Email return on investmentIt is difficult to argue with the assessment that email continues to play a significant part in most people’s lives. For the vast majority, it is still the preferred channel of communication for both personal and business use.

A recent article in the Guardian described email marketing as ‘growing’, ‘vibrant’ and difficult to beat when it comes to return on investment (ROI).

Email is indeed the channel of choice for consumers and those wishing to engage directly with businesses, but what is the ROI firms are experiencing? A recent survey by MarketingSherpa asked that exact question: “Which statement best describes your organization’s perception of email marketing’s ROI (return on investment) at budget time?”. The answers were as follows:

  • 60% of those surveyed believe their email marketing campaigns are already producing a measurable ROI
  • 32% believe email marketing will eventually produce an ROI
  • 4% think email marketing is unlikely to produce an ROI


The results speak for themselves. Marketing professionals are clearly putting many of their eggs in the email basket.

Within the 60% headline figure above, the breakdown was as follows:

  • 70% of business-t0-consumer (B2C)-only marketers
  • 56% of business-to-business (B2B)-only marketers
  • 62% of B2C and B2B marketers


Of the 32% of marketers who were not currently experiencing an ROI but expect to in the near future, the division was as follows:

  • 25% of B2C-only marketers
  • 35% of B2B-only marketers
  • 32% of B2C and B2B marketers


It is interesting that 3% of the respondents marked their answer as ‘other’, which most likely means they’re either not measuring the ROI of their email marketing campaigns, or they take a more holistic approach to measuring their return on investment in marketing.


Image courtesy of Stuart Miles /