https://statisticsglobal.org/b2b-email-marketing-statistics/",
  "updated": "2026-10-28",
  "licence": "https://statisticsglobal.org/data-licence/",
  "attribution": "Source: [publisher] via StatisticsGlobal (https://statisticsglobal.org/b2b-email-marketing-statistics/)",
  "statistics": [
    {
      "id": "b2be-dma-b2b-click-2022",
      "sentence": "B2B marketing emails had a 2.4% unique click rate in the UK in 2022, almost flat on the year before, according to the DMA.",
      "value": 2.4,
      "unit": "%",
      "place": "United Kingdom",
      "data_year": "2022",
      "source_type": "Industry body",
      "publisher": "DMA",
      "source_title": "Email Benchmarking Report 2023",
      "source_url": "https://dma.org.uk/uploads/misc/dma-email-benchmarking-report-2023.pdf",
      "source_published": "July 2023, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20250720200340/https://dma.org.uk/uploads/misc/dma-email-benchmarking-report-2023.pdf",
      "sample": "More than 280 billion emails sent January to December 2022 through eight email service providers contributing to the UK benchmark. Unique opens and clicks. Industry averages are built from each provider's own averages.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/b2b-email-marketing-statistics/#stat-b2be-dma-b2b-click-2022"
    },
    {
      "id": "b2be-dma-click-gap-2022",
      "sentence": "B2B emails drew a click rate 50% higher than B2C emails in the UK in 2022, 2.4% against 1.6%, calculated by StatisticsGlobal from DMA data.",
      "value": 50,
      "unit": "%",
      "place": "United Kingdom",
      "data_year": "2022",
      "source_type": "Our analysis",
      "publisher": "DMA",
      "source_title": "Email Benchmarking Report 2023",
      "source_url": "https://dma.org.uk/uploads/misc/dma-email-benchmarking-report-2023.pdf",
      "source_published": "July 2023, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20250720200340/https://dma.org.uk/uploads/misc/dma-email-benchmarking-report-2023.pdf",
      "sample": "More than 280 billion emails sent January to December 2022 through eight email service providers contributing to the UK benchmark. Unique opens and clicks. Industry averages are built from each provider's own averages.",
      "method": "DMA 2022 unique click rates: B2B 2.4% / B2C 1.6% = 1.5, so B2B was 50% higher. Same report, same providers, same year.",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/b2b-email-marketing-statistics/#stat-b2be-dma-click-gap-2022"
    },
    {
      "id": "b2be-ml-b2b-click-avg-2025",
      "sentence": "Eight business-facing industries averaged a 2.49% email click rate in 2025, above the 2.09% all-industry figure, calculated by StatisticsGlobal from MailerLite data.",
      "value": 2.49,
      "unit": "%",
      "place": "Worldwide (MailerLite accounts)",
      "data_year": "2025",
      "source_type": "Our analysis",
      "publisher": "MailerLite",
      "source_title": "Email marketing benchmarks by industry and region for 2026",
      "source_url": "https://www.mailerlite.com/blog/compare-your-email-performance-metrics-industry-benchmarks",
      "source_published": "3 December 2025, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20261008022515/https://www.mailerlite.com/blog/compare-your-email-performance-metrics-industry-benchmarks",
      "sample": "Over 3.6 million campaigns from 181,000 approved MailerLite accounts, December 2024 to November 2025. MailerLite says it reports medians.",
      "method": "Simple mean of MailerLite median click rates for eight industries that mostly sell to businesses: Agency 1.85%, business and finance 2.37%, consulting 2.41%, legal 4.9%, manufacturing 4.22%, marketing and advertising 1.3%, recruitment and staffing 1.68%, software and web app 1.15%. Sum 19.88 / 8 = 2.49%. Unweighted; MailerLite does not publish a B2B segment.",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/b2b-email-marketing-statistics/#stat-b2be-ml-b2b-click-avg-2025"
    },
    {
      "id": "b2be-hs-email-use-2026",
      "sentence": "39.3% of B2B marketers used email marketing in 2026, the second most-used channel after websites and SEO, according to HubSpot.",
      "value": 39.3,
      "unit": "%",
      "place": "Global",
      "data_year": "2026",
      "source_type": "Vendor survey",
      "publisher": "HubSpot",
      "source_title": "The top marketing channels of 2026, according to marketers [data]",
      "source_url": "https://blog.hubspot.com/marketing/marketing-channels",
      "source_published": "updated 19 January 2026, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20260706003458/https://blog.hubspot.com/marketing/marketing-channels",
      "sample": "HubSpot State of Marketing 2026 survey of 1,500+ marketers worldwide. Figures are shares of B2B respondents.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/b2b-email-marketing-statistics/#stat-b2be-hs-email-use-2026"
    },
    {
      "id": "b2be-gt-irrelevant-2024",
      "sentence": "73% of B2B buyers actively avoided suppliers who send irrelevant outreach in 2024, according to Gartner.",
      "value": 73,
      "unit": "%",
      "place": "Global",
      "data_year": "2024",
      "source_type": "Research",
      "publisher": "Gartner",
      "source_title": "Gartner Sales Survey Finds 61% of B2B Buyers Prefer a Rep-Free Buying Experience",
      "source_url": "https://www.gartner.com/en/newsroom/press-releases/2025-06-25-gartner-sales-survey-finds-61-percent-of-b2b-buyers-prefer-a-rep-free-buying-experience",
      "source_published": "25 June 2025, accessed 28 October 2026",
      "archive_url": "https://statisticsglobal.org/data/snapshots/gartner/b2b-buyer-surveys-2026-10-25.csv",
      "sample": "Gartner survey of 632 B2B buyers, fielded August to September 2024.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/b2b-email-marketing-statistics/#stat-b2be-gt-irrelevant-2024"
    },
    {
      "id": "b2be-dma-open-2024",
      "sentence": "UK marketing emails had a 35.9% open rate in 2024, according to the DMA.",
      "value": 35.9,
      "unit": "%",
      "place": "United Kingdom",
      "data_year": "2024",
      "source_type": "Industry body",
      "publisher": "DMA",
      "source_title": "Email Benchmarking Report 2025",
      "source_url": "https://dma.org.uk/research/email-benchmarking-report-2025",
      "source_published": "4 June 2025, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20251206194100/https://dma.org.uk/research/email-benchmarking-report-2025",
      "sample": "Anonymised 2024 data from seven UK email service providers, made with Marigold. Headline figures are free. The full report is for DMA members.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/b2b-email-marketing-statistics/#stat-b2be-dma-open-2024"
    },
    {
      "id": "b2be-dma-click-2024",
      "sentence": "UK marketing emails had a 2.3% unique click rate in 2024, the third yearly rise in a row, according to the DMA.",
      "value": 2.3,
      "unit": "%",
      "place": "United Kingdom",
      "data_year": "2024",
      "source_type": "Industry body",
      "publisher": "DMA",
      "source_title": "Email Benchmarking Report 2025",
      "source_url": "https://dma.org.uk/research/email-benchmarking-report-2025",
      "source_published": "4 June 2025, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20251206194100/https://dma.org.uk/research/email-benchmarking-report-2025",
      "sample": "Anonymised 2024 data from seven UK email service providers, made with Marigold. Headline figures are free. The full report is for DMA members.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/b2b-email-marketing-statistics/#stat-b2be-dma-click-2024"
    },
    {
      "id": "b2be-dma-delivery-2024",
      "sentence": "98% of UK marketing emails were delivered in 2024, with B2C senders at 99.2%, according to the DMA.",
      "value": 98,
      "unit": "%",
      "place": "United Kingdom",
      "data_year": "2024",
      "source_type": "Industry body",
      "publisher": "DMA",
      "source_title": "Email Benchmarking Report 2025",
      "source_url": "https://dma.org.uk/research/email-benchmarking-report-2025",
      "source_published": "4 June 2025, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20251206194100/https://dma.org.uk/research/email-benchmarking-report-2025",
      "sample": "Anonymised 2024 data from seven UK email service providers, made with Marigold. Headline figures are free. The full report is for DMA members.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/b2b-email-marketing-statistics/#stat-b2be-dma-delivery-2024"
    },
    {
      "id": "b2be-dma-click-change-2024",
      "sentence": "The UK unique email click rate rose 53% between 2022 and 2024, from 1.5% to 2.3%, calculated by StatisticsGlobal from DMA data.",
      "value": 53,
      "unit": "%",
      "place": "United Kingdom",
      "data_year": "2024",
      "source_type": "Our analysis",
      "publisher": "DMA",
      "source_title": "Email Benchmarking Report 2025",
      "source_url": "https://dma.org.uk/research/email-benchmarking-report-2025",
      "source_published": "4 June 2025, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20251206194100/https://dma.org.uk/research/email-benchmarking-report-2025",
      "sample": "Anonymised 2024 data from seven UK email service providers, made with Marigold. Headline figures are free. The full report is for DMA members.",
      "method": "DMA all-sender unique click rate: 1.5% in 2022 (Email Benchmarking Report 2023) and 2.3% in 2024 (Email Benchmarking Report 2025). (2.3 - 1.5) / 1.5 = 53%. The 2022 report used eight providers and the 2025 report seven, so the panels are not identical.",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/b2b-email-marketing-statistics/#stat-b2be-dma-click-change-2024"
    },
    {
      "id": "b2be-ml-open-2025",
      "sentence": "The average email open rate was 43.46% across MailerLite campaigns from December 2024 to November 2025, according to MailerLite.",
      "value": 43.46,
      "unit": "%",
      "place": "Worldwide (MailerLite accounts)",
      "data_year": "2025",
      "source_type": "Vendor report",
      "publisher": "MailerLite",
      "source_title": "Email marketing benchmarks by industry and region for 2026",
      "source_url": "https://www.mailerlite.com/blog/compare-your-email-performance-metrics-industry-benchmarks",
      "source_published": "3 December 2025, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20261008022515/https://www.mailerlite.com/blog/compare-your-email-performance-metrics-industry-benchmarks",
      "sample": "Over 3.6 million campaigns from 181,000 approved MailerLite accounts, December 2024 to November 2025. MailerLite says it reports medians.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/b2b-email-marketing-statistics/#stat-b2be-ml-open-2025"
    },
    {
      "id": "b2be-ml-click-2025",
      "sentence": "The average email click rate was 2.09% across MailerLite campaigns from December 2024 to November 2025, according to MailerLite.",
      "value": 2.09,
      "unit": "%",
      "place": "Worldwide (MailerLite accounts)",
      "data_year": "2025",
      "source_type": "Vendor report",
      "publisher": "MailerLite",
      "source_title": "Email marketing benchmarks by industry and region for 2026",
      "source_url": "https://www.mailerlite.com/blog/compare-your-email-performance-metrics-industry-benchmarks",
      "source_published": "3 December 2025, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20261008022515/https://www.mailerlite.com/blog/compare-your-email-performance-metrics-industry-benchmarks",
      "sample": "Over 3.6 million campaigns from 181,000 approved MailerLite accounts, December 2024 to November 2025. MailerLite says it reports medians.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/b2b-email-marketing-statistics/#stat-b2be-ml-click-2025"
    },
    {
      "id": "b2be-ac-open-2025",
      "sentence": "ActiveCampaign customers had a 39.26% average email open rate in 2025, according to ActiveCampaign.",
      "value": 39.26,
      "unit": "%",
      "place": "Worldwide (ActiveCampaign customers)",
      "data_year": "2025",
      "source_type": "Vendor report",
      "publisher": "ActiveCampaign",
      "source_title": "2026 ActiveCampaign Email Marketing Benchmarks: Open & Click Rates by Industry",
      "source_url": "https://www.activecampaign.com/blog/activecampaign-email-benchmarks",
      "source_published": "21 January 2026, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20260907021945/https://www.activecampaign.com/blog/activecampaign-email-benchmarks",
      "sample": "ActiveCampaign customer campaigns sent 1 January to 10 December 2025, including marketing and transactional emails. Sample size not disclosed.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/b2b-email-marketing-statistics/#stat-b2be-ac-open-2025"
    },
    {
      "id": "b2be-ac-click-2025",
      "sentence": "ActiveCampaign customers had a 6.21% average email click rate in 2025, according to ActiveCampaign.",
      "value": 6.21,
      "unit": "%",
      "place": "Worldwide (ActiveCampaign customers)",
      "data_year": "2025",
      "source_type": "Vendor report",
      "publisher": "ActiveCampaign",
      "source_title": "2026 ActiveCampaign Email Marketing Benchmarks: Open & Click Rates by Industry",
      "source_url": "https://www.activecampaign.com/blog/activecampaign-email-benchmarks",
      "source_published": "21 January 2026, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20260907021945/https://www.activecampaign.com/blog/activecampaign-email-benchmarks",
      "sample": "ActiveCampaign customer campaigns sent 1 January to 10 December 2025, including marketing and transactional emails. Sample size not disclosed.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/b2b-email-marketing-statistics/#stat-b2be-ac-click-2025"
    },
    {
      "id": "b2be-ac-vs-ml-click-2025",
      "sentence": "ActiveCampaign's average email click rate for 2025 was 3 times MailerLite's, 6.21% against 2.09%, calculated by StatisticsGlobal.",
      "value": 3,
      "unit": "x",
      "place": "Worldwide (ActiveCampaign customers)",
      "data_year": "2025",
      "source_type": "Our analysis",
      "publisher": "ActiveCampaign",
      "source_title": "2026 ActiveCampaign Email Marketing Benchmarks: Open & Click Rates by Industry",
      "source_url": "https://www.activecampaign.com/blog/activecampaign-email-benchmarks",
      "source_published": "21 January 2026, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20260907021945/https://www.activecampaign.com/blog/activecampaign-email-benchmarks",
      "sample": "ActiveCampaign customer campaigns sent 1 January to 10 December 2025, including marketing and transactional emails. Sample size not disclosed.",
      "method": "ActiveCampaign 2025 average click rate 6.21% / MailerLite December 2024 to November 2025 click rate 2.09% = 2.97. For software senders the gap is 6.67% / 1.15% = 5.8. ActiveCampaign includes transactional emails and reports averages; MailerLite reports medians.",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/b2b-email-marketing-statistics/#stat-b2be-ac-vs-ml-click-2025"
    },
    {
      "id": "b2be-dma-b2b-open-2022",
      "sentence": "B2B marketing emails had a 35.7% unique open rate in the UK in 2022, up from 18.1% in 2021, according to the DMA.",
      "value": 35.7,
      "unit": "%",
      "place": "United Kingdom",
      "data_year": "2022",
      "source_type": "Industry body",
      "publisher": "DMA",
      "source_title": "Email Benchmarking Report 2023",
      "source_url": "https://dma.org.uk/uploads/misc/dma-email-benchmarking-report-2023.pdf",
      "source_published": "July 2023, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20250720200340/https://dma.org.uk/uploads/misc/dma-email-benchmarking-report-2023.pdf",
      "sample": "More than 280 billion emails sent January to December 2022 through eight email service providers contributing to the UK benchmark. Unique opens and clicks. Industry averages are built from each provider's own averages.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/b2b-email-marketing-statistics/#stat-b2be-dma-b2b-open-2022"
    },
    {
      "id": "b2be-dma-b2c-open-2022",
      "sentence": "B2C marketing emails had a 33.7% unique open rate in the UK in 2022, up from 19.8% in 2021, according to the DMA.",
      "value": 33.7,
      "unit": "%",
      "place": "United Kingdom",
      "data_year": "2022",
      "source_type": "Industry body",
      "publisher": "DMA",
      "source_title": "Email Benchmarking Report 2023",
      "source_url": "https://dma.org.uk/uploads/misc/dma-email-benchmarking-report-2023.pdf",
      "source_published": "July 2023, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20250720200340/https://dma.org.uk/uploads/misc/dma-email-benchmarking-report-2023.pdf",
      "sample": "More than 280 billion emails sent January to December 2022 through eight email service providers contributing to the UK benchmark. Unique opens and clicks. Industry averages are built from each provider's own averages.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/b2b-email-marketing-statistics/#stat-b2be-dma-b2c-open-2022"
    },
    {
      "id": "b2be-dma-b2c-click-2022",
      "sentence": "B2C marketing emails had a 1.6% unique click rate in the UK in 2022, according to the DMA.",
      "value": 1.6,
      "unit": "%",
      "place": "United Kingdom",
      "data_year": "2022",
      "source_type": "Industry body",
      "publisher": "DMA",
      "source_title": "Email Benchmarking Report 2023",
      "source_url": "https://dma.org.uk/uploads/misc/dma-email-benchmarking-report-2023.pdf",
      "source_published": "July 2023, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20250720200340/https://dma.org.uk/uploads/misc/dma-email-benchmarking-report-2023.pdf",
      "sample": "More than 280 billion emails sent January to December 2022 through eight email service providers contributing to the UK benchmark. Unique opens and clicks. Industry averages are built from each provider's own averages.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/b2b-email-marketing-statistics/#stat-b2be-dma-b2c-click-2022"
    },
    {
      "id": "b2be-dma-b2b-delivery-2022",
      "sentence": "96.8% of B2B marketing emails were delivered in the UK in 2022, against 99.4% of B2C emails, according to the DMA.",
      "value": 96.8,
      "unit": "%",
      "place": "United Kingdom",
      "data_year": "2022",
      "source_type": "Industry body",
      "publisher": "DMA",
      "source_title": "Email Benchmarking Report 2023",
      "source_url": "https://dma.org.uk/uploads/misc/dma-email-benchmarking-report-2023.pdf",
      "source_published": "July 2023, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20250720200340/https://dma.org.uk/uploads/misc/dma-email-benchmarking-report-2023.pdf",
      "sample": "More than 280 billion emails sent January to December 2022 through eight email service providers contributing to the UK benchmark. Unique opens and clicks. Industry averages are built from each provider's own averages.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/b2b-email-marketing-statistics/#stat-b2be-dma-b2b-delivery-2022"
    },
    {
      "id": "b2be-dma-delivery-gap-2022",
      "sentence": "B2B emails had a delivery rate 2.6 percentage points lower than B2C emails in the UK in 2022, calculated by StatisticsGlobal from DMA data.",
      "value": 2.6,
      "unit": "percentage points",
      "place": "United Kingdom",
      "data_year": "2022",
      "source_type": "Our analysis",
      "publisher": "DMA",
      "source_title": "Email Benchmarking Report 2023",
      "source_url": "https://dma.org.uk/uploads/misc/dma-email-benchmarking-report-2023.pdf",
      "source_published": "July 2023, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20250720200340/https://dma.org.uk/uploads/misc/dma-email-benchmarking-report-2023.pdf",
      "sample": "More than 280 billion emails sent January to December 2022 through eight email service providers contributing to the UK benchmark. Unique opens and clicks. Industry averages are built from each provider's own averages.",
      "method": "DMA 2022 delivery rates: B2C 99.4% - B2B 96.8% = 2.6 percentage points.",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/b2b-email-marketing-statistics/#stat-b2be-dma-delivery-gap-2022"
    },
    {
      "id": "b2be-dma-undelivered-2022",
      "sentence": "About 32,000 of every million B2B emails went undelivered in the UK in 2022, 5.3 times the B2C figure of 6,000, calculated by StatisticsGlobal from DMA data.",
      "value": 5.3,
      "unit": "x",
      "place": "United Kingdom",
      "data_year": "2022",
      "source_type": "Our analysis",
      "publisher": "DMA",
      "source_title": "Email Benchmarking Report 2023",
      "source_url": "https://dma.org.uk/uploads/misc/dma-email-benchmarking-report-2023.pdf",
      "source_published": "July 2023, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20250720200340/https://dma.org.uk/uploads/misc/dma-email-benchmarking-report-2023.pdf",
      "sample": "More than 280 billion emails sent January to December 2022 through eight email service providers contributing to the UK benchmark. Unique opens and clicks. Industry averages are built from each provider's own averages.",
      "method": "Undelivered share = 100% - delivery rate. B2B: 100 - 96.8 = 3.2%, or 32,000 per million. B2C: 100 - 99.4 = 0.6%, or 6,000 per million. 3.2 / 0.6 = 5.3.",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/b2b-email-marketing-statistics/#stat-b2be-dma-undelivered-2022"
    },
    {
      "id": "b2be-dma-b2b-open-jump-2022",
      "sentence": "The B2B email open rate in the UK almost doubled in 2022, rising 17.6 percentage points from 18.1% to 35.7%, calculated by StatisticsGlobal from DMA data.",
      "value": 17.6,
      "unit": "percentage points",
      "place": "United Kingdom",
      "data_year": "2022",
      "source_type": "Our analysis",
      "publisher": "DMA",
      "source_title": "Email Benchmarking Report 2023",
      "source_url": "https://dma.org.uk/uploads/misc/dma-email-benchmarking-report-2023.pdf",
      "source_published": "July 2023, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20250720200340/https://dma.org.uk/uploads/misc/dma-email-benchmarking-report-2023.pdf",
      "sample": "More than 280 billion emails sent January to December 2022 through eight email service providers contributing to the UK benchmark. Unique opens and clicks. Industry averages are built from each provider's own averages.",
      "method": "DMA B2B unique open rate: 35.7% (2022) - 18.1% (2021) = 17.6 points; 35.7 / 18.1 = 1.97 times. The DMA links most of the jump to Apple Mail Privacy Protection, which loads tracking pixels automatically.",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/b2b-email-marketing-statistics/#stat-b2be-dma-b2b-open-jump-2022"
    },
    {
      "id": "b2be-ml-legal-click-2025",
      "sentence": "Legal senders had a 4.9% email click rate in 2025, the highest of any industry, according to MailerLite.",
      "value": 4.9,
      "unit": "%",
      "place": "Worldwide (MailerLite accounts)",
      "data_year": "2025",
      "source_type": "Vendor report",
      "publisher": "MailerLite",
      "source_title": "Email marketing benchmarks by industry and region for 2026",
      "source_url": "https://www.mailerlite.com/blog/compare-your-email-performance-metrics-industry-benchmarks",
      "source_published": "3 December 2025, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20261008022515/https://www.mailerlite.com/blog/compare-your-email-performance-metrics-industry-benchmarks",
      "sample": "Over 3.6 million campaigns from 181,000 approved MailerLite accounts, December 2024 to November 2025. MailerLite says it reports medians.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/b2b-email-marketing-statistics/#stat-b2be-ml-legal-click-2025"
    },
    {
      "id": "b2be-ml-manufacturing-click-2025",
      "sentence": "Manufacturing senders had a 4.22% email click rate and a 37.36% open rate in 2025, according to MailerLite.",
      "value": 4.22,
      "unit": "%",
      "place": "Worldwide (MailerLite accounts)",
      "data_year": "2025",
      "source_type": "Vendor report",
      "publisher": "MailerLite",
      "source_title": "Email marketing benchmarks by industry and region for 2026",
      "source_url": "https://www.mailerlite.com/blog/compare-your-email-performance-metrics-industry-benchmarks",
      "source_published": "3 December 2025, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20261008022515/https://www.mailerlite.com/blog/compare-your-email-performance-metrics-industry-benchmarks",
      "sample": "Over 3.6 million campaigns from 181,000 approved MailerLite accounts, December 2024 to November 2025. MailerLite says it reports medians.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/b2b-email-marketing-statistics/#stat-b2be-ml-manufacturing-click-2025"
    },
    {
      "id": "b2be-ml-consulting-open-2025",
      "sentence": "Consulting senders had a 45.96% email open rate and a 2.41% click rate in 2025, according to MailerLite.",
      "value": 45.96,
      "unit": "%",
      "place": "Worldwide (MailerLite accounts)",
      "data_year": "2025",
      "source_type": "Vendor report",
      "publisher": "MailerLite",
      "source_title": "Email marketing benchmarks by industry and region for 2026",
      "source_url": "https://www.mailerlite.com/blog/compare-your-email-performance-metrics-industry-benchmarks",
      "source_published": "3 December 2025, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20261008022515/https://www.mailerlite.com/blog/compare-your-email-performance-metrics-industry-benchmarks",
      "sample": "Over 3.6 million campaigns from 181,000 approved MailerLite accounts, December 2024 to November 2025. MailerLite says it reports medians.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/b2b-email-marketing-statistics/#stat-b2be-ml-consulting-open-2025"
    },
    {
      "id": "b2be-ml-bizfin-click-2025",
      "sentence": "Business and finance senders had a 2.37% email click rate and a 43.34% open rate in 2025, according to MailerLite.",
      "value": 2.37,
      "unit": "%",
      "place": "Worldwide (MailerLite accounts)",
      "data_year": "2025",
      "source_type": "Vendor report",
      "publisher": "MailerLite",
      "source_title": "Email marketing benchmarks by industry and region for 2026",
      "source_url": "https://www.mailerlite.com/blog/compare-your-email-performance-metrics-industry-benchmarks",
      "source_published": "3 December 2025, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20261008022515/https://www.mailerlite.com/blog/compare-your-email-performance-metrics-industry-benchmarks",
      "sample": "Over 3.6 million campaigns from 181,000 approved MailerLite accounts, December 2024 to November 2025. MailerLite says it reports medians.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/b2b-email-marketing-statistics/#stat-b2be-ml-bizfin-click-2025"
    },
    {
      "id": "b2be-ml-software-click-2025",
      "sentence": "Software and web app senders had a 1.15% email click rate and a 39.31% open rate in 2025, according to MailerLite.",
      "value": 1.15,
      "unit": "%",
      "place": "Worldwide (MailerLite accounts)",
      "data_year": "2025",
      "source_type": "Vendor report",
      "publisher": "MailerLite",
      "source_title": "Email marketing benchmarks by industry and region for 2026",
      "source_url": "https://www.mailerlite.com/blog/compare-your-email-performance-metrics-industry-benchmarks",
      "source_published": "3 December 2025, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20261008022515/https://www.mailerlite.com/blog/compare-your-email-performance-metrics-industry-benchmarks",
      "sample": "Over 3.6 million campaigns from 181,000 approved MailerLite accounts, December 2024 to November 2025. MailerLite says it reports medians.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/b2b-email-marketing-statistics/#stat-b2be-ml-software-click-2025"
    },
    {
      "id": "b2be-ml-b2b-open-avg-2025",
      "sentence": "Eight business-facing industries averaged a 41.45% email open rate in 2025, 2 points below the 43.46% all-industry figure, calculated by StatisticsGlobal from MailerLite data.",
      "value": 41.45,
      "unit": "%",
      "place": "Worldwide (MailerLite accounts)",
      "data_year": "2025",
      "source_type": "Our analysis",
      "publisher": "MailerLite",
      "source_title": "Email marketing benchmarks by industry and region for 2026",
      "source_url": "https://www.mailerlite.com/blog/compare-your-email-performance-metrics-industry-benchmarks",
      "source_published": "3 December 2025, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20261008022515/https://www.mailerlite.com/blog/compare-your-email-performance-metrics-industry-benchmarks",
      "sample": "Over 3.6 million campaigns from 181,000 approved MailerLite accounts, December 2024 to November 2025. MailerLite says it reports medians.",
      "method": "Simple mean of MailerLite open rates: agency 40.52, business and finance 43.34, consulting 45.96, legal 42.58, manufacturing 37.36, marketing and advertising 37.23, recruitment and staffing 45.26, software and web app 39.31. Sum 331.56 / 8 = 41.45%. 43.46 - 41.45 = 2.0 points.",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/b2b-email-marketing-statistics/#stat-b2be-ml-b2b-open-avg-2025"
    },
    {
      "id": "b2be-ml-legal-vs-software-2025",
      "sentence": "Legal emails drew 4.3 times the click rate of software and web app emails in 2025, 4.9% against 1.15%, calculated by StatisticsGlobal from MailerLite data.",
      "value": 4.3,
      "unit": "x",
      "place": "Worldwide (MailerLite accounts)",
      "data_year": "2025",
      "source_type": "Our analysis",
      "publisher": "MailerLite",
      "source_title": "Email marketing benchmarks by industry and region for 2026",
      "source_url": "https://www.mailerlite.com/blog/compare-your-email-performance-metrics-industry-benchmarks",
      "source_published": "3 December 2025, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20261008022515/https://www.mailerlite.com/blog/compare-your-email-performance-metrics-industry-benchmarks",
      "sample": "Over 3.6 million campaigns from 181,000 approved MailerLite accounts, December 2024 to November 2025. MailerLite says it reports medians.",
      "method": "MailerLite 2025 click rates: legal 4.9% / software and web app 1.15% = 4.26.",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/b2b-email-marketing-statistics/#stat-b2be-ml-legal-vs-software-2025"
    },
    {
      "id": "b2be-ml-b2b-vs-ecom-2025",
      "sentence": "Business-facing industries drew 2.3 times the email click rate of e-commerce senders in 2025, calculated by StatisticsGlobal from MailerLite data.",
      "value": 2.3,
      "unit": "x",
      "place": "Worldwide (MailerLite accounts)",
      "data_year": "2025",
      "source_type": "Our analysis",
      "publisher": "MailerLite",
      "source_title": "Email marketing benchmarks by industry and region for 2026",
      "source_url": "https://www.mailerlite.com/blog/compare-your-email-performance-metrics-industry-benchmarks",
      "source_published": "3 December 2025, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20261008022515/https://www.mailerlite.com/blog/compare-your-email-performance-metrics-industry-benchmarks",
      "sample": "Over 3.6 million campaigns from 181,000 approved MailerLite accounts, December 2024 to November 2025. MailerLite says it reports medians.",
      "method": "Mean click rate of eight business-facing industries (2.49%, see b2be-ml-b2b-click-avg-2025) / MailerLite e-commerce click rate 1.07% = 2.32.",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/b2b-email-marketing-statistics/#stat-b2be-ml-b2b-vs-ecom-2025"
    },
    {
      "id": "b2be-ml-mfg-ctor-top-2025",
      "sentence": "Manufacturing had the highest email click-to-open rate of any industry in 2025, 14.82%, just ahead of legal at 14.72%, calculated by StatisticsGlobal from MailerLite data.",
      "value": 14.82,
      "unit": "%",
      "place": "Worldwide (MailerLite accounts)",
      "data_year": "2025",
      "source_type": "Our analysis",
      "publisher": "MailerLite",
      "source_title": "Email marketing benchmarks by industry and region for 2026",
      "source_url": "https://www.mailerlite.com/blog/compare-your-email-performance-metrics-industry-benchmarks",
      "source_published": "3 December 2025, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20261008022515/https://www.mailerlite.com/blog/compare-your-email-performance-metrics-industry-benchmarks",
      "sample": "Over 3.6 million campaigns from 181,000 approved MailerLite accounts, December 2024 to November 2025. MailerLite says it reports medians.",
      "method": "Ranking of every industry in MailerLite's 2025 click-to-open table. 1. Manufacturing 14.82%, 2. Legal 14.72%, 3. Media 12.92%. The all-industry figure is 6.81%.",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/b2b-email-marketing-statistics/#stat-b2be-ml-mfg-ctor-top-2025"
    },
    {
      "id": "b2be-ml-legal-unsub-low-2025",
      "sentence": "Legal senders had the lowest email unsubscribe rate of any industry in 2025, 0.09% against 0.22% overall, calculated by StatisticsGlobal from MailerLite data.",
      "value": 0.09,
      "unit": "%",
      "place": "Worldwide (MailerLite accounts)",
      "data_year": "2025",
      "source_type": "Our analysis",
      "publisher": "MailerLite",
      "source_title": "Email marketing benchmarks by industry and region for 2026",
      "source_url": "https://www.mailerlite.com/blog/compare-your-email-performance-metrics-industry-benchmarks",
      "source_published": "3 December 2025, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20261008022515/https://www.mailerlite.com/blog/compare-your-email-performance-metrics-industry-benchmarks",
      "sample": "Over 3.6 million campaigns from 181,000 approved MailerLite accounts, December 2024 to November 2025. MailerLite says it reports medians.",
      "method": "Ranking of every industry in MailerLite's 2025 unsubscribe table. Lowest: legal 0.09%, then higher education and media at 0.1%. The all-industry figure is 0.22%.",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/b2b-email-marketing-statistics/#stat-b2be-ml-legal-unsub-low-2025"
    },
    {
      "id": "b2be-ac-software-click-2025",
      "sentence": "Software senders had a 6.67% average email click rate and a 36.20% open rate in 2025, according to ActiveCampaign.",
      "value": 6.67,
      "unit": "%",
      "place": "Worldwide (ActiveCampaign customers)",
      "data_year": "2025",
      "source_type": "Vendor report",
      "publisher": "ActiveCampaign",
      "source_title": "2026 ActiveCampaign Email Marketing Benchmarks: Open & Click Rates by Industry",
      "source_url": "https://www.activecampaign.com/blog/activecampaign-email-benchmarks",
      "source_published": "21 January 2026, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20260907021945/https://www.activecampaign.com/blog/activecampaign-email-benchmarks",
      "sample": "ActiveCampaign customer campaigns sent 1 January to 10 December 2025, including marketing and transactional emails. Sample size not disclosed.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/b2b-email-marketing-statistics/#stat-b2be-ac-software-click-2025"
    },
    {
      "id": "b2be-ac-consulting-click-2025",
      "sentence": "Consulting and agency senders had a 7.05% average email click rate and a 39.08% open rate in 2025, according to ActiveCampaign.",
      "value": 7.05,
      "unit": "%",
      "place": "Worldwide (ActiveCampaign customers)",
      "data_year": "2025",
      "source_type": "Vendor report",
      "publisher": "ActiveCampaign",
      "source_title": "2026 ActiveCampaign Email Marketing Benchmarks: Open & Click Rates by Industry",
      "source_url": "https://www.activecampaign.com/blog/activecampaign-email-benchmarks",
      "source_published": "21 January 2026, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20260907021945/https://www.activecampaign.com/blog/activecampaign-email-benchmarks",
      "sample": "ActiveCampaign customer campaigns sent 1 January to 10 December 2025, including marketing and transactional emails. Sample size not disclosed.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/b2b-email-marketing-statistics/#stat-b2be-ac-consulting-click-2025"
    },
    {
      "id": "b2be-ac-finance-click-2025",
      "sentence": "Accounting and financial senders had a 4.40% average email click rate and a 37.74% open rate in 2025, according to ActiveCampaign.",
      "value": 4.4,
      "unit": "%",
      "place": "Worldwide (ActiveCampaign customers)",
      "data_year": "2025",
      "source_type": "Vendor report",
      "publisher": "ActiveCampaign",
      "source_title": "2026 ActiveCampaign Email Marketing Benchmarks: Open & Click Rates by Industry",
      "source_url": "https://www.activecampaign.com/blog/activecampaign-email-benchmarks",
      "source_published": "21 January 2026, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20260907021945/https://www.activecampaign.com/blog/activecampaign-email-benchmarks",
      "sample": "ActiveCampaign customer campaigns sent 1 January to 10 December 2025, including marketing and transactional emails. Sample size not disclosed.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/b2b-email-marketing-statistics/#stat-b2be-ac-finance-click-2025"
    },
    {
      "id": "b2be-mc-bizfin-click-2023",
      "sentence": "Business and finance senders had a 2.78% average email click rate and a 31.35% open rate on Mailchimp in 2023, according to Mailchimp.",
      "value": 2.78,
      "unit": "%",
      "place": "Worldwide (Mailchimp users)",
      "data_year": "2023",
      "source_type": "Vendor report",
      "publisher": "Mailchimp (Intuit)",
      "source_title": "Email Marketing Benchmarks and Statistics by Industry",
      "source_url": "https://mailchimp.com/resources/email-marketing-benchmarks/",
      "source_published": "data last updated December 2023, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20261016164603/https://mailchimp.com/resources/email-marketing-benchmarks/",
      "sample": "Mailchimp campaigns sent to at least 1,000 subscribers with tracking on and a reported industry. Billions of emails; exact count not stated. Data to December 2023.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/b2b-email-marketing-statistics/#stat-b2be-mc-bizfin-click-2023"
    },
    {
      "id": "b2be-hs-email-roi-2026",
      "sentence": "23.6% of B2B marketers named email a top channel for ROI in 2026, second only to websites and SEO, according to HubSpot.",
      "value": 23.6,
      "unit": "%",
      "place": "Global",
      "data_year": "2026",
      "source_type": "Vendor survey",
      "publisher": "HubSpot",
      "source_title": "The top marketing channels of 2026, according to marketers [data]",
      "source_url": "https://blog.hubspot.com/marketing/marketing-channels",
      "source_published": "updated 19 January 2026, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20260706003458/https://blog.hubspot.com/marketing/marketing-channels",
      "sample": "HubSpot State of Marketing 2026 survey of 1,500+ marketers worldwide. Figures are shares of B2B respondents.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/b2b-email-marketing-statistics/#stat-b2be-hs-email-roi-2026"
    },
    {
      "id": "b2be-hs-roi-gap-2026",
      "sentence": "Email trailed websites and SEO by 6.6 percentage points as a top B2B ROI channel in 2026, 23.6% against 30.2%, calculated by StatisticsGlobal from HubSpot data.",
      "value": 6.6,
      "unit": "percentage points",
      "place": "Global",
      "data_year": "2026",
      "source_type": "Our analysis",
      "publisher": "HubSpot",
      "source_title": "The top marketing channels of 2026, according to marketers [data]",
      "source_url": "https://blog.hubspot.com/marketing/marketing-channels",
      "source_published": "updated 19 January 2026, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20260706003458/https://blog.hubspot.com/marketing/marketing-channels",
      "sample": "HubSpot State of Marketing 2026 survey of 1,500+ marketers worldwide. Figures are shares of B2B respondents.",
      "method": "HubSpot 2026, share of B2B marketers naming each a top ROI channel: website/blog/SEO 30.2% - email 23.6% = 6.6 points. Paid social was third at 23.3%, 0.3 points behind email.",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/b2b-email-marketing-statistics/#stat-b2be-hs-roi-gap-2026"
    },
    {
      "id": "b2be-litmus-roi-10-36-2025",
      "sentence": "35% of marketing leaders got $10 to $36 back for every $1 spent on email in 2025, according to Litmus.",
      "value": 35,
      "unit": "%",
      "place": "Global",
      "data_year": "2025",
      "source_type": "Vendor survey",
      "publisher": "Litmus",
      "source_title": "The ROI of Email Marketing [Infographic]",
      "source_url": "https://www.litmus.com/blog/email-marketing-roi",
      "source_published": "16 July 2025 (first published January 2022), accessed 28 October 2026",
      "archive_url": "https://statisticsglobal.org/data/snapshots/litmus/litmus-email-roi-2026-10-28.csv",
      "sample": "Litmus 2025 State of Email Survey of nearly 500 marketing professionals worldwide. B2B and B2C senders combined. Self-reported returns.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/b2b-email-marketing-statistics/#stat-b2be-litmus-roi-10-36-2025"
    },
    {
      "id": "b2be-litmus-roi-36-50-2025",
      "sentence": "30% of marketing leaders got $36 to $50 back for every $1 spent on email in 2025, according to Litmus.",
      "value": 30,
      "unit": "%",
      "place": "Global",
      "data_year": "2025",
      "source_type": "Vendor survey",
      "publisher": "Litmus",
      "source_title": "The ROI of Email Marketing [Infographic]",
      "source_url": "https://www.litmus.com/blog/email-marketing-roi",
      "source_published": "16 July 2025 (first published January 2022), accessed 28 October 2026",
      "archive_url": "https://statisticsglobal.org/data/snapshots/litmus/litmus-email-roi-2026-10-28.csv",
      "sample": "Litmus 2025 State of Email Survey of nearly 500 marketing professionals worldwide. B2B and B2C senders combined. Self-reported returns.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/b2b-email-marketing-statistics/#stat-b2be-litmus-roi-36-50-2025"
    },
    {
      "id": "b2be-litmus-roi-10plus-2025",
      "sentence": "70% of marketing leaders reported at least $10 back for every $1 spent on email in 2025, calculated by StatisticsGlobal from Litmus data.",
      "value": 70,
      "unit": "%",
      "place": "Global",
      "data_year": "2025",
      "source_type": "Our analysis",
      "publisher": "Litmus",
      "source_title": "The ROI of Email Marketing [Infographic]",
      "source_url": "https://www.litmus.com/blog/email-marketing-roi",
      "source_published": "16 July 2025 (first published January 2022), accessed 28 October 2026",
      "archive_url": "https://statisticsglobal.org/data/snapshots/litmus/litmus-email-roi-2026-10-28.csv",
      "sample": "Litmus 2025 State of Email Survey of nearly 500 marketing professionals worldwide. B2B and B2C senders combined. Self-reported returns.",
      "method": "Litmus 2025 return bands: $10-$36 (35%) + $36-$50 (30%) + over $50 (5%) = 70%. A further 21% do not measure ROI, which leaves about 9% reporting under $10. Self-reported, all sectors.",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/b2b-email-marketing-statistics/#stat-b2be-litmus-roi-10plus-2025"
    },
    {
      "id": "b2be-litmus-no-measure-2025",
      "sentence": "21% of marketing leaders did not measure email ROI in 2025, down from 36% in 2023, according to Litmus.",
      "value": 21,
      "unit": "%",
      "place": "Global",
      "data_year": "2025",
      "source_type": "Vendor survey",
      "publisher": "Litmus",
      "source_title": "The ROI of Email Marketing [Infographic]",
      "source_url": "https://www.litmus.com/blog/email-marketing-roi",
      "source_published": "16 July 2025 (first published January 2022), accessed 28 October 2026",
      "archive_url": "https://statisticsglobal.org/data/snapshots/litmus/litmus-email-roi-2026-10-28.csv",
      "sample": "Litmus 2025 State of Email Survey of nearly 500 marketing professionals worldwide. B2B and B2C senders combined. Self-reported returns.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/b2b-email-marketing-statistics/#stat-b2be-litmus-no-measure-2025"
    },
    {
      "id": "b2be-cmi-newsletters-2025",
      "sentence": "54% of B2B marketers named email newsletters among their most effective thought leadership channels in 2025, according to the Content Marketing Institute.",
      "value": 54,
      "unit": "%",
      "place": "Global, mostly North America",
      "data_year": "2025",
      "source_type": "Research",
      "publisher": "Content Marketing Institute",
      "source_title": "B2B Content and Marketing Trends: Insights for 2026",
      "source_url": "https://contentmarketinginstitute.com/b2b-research/b2b-content-marketing-trends-research",
      "source_published": "8 October 2025, accessed 28 October 2026",
      "archive_url": "https://web.archive.org/web/20261009054824/https://contentmarketinginstitute.com/b2b-research/b2b-content-marketing-trends-research",
      "sample": "Survey of 1,015 B2B marketers, mostly from North America (1,229 global responses in total), fielded 24 June to 14 August 2025. Sponsored by Storyblok.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/b2b-email-marketing-statistics/#stat-b2be-cmi-newsletters-2025"
    },
    {
      "id": "b2be-cmi-newsletter-gap-2025",
      "sentence": "Email newsletters trailed LinkedIn by 22 percentage points as a top B2B thought leadership channel in 2025, calculated by StatisticsGlobal from Content Marketing Institute data.",
      "value": 22,
      "unit": "percentage points",
      "place": "Global, mostly North America",
      "data_year": "2025",
      "source_type": "Our analysis",
      "publisher": "Content Marketing Institute",
      "source_title": "B2B Content and Marketing Trends: Insights for 2026",
      "source_url": "https://contentmarketinginstitute.com/b2b-research/b2b-content-marketing-trends-research",
      "source_published": "8 October 2025, accessed 28 October 2026",
      "archive_url": "https://web.archive.org/web/20261009054824/https://contentmarketinginstitute.com/b2b-research/b2b-content-marketing-trends-research",
      "sample": "Survey of 1,015 B2B marketers, mostly from North America (1,229 global responses in total), fielded 24 June to 14 August 2025. Sponsored by Storyblok.",
      "method": "CMI 2025, most effective thought leadership channels: LinkedIn 76% - email newsletters 54% = 22 points. Speaking events and webinars were 52%.",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/b2b-email-marketing-statistics/#stat-b2be-cmi-newsletter-gap-2025"
    },
    {
      "id": "b2be-gt-repfree-2024",
      "sentence": "61% of B2B buyers preferred an overall rep-free buying experience in 2024, according to Gartner.",
      "value": 61,
      "unit": "%",
      "place": "Global",
      "data_year": "2024",
      "source_type": "Research",
      "publisher": "Gartner",
      "source_title": "Gartner Sales Survey Finds 61% of B2B Buyers Prefer a Rep-Free Buying Experience",
      "source_url": "https://www.gartner.com/en/newsroom/press-releases/2025-06-25-gartner-sales-survey-finds-61-percent-of-b2b-buyers-prefer-a-rep-free-buying-experience",
      "source_published": "25 June 2025, accessed 28 October 2026",
      "archive_url": "https://statisticsglobal.org/data/snapshots/gartner/b2b-buyer-surveys-2026-10-25.csv",
      "sample": "Gartner survey of 632 B2B buyers, fielded August to September 2024.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/b2b-email-marketing-statistics/#stat-b2be-gt-repfree-2024"
    },
    {
      "id": "b2be-gt-repfree-2025",
      "sentence": "67% of B2B buyers said they preferred a rep-free experience in 2025, according to Gartner.",
      "value": 67,
      "unit": "%",
      "place": "Global",
      "data_year": "2025",
      "source_type": "Research",
      "publisher": "Gartner",
      "source_title": "Gartner Sales Survey Finds 67% of B2B Buyers Prefer a Rep-Free Experience",
      "source_url": "https://www.gartner.com/en/newsroom/press-releases/2026-03-09-gartner-sales-survey-finds-67-percent-of-b2b-buyers-prefer-a-rep-free-experience",
      "source_published": "9 March 2026, accessed 28 October 2026",
      "archive_url": "https://statisticsglobal.org/data/snapshots/gartner/b2b-buyer-surveys-2026-10-25.csv",
      "sample": "Gartner survey of 646 B2B buyers, fielded August to September 2025.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/b2b-email-marketing-statistics/#stat-b2be-gt-repfree-2025"
    },
    {
      "id": "b2be-gt-repfree-change-2025",
      "sentence": "The share of B2B buyers preferring a rep-free experience rose 6 percentage points in a year, from 61% in 2024 to 67% in 2025, calculated by StatisticsGlobal from Gartner data.",
      "value": 6,
      "unit": "percentage points",
      "place": "Global",
      "data_year": "2025",
      "source_type": "Our analysis",
      "publisher": "Gartner",
      "source_title": "Gartner Sales Survey Finds 67% of B2B Buyers Prefer a Rep-Free Experience",
      "source_url": "https://www.gartner.com/en/newsroom/press-releases/2026-03-09-gartner-sales-survey-finds-67-percent-of-b2b-buyers-prefer-a-rep-free-experience",
      "source_published": "9 March 2026, accessed 28 October 2026",
      "archive_url": "https://statisticsglobal.org/data/snapshots/gartner/b2b-buyer-surveys-2026-10-25.csv",
      "sample": "Gartner survey of 646 B2B buyers, fielded August to September 2025.",
      "method": "Gartner buyer surveys fielded August to September 2024 (632 buyers, 61%) and August to September 2025 (646 buyers, 67%). 67 - 61 = 6 points. The question wording differs slightly between releases.",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/b2b-email-marketing-statistics/#stat-b2be-gt-repfree-change-2025"
    },
    {
      "id": "b2be-gt-ai-purchase-2025",
      "sentence": "45% of B2B buyers used AI during a recent purchase in 2025, according to Gartner.",
      "value": 45,
      "unit": "%",
      "place": "Global",
      "data_year": "2025",
      "source_type": "Research",
      "publisher": "Gartner",
      "source_title": "Gartner Sales Survey Finds 67% of B2B Buyers Prefer a Rep-Free Experience",
      "source_url": "https://www.gartner.com/en/newsroom/press-releases/2026-03-09-gartner-sales-survey-finds-67-percent-of-b2b-buyers-prefer-a-rep-free-experience",
      "source_published": "9 March 2026, accessed 28 October 2026",
      "archive_url": "https://statisticsglobal.org/data/snapshots/gartner/b2b-buyer-surveys-2026-10-25.csv",
      "sample": "Gartner survey of 646 B2B buyers, fielded August to September 2025.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/b2b-email-marketing-statistics/#stat-b2be-gt-ai-purchase-2025"
    },
    {
      "id": "b2be-cmi-email-personalize-2025",
      "sentence": "85% of B2B marketers whose organisations personalise content did so in email campaigns in 2025, according to the Content Marketing Institute.",
      "value": 85,
      "unit": "%",
      "place": "Global, mostly North America",
      "data_year": "2025",
      "source_type": "Research",
      "publisher": "Content Marketing Institute",
      "source_title": "B2B Content and Marketing Trends: Insights for 2026",
      "source_url": "https://contentmarketinginstitute.com/b2b-research/b2b-content-marketing-trends-research",
      "source_published": "8 October 2025, accessed 28 October 2026",
      "archive_url": "https://web.archive.org/web/20261009054824/https://contentmarketinginstitute.com/b2b-research/b2b-content-marketing-trends-research",
      "sample": "Survey of 1,015 B2B marketers, mostly from North America (1,229 global responses in total), fielded 24 June to 14 August 2025. Sponsored by Storyblok.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/b2b-email-marketing-statistics/#stat-b2be-cmi-email-personalize-2025"
    },
    {
      "id": "b2be-cmi-tech-email-personalize-2025",
      "sentence": "88% of technology marketers who personalise content did so in email in 2025, according to the Content Marketing Institute.",
      "value": 88,
      "unit": "%",
      "place": "Global, mostly North America",
      "data_year": "2025",
      "source_type": "Research",
      "publisher": "Content Marketing Institute",
      "source_title": "Technology Content and Marketing Trends: 2026 Insights",
      "source_url": "https://contentmarketinginstitute.com/technology-research/content-marketing-technology-research",
      "source_published": "12 November 2025, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20261005125850/https://contentmarketinginstitute.com/technology-research/content-marketing-technology-research",
      "sample": "266 technology marketers, mostly from North America, from the same CMI and MarketingProfs survey (1,229 global responses), fielded 24 June to 14 August 2025.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/b2b-email-marketing-statistics/#stat-b2be-cmi-tech-email-personalize-2025"
    },
    {
      "id": "b2be-cmi-email-vs-social-2025",
      "sentence": "Email was 2.5 times as common as social media for B2B content personalisation in 2025, 85% against 34%, calculated by StatisticsGlobal from Content Marketing Institute data.",
      "value": 2.5,
      "unit": "x",
      "place": "Global, mostly North America",
      "data_year": "2025",
      "source_type": "Our analysis",
      "publisher": "Content Marketing Institute",
      "source_title": "B2B Content and Marketing Trends: Insights for 2026",
      "source_url": "https://contentmarketinginstitute.com/b2b-research/b2b-content-marketing-trends-research",
      "source_published": "8 October 2025, accessed 28 October 2026",
      "archive_url": "https://web.archive.org/web/20261009054824/https://contentmarketinginstitute.com/b2b-research/b2b-content-marketing-trends-research",
      "sample": "Survey of 1,015 B2B marketers, mostly from North America (1,229 global responses in total), fielded 24 June to 14 August 2025. Sponsored by Storyblok.",
      "method": "CMI 2025, channels used by B2B marketers who personalise: email campaigns 85% / social media content 34% = 2.5. Websites and landing pages were 33%, digital advertising 31%.",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/b2b-email-marketing-statistics/#stat-b2be-cmi-email-vs-social-2025"
    },
    {
      "id": "b2be-cmi-ai-email-2025",
      "sentence": "36% of B2B marketers said their organisations used AI email marketing tools in 2025, according to the Content Marketing Institute.",
      "value": 36,
      "unit": "%",
      "place": "Global, mostly North America",
      "data_year": "2025",
      "source_type": "Research",
      "publisher": "Content Marketing Institute",
      "source_title": "B2B Content and Marketing Trends: Insights for 2026",
      "source_url": "https://contentmarketinginstitute.com/b2b-research/b2b-content-marketing-trends-research",
      "source_published": "8 October 2025, accessed 28 October 2026",
      "archive_url": "https://web.archive.org/web/20261009054824/https://contentmarketinginstitute.com/b2b-research/b2b-content-marketing-trends-research",
      "sample": "Survey of 1,015 B2B marketers, mostly from North America (1,229 global responses in total), fielded 24 June to 14 August 2025. Sponsored by Storyblok.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/b2b-email-marketing-statistics/#stat-b2be-cmi-ai-email-2025"
    },
    {
      "id": "b2be-google-bulk-2024",
      "sentence": "Gmail has required senders of 5,000 or more messages a day to authenticate email and offer one-click unsubscribe since February 2024, according to Google.",
      "value": 5000,
      "unit": "messages a day",
      "place": "Worldwide (Gmail)",
      "data_year": "2024",
      "source_type": "Official",
      "publisher": "Google",
      "source_title": "Email sender guidelines FAQ",
      "source_url": "https://support.google.com/a/answer/14229414",
      "source_published": "FAQ updated periodically, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20260607091121/https://support.google.com/a/answer/14229414",
      "sample": "Gmail rules for senders of close to 5,000 or more messages a day to personal Gmail accounts. Requirements started February 2024; enforcement stepped up from November 2025.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/b2b-email-marketing-statistics/#stat-b2be-google-bulk-2024"
    },
    {
      "id": "b2be-google-spam-2024",
      "sentence": "Gmail senders must keep their user-reported spam rate below 0.3%, and ideally below 0.1%, under rules in force since 2024, according to Google.",
      "value": 0.3,
      "unit": "%",
      "place": "Worldwide (Gmail)",
      "data_year": "2024",
      "source_type": "Official",
      "publisher": "Google",
      "source_title": "Email sender guidelines FAQ",
      "source_url": "https://support.google.com/a/answer/14229414",
      "source_published": "FAQ updated periodically, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20260607091121/https://support.google.com/a/answer/14229414",
      "sample": "Gmail rules for senders of close to 5,000 or more messages a day to personal Gmail accounts. Requirements started February 2024; enforcement stepped up from November 2025.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/b2b-email-marketing-statistics/#stat-b2be-google-spam-2024"
    },
    {
      "id": "b2be-google-unsub-2024",
      "sentence": "Gmail bulk senders must honour unsubscribe requests within 48 hours under rules in force since 2024, according to Google.",
      "value": 48,
      "unit": "hours",
      "place": "Worldwide (Gmail)",
      "data_year": "2024",
      "source_type": "Official",
      "publisher": "Google",
      "source_title": "Email sender guidelines FAQ",
      "source_url": "https://support.google.com/a/answer/14229414",
      "source_published": "FAQ updated periodically, accessed 28 October 2026",
      "archive_url": "http://web.archive.org/web/20260607091121/https://support.google.com/a/answer/14229414",
      "sample": "Gmail rules for senders of close to 5,000 or more messages a day to personal Gmail accounts. Requirements started February 2024; enforcement stepped up from November 2025.",
      "method": "",
      "verified_on": "2026-10-28",
      "url": "https://statisticsglobal.org/b2b-email-marketing-statistics/#stat-b2be-google-unsub-2024"
    }
  ]
}