Does email ROI matter? It does—but it's just piece of the puzzle 🧩
According to The State of Email survey, 72% of marketers don’t know their email marketing ROI. Yet 52% say it’s their most effective channel. 💭
So if a majority of marketers 𝗮𝗿𝗲𝗻’𝘁 measuring email effectiveness by ROI, what 𝗮𝗿𝗲 they measuring it by?
📐 It's measured as a full-funnel experience.
💡 According to The Ehrenberg-Bass Institute’s 95 to 5 rule: 95% of your audience isn’t in a buying cycle right now. They will be "in-market" in the future.
If you focus only on conversions, you're speaking to just 5% of your audience. But email can be so much more!
🥇 Where email takes home the gold:
→ Building brand awareness
→ Nurturing customer journeys
→ Engaging with the 95% who 𝗮𝗿𝗲𝗻’𝘁 ready to buy today
💡 Think of email as a full-funnel, relationship-building experience. It's about multiple touchpoints over time, not just immediate conversions.
📺 Watch the full conversation with Cynthia Price and Jaina Mistry as they unpack email ROI: https://lit.ms/3WAKWLE
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💡 Learn more
The State of Email Innovations: https://lit.ms/3XcUize
Litmus Personalize: https://lit.ms/3Y7ibZ8
Litmus blog: https://lit.ms/4647AA8
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👋 About Litmus
Litmus is how marketers make every send count. It’s a core component of your tech stack that allows you to create, personalize, test, review, protect, and analyze every email you send. Too many companies are sending out broken emails without even knowing it, missing the deeper insights needed to really improve results, and struggling to personalize emails at scale.
With Litmus, you get a better way to build, test, and trust every outgoing message. That’s why over 700,000 marketing professionals, including 80% of the Fortune 100, have turned to us. And it’s how we’ve achieved a customer satisfaction rating of 98%. Litmus. Make every send count.™
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