What is the ROI of Email Marketing?

what is the ROI of email marketing

What is the ROI of email marketing? It’s a question that many marketers ask when considering the effectiveness of their marketing strategies. Email marketing is a powerful tool that can give businesses a high return on investment (ROI). In this article, we’ll delve into email marketing ROI, explore the benefits of email marketing, provide real-life examples of successful campaigns, some of the top ROI statistics in 2023, and offer tips for maximizing ROI through effective email marketing strategies.

Understanding ROI in Email Marketing

Understanding ROI in email marketing is essential for businesses leveraging this powerful marketing tool. ROI, or return on investment, is a measure of the profitability of an investment. In email marketing, ROI is calculated by dividing the revenue generated by an email campaign by the cost of the campaign.

Factors that can impact email marketing ROI include the size and quality of the email list, the design and content of the emails, the frequency and timing of the emails, and the segmentation and personalization of the emails. By understanding these factors, businesses can optimize their email marketing campaigns for maximum ROI.

Key Benefits of Email Marketing


Email marketing is a highly cost-effective marketing channel compared to traditional channels like print, TV, or radio. It allows businesses to reach a large audience with minimal costs. This makes it an ideal choice for small and medium-sized businesses.

Ability to target specific audiences

Email marketing allows businesses to segment their audience and target specific groups with personalized content. This ensures the right message is delivered to the right people, leading to higher engagement and conversions.

Personalization and segmentation capabilities

Email marketing platforms allow businesses to personalize their messages. They can help create highly targeted campaigns based on user behavior, demographics, and interests. This results in higher open and click-through rates, leading to higher conversion rates.

High click-to-open rates

According to a recent report by Campaign Monitor, the average click-to-open rate (CTOR) for email campaigns is 10.5%. CTOR measures the percentage of recipients who clicked on a link within the email after opening it. This indicates that email marketing is an effective way to engage with your audience and encourage them to take action.

Real-life Examples of Email Marketing ROI


On, a Swiss performance running shoes and clothing retailer, has leveraged email marketing to drive e-commerce sales and engagement. Using targeted and personalized email campaigns, On has seen a 20% increase in e-commerce sales driven by email marketing. This indicates that email has been an effective channel for driving revenue. Additionally, On has seen a 10% increase in engagement on personalized campaigns. It suggests that their subscribers are more likely to interact with their brand when they receive relevant and tailored content.

ultimate trail shoe campaign
On “Ultimate Trail Shoe” Campaign.
Source: Campaign Monitor

While we don’t have specific information on On’s ROI, it’s clear that their email marketing efforts have positively impacted their business.


Australian musician Flume, known for his electronic music, saw a significant increase in email subscribers and click-through rates during his Skin World Tour announcement campaign. By utilizing email marketing, Flume could engage with his fans more personally and directly, resulting in a 2420% increase in email subscribers and a 50% click-through rate.

flume skin world tour
Skin “Free Download” Campaign.
Source: Campaign Monitor

Flume’s success in email marketing highlights the importance of engaging with fans more personally and directly. By utilizing email marketing to deliver targeted messages and build a loyal fanbase, artists and musicians can achieve significant ROI and ultimately grow their brands.

The Drake Hotel

The Drake Hotel in Toronto, Canada, used email marketing to boost subscribers and drive sales. In one email campaign promoting their brunch, they secured 100 reservations, showcasing the power of targeted email marketing to drive specific actions. Additionally, their email marketing efforts resulted in a 61% increase in subscribers and a 19% increase in sales in their general store. These impressive results demonstrate a well-executed email marketing campaign’s impact on a business.

the drake hotel general store campaign
TDH General Store Campaign.
Source: Campaign Monitor.

Tips for Maximizing Email Marketing ROI

  1. Build a targeted email list. Identify and segment your audience to create a list of likely subscribers to engage with your content.
  2. Create compelling subject lines and preheaders. Use attention-grabbing subject lines and preheaders to entice recipients to open your emails.
  3. Personalize your emails. Use subscriber data to personalize your emails with relevant content and offers.
  4. Segment your audience. Divide your email list into groups based on behavior, demographics, or preferences to send more targeted and relevant content.
  5. Use high-quality visuals. Incorporate high-quality images, videos, and graphics to make your emails more visually appealing and engaging.
  6. Optimize for mobile devices. Ensure that your emails are optimized for mobile devices, as over half of all emails are opened on mobile devices.
  7. Use clear and concise calls-to-action (CTAs). Include clear and concise CTAs encouraging recipients to take action, such as clicking through to your website or purchasing.
  8. Test and optimize your email campaigns. Test and optimize your email campaigns to improve open, click-through, and conversion rates.
  9. Provide valuable content and offers. Deliver valuable and exclusive offers to your subscribers to build loyalty and encourage engagement.
  10. Maintain a consistent sending schedule. Set a consistent sending schedule to establish a regular cadence and build a relationship with your subscribers.

Top Email Marketing ROI Statistics in 2023

  • Email generates $42 for every $1 spent. This impressive return on investment is one of the reasons why email marketing continues to be a popular choice for businesses of all sizes.
  • Mobile devices account for about 60% of email opens. With the rise of mobile devices, optimizing your emails for mobile users is more important than ever.
  • 64% of small businesses use email marketing to reach customers. Email marketing is an effective way for small businesses to get and engage their target audience.
  • 89% of marketers use email as the primary channel for generating leads. Email marketing is an effective way to generate leads and move prospects through the sales funnel.
  • 82% of marketers worldwide use email marketing. Email marketing is a tried-and-true marketing tactic that continues to deliver results for businesses across the globe.
  • 99% of email users check their email daily. This high level of engagement makes email marketing a reliable way to reach your target audience.
  • Professional marketers have found a 760% increase in revenue from building email lists and using email campaigns. Building a high-quality email list and creating targeted campaigns can pay off significantly.
  • Half of the world’s population has an email address resulting in 4.3B accounts globally. With such a vast reach, email marketing can help businesses connect with customers worldwide.
  • 4 out of 5 marketers said they’d give up social media rather than email marketing. Despite the popularity of social media, email marketing remains a top choice for marketers looking to drive results.

Maximizing Your Email Marketing ROI: Key Takeaways

Effective email marketing campaigns can be a powerful tool to engage customers and drive sales. Following the tips and strategies outlined in this article can increase your open rates, click-through rates, and conversions. Remember to keep your email content relevant, personalized, and mobile-friendly. Test and optimize your campaigns to improve your results continuously. And don’t forget segmentation and automation to deliver the right message to the right person at the right time. With these key takeaways, you can create an email marketing strategy that drives results and helps your business succeed.

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