Don’t underrate the ROI on your email marketing

Chart of the Day: How email ROI compares to other channels

The below chart illustrates that email delivers a steady stream of return for your investment. Email is generally underrated in regards to investment compared to Paid Search (PPC) or the other channels.

In the chart we can see that 73% of respondents rate email marketing ROI as either 'excellent' or 'good', compared to PPC which comes out at 59%. These are impressive statistics, but imagine the results if email marketing received the same investment as the other channels or even it diversifies into tactical marketing automation.

One question I have with this chart, is how accurate the calculation of investment is in email? It can be difficult to calculate, because there are different factors attributing to a email send. But most importantly, what is ROI to you - is it clicks, downloads or monetary value?

Visit our Email Marketing Hub for more advice on calculating ROI on your email marketing.

• Source: Three key charts from our 2016 Email Marketing Census
• Sample Size: 1,150 respondents in February and March 2016
• Recommended Resource: Email Marketing Toolkit