Transcript: The ROI of Email Marketing
Email consistently delivers unparalleled return on investment (ROI) year after year. But what drives it? We analyzed email programs and their ROI numbers to find out.
Email ROI remains high
Marketers get $36 in return for every $1 they spend on email marketing.
ROI by industry
- Media, Publishing, Events, Sports & Entertainment: 32:1
- Software and Technology: 36:1
- Marketing, PR and Advertising Agencies: 42:1
- Retail, e-commerce and consumer goods: 45:1
Ways to Improve Email ROI
How to Get More from Powerful Email Funds? Here are strategies proven to increase your email ROI.
- Regularly A/B testing your emails can help increase email ROI by 82%.
Brands often included A/B testing As part of an email program, the ROI is 42:1, compared to 23:1 for those who never A/B test their emails. - Using dynamic content can help increase email ROI by 100%.
Brands include Dynamic email content Always produced an ROI of 42:1, while those who never or rarely used dynamic content had an ROI of 21:1. - Help increase email ROI by 105% with animated GIFs.
Leveraged brands Animated GIFs Those who often or always saw an ROI of 37:1 compared to those who never included animated GIFs had an ROI of 18:1. - Put instant content into action (whenever you can) to help increase email ROI by 107%.
Brand used Live content Their emails often or always reported an ROI of 56:1, while those who never did so reported an ROI of 27:1. - Leverage external email analytics tools to help increase email ROI by 22%.
Brands that use third-party analytics in their email programs often or always report an ROI of 45:1, compared to 37:1 for those who don’t. - Practice an extensive checklist Pre-send test Help increase email ROI by 42%.
Brand used extensive list Each email report had an ROI of 40:1, while those who never reported had an ROI of 28:1.
How Litmus Improves Your Email ROI
Litmus is designed to help your team send more effective branded emails at scale. good news? Brands that work with Litmus are seeing positive results.
- Litmus Spam Test Helps increase email ROI by 34%.
Brands utilizing Litmus spam testing reported an ROI of 43:1, while brands using tests provided by email service providers reported an ROI of 32:1. - Litmus Email Analytics Helps increase email ROI by 43%.
Brands using Litmus Email Analytics reported an ROI of 53:1, while brands not using it reported an ROI of 37:1. - Litmus email preview Helps increase email ROI by 13.5%.
Brands using previews from Litmus reported an ROI of 42:1, while brands using previews provided by email service providers reported an ROI of 37:1.
More insights into improving your email ROI are waiting for you
Gain a deeper understanding of factors that impact email ROI The CMO’s Guide to Email Marketing ROI.
Where do we get all this data? These insights come from Litmus’ 2020 State of Email survey of more than 2,000 marketing professionals around the world.
