Response Rate Report 2024

ANA Response Rate Report 2023 Chapter 2: Email

Primary Purpose of Email to Prospect Lists by Business Type CHART 17

N = B2B (10**), B2C (11*), Split B2B/B2C (13*)

*Small base **Very small base

Mostly or entirely B2B

Mostly or entirely B2C

Split between B2B and B2C

54%

46%

45%

40%

38%

30%

20%

10%

9%

8%

0% 0%

To Generate Revenue

To Increase Brand Awareness

To Engage Potential Customers

Other Purpose

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

Insight: Revenue generation is the primary purpose for B2B campaigns to prospect lists, as it is for B2C with engaging potential customers a very close second. Split B2B/B2C marketers report the highest usage of email to prospect lists for engaging potential customers.

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