Similarly, companies that decreased or held steady their budget for email education, conferences, and other training had an email marketing ROI of 40:1 versus 35:1 among companies that increased such spending. In our CMO’s Guide to Email Marketing ROI, we analyze email programs and ROI figures from hundreds of brands to examine which factors correlate with high email marketing returns-and which don’t-and provide actionable advice on how you can help your team see measurable ROI improvements, faster. In contrast, companies that increased their spending on such tools had an ROI of 36:1. When looking at the email marketing budget changes for 2018, companies that decreased or kept their budget flat for email building, testing, analytics, and other tools had an email marketing ROI of 39:1 on average. Rather than high ROIs prompting more investments in email marketing, they appear to generally have the opposite effect. Part of the reason that isn’t happening may be because… The ROI for email marketing is so high it often dampens additional investments. In doing so, they’ve be driving their absolute returns through the roof. They make the point that, given the high returns, companies should be investing so much more in their programs that they drive their rates of return down to sane levels like 20:1 or even lower. Some have argued that email marketing’s high ROIs are a sign of industry-wide mismanagement. However, even among sophisticated programs, the ROI for email marketing is shockingly high. Who cares if the next $500,000 investment you make in your email program generates a 38:1 ROI instead of a 40:1? That’s still so much better than you can make on just about anything else. The more sophisticated programs show a clear shift in focus from maximizing return rates to maximizing overall returns, which is what you want from a business standpoint. And sophisticated email marketing programs reported an ROI of 38:1. Programs of average sophistication reported an ROI of 40:1. Marketers who described their email marketing programs as unsophisticated reported an email marketing ROI of 44:1 on average. Indeed, our research confirms this when we looked at email marketing programs in terms of sophistication. However, while high rates of return are great, most businesses care much more about absolute returns. Brands that describe their email marketing programs as successful report generating an average email marketing ROI of 42:1, while average email programs report a ROI of 37:1. Marketers clearly identify high email marketing ROIs with success. Here’s why… A high ROI for email marketing shouldn’t be the goal. This high ROI misleads marketers and gives them false comfort. By most measures, the ROI for email marketing is roughly twice that of other digital channels-if not better-and blows away the returns seen with traditional media channels like TV, radio, and direct mail. That’s a ringing endorsement of email’s acceptance among consumers, its targeting and personalization capabilities, and its business utility. That’s both good news and bad news… The good news is… Enterprise Plan Boost collaboration and drive resultsĮmail marketing’s return on investment is 38:1 on average, according to a Litmus survey of 372 marketers worldwide.Litmus Plus Automate testing to ensure quality.Litmus Basic Build error-free, effective emails quickly.All Plans See solutions for companies of all sizes.
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