Email Click-Through Rate · B2B Services (Agencies, Consulting)
B2B Services (Agencies, Consulting) Email Click-Through Rate
The 2024 percentile distribution for Email Click-Through Rate in the b2b services (agencies, consulting) vertical, sourced from HubSpot State of Marketing 2024 (derived).Derived row — interpolated from the primary source plus adjacent verticals. See “Derivation notes” below.
Below the median? The 3-step fix
Anything under 3% is bottom-half for email click-through rate in B2B Services (Agencies, Consulting). Top quartile starts at 6% (3 points away). These are the three changes with the best published evidence behind them at this funnel stage.
- Free Tier Preview · +5–25% typical liftOffering a genuinely functional free version or limited trial that lets users experience the product before committing.
- Progress Indicators · +2–8% typical liftVisual indicators showing where the user is in a multi-step process — 'Step 2 of 4', a progress bar, or breadcrumbs.
- Value Before Ask · +5–20% typical liftDelivering genuine value to the user — a calculation result, a free tool output, a useful answer — before requesting any commitment.
Lift ranges are the published figures on each pattern page, with the study they come from. Deeper walk-through: What is a good conversion rate?.
Where does your rate sit?
Source: HubSpot State of Marketing 2024 (derived) · 2024 · derived
Derivation notes
Derived from HubSpot B2B benchmarks. B2B services newsletters with useful content (industry analyses, case studies, how-to guides) achieve 3-6% CTR. Low-value promotional content drops to 0.5-1.5%. List hygiene (removing unengaged contacts quarterly) has outsized impact on B2B email CTR.
Source
HubSpot State of Marketing 2024 (derived)
Source data published 2024 ·
Curated by Paulo de Vries, operator of ConversionBench. Every benchmark links to its primary source.