Email influences how tech companies reach buyers, measure interest and grow revenue. Data from Sopro shows that Computing and IT campaigns draw 3.09 million engagements. This is the highest out of every sector in the report. Only 1.32% of those engagements turn into leads. That gap shows why email needs clear messages that help the reader take the next step.
The inbox has become a crowded place with Sopro stating that 376 billion emails are sent each day in 2025. Readers move fast and the report notes that a person spends less than nine seconds reading an email. Those few seconds decide whether a company gains a reply or slips out of sight.
Also, Sopro records that almost half of all opens take place on phones. Long layouts make readers leave before they see the link. Tech firms that write short, punchy messages stand a better chance of keeping attention long enough for a reader to click.
Why Do High Engagement Numbers Not Always Lead To Growth?
Email is now the main direct route to buyers. Sopro reports that almost 3 in 4 B2B buyers prefer email over calls, printed mail or ads. This sets the tone for how tech firms build sales pipelines. When messages land in the place buyers prefer, progress becomes easier.
Open rates can mislead companies as Sopro shows an open rate of 35.9% in 2024, up from 18.7% in 2016. Much of this rise comes from changes in how mail apps register opens rather than from stronger interest. For tech firms, clicks and replies matter far more than opens. A campaign can show a high open rate and still gain little movement if the message feels flat.
Click rates stay steady at around 2% for almost a decade, according to the same report. This shows that readers choose carefully. Only one in three email marketers use personalisation and Sopro notes that personalisation can lift revenue by 10 to 15%. Tech firms that shape messages around real buyer needs can gain more replies in a busy inbox.
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How Does Buyer Behaviour Shape Email Results For Tech Firms?
Interest at the top of the funnel does not always lead to new clients. Computing and IT campaigns attract the most engagement in the Sopro rankings, yet the lead rate sits at 1.32%. This shows that attention alone cannot carry a reader forward. Without helpful follow up emails or clear guidance, progress slows down.
The report explains that automated journeys help companies move readers through the process. Each email answers a question or opens a conversation. In tech, buyers often compare several products at once. A well sequenced email journey brings the same reader back without pressure and keeps the product in view.
Email also contributes to long term growth. Sopro notes that 52% of email marketing professionals saw their ROI double. In the United States, the average ROI is about $36 for every $1 spent. For tech firms that sell products with long decision cycles, this level of return brings steady growth.
What Do Benchmarks Tell Us About Tech Performance?
Email use continues to grow each year. Sopro reports that 4 billion people use email and expects this to come up to almost 5 billion by 2028. This reach helps tech firms speak to global buyers without extra cost.
Daily activity in Europe stays high. Sopro notes that 80% of EU internet users send or receive emails each day. This means tech companies that sell cloud tools, software or hardware can reach active readers within minutes. The report also states that 22% of all opens take place within the first hour of delivery.
Sopro’s league table shows how other sectors perform. Construction is at a 2.98% lead rate and Education sits at 2.45%. These benchmarks help tech firms judge their own results. High engagement does not always mean strong progress. Lead numbers show the real results.
Victoria Heyward, Sopro’s Director of Marketing, shares Sopro’s predictions for the future of email marketing: “The next evolution of B2B email marketing won’t be defined by volume. Instead, we expect it will be shaped by precision, intelligence, and trust. As inboxes become increasingly competitive and automation becomes more widespread, success will depend on how effectively businesses combine data, creativity, and compliance to deliver meaningful communication at scale.”
