Average Open Rate for Email Marketing in B2B Services
What is the average open rate for email marketing in 2025?
Average Open Rate:
39.48%
According to our most recent findings, the average open rate for email marketing in B2B services is reported to be 39.48% as of May 2025.1
What Drives Email Opens in B2B Services
Open rate often comes down to how well the email matches the recipient’s day-to-day priorities. In B2B services, that means tapping into operational pain points, time savings, or ways to make smarter decisions. Subject lines that hint at immediate value or proven outcomes tend to perform better than broad, brand-driven messages. Timing, sender name, and segmentation also play a key role.
Who’s Opening B2B Emails, and Why That Matters
Not every open is created equal. In B2B services, the decision-making process often involves multiple people, from managers to procurement teams. Understanding who’s engaging with your emails helps guide next steps. If operations leads are opening but not clicking, it may be time to adjust your CTA. If senior decision-makers aren’t opening at all, list targeting could be the issue.
1 This data point is sourced by Klaviyo.
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