34% of businesses can’t calculate email marketing ROI: report #EmailMarketing #OnlineBusiness

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email marketing roiJust over a third of businesses (34%) are unable to calculate the revenue earned from email marketing, according to a new survey from the DMA.

Only 60% of respondents said that they could calculate the revenue return, despite the fact that a vast majority of businesses (89%) said email marketing was either ‘very important’ or ‘important’.

This tallies with data from the new Econsultancy/Responsys Marketing Budgets 2013 Report, which found that only 52% of businesses rate their ability to measure ROI from email marketing as ‘good’.

According to the DMA’s report, of those who can calculate the ROI one-fifth (20%) accrue more than £51 for every pound spent, while almost a half (49%) of respondents said they achieve an ROI of between £1 and £10 for every £1 spent.

Even so, based on an assumption that the average return for the top category is £55, the estimated average return across all organisations is £21.48 for each £1 spent on email marketing.

email marketing roi

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Source / Fuente: Econsultancy.