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Success factors to improve email ROI

By Dave Chaffey 23 Oct, 2018
Essential
Email communications strategy

Which activities improve the results from email marketing

Time is often limited when creating emails and planning marketing automation activities, so it’s useful to focus your activities carefully in order to gain the best ROI.

This new research reviews the success factors for email marketing, which is a highly rated channel for ROI.

Brands that describe their email marketing programs as successful report generating an average email marketing ROI of 42 to 1, while average email programs report an ROI of 37 to 1.

Yet similar to our Email marketing excellence research this research shows measuring the ROI is challenging:

Beyond measurement, the research examined a wide range of factors. The visual below is worth reviewing since, as the report details, there are some surprises amongst the ones that were associated with increased ROIs and by some of the ones that weren’t.

Research source

By Dave Chaffey

Digital strategist Dr Dave Chaffey is co-founder and Content Director of Smart Insights. Dave is editor of the 100+ templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources are used by our Premium members in more than 100 countries to Plan, Manage and Optimize their digital marketing. Free members can access our sample templates here. Please connect on LinkedIn to receive updates or ask me a question. For my full profile and other social networks, see the Dave Chaffey profile page on Smart Insights. Dave is a keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.

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