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.
Reuse these figures?
You may freely reuse these figures with attribution and a link to this page.
Source: Customer Impact, Email marketing statistics, https://www.customerimpact.be/en/marketing-statistics/email-marketing/ What clients say about us
Real client reviews on Google.
Strong lead generation and analysis of growth opportunities using AI technology that makes a real impact.
René De Keyzer
I have been working with Tanguy for three years now and it is always a pleasure. Plenty more good things to come!
Pieter-Jan Maleux
Tanguy combines knowledge, fresh ideas and hands-on experience in a rare way that makes a tangible difference for growing companies.
Fern Thanaporn Uparirat
Fantastic company to work with. They helped us build our website and with lead generation, and we are very happy with it. The smooth communication made the whole process pleasant.
Lahcene Merzoug
Customer Impact built a strong new website for us and set up a lead generation approach that truly delivers results.
Janitor Waterschoot
Tanguy built a completely new website for us, with a structure and message truly focused on convincing visitors. Highly recommended.
Sam Van den Bosch
I have been working with Customer Impact for a while now and it has been a breath of fresh air from the start. The team complements each other perfectly, so there is always someone with deep expertise in a specific field.
Axel D.S.
Sharp and fast analysis of the problem, the processes and the opportunities. No complicated sales pitch: fast, with a well-working first setup. Pleasant collaboration.
Tandarts.nl
Super professional and incredibly creative. They responded to all our wishes time and again. Truly recommended.
Jovana Vakic
Smooth communication, proactive thinking and everything neatly followed up.
Claire Farrell
Their creativity, professionalism and focus on results really stand out.
Natalia Echeverri
Professional approach to building the website for my side business. Happy with the collaboration. Recommended!
Kayna Geusens
Particularly impressive. The expertise is truly astounding!
Chris Kiefert
Very satisfied with the service. Truly professional. I am super happy and recommend it to everyone. Many thanks!
Tatiana Maeijer
Top quality and service. Truly recommended.
Virginia Lesaffer
Strong lead generation and analysis of growth opportunities using AI technology that makes a real impact.
René De Keyzer
I have been working with Tanguy for three years now and it is always a pleasure. Plenty more good things to come!
Pieter-Jan Maleux
Tanguy combines knowledge, fresh ideas and hands-on experience in a rare way that makes a tangible difference for growing companies.
Fern Thanaporn Uparirat
Fantastic company to work with. They helped us build our website and with lead generation, and we are very happy with it. The smooth communication made the whole process pleasant.
Lahcene Merzoug
Customer Impact built a strong new website for us and set up a lead generation approach that truly delivers results.
Janitor Waterschoot
Tanguy built a completely new website for us, with a structure and message truly focused on convincing visitors. Highly recommended.
Sam Van den Bosch
I have been working with Customer Impact for a while now and it has been a breath of fresh air from the start. The team complements each other perfectly, so there is always someone with deep expertise in a specific field.
Axel D.S.
Sharp and fast analysis of the problem, the processes and the opportunities. No complicated sales pitch: fast, with a well-working first setup. Pleasant collaboration.
Tandarts.nl
Super professional and incredibly creative. They responded to all our wishes time and again. Truly recommended.
Jovana Vakic
Smooth communication, proactive thinking and everything neatly followed up.
Claire Farrell
Their creativity, professionalism and focus on results really stand out.
Natalia Echeverri
Professional approach to building the website for my side business. Happy with the collaboration. Recommended!
Kayna Geusens
Particularly impressive. The expertise is truly astounding!
Chris Kiefert
Very satisfied with the service. Truly professional. I am super happy and recommend it to everyone. Many thanks!
Tatiana Maeijer
Top quality and service. Truly recommended.
Virginia Lesaffer
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.