The ROI of email and why it matters

The email has long been an essential weapon in the marketer’s arsenal and many businesses have increased their reliance on the channel during the pandemic.

In Validity and the DMA’s Marketer Email Tracker 2021, almost three-quarters (72%) of brands reported that email is their preferred and most used channel to engage with customers across the customer journey, compared to 66% who said social media.

While email’s popularity and effectiveness aren’t disputed, calculating exactly how valuable it is as a marketing channel can be tricky. In fact, Validity found that one in three marketers aren’t confident calculating the ROI of email, which presents a significant challenge when it comes to reporting on performance and securing budget and resources ongoing. (This can become a vicious cycle – with less budget and resources, performance is likely to decline).

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