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The Unsurpassed (ROI) of Email Marketing
By: Russell Johnson
Email marketing continues to deliver an unsurpassed return on investment (ROI) every year. But why is this so? Measuring ROI is a metric to determine the success of an email campaign. Several companies have analyzed email programs and their ROI numbers to learn just that.
Email ROI Continues to Soar
For every $1 marketers spend on email marketing, they receive $36 in return.
ROI by Industry
- Media, publishing, events, sports, & entertainment: 32:1
- Software & technology: 36:1
- Marketing, PR, & advertising agency: 42:1
- Retail, ecommerce, & consumer goods: 45:1
Strategies to Increase Email ROI
Here are some proven ways to increase ROI of email marketing.
- Run A/B tests on your emails often to help increase email ROI by 82%.
Brands that often include A/B testing as a part of their email program generate an ROI of 42:1, compared to an ROI of 23:1 for those who never A/B test their emails. - Use dynamic content to help increase email ROI by 100%.
Brands that include dynamic email content always generate an ROI of 42:1, compared to an ROI of 21:1 for those who never or rarely employ dynamic content. - Utilize animated GIFs to help increase email ROI by 105%.
Brands that leverage animated GIFs often or always saw an ROI of 37:1, compared to an ROI of 18:1 for those who never include animated GIFs. - Put live content into action (while you can) to help increase email ROI by 107%.
Brands that use live content n their emails often or always report an ROI of 56:1, compared to an ROI of 27:1 for those who never do. - Leverage external email analytics tools to help increase email ROI by 22%.
Brands that use 3rd party analytics tools for their email program often or always report an ROI of 45:1, compared to an ROI of 37:1 for those who don’t. - Exercise an extensive checklist for pre-send testing to help increase email ROI by 42%.
Brands that use an extensive checklist for every email report an ROI of 40:1, compared to an ROI of 28:1 for those who never do.
How Litmus Can Boost Your Email ROI
Litmus is designed to empower your team to send more effective, on-brand emails at scale. The good news? Brands that work with Litmus see positive results.
- Litmus Spam Testing helps increase email ROI by 34%.
Brands that leverage Litmus Spam Testing report an ROI of 43:1, compared to an ROI of 32:1 for those who use one provided by their email service provider. - Litmus Email Analytics helps increase email ROI by 43%.
Brands that use Litmus Email Analytics report an ROI of 53:1, compared to an ROI of 37:1 for those who don’t. - Litmus Email Previews helps increase email ROI by 13.5%.
Brands that use Litmus Previews report an ROI of 42:1, compared to an ROI of 37:1 for those who use one provided by their email service provider.
Email marketing’s robust return on investment continues to outpace other digital channels. By leveraging advanced strategies like A/B testing, dynamic and live content, animated visuals, and comprehensive pre-send checks, marketers can maximize their email ROI. Tools like Litmus play an essential role in refining these efforts and pushing ROI even higher.
