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B2B email marketing benchmarks for 2025: where do you stand?

b2b_brian

Based on aggregated data from our B2B email community, here are the 2025 benchmarks.

Overall B2B averages

  • Open rate: 21.3% (down from 23.1% in 2024 — thanks, Apple MPP)
  • Click-through rate: 2.6%
  • Click-to-open rate: 12.2%
  • Unsubscribe rate: 0.17%
  • Bounce rate: 0.7%

By industry

  • SaaS: 24.1% open, 3.1% CTR
  • Financial services: 20.8% open, 2.3% CTR
  • E-commerce: 18.7% open, 2.8% CTR
  • Professional services: 22.5% open, 2.4% CTR

Remember: benchmarks are averages. A well-segmented list with engaged subscribers should significantly outperform these numbers.

#benchmarks#b2b#2025
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3 Comments

metrics_mikeData Analyst

Benchmarks are just reference points. A well-maintained list with engaged subscribers will beat any industry average. Focus on your own trends, not external benchmarks.

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emailpro_sarahCommunity Admin

We will publish a more detailed benchmark report with data from the community next quarter. Stay tuned for more granular industry-specific numbers.

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b2b_brian

SaaS open rates at 24.1% seem high. We are at about 21% for our B2B SaaS list. Perhaps segment quality matters more than industry average.

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