email marketing ROI - no comment

It’s no secret that marketers spend piddling amounts of their budgets on e-mail and that it returns an astronomical return on investment—$48.29 for every dollar spent, according to the latest figures from the Direct Marketing Association.

Now comes news that that littlest, most disrespected and abused marketing channel is driving a comparatively astronomical percentage of many companies’ sales.

Just over 46% of sales and marketing executives said e-mail drove between 10% and 20% of their firms’ sales either directly or indirectly, according to a recent survey by e-mail marketing software firm Salestream Software.

Also, just under 33% said e-mail is responsible for between 5% and 10% of their sales; and 11.8% said e-mail drives less than 5%.

However, a not-insignificant 9.1% credited e-mail for more than 20% of their sales, according to the survey of 1,829 executives conducted in August and September.