"78% of respondents say email is either 'very' or 'extremely' important to their organization's success, indicating its status as a core business channel."
"Among respondents who measure promotional email ROI, 60% say it delivers more than $10 for every $1 spent, showcasing significant returns."
"Transactional emails, which include order confirmations and shipping updates, are easier to connect to outcomes, leading to clearer ROI measurement."
"Promotional email often works across longer buying cycles and multiple touchpoints, complicating attribution despite its clear importance."
Email is recognized as a vital business channel, with 78% of respondents deeming it important for organizational success. However, only 46% of marketers can measure the ROI of promotional emails, and 43% for transactional emails. Among those who can measure, 60% report promotional email returns exceeding $10 for every $1 spent, while 62% report similar results for transactional emails. Transactional emails are easier to measure due to their direct connection to customer actions, whereas promotional emails face challenges in attribution due to longer buying cycles.
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