B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
93%
93% -- share of communication impact lost in email or webinar channels for B2B messaging delivered via email or webinar (2025)
If a message lives in an email or a webinar, 93% of its communication impact is left out.
- Colloquial application/interpretation of Albert Mehrabian's 7-38-55 communication rule to digital channels
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
93%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Albert Mehrabian (UCLA)
Primary
Tier C
https://expocentric.com.au/blogs/why-buyers-say-yes-the-science-of-trust-risk-and-smart-exhibiting/ ↗
Source Article
Why Buyers Say Yes: The Science of Trust, Risk, and Smart Exhibiting - Expo Centric
We’ve all been there. The buyer smiles, nods, seems interested—then ghosts.
Your pitch? Solid. Products? Strong. What’s missing? Willingness.
At Expo Centric, we’ve seen strong leads stall not because the budget was missing, but because the buy-in wasn’t there yet. In the digital world, attention is…
Original Research
Albert Mehrabian (UCLA)
· Original study ↗
Methodology
Derived figure (38% tone + 55% body language) from the Mehrabian communication model, applied by Expo Centric to argue that digital-only B2B messaging forfeits most communication impact versus in-person exhibiting.
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
B2B messaging delivered via email or webinar: 93% share of communication impact lost in email or webinar channels. Source: Albert Mehrabian (UCLA) (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/impact-lost-email-webinar-93-percent
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<blockquote cite="https://lighthousedata.io/data/impact-lost-email-webinar-93-percent" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>93%</strong> -- share of communication impact lost in email or webinar channels for B2B messaging delivered via email or webinar<br><small>Source: Albert Mehrabian (UCLA) (2025) · <a href="https://lighthousedata.io/data/impact-lost-email-webinar-93-percent" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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