Additionally, over 60% of marketers indicated that their email campaign open rates improved in 2022, demonstrating email marketing’s continued success as a digital marketing channel.
Email marketing can reduce an organization’s carbon footprint by up to 90%.
This is compared to traditional marketing methods such as direct mail.
24% of marketers identified measuring email ROI and buy email database performance as one of the top three challenges of email marketing.
70% of marketers monitor click-through rates (CTRs) to measure the success of their email campaigns, while 60% keep track of conversion rates.
Email marketing effectiveness
Email marketing had an ROI of between $35 and $40 for every $1 spent in 2022.
This hasn’t changed much from 2015, when the data and marketing association reported that email had an average ROI of about $38.
At $45 for every $1 dollar spent the retail, e-commerce, and consumer goods industry had the highest ROI from email marketing.
This was followed by the marketing, PR, and advertising agencies sector, which got $42 for every $1 spent. At $36 for every $1, the software and technology industry came in third place.
In terms of ROI, Litmus discovered that marketers who:
Use A/B testing as part of their email program generate an ROI of 42:1, compared to an ROI of 23:1 for those who don’t.
Include dynamic content always generate an ROI of 42:1 compared to those who rarely do.
Leverage animated GIFs often see an ROI of 37:1 compared to an ROI of 18:1 for those who never do.
Use third-party analytics tools for their email programs report an ROI of 45:1 compared to 37:1 for those who don’t.
Leverage an extensive checklist for every email report an ROI of 40:1 compared to an ROI of 28:1 for those who don’t.
