Talking about a newsletter is talking about optimal direct communication. The great advantage of email marketing, a direct marketing technique, is undoubtedly its power of personalization.

If social networks create community, a newsletter creates a direct relationship with the customer. That is why, today, it is the quintessential method of inbound Marketing.


In this study, done based on mailing campaigns of more of 90,000 companies, it is revealed that B2B email marketing is changing considerably, both in use and reading time. In the last 3 years, there has been a considerable increase in reading on mobile devices and a big change in the email reading tools used as a preference to share newsletters on certain social networks over others.

[Infographic] Figures obtained based on sending newsletters in B2B

Some details of the study:

- The average reading time: more than 50% of recipients choose to read sent newsletters, for more than 10 seconds. With Mailify, you can know the opening rate, this exclusive indicator that allows you to know the degree of interest of your recipient when sending them a newsletter. Email marketing captures the reader's attention when the content is relevant and is sent to an opt-in or double-opt-in data list.


- Computer vs Mobile: 1 out of every 5 people read their emails on a mobile device, 11% more than 3 years ago, and this trend continues to increase. Therefore, today it is necessary to adapt to the mobile medium (responsive design) to make it easier for recipients to read. The responsive templates allow you to view the newsletters perfectly on screens of various sizes. From a smartphone to a computer.

- Inboxes: in 3 years the top of the pyramid has changed, now Apple Mail is the most used application, Gmail comes second. Outlook has lost many users since 2014. Many professionals are increasingly using webmail as a professional messaging service.


- Social networks: Facebook It remains the favorite social network for sharing information, a little ahead of Twitter. On average, information published in a newsletter is shared on Facebook 54 times, Twitter 49 times, and Google+ 32 times. Email marketing really shows itself as a viral channel through which relevant information can be shared for the community.

Below, the infographic with the most notable data from the study: