Key B2B Marketing Email Stats


Looking for email marketing industry benchmarks? From average open rates to unsubscribe rates, B2B marketers measure the success on their email programs by many factors. Ultimately, the most important factors to gauge success are MQLs and marketing-generated-revenue, but the following stats are very helpful in gaining an understanding of where you stand against the average industry results.


  • Average open rate – 22.0%
  • Average click-through rate – 5.9%

Source: Epsilon Quarter 4 2009 Email Trends and Benchmark (Jan 2010)

Marketing emails using a house list experience, on average:

  • Open rates of almost 20%
  • Click-through rates of 6.64%
  • Conversion rates of 1.73%
  • Bounce rates of 3.72%
  • Unsubscribe rates of 0.77%
Source: Direct Marketing Association (2010)
To track campaign success:
  • 72% of marketers rely on clicks
  • 59.2% of marketers rely on conversion rate
  • 58.4% of marketers rely on impressions
Source: Datran Media “Marketing and Media Survey” (2010)
Thanks to

We’ve created a tool to help you determine the amount of marketing activity you need in order to hit your marketing-generated-revenue goals. It takes into account the response rate of each campaign, and the conversion of your prospects along the way. Try the B2B Demand Generation Funnel Calculator.

From Tamara’s Desk: What’s Working in Demand Generation?

Office Woman

Tamara Graves is our Senior Director of Demand Generation here at NetProspex, driving pipeline activity and opportuntiy creation for our company, but more importantly, helping our entire team understand the day-to-day needs and problems of our clients working in B2B demand generation.

She recently contributed advice to DemandGen Report’s “What’s Working in Demand Generation” about the “secret sauce that helped leading B2B organizations fuel efficiency and growth” in 2011.

Here’s what’s working, from Tam’s POV:

  1. Lead Nurturing
    NetProspex has completely redesigned its multi-touch drip campaigns, with full nurture programs slated for 2012. Experts indicate that content is king when it comes to effective nurturing. By providing relevant, timely content, marketers can demonstrate the value proposition of their solutions and services more efficiently.
  2. Combining Inbound + Outbound
    We are utilizing landing pages through HubSpot to expand inbound efforts in conjunction with lead generation, testing integrations between its solutions and marketing automation tools.
  3. Data Management
    Our clients are focused on fixing and ensuring the quality and cleanliness of their data- and so are we. “Continual cleansing and appending of data is planned for 2012,” according to Tamara. “Considerable effort was put into finely segmenting the target to the right message, using analytics of our prospect and customer data.”

Read the full article on DemandGen Report.