Email Marketing ROI: The Factors that Lead to Better Returns

The average email marketing return on investment is 38:1, according to Litmus research. However, some email programs reach even higher returns. Here’s how.

With an ROI of 38:1, returns on email marketing investments continue to be staggeringly high, according to Litmus’ survey of hundreds of email marketers worldwide. But return rates aren’t the same across all brands. This executive summary examines which factors correlate with high email marketing ROIs—and which don’t. Key findings include:

  • Strong anti-spam laws don’t diminish email ROI for legit senders. Brands in the European Union show very similar ROIs to US brands—even though local anti-spam laws are much tighter.
  • A/B testing drives high ROIs. Brands that always A/B-test their emails generate an ROI of 41:1.
  • Permission matters. Brands that rely on double-opt in see an ROI that’s 32% higher than that of brands that primarily use single-opt in.

Read more about these findings and learn how other factors, including send frequency, email team size, and the use of dynamic content impact email marketing ROI. Then, use the insights to implement the tactics and tools that increase returns, avoid those that don’t, and get a higher return on your email marketing investments.

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