Response Rate Report 2024

ANA Response Rate Report 2023 Chapter 2: Email

Primary Purpose of Email to House Lists by Business Type CHART 15

N = B2B (18*), B2C (28), Split B2B/B2C (21*) *Small base

Mostly or entirely B2B

Mostly or entirely B2C

Split between B2B and B2C

61%

52%

44%

44%

25%

24%

14%

11%

10%

6%

6%

3%

0%

0%

0%

To Generate Revenue

To Communicate with Current Customers

To Communicate with Former Customers

To Increase Brand Awareness

Other Purpose

What is the primary purpose of your email campaigns to house lists?

Insight: B2B and split B2B/B2B marketers ranked highest in using email with house lists to generate revenue. Split B2B/B2C marketers ranked highest in using email with house lists to communicate with current customers.

26