THE CMO’S GUIDE TO EMAIL MARKETING
Email Marketing ROI: What leads to better returns?
Want better ROI from email marketing? Litmus’ 2019 State of Email Survey findings unveil the tactics and tools that lead to higher returns.
With an ROI of 42:1, returns on email marketing investments continue to be staggeringly high—and some brands achieve even higher ROIs. Curious how they do it?
In our CMO’s Guide to Email Marketing ROI, we analyze email programs from hundreds of brands to examine which factors correlate with high email marketing returns—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 include an A/B test in their emails generate an ROI of 48:1.
- Permission matters. Brands that rely on double opt-in see an ROI that’s 13% higher than that of brands that primarily use single opt-in.
Read more about these findings and learn how other factors, including email team size, the use of dynamic content, and the utilization of testing and analytics tools impact email marketing ROI. Then, use the insights to implement the tactics and tools that increase returns, avoid those that don’t, and help your team get a higher return on your email marketing investments.