The Numbers That Matter
Email marketing generates between $36 and $42 for every $1 spent on campaigns. Over 59% of consumers report that email influences their purchase decisions, delivering three times higher conversion rates than social media.
But those averages hide a significant range. Standard campaigns average 37% open rates. Automated flows hit 48.6%–65.7%. Click-through rates: 1.3% for standard campaigns, 4.7%–12.2% for automated emails. Conversion rates: 0.08%–0.44% for standard, 1.42%–4.9% for automated flows.
The gap between standard and automated is the gap between broadcasting and behaviour-based marketing. Platform choice determines which side of that gap you sit on.
Platform Breakdown
Mailchimp: Best for teams new to email marketing. Template library is strong, automation basics work well, but advanced journey mapping hits a wall quickly. Pricing scales fast.
ConvertKit: Built for content creators and solopreneurs. Excellent for nurture sequences tied to content consumption. Not built for complex B2B workflows.
ActiveCampaign: Our go-to recommendation for B2B teams serious about automation. Advanced journey mapping, lead scoring, CRM integration, and sales automation in one platform. Learning curve is real but payoff is significant.
Klaviyo: Dominates eCommerce. Shopify integration is native and powerful. Less relevant for pure B2B plays.
Brevo (formerly Sendinblue): Multi-channel (email, SMS, WhatsApp) and the most cost-efficient option at scale. Automation features have improved substantially. Our recommendation for companies wanting WhatsApp and email from one platform.
For B2B: ActiveCampaign for automation sophistication, Brevo for multi-channel reach and budget efficiency.
The Segmentation Multiplier
Personalised campaigns increase open rates by 26–29% and click-through rates by over 40%. Businesses using segmentation report up to 760% more email revenue than those broadcasting to unsegmented lists.
That number isn't a typo. 760% more revenue from the same list size. The platform enables segmentation, but the strategy drives it. Start with industry, company size, and funnel stage. Layer in behavioural signals as your data matures.