Average Click Rate for Email Marketing in B2B Services
What is the average click rate for email marketing in 2025?
Average Click Rate:
2.21%
According to our most recent findings, the average click rate for email marketing in B2B services is reported to be 2.21% as of April 2025.1
What Impacts Click Rates in B2B Services Emails
Click rate often comes down to how aligned your offer is with the reader’s immediate priorities. In B2B services, emails that link to relevant resources like case studies, pricing breakdowns, or implementation timelines tend to get more traction. People clicking are usually past the awareness stage and are comparing providers or gathering proof points. Make the value behind the click clear and specific.
What to Do When People Are Opening but Not Clicking
A strong open rate without clicks usually means the subject line worked but the content or offer fell short. In B2B services, your audience is looking for practical next steps that help them evaluate your solution. That could be a link to client outcomes, onboarding processes, or a feature walkthrough. If the email doesn’t answer a real question, it likely won’t earn the click.
1 This data point is sourced by Brevo.
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