Email marketing statistics
Email remains one of the best-performing channels in B2B. These figures show why, and where the real gain lies: relevance, automation and segmentation, not volume.
Last updated: · 7 verified statistics
What do these figures mean for Belgian B2B companies?
The common thread in the email figures is consistent: email pays off, but not by sending more. The companies that get the most out of it send less but more relevant email, segment their list, and automate follow-up so no lead goes cold.
That automated emails make up barely 2% of volume but deliver almost a third of revenue says enough: the gain lies in timing and relevance, not reach. Triggered emails get more than three times the clicks of an untargeted scheduled campaign.
For B2B with long sales cycles, that’s even more true. A well-thought-out email flow that warms up leads until they’re ready for a conversation delivers more than a weekly newsletter blasted to your entire list. Steer on customers and revenue, not on open rates that are skewed anyway by privacy measures.
Frequently asked questions
Are open rates still a reliable statistic? +
Less than they used to be. Since Apple Mail Privacy Protection (2021) automatically loads images, open rates are artificially inflated. Steer instead on clicks, replies and ultimately inquiries.
What's a good ROI for email marketing in B2B? +
The often-cited 36 euros per euro is an average across all sectors. For B2B, what matters most is whether email moves qualified leads toward a sales conversation, not the exact ROI figure.
What's a realistic click rate for B2B emails? +
Expect around 1 to 2 percent on your full volume sent. The click-to-open rate for business emails sits around 5%. If your click rate is structurally below that, look at your subject lines, segmentation and relevance.
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Source: Customer Impact, Email marketing statistics, https://www.customerimpact.be/en/marketing-statistics/email-marketing/ What clients say about us
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Sharp and fast analysis of the problem, processes and possibilities. No complicated sales talk, fast, and a first setup that works well. A bit more attention to the fine tuning. Pleasant collaboration.
Tandarts.nl
Smooth communication, proactive thinking and everything neatly followed up.
Claire Farrell
Super professional and extremely creative! They managed to adjust and respond to all of our needs numerous times. Highly recommend ❤️
Jovana Vakic
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Daphne N
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Chris Gauci
Top quality service. Can only recommend.
Virginia Lesaffer
Professional approach to creating the website for my side business. Happy with the collaboration. Definitely recommended!
Kayna Geusens
I have been working with Customer Impact for a while now and it has been a breath of fresh air from the very start. The team complements itself perfectly, so you always have someone with very extensive knowledge of specific aspects of marketing, ranging from ads to web design and strategy. The hands-on approach means you can always get started right away, and the feedback is always clear and honest. No nonsense, just facts.
Axel D.S.
Customer Impact built a strong new website for us and set up a lead generation approach that truly delivers results.
Janitor Waterschoot
They do not just execute, they also think along strategically. Real B2B specialists. Recommended!
Jack Daly
Sharp and fast analysis of the problem, processes and possibilities. No complicated sales talk, fast, and a first setup that works well. A bit more attention to the fine tuning. Pleasant collaboration.
Tandarts.nl
Smooth communication, proactive thinking and everything neatly followed up.
Claire Farrell
Super professional and extremely creative! They managed to adjust and respond to all of our needs numerous times. Highly recommend ❤️
Jovana Vakic
Tanguy combines deep expertise, fresh thinking, and hands-on experience to help growing companies achieve meaningful results!
Daphne N
Great service. Lean and mean. Would definitely recommend.
Chris Gauci
Top quality service. Can only recommend.
Virginia Lesaffer
Professional approach to creating the website for my side business. Happy with the collaboration. Definitely recommended!
Kayna Geusens
What do these figures mean for you?
We translate market data into a concrete growth plan for your B2B company, focused on customers and revenue.