Multi Channel Marketing Statistics 2026: 80+ Data Points on Channels, ROI, and Spend

Multi channel marketing statistics for 2026 show the global market reached $181.77 billion in 2024 and is projected to hit $349.74 billion by 2035, while B2B buyers now use an average of 10.2 channels per purchase, up from 5 in 2016 (Market Research Future, 2026; McKinsey, 2024).

Multi Channel Marketing Statistics on Market Size and Budget Trends

The dollars flowing into multi channel programs are climbing even as marketers redirect where that money lands.

1. The global multichannel marketing market reached $181.77 billion in 2024 (Market Research Future, 2026).
2. That market is projected to grow from $192.91 billion in 2025 to $349.74 billion by 2035, a compound annual growth rate of 6.13% (Market Research Future, 2026).
3. By channel type in 2024, online multichannel spending totaled $72.71 billion, offline spending $54.53 billion, and mobile spending $54.53 billion (Market Research Future, 2026).
4. By customer segment in 2024, B2C spending reached $81.77 billion, B2B spending $54.53 billion, and C2C spending $45.47 billion (Market Research Future, 2026).
5. The multichannel marketing hubs market, the software layer that runs these campaigns, is projected to grow from $6.39 billion in 2026 to $13.55 billion by 2035, a CAGR of 8.7% (Business Research Insights, 2026).
6. A separate estimate puts that same hubs market at $4.2 billion in 2025, projected to exceed $10 billion by 2033 (Verified Market Reports, 2026).
7. Of marketing teams, 79.2% expect at least a slight increase in their 2026 budget over 2025, and 21.2% expect a significant increase; just 6% expect a decrease (HubSpot State of Marketing, 2026).
8. Content marketing receives 26% of the total B2B marketing budget, the largest single line item (Content Marketing Institute, 2026 B2B Benchmarks).
9. Marketers plan to raise 2026 investment most in AI chatbots (37.7%), paid social media (37.4%), video marketing (37.1%), content marketing (36.9%), and website, blog, and SEO work (35.4%) (HubSpot State of Marketing, 2026).
10. The steepest planned 2026 budget cuts are physical ads such as signage and billboards (23.3%), direct mail (21.6%), and print advertising (21.4%) (HubSpot State of Marketing, 2026).

Multichannel marketing hubs market: two research firms, two numbers

Market Table 1. Multichannel marketing hubs market size, by research firm

Source	2025/2026 estimate	Projected size	Target year	CAGR
Business Research Insights	$6.39B (2026)	$13.55B	2035	8.7%
Verified Market Reports	$4.2B (2025)	$10B+	2033	~12.5%

Source: Business Research Insights (2026); Verified Market Reports (2026)

Market research firms scope "multichannel marketing hubs" differently, some count only campaign-orchestration software, others fold in adjacent customer-data-platform spend, which explains why the two estimates sit nearly $2 billion apart even in the same base year. Either figure points the same direction: budget for the technology layer behind multi channel campaigns is growing faster than the market it serves, and teams planning platform purchases should expect prices and vendor options to keep shifting.

Multi Channel Marketing Statistics for B2B Buyers and Channel Behavior

Buyers, not marketers, are the ones adding channels. B2B purchase journeys in particular have stretched from a handful of touchpoints to double digits.

11. B2B decision-makers now use an average of 10.2 channels in their buying journey, up from 5 channels in 2016 (McKinsey B2B Pulse Survey, ninth edition, 2024).
12. In 2024, 39% of B2B buyers spent more than $500,000 on a single order through self-service e-commerce or remote channels, up from 28% two years earlier (McKinsey B2B Pulse Survey, 2024).
13. Self-service e-commerce combined with remote sales interactions now generates 34% of total B2B sales revenue (McKinsey B2B Pulse Survey, 2024).
14. Comfort with spending over $500,000 through a remote or self-service channel rose globally from 15% of B2B buyers in 2022 to 20% in 2024 (McKinsey B2B Pulse Survey, 2024).
15. In the United Kingdom specifically, that comfort level rose from 11% of buyers in 2021 to 21% in 2024 (McKinsey B2B Pulse Survey, 2024).
16. Among organizations McKinsey classifies as market leaders in commercial execution, 60% reported double-digit revenue growth in 2025, compared with 21% of laggards (McKinsey, 2026).
17. Leading organizations report improved sales effectiveness at a rate of 90%, versus 55% among lower-performing peers (McKinsey, 2026).
18. 8 in 10 online purchase journeys now involve multiple touchpoints before a purchase happens (Think with Google, 2025).
19. In 2026, 96% of B2B content marketers use LinkedIn, compared with 76% who use Facebook (Content Marketing Institute, 2026 B2B Benchmarks).
20. Of B2B marketers surveyed for the 2026 Content Marketing Institute Benchmarks, 59% rate their content marketing as somewhat or highly effective, and 97% now operate from a documented or informal content strategy, the highest share in the survey's 16-year run (Content Marketing Institute, 2026).

The pattern across every one of these figures is the same: B2B buyers keep adding channels and raising the dollar value they are willing to commit through digital or remote ones, and the organizations keeping pace with that shift are pulling measurably ahead on growth and sales effectiveness. A B2B multi channel plan built around three or four touchpoints is already behind where actual buyers are operating.

Multi Channel Marketing Statistics for Email Performance

Email keeps posting gains almost nobody predicted a few years back, largely because automation is doing more of the work.

21. Email open rates rose for a fifth consecutive year, climbing from 26.6% in 2024 to 30.7% in 2025 (Omnisend 2026 Ecommerce Marketing Report).
22. Click-to-conversion on email rose 53% year over year, from 5.9% in 2024 to 9% in 2025 (Omnisend 2026 Ecommerce Marketing Report).
23. Automated emails generated 22 times more revenue per email than standard campaign sends in 2025 (Omnisend 2026 Ecommerce Marketing Report).
24. Automated emails converted nearly 19 times higher than standard campaign emails in the same dataset (Omnisend 2026 Ecommerce Marketing Report).
25. Back-in-stock emails delivered the highest conversion rate of any automation type in 2025, at 6.46% (Omnisend 2026 Ecommerce Marketing Report).
26. Birthday emails produced an average order value of $744.37, more than four times the overall average order value (Omnisend 2026 Ecommerce Marketing Report).
27. Reactivation emails posted a 33.11% open rate and a 0.54% conversion rate in the 2026 benchmark set (Omnisend 2026 Ecommerce Marketing Report).
28. The 2026 Omnisend Ecommerce Marketing Report is built on more than 27 billion emails sent by 150,000-plus brands in 2025 (Omnisend, 2026).
29. 75% of marketers plan to maintain or increase their email marketing investment in 2026 (HubSpot State of Marketing, 2026).
30. Email marketing ties with organic social media as the second most-used marketing channel across business sizes, at 40% adoption (HubSpot State of Marketing, 2026).
31. Email marketing returned $36 to $42 for every $1 spent in 2025 (Litmus, State of Email 2025).

Email year-over-year table

Email Table 2. Omnisend email benchmarks, 2024 versus 2025

Metric	2024	2025	Change
Open rate	26.6%	30.7%	+4.1 pts
Click-to-conversion rate	5.9%	9.0%	+53%
Automated vs. campaign revenue per email	baseline	22x higher	n/a

Source: Omnisend, 2026 Ecommerce Marketing Report

Every one of these numbers points the same way: brands sending more emails are not the ones winning, brands sending better-timed emails are. The 22-times revenue gap between automated and one-off campaign sends is the largest single performance difference in this entire roundup, and it costs nothing but setup time to capture.

Multi Channel Marketing Statistics for Social Media Channels

Social platforms remain the most-used discretionary channel in the mix, and the ranking of which platform pays off keeps moving.

32. There were 5.79 billion social media user identities worldwide at the start of April 2026, equal to 69.9% of the global population, data from Statista shows (DataReportal, Digital 2026 Mid-Year Global Update).
33. Social media added 294 million new user identities in the 12 months to April 2026, an annualized growth rate of 5.4% (DataReportal, 2026).
34. 6.12 billion people used the internet worldwide as of April 2026, 73.8% of the global population (DataReportal, 2026).
35. Organic social media content is used by 40.3% of brands, and paid social media content by 39.4% (HubSpot State of Marketing, 2026).
36. Among the channels brands rank as most impactful, paid social media content leads at 25.9%, followed by organic social media content at 23.5% and social media shopping tools at 22.7% (HubSpot State of Marketing, 2026).
37. Instagram passed Facebook as the most-used social platform among brands for the first time in 2026, used by 70% of brands versus 69.6% for Facebook (HubSpot State of Marketing, 2026).
38. Instagram also passed Facebook in perceived ROI, ranked in the top three by 48% of brands versus 42.7% for Facebook (HubSpot State of Marketing, 2026).
39. TikTok usage among brands, 54.5%, has nearly closed the gap with X, at 55.8%, and TikTok now edges out X in ROI ranking, 32% to 31.3% (HubSpot State of Marketing, 2026).
40. Short-form video delivers the best ROI of any content format, cited by 48.6% of marketers, ahead of long-form video (28.6%) and live-streaming video (25.1%) (HubSpot State of Marketing, 2026).
41. Just 21.2% of brands say they use influencer marketing, split between 23.6% of B2C brands and 18.6% of B2B brands (HubSpot State of Marketing, 2026).
42. Among brands running influencer campaigns, micro-influencers delivered the most success at 32.4%, ahead of macro-influencers (30.2%) and mega-influencers (13.1%) (HubSpot State of Marketing, 2026).
43. Of marketing teams, 49.4% reuse the same content across every platform, while 39.5% tailor content for each individual platform (HubSpot State of Marketing, 2026).

Platform ROI by B2B versus B2C

Social Table 3. Social platform ROI ranking, B2C versus B2B, 2026

Platform	B2C ROI ranking	B2B ROI ranking
Instagram	47.4%	48.4%
Facebook	47.4%	36.9%
YouTube	43.9%	40.5%
TikTok / X	35.2% (TikTok)	31.3% (X)

Source: HubSpot State of Marketing, 2026

The split above is the clearest evidence that a single social platform mix does not serve both audiences well. B2C marketers rank Facebook and Instagram equally, while B2B marketers rank Instagram noticeably ahead of Facebook and lean on YouTube far more than TikTok. Building one social calendar for both buyer types wastes the platform-specific advantage each one offers.

Multi Channel Marketing Statistics for SMS and Mobile Channels

SMS has moved from a novelty add-on to a channel brands budget for on its own, with volume climbing two years running.

44. SMS message volume sent through Omnisend grew 40% in 2025, after growing 31% in 2024 (Omnisend 2026 Ecommerce Marketing Report).
45. Automated SMS messages earned an average of $0.74 per send in 2025, compared with $0.15 for one-off campaign sends, a fivefold difference (Omnisend 2026 Ecommerce Marketing Report).
46. Automated SMS flows converted at a click-to-conversion rate of 3.81% in 2025, compared with 0.97% for broadcast campaign sends (Omnisend 2026 Ecommerce Marketing Report).
47. SMS campaigns in the United Kingdom reached a click-to-conversion rate of 5.1% in 2025, far above the 0.97% global average (Omnisend 2026 Ecommerce Marketing Report).
48. Across Omnisend's 2025 SMS campaign dataset, covering more than 246 million messages, the average click-through rate was 12.39% (Omnisend, 2026).
49. Automated push notifications delivered close to 10 times higher conversion, 7 times higher ROI, and 37% higher open rates than campaign push sends in 2025 (Omnisend 2026 Ecommerce Marketing Report).
50. Push notification click-to-conversion jumped from 13.9% in 2024 to 22.9% in 2025 (Omnisend 2026 Ecommerce Marketing Report).
51. The top 5% of brands in Omnisend's 2025 dataset generated 57% of total ecommerce order growth across the platform (Omnisend, 2026).
52. Merchants using Omnisend generated an estimated $79 in ecommerce revenue for every $1 spent across email, SMS, and push combined in 2025 (Omnisend, 2026).

SMS and push automation versus one-off sends

Mobile Table 4. Automated versus campaign sends, SMS and push, 2025

Channel	Metric	Campaign send	Automated send
SMS	Revenue per message	$0.15	$0.74
SMS	Click-to-conversion	0.97%	3.81%
Push	Click-to-conversion	baseline	~10x higher

Source: Omnisend, 2026 Ecommerce Marketing Report

SMS and push notifications tell the identical story email already told: the gap between an automated, behavior-triggered send and a one-off blast is enormous, and it holds true across every channel in this data set. A reader trying to decide where to invest next should treat "add automation" as a bigger lever than "add a new channel."

Multi Channel Marketing Statistics for Direct Mail

Direct mail volume keeps shrinking while marketer confidence in its ROI stays high, a combination worth unpacking with real numbers rather than nostalgia.

53. USPS delivered 56.8 billion Marketing Mail pieces in fiscal year 2025, down from 57.5 billion in fiscal year 2024 and 59.4 billion in fiscal year 2023 (USPS Postal Facts, updated May 2026).
54. Marketing Mail generated $15.7 billion in USPS revenue in fiscal year 2025, up from $15.4 billion in fiscal year 2024 (USPS Postal Facts, 2026).
55. Marketing Mail represented more than half of all USPS pieces handled in fiscal year 2025, 56.8 billion of 108.7 billion total pieces (USPS Postal Facts, 2026).
56. 84% of surveyed marketers said direct mail delivered the highest ROI of any channel they used in 2024, up from 74% in 2023 and 67% in 2022 (Lob and Comperemedia, 2024 State of Direct Mail Marketing).
57. That share eased to 79% of marketing executives ranking direct mail as their best-performing channel in 2025, down from 84% in 2024 (Lob and Comperemedia, State of Direct Mail 2025).
58. The widely cited average direct mail response rate is 4.4% across all industries, a figure that traces to the ANA/DMA Response Rate Report and is still the benchmark most cited in 2026 industry coverage (ANA/DMA Response Rate Report).
59. An ANA benchmark study of house lists, mail sent to existing customers, found a 15.6% response rate and 160.9% ROI (ANA Response Rate Report, 2023).
60. The same ANA study found a 10.8% response rate and 33.7% ROI for mailings sent to cold prospect lists (ANA Response Rate Report, 2023).

Direct mail response rate: what different studies actually measured

Direct Mail Table 5. Direct mail response rate, by source and list type

Source	Figure	Date	Scope or method note
ANA/DMA Response Rate Report	4.4% average, all industries	Widely cited through 2026	Blended average across formats and list types; treated by researchers as a dated benchmark, not an annual re-measurement
ANA Response Rate Report	15.6% response, 160.9% ROI	2023	House lists only, mail to existing customers
ANA Response Rate Report	10.8% response, 33.7% ROI	2023	Cold prospect lists only

Source: ANA/DMA Response Rate Report, as reported by multiple 2026 industry summaries

The spread in that table is not a contradiction, it is scope. A blended "all industries" average will always sit well below a house-list figure, because mail to people who already bought from you responds at multiples of what a cold prospect list pulls. Anyone benchmarking their own direct mail program should compare against the list type they actually mailed, not the headline 4.4% number.

Multi Channel Marketing Statistics for Personalization and AI

Personalization keeps paying off in aggregate, but 2025 research is the first to put real numbers on what happens when it is executed badly.

61. Personalization most often lifts revenue 5% to 15% and improves marketing ROI 10% to 30% (McKinsey, Next in Personalization research; figures McKinsey published in 2021 and still cites as its standing benchmark).
62. Personalization can cut customer acquisition costs by as much as 50% (McKinsey, Next in Personalization research, 2021).
63. Companies growing faster than their peers draw 40% more of their revenue from personalization than slower-growing competitors (McKinsey, Next in Personalization research, 2021).
64. In a June 2025 survey of 1,464 B2B buyers and consumers, 53% reported negative outcomes from personalization they judged poorly executed, and those buyers were 3.2 times more likely to regret their purchase (Gartner, June 2025).
65. Of marketing teams, 86.4% say they use AI in at least a few marketing areas, and just 1.7% say they neither use it nor plan to (HubSpot State of Marketing, 2026).
66. Of marketers, 93.2% say personalized or segmented experiences have led to more leads or purchases (HubSpot State of Marketing, 2026).
67. Just 12.6% of brands use hyper-personalization such as behavior-based messaging; the majority still rely on basic personalization like dynamic fields (HubSpot State of Marketing, 2026).
68. Only 65% of marketers say they have high-quality audience data to personalize with, a figure unchanged year over year (HubSpot State of Marketing, 2026).
69. Of B2B marketers, 95% now use AI-powered marketing applications in some part of their workflow (Content Marketing Institute, 2026 B2B Benchmarks).

Personalization payoff versus personalization risk

Personalization Table 6. What personalization delivers, and what poor execution costs

Finding	Figure	Source, year
Revenue lift from personalization	5% to 15%	McKinsey, 2021
Marketing ROI improvement	10% to 30%	McKinsey, 2021
Buyers reporting negative outcomes from poor personalization	53%	Gartner, June 2025
Higher purchase regret among those buyers	3.2x	Gartner, June 2025

Source: McKinsey (2021); Gartner (2025)

Read together, these two data sets are not in conflict, they are describing the two ends of the same lever. McKinsey's figures describe personalization done competently; Gartner's 2025 survey describes what happens when brands personalize on incomplete or stale data. A team with only 65% confidence in its own audience data, per HubSpot's number above, is closer to the Gartner outcome than the McKinsey one.

Multi Channel Marketing Statistics for Retention and Customer Engagement

Customer retention is where a multi channel strategy either pays for itself or quietly bleeds revenue no dashboard catches until it is too late.

70. Companies with strong omnichannel engagement programs retain 89% of customers on average, compared with 33% for single-channel organizations (Aberdeen Group, 2025).
71. Organizations where every channel shares full customer interaction history score 19% higher on customer-effort reduction than those where history stays channel-specific (Aberdeen Group, 2025).
72. Companies using proactive outreach, such as order tracking or usage alerts, reduce inbound support contact volume by 18% to 24% (Salesforce State of Service, 2025).
73. Leading B2B organizations report improved sales effectiveness at a rate of 90%, versus 55% among lower-performing peers, a gap McKinsey attributes largely to more coherent multichannel execution (McKinsey, 2026).

Retention by engagement strategy

Retention Table 7. Customer retention rate, by channel strategy

Strategy	Retention rate
Strong omnichannel engagement	89%
Single-channel engagement	33%

Source: Aberdeen Group, 2025

A 56-point retention gap between strong omnichannel programs and single-channel ones is large enough to change how a finance team should model customer lifetime value. Treating channel coordination as a marketing nicety rather than a retention lever undercounts its actual financial weight.

Multi Channel Marketing Statistics for Challenges and Attribution

None of the gains above happen automatically. Marketers name the same operational obstacles year after year, and 2026 data shows where those obstacles are easing and where they are not.

74. The number one challenge for marketing teams in 2026 is measuring marketing ROI, cited by 33% of respondents (HubSpot State of Marketing, 2026).
75. Of marketers, 29.8% cite keeping up with new platforms and trends as a top challenge, and 27.6% cite sales-and-marketing alignment (HubSpot State of Marketing, 2026).
76. Of marketing teams, 73% say their budget receives more scrutiny than it did in the past (HubSpot State of Marketing, 2026).
77. Marketers cite adopting a data-driven strategy (19.5%), difficulty sharing data across the organization (12.4%), and a lack of high-quality data (9.2%) as their top data-related obstacles (HubSpot State of Marketing, 2026).
78. Of marketers, 68.2% say they understand how to use AI in marketing, up from 47% in 2025 (HubSpot State of Marketing, 2026).
79. 67.5% say they know how to measure AI's impact on their work, up from 48% in 2025 (HubSpot State of Marketing, 2026).
80. 83.5% of marketers say they are expected to produce more content than before, and 35.7% say they are expected to produce much more (HubSpot State of Marketing, 2026).
81. 25.7% of marketers say their workload increased significantly over the past year, and 47.4% say it increased moderately; less than 5% reported any decrease (HubSpot State of Marketing, 2026).

Top marketing challenges, ranked

Challenges Table 8. Top marketing challenges cited for 2026

Challenge	Share citing it
Measuring marketing ROI	33%
Keeping up with new platforms/trends	29.8%
Sales-and-marketing alignment	27.6%

Source: HubSpot State of Marketing, 2026

Measurement, not channel selection, is the recurring bottleneck across this entire data set. Teams that solve attribution first tend to solve channel allocation almost as a byproduct, because they can finally see which of their channels are actually earning the budget increases described earlier in this article.

How these statistics were compiled

Every figure in this article was checked against the most recently published version of its original source, following a hierarchy that prioritizes primary releases (survey publishers, government and industry bodies, platform benchmark reports) first, the research organization's own summary second, and established trade press reporting on a named primary source third. No competitor listicle, statistics aggregator, or unsourced claim was used as a source.

Figures dated earlier than 2023 were excluded unless the age of the data was itself the point, as with McKinsey's 2021 personalization benchmarks, which are flagged with their original year in every reference. Where credible sources disagreed, such as competing multichannel-hub market size estimates or direct mail response rate benchmarks, both figures are shown side by side with the scope or methodology difference explained rather than averaged or silently picked. This article was last checked against source material in September 2026.

Conclusion

Automation is the biggest lever in multi channel marketing today, showing up as a 22-times revenue gap in email and a fivefold gap in SMS. Channel count keeps climbing, especially for B2B buyers. Measurement remains the constraint: the top 2026 challenge is still proving ROI across channels.

FAQ

What do multi channel marketing statistics say about multi channel marketing?

Multi channel marketing means reaching customers through separate channels, such as email, social, direct mail, and SMS, each run independently, according to Wikipedia. B2B buyers now use an average of 10.2 channels per purchase, up from 5 in 2016 (McKinsey, 2024).

What is the difference between multichannel and omnichannel marketing?

Multichannel marketing runs each channel on its own, while omnichannel marketing coordinates every channel around one unified experience. Companies with strong omnichannel engagement retain 89% of customers, versus 33% for single-channel organizations (Aberdeen Group, 2025).

How many channels does the average B2B buyer use?

B2B buyers now use an average of 10.2 channels per purchase journey, more than double the five channels recorded in 2016. Buyers spending over $500,000 in one self-service transaction rose from 28% to 39% in two years (McKinsey, 2024).

Is email or SMS more effective for a multichannel campaign?

Both perform best when automated rather than sent as one-off blasts. Automated emails generated 22 times more revenue per send in 2025, while automated SMS converted at 3.81%, versus 0.97% for broadcast SMS campaigns (Omnisend, 2026).

How much can personalization improve marketing ROI?

Personalization typically lifts marketing ROI by 10% to 30% (McKinsey). A 2025 Gartner survey found 53% of buyers report negative outcomes from poorly executed personalization.