Value of Email Increases – Census Report

The latest Email Marketing Industry Census report from Econsultancy was published today and is 92 pages of insight into what over 1000 marketers think about email marketing and their priorities.

The census reports that email is contributing an ever increasing amount of total sales revenue. On average companies are attributing 23% of their total sales to the email marketing channel, up from 18% in 2013.

The following chart is the response to the question “Approximately what proportion of your total sales can you attribute to the email marketing channel?”

 Email Revenue share of total sales

It shows that the number of companies reporting email contribution to total sales in the range 0% to 20% has reduced, over the last three years. Whereas there are increases in the bands to the right with more companies reporting the contribution of email to total sales continues to increase.

The shift to the right in the chart means there are companies doing the right things to increase the value of the email channel.

However with 39% of companies reporting below 10% contribution many are underusing email and would benefit from a solid email strategy that increases the value email delivers.

As the most commonly used attribution method of last click undervalues the revenue contribution of email, its highly likely the above chart understates the value of email marketing.

Should a further good reason to work on better email strategy still be needed the next chart provides the answer.

In answer to the question “How do you rate the following channels in terms of return on investment?” email comes out on top.

Email ROI compared to other channels

Email marketing is ranked as the best channel in terms of return on investment, with 68% of companies rating the channel as “good” or “excellent”. This is a 3% increase over last year.

The full Email Marketing Industry Census report is available from Econsultancy.

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