122% – a median ROI of email according to a new survey by the Direct Marketing Association (DMA) and Demand Metric. This is 4x higher than social media, direct mail, paid search, and other channels.
The idea that “Email marketing is dead” couldn’t be further from truth; email remains a low-cost way for brands to build relationships and keep in touch with consumers. And with the ability to segment and personalize using cross-channel data in real time, it’s no surprise that email marketers today are enjoying increased engagement and the highest ROI of all digital channels.
And yes, deliverability and retention still pose a challenge, but as we go from blast mailings to highly contextual messaging, it looks like it’s an exciting time for email channel in the overall marketing mix.
Looking for some ways to better leverage email? Check out our whitepaper on designing and sending email.