Email marketing ROI reaches $36-$42 per $1 spent. Discover 47 data-backed statistics on strategy, automation, personalization, engagement, and industry benchmarks for 2026.
Email marketing ROI reaches $36-$42 per $1 spent. Discover 47 data-backed statistics on strategy, automation, personalization, engagement, and industry benchmarks for 2026.
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Email remains the largest and most accessible marketing channel globally, with billions of active users checking their inboxes daily. These foundational statistics demonstrate why email continues to be central to any modern marketing strategy.
Email has crossed a threshold no other marketing channel can claim: it reaches the majority of the world's population. This scale makes it the single largest addressable audience available to any marketer, regardless of industry or business size.
Daily email volume underscores how embedded email is in both personal and professional life. For marketers, this figure reflects a channel with compounding reach, where even a modest list can translate into significant daily touchpoints.
No other owned marketing channel delivers this level of daily user engagement. For brands, it means email is one of the few channels where a message is virtually guaranteed to be seen within 24 hours of sending.
Email remains the largest and most accessible marketing channel globally, with billions of active users checking their inboxes daily. These foundational statistics demonstrate why email continues to be central to any modern marketing strategy.
Email has crossed a threshold no other marketing channel can claim: it reaches the majority of the world's population. This scale makes it the single largest addressable audience available to any marketer, regardless of industry or business size.
Daily email volume underscores how embedded email is in both personal and professional life. For marketers, this figure reflects a channel with compounding reach, where even a modest list can translate into significant daily touchpoints.
No other owned marketing channel delivers this level of daily user engagement. For brands, it means email is one of the few channels where a message is virtually guaranteed to be seen within 24 hours of sending.
Email captures attention at the highest-intent moment of the day. A well-timed campaign sent in the early morning reaches subscribers when they are most focused and least distracted by other digital noise.
This figure, consistently cited across Litmus, HubSpot, and Omnisend research, positions email as the highest-ROI channel in digital marketing. It holds across industries, though retail and e-commerce tend to see the strongest returns.
Email is not just a broadcast tool for large enterprises. For small and medium businesses with limited budgets, it serves a dual purpose: bringing in new customers and keeping existing ones engaged over time.
Email is the most broadly adopted marketing channel among practitioners globally, according to Salesforce data. Its near-universal adoption signals that competitors across virtually every sector are already active in the inbox.
The email marketing industry is roughly doubling in value over a six-year span, driven by investment in automation, AI-powered personalization, and growing adoption in emerging markets. This trajectory signals long-term strategic relevance, not a channel in decline.
Email captures attention at the highest-intent moment of the day. A well-timed campaign sent in the early morning reaches subscribers when they are most focused and least distracted by other digital noise.
This figure, consistently cited across Litmus, HubSpot, and Omnisend research, positions email as the highest-ROI channel in digital marketing. It holds across industries, though retail and e-commerce tend to see the strongest returns.
Email is not just a broadcast tool for large enterprises. For small and medium businesses with limited budgets, it serves a dual purpose: bringing in new customers and keeping existing ones engaged over time.
Email is the most broadly adopted marketing channel among practitioners globally, according to Salesforce data. Its near-universal adoption signals that competitors across virtually every sector are already active in the inbox.
The email marketing industry is roughly doubling in value over a six-year span, driven by investment in automation, AI-powered personalization, and growing adoption in emerging markets. This trajectory signals long-term strategic relevance, not a channel in decline.
Email delivers exceptional returns compared to other digital channels, generating $36-$42 for every dollar spent. This section covers ROI benchmarks, revenue contribution, and why smart email strategy drives measurable business results.
Litmus's 2024 research of marketing professionals worldwide puts the average email marketing ROI at $36 per dollar spent, making it the highest-returning channel in the digital marketing mix. This figure serves as the floor benchmark; many industries and well-optimized programs exceed it significantly.
While the $36 average is widely cited, a meaningful share of businesses pull far above that benchmark. Campaign Monitor's 2025 data shows that nearly 1 in 5 businesses exceeds $70 in return per dollar, illustrating what a mature, well-segmented email program can deliver.
eMarketer's 2025 research found that email marketing is responsible for a quarter of overall revenue when businesses deploy it with clear strategy and segmentation. This makes email one of the single largest revenue-contributing channels in a brand's marketing mix.
McKinsey's research shows email outperforms social media platforms for new customer acquisition by a factor of 40. For marketers evaluating where to invest in acquisition strategy, this gap highlights email as the clearer revenue driver.
According to Litmus data, the retail and ecommerce sector leads all industries on email marketing return, earning $45 for every dollar invested. No other vertical comes close, making email strategy a particularly high-leverage decision for online retailers.
Omnisend's 2026 ecommerce marketing report, analyzing over 27 billion emails, found that automated emails earned 16 times more per send than scheduled campaigns. This efficiency ratio makes automation the single highest-leverage investment within any email strategy.
Email delivers exceptional returns compared to other digital channels, generating $36-$42 for every dollar spent. This section covers ROI benchmarks, revenue contribution, and why smart email strategy drives measurable business results.
Litmus's 2024 research of marketing professionals worldwide puts the average email marketing ROI at $36 per dollar spent, making it the highest-returning channel in the digital marketing mix. This figure serves as the floor benchmark; many industries and well-optimized programs exceed it significantly.
While the $36 average is widely cited, a meaningful share of businesses pull far above that benchmark. Campaign Monitor's 2025 data shows that nearly 1 in 5 businesses exceeds $70 in return per dollar, illustrating what a mature, well-segmented email program can deliver.
eMarketer's 2025 research found that email marketing is responsible for a quarter of overall revenue when businesses deploy it with clear strategy and segmentation. This makes email one of the single largest revenue-contributing channels in a brand's marketing mix.
McKinsey's research shows email outperforms social media platforms for new customer acquisition by a factor of 40. For marketers evaluating where to invest in acquisition strategy, this gap highlights email as the clearer revenue driver.
According to Litmus data, the retail and ecommerce sector leads all industries on email marketing return, earning $45 for every dollar invested. No other vertical comes close, making email strategy a particularly high-leverage decision for online retailers.
Omnisend's 2026 ecommerce marketing report, analyzing over 27 billion emails, found that automated emails earned 16 times more per send than scheduled campaigns. This efficiency ratio makes automation the single highest-leverage investment within any email strategy.
Open rates, click-through rates, and conversion rates provide insight into how audiences respond to email campaigns. These metrics show that engaged subscribers convert at significantly higher rates than casual email users.
Analyzed across more than 3.6 million campaigns, the 2025 average open rate of 43.46% marks a steady increase from 42.35% in 2024. However, Apple Mail Privacy Protection now affects an estimated 50 to 60% of recorded opens, which means click-based metrics have become the more reliable signal of genuine audience engagement.
The average click rate across all industries rose slightly from 2.0% in 2024 to 2.09% in 2025, with the legal industry leading at 4.90%. Because click rate requires deliberate action from a subscriber, it is now considered the most accurate engagement indicator in a privacy-restricted measurement environment.
CTOR measures the percentage of openers who also click, making it a direct indicator of content relevance rather than subject line performance alone. In 2025, the median CTOR rose from 5.63% to 6.81%, with industry variation ranging from 2.96% in politics to 14.82% in manufacturing.
Omnisend's 2026 Ecommerce Marketing Report, covering data from more than 150,000 brands and 27 billion emails, found that ecommerce open rates climbed from 26.6% in 2024 to 30.7% in 2025. Alongside this, click-to-conversion rates jumped 53% year over year, from 5.9% to 9%, indicating that subscribers who do click are buying at a significantly higher rate.
Omnisend's data shows automated emails generated $2.87 per send compared to just $0.18 for scheduled campaign emails, a 15.9x revenue-per-send advantage. Automated flows also achieved 52% higher open rates, 332% higher click rates, and 2,361% better conversion rates than regular campaigns, making automation the single highest-leverage engagement lever in email marketing.
Open rates, click-through rates, and conversion rates provide insight into how audiences respond to email campaigns. These metrics show that engaged subscribers convert at significantly higher rates than casual email users.
Analyzed across more than 3.6 million campaigns, the 2025 average open rate of 43.46% marks a steady increase from 42.35% in 2024. However, Apple Mail Privacy Protection now affects an estimated 50 to 60% of recorded opens, which means click-based metrics have become the more reliable signal of genuine audience engagement.
The average click rate across all industries rose slightly from 2.0% in 2024 to 2.09% in 2025, with the legal industry leading at 4.90%. Because click rate requires deliberate action from a subscriber, it is now considered the most accurate engagement indicator in a privacy-restricted measurement environment.
CTOR measures the percentage of openers who also click, making it a direct indicator of content relevance rather than subject line performance alone. In 2025, the median CTOR rose from 5.63% to 6.81%, with industry variation ranging from 2.96% in politics to 14.82% in manufacturing.
Omnisend's 2026 Ecommerce Marketing Report, covering data from more than 150,000 brands and 27 billion emails, found that ecommerce open rates climbed from 26.6% in 2024 to 30.7% in 2025. Alongside this, click-to-conversion rates jumped 53% year over year, from 5.9% to 9%, indicating that subscribers who do click are buying at a significantly higher rate.
Omnisend's data shows automated emails generated $2.87 per send compared to just $0.18 for scheduled campaign emails, a 15.9x revenue-per-send advantage. Automated flows also achieved 52% higher open rates, 332% higher click rates, and 2,361% better conversion rates than regular campaigns, making automation the single highest-leverage engagement lever in email marketing.
Automated emails and personalized messaging generate dramatically higher revenue per send than standard campaigns. Strategic use of automation and personalization is now essential for competitive email programs.
Omnisend's 2026 Ecommerce Marketing Report, based on more than 27 billion emails sent in 2025, found that automated messages generated $2.87 per email compared to just $0.18 for standard scheduled campaigns. This efficiency gap makes automation the single highest-leverage investment in any email program.
Omnisend's analysis of 24 billion emails sent in 2024 shows that automated messages convert at a rate 6x higher than regular campaigns. Abandoned cart, welcome, and browse abandonment automations alone accounted for 87% of all automated email orders.
Omnisend's January 2026 press release, covering 150,000 brands, found that brands responding to real-time customer intent consistently outperformed those relying on scheduled sends. The data reinforces that timing and behavioral triggers, not send volume, determine email revenue performance.
The Data and Marketing Association (DMA) finding, widely cited by Campaign Monitor, shows that dividing a list into targeted segments and matching message content to each group drives dramatically higher revenue per campaign. Even basic demographic or behavioral segmentation delivers measurable lifts.
This metric, reported consistently across Campaign Monitor and Instapage research, shows that relevance directly drives engagement. Personalizing beyond just a first name, using behavioral data, purchase history, and dynamic content, compounds these gains further.
Automated emails and personalized messaging generate dramatically higher revenue per send than standard campaigns. Strategic use of automation and personalization is now essential for competitive email programs.
Omnisend's 2026 Ecommerce Marketing Report, based on more than 27 billion emails sent in 2025, found that automated messages generated $2.87 per email compared to just $0.18 for standard scheduled campaigns. This efficiency gap makes automation the single highest-leverage investment in any email program.
Omnisend's analysis of 24 billion emails sent in 2024 shows that automated messages convert at a rate 6x higher than regular campaigns. Abandoned cart, welcome, and browse abandonment automations alone accounted for 87% of all automated email orders.
Omnisend's January 2026 press release, covering 150,000 brands, found that brands responding to real-time customer intent consistently outperformed those relying on scheduled sends. The data reinforces that timing and behavioral triggers, not send volume, determine email revenue performance.
The Data and Marketing Association (DMA) finding, widely cited by Campaign Monitor, shows that dividing a list into targeted segments and matching message content to each group drives dramatically higher revenue per campaign. Even basic demographic or behavioral segmentation delivers measurable lifts.
This metric, reported consistently across Campaign Monitor and Instapage research, shows that relevance directly drives engagement. Personalizing beyond just a first name, using behavioral data, purchase history, and dynamic content, compounds these gains further.
More than half of all email opens happen on mobile devices, and non-optimized emails face deletion rates of 50% or higher. Mobile-first design is no longer optional for effective email strategy.
Mobile now accounts for the majority of email opens globally, with desktop falling to roughly 10% of opens. Any email strategy that treats mobile as secondary is misaligned with how audiences actually consume email.
Poor mobile rendering does not just hurt engagement, it eliminates it entirely. For US consumers specifically, that deletion rate climbs to 75%, meaning a broken layout can wipe out three quarters of your American audience before a single word is read.
Mailchimp data shows responsive templates lift unique mobile clicks from 2.7% to 3.3%. That lift compounds significantly at high send volumes and represents one of the highest-ROI design investments available to email marketers.
Younger audiences are not just mobile-friendly, they are mobile-exclusive for email. Brands targeting under-40 demographics that skip mobile-first design risk losing entire generational segments from their subscriber base.
Dark mode has reached critical mass on mobile devices, but email design has not kept pace. Emails not optimized for dark mode can have black text disappear against dark backgrounds, broken layouts, and incorrect color inversions, all of which trigger immediate deletion or spam marking.
Dyspatch research shows the average time a mobile user spends viewing an email is only 10 seconds. This compressed attention window makes visual hierarchy, scannable content, and an above-the-fold call to action non-negotiable design priorities.
More than half of all email opens happen on mobile devices, and non-optimized emails face deletion rates of 50% or higher. Mobile-first design is no longer optional for effective email strategy.
Mobile now accounts for the majority of email opens globally, with desktop falling to roughly 10% of opens. Any email strategy that treats mobile as secondary is misaligned with how audiences actually consume email.
Poor mobile rendering does not just hurt engagement, it eliminates it entirely. For US consumers specifically, that deletion rate climbs to 75%, meaning a broken layout can wipe out three quarters of your American audience before a single word is read.
Mailchimp data shows responsive templates lift unique mobile clicks from 2.7% to 3.3%. That lift compounds significantly at high send volumes and represents one of the highest-ROI design investments available to email marketers.
Younger audiences are not just mobile-friendly, they are mobile-exclusive for email. Brands targeting under-40 demographics that skip mobile-first design risk losing entire generational segments from their subscriber base.
Dark mode has reached critical mass on mobile devices, but email design has not kept pace. Emails not optimized for dark mode can have black text disappear against dark backgrounds, broken layouts, and incorrect color inversions, all of which trigger immediate deletion or spam marking.
Dyspatch research shows the average time a mobile user spends viewing an email is only 10 seconds. This compressed attention window makes visual hierarchy, scannable content, and an above-the-fold call to action non-negotiable design priorities.
Email effectiveness varies by audience type. B2B campaigns focus on engagement and lead nurturing, while B2C marketers see higher direct conversion rates from email traffic than any other channel.
While B2C emails see higher raw open rates (19.7% vs 15.14% for B2B), B2B readers who do open are significantly more likely to click through, with B2B averaging a 3.18% click rate versus 2.09% for B2C. This reflects the intent-driven nature of B2B audiences who engage more deliberately when content is relevant to a business decision.
Email has solidified its role as the backbone of B2B marketing, with the vast majority of B2B practitioners calling it mission-critical. This reflects how central email remains for lead generation, lead nurturing, and pipeline development in longer B2B sales cycles.
For B2C marketers, email is a direct revenue driver, not just a nurture channel. The combination of purchase influence and monthly buying frequency makes email one of the most reliable conversion tools available to consumer-facing brands.
B2C campaigns convert slightly higher on a percentage basis, but B2B conversions typically represent higher-value leads or deals rather than direct purchases. The gap reflects B2B's longer sales cycles and multi-stakeholder decision-making process, where a single email conversion often triggers a multi-month sales journey.
Email newsletters are the dominant content distribution vehicle in B2B, used to nurture prospects across long buying cycles. The Content Marketing Institute's 2025 report also found that 71% of B2B marketers cited email engagement as one of the most important metrics for measuring content performance.
For B2C ecommerce brands, email is not a supplementary channel but often the single largest revenue driver. Automated emails play an outsized role here: they drive 37% of all email-generated sales despite making up only 2% of total email volume sent.
Email effectiveness varies by audience type. B2B campaigns focus on engagement and lead nurturing, while B2C marketers see higher direct conversion rates from email traffic than any other channel.
While B2C emails see higher raw open rates (19.7% vs 15.14% for B2B), B2B readers who do open are significantly more likely to click through, with B2B averaging a 3.18% click rate versus 2.09% for B2C. This reflects the intent-driven nature of B2B audiences who engage more deliberately when content is relevant to a business decision.
Email has solidified its role as the backbone of B2B marketing, with the vast majority of B2B practitioners calling it mission-critical. This reflects how central email remains for lead generation, lead nurturing, and pipeline development in longer B2B sales cycles.
For B2C marketers, email is a direct revenue driver, not just a nurture channel. The combination of purchase influence and monthly buying frequency makes email one of the most reliable conversion tools available to consumer-facing brands.
B2C campaigns convert slightly higher on a percentage basis, but B2B conversions typically represent higher-value leads or deals rather than direct purchases. The gap reflects B2B's longer sales cycles and multi-stakeholder decision-making process, where a single email conversion often triggers a multi-month sales journey.
Email newsletters are the dominant content distribution vehicle in B2B, used to nurture prospects across long buying cycles. The Content Marketing Institute's 2025 report also found that 71% of B2B marketers cited email engagement as one of the most important metrics for measuring content performance.
For B2C ecommerce brands, email is not a supplementary channel but often the single largest revenue driver. Automated emails play an outsized role here: they drive 37% of all email-generated sales despite making up only 2% of total email volume sent.
Email marketing strategy is a plan for using email to achieve business goals such as customer acquisition, retention, engagement, and revenue generation. It includes audience segmentation, personalization, automation, timing, content planning, and performance measurement. A successful strategy aligns email efforts with broader marketing and business objectives.
The average email marketing ROI is $36-$42 for every $1 spent. However, top performers in retail and ecommerce achieve $45-$72 per dollar. ROI varies by industry and strategy; brands using advanced segmentation, automation, and personalization typically see higher returns. Measure success using metrics like conversion rate, revenue per recipient, and click-to-open rate rather than open rate alone.
Effective email strategies include: clear goals and KPIs; audience segmentation based on behavior and demographics; personalized and relevant content; mobile-optimized design; strategic automation flows (welcome, abandoned cart, etc.); consistent send frequency; A/B testing; and focus on metrics like click-to-open rate and revenue per email. Successful brands also prioritize deliverability and compliance.
The optimal send frequency depends on your audience and industry. Data shows consumers prefer 1-2 newsletters per week, while 60% appreciate promotional emails weekly. However, 96% of recipients have unsubscribed due to email frequency being too high. Test different cadences with your audience and monitor unsubscribe rates. Segment your list to allow subscribers to choose their preferred frequency.
Email marketing strategy is a plan for using email to achieve business goals such as customer acquisition, retention, engagement, and revenue generation. It includes audience segmentation, personalization, automation, timing, content planning, and performance measurement. A successful strategy aligns email efforts with broader marketing and business objectives.
The average email marketing ROI is $36-$42 for every $1 spent. However, top performers in retail and ecommerce achieve $45-$72 per dollar. ROI varies by industry and strategy; brands using advanced segmentation, automation, and personalization typically see higher returns. Measure success using metrics like conversion rate, revenue per recipient, and click-to-open rate rather than open rate alone.
Effective email strategies include: clear goals and KPIs; audience segmentation based on behavior and demographics; personalized and relevant content; mobile-optimized design; strategic automation flows (welcome, abandoned cart, etc.); consistent send frequency; A/B testing; and focus on metrics like click-to-open rate and revenue per email. Successful brands also prioritize deliverability and compliance.
The optimal send frequency depends on your audience and industry. Data shows consumers prefer 1-2 newsletters per week, while 60% appreciate promotional emails weekly. However, 96% of recipients have unsubscribed due to email frequency being too high. Test different cadences with your audience and monitor unsubscribe rates. Segment your list to allow subscribers to choose their preferred frequency.
All statistics on this page are sourced from the following 42 references.
All statistics on this page are sourced from the following 42 references.
Master email marketing fundamentals, strategy, and advanced tactics. Learn the skills, certifications, and tools top experts use to drive results.
Master email marketing fundamentals, strategy, and advanced tactics. Learn the skills, certifications, and tools top experts use to drive results.
Validity's State of Email 2025 report found a clear correlation between budget commitment and email performance. Organizations that dedicate 25 to 50 percent of their marketing team to email operations are also the ones most consistently achieving the 36:1 to 50:1 ROI tier.
Omnisend's U.S. ecommerce study published in January 2026, covering 150,000 brands and 27 billion emails, found that brands responding to real-time customer intent captured a disproportionate share of revenue. This confirms that strategic automation, not send volume, is the primary driver of email revenue.
HubSpot's State of Marketing Report 2025 ranked email marketing as the number one channel for return on investment among B2C brands, ahead of paid social and content marketing. This positions a defined email strategy as the most commercially important marketing investment for consumer-facing businesses.
Transactional and automated messages consistently outperform promotional blasts across every engagement metric. This performance gap reinforces why behavior-triggered campaigns, such as welcome sequences, abandoned cart flows, and back-in-stock alerts, should anchor any email marketing strategy focused on conversion rather than volume.
Email outperforms both organic search and social media as a direct conversion channel, according to Statista data cited in 2025 benchmarks. This conversion rate advantage is a core reason why 87% of marketers identify email as critical to their business success, and why email consistently earns the highest ROI of any digital marketing channel.
Since Apple's MPP launched, a large share of open rate data reflects automated prefetching by Apple's servers rather than actual subscriber behavior. As a result, many marketers have shifted their primary performance benchmarks from open rates to clicks, replies, and conversions, which remain unaffected by privacy-driven inflation.
Validity's State of Email 2025 report found a clear correlation between budget commitment and email performance. Organizations that dedicate 25 to 50 percent of their marketing team to email operations are also the ones most consistently achieving the 36:1 to 50:1 ROI tier.
Omnisend's U.S. ecommerce study published in January 2026, covering 150,000 brands and 27 billion emails, found that brands responding to real-time customer intent captured a disproportionate share of revenue. This confirms that strategic automation, not send volume, is the primary driver of email revenue.
HubSpot's State of Marketing Report 2025 ranked email marketing as the number one channel for return on investment among B2C brands, ahead of paid social and content marketing. This positions a defined email strategy as the most commercially important marketing investment for consumer-facing businesses.
Transactional and automated messages consistently outperform promotional blasts across every engagement metric. This performance gap reinforces why behavior-triggered campaigns, such as welcome sequences, abandoned cart flows, and back-in-stock alerts, should anchor any email marketing strategy focused on conversion rather than volume.
Email outperforms both organic search and social media as a direct conversion channel, according to Statista data cited in 2025 benchmarks. This conversion rate advantage is a core reason why 87% of marketers identify email as critical to their business success, and why email consistently earns the highest ROI of any digital marketing channel.
Since Apple's MPP launched, a large share of open rate data reflects automated prefetching by Apple's servers rather than actual subscriber behavior. As a result, many marketers have shifted their primary performance benchmarks from open rates to clicks, replies, and conversions, which remain unaffected by privacy-driven inflation.
Instapage's 2025 personalization statistics report shows that targeted, segmented sends do not just improve engagement metrics but directly account for the majority of revenue generated through email. Brands still sending unsegmented bulk campaigns are likely capturing less than half the revenue potential of their list.
Multiple sources including DemandSage and Omnisend's AI marketing statistics report confirm that campaigns using AI-driven personalization consistently outperform traditional approaches on both revenue and engagement. As of 2025, AI adoption in email marketing had reached 63% among marketers.
Omnisend's statistics blog, citing industry research, found that emails sent in direct response to a subscriber's action, such as browsing a product, abandoning a cart, or completing a purchase, produce revenue at ten times the rate of non-triggered sends. This makes behavioral automation the core of any high-ROI email strategy.
Despite mobile accounting for the majority of opens, fewer than half of businesses regularly test how their emails actually render on mobile devices. This testing gap directly exposes campaigns to the deletion and disengagement rates cited above.
Email is the preferred first-contact channel for B2B buyers by a wide margin, making it the most effective channel for initial outreach and ongoing lead nurturing. This preference gap over LinkedIn and phone reinforces why email remains the primary pipeline-building tool in B2B go-to-market strategies.
Instapage's 2025 personalization statistics report shows that targeted, segmented sends do not just improve engagement metrics but directly account for the majority of revenue generated through email. Brands still sending unsegmented bulk campaigns are likely capturing less than half the revenue potential of their list.
Multiple sources including DemandSage and Omnisend's AI marketing statistics report confirm that campaigns using AI-driven personalization consistently outperform traditional approaches on both revenue and engagement. As of 2025, AI adoption in email marketing had reached 63% among marketers.
Omnisend's statistics blog, citing industry research, found that emails sent in direct response to a subscriber's action, such as browsing a product, abandoning a cart, or completing a purchase, produce revenue at ten times the rate of non-triggered sends. This makes behavioral automation the core of any high-ROI email strategy.
Despite mobile accounting for the majority of opens, fewer than half of businesses regularly test how their emails actually render on mobile devices. This testing gap directly exposes campaigns to the deletion and disengagement rates cited above.
Email is the preferred first-contact channel for B2B buyers by a wide margin, making it the most effective channel for initial outreach and ongoing lead nurturing. This preference gap over LinkedIn and phone reinforces why email remains the primary pipeline-building tool in B2B go-to-market strategies.
