Global E-MAIL MARKETING and Marketing Automation ROI benchmarks 2018

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional
7 min read

See the most recent e-mail marketing and automation statistics to greatly help benchmark your present performance and plan improvements

We’ve recently updated our State of e-mail marketing report, Email Marketing and Marketing Automation Excellence report 2018, together with GetResponse. This year’s report shares some interesting findings from an analysis predicated on over 500 respondents employed in a senior position across B2C, B2B or both.

Use our findings to greatly help benchmark your present performance and map digital improvements. Through the entire report, we highlight the features businesses should try to start implementing right away, whilst exploring how current marketing automation can be used in the market. The report covers a variety e-mail marketing and automation results, challenges and usage of features, including:

  • Investment in Email Marketing
  • Evaluation and tracking
  • Targeting
  • Communication strategy
  • Testing and optimization
  • Open and CTRs predicated on industry
  • Lead generation

Read our summary below, or download the entire report today, free of charge.

Report findings:

  • Businesses are investing more in e-mail marketing than in other channels. Only 4% of respondents said their e-mail marketing budget was decreasing. Almost half (47%) expected a rise within their budget, while 33% said it could stay exactly the same.
  • Just 5% of respondents say they’re experts, as the majority rate themselves as Basic or Intermediate. That is understandable, as e-mail marketing is complex and constantly evolving.

How effective is e-mail marketing today?

There certainly are a large amount of debates on industry-leading blogs and expert opinions concerning the digital channel that delivers the best ROI or most reliable channel for business goals. E-mail marketing has arguably shown, in previous research, that it’s a higher driver of sales and engagement, so when utilized correctly with a complete selection of its features it’s rather a great channel to nurture prospects into buying customers, cross-sell best-performing products, and encourage repeat sales from engaged customers and brand advocates.

Email marketing forms area of the ‘Engage’ phase of Smart Insights’ RACE planning framework. Customer onboarding and campaign emails can drive sales and increase ROI, whilst also engaging loyal customers and re-engage lapsed customers by way of a personalized program.

customer lifecycle

The RACE planning system can help you create a built-in technique for content and customer engagement across all digital channels.


Need help together with your digital online marketing strategy?

We have a variety of resources to assist you plan, manage and optimize your digital online marketing strategy and help integrate your e-mail marketing and marketing automation right into a wider digital campaign.


Our report implies that respondents also agree e-mail marketing supplies the best ROI. Around 2 in 10 (18%) said email was “excellent” for ROI, and almost 3 in 10 (29%) rated it as “good”. In comparison to other channels, email scored highest for excellent ROI.

Compared to last year’s report, social media and content marketing ROI were higher, and organic SEO remained strong.

Digital marketing ROI

2018 E-MAIL MARKETING budget

Almost half (47%) be prepared to save money on e-mail marketing compared to this past year – and in comparison to all the channels. Of these whose budgets will remain the same, e-mail marketing will still obtain the biggest slice of the pie (33%), with the largest drop in investment reported for direct mail at 9%.

2018 E-mail marketing budgets

Email marketing and marketing automation capabilities

We asked our respondents to rate their marketing automation on a scale of 1-5 in line with the features they use. Shockingly, 28% stated they only have a simple usage of automation using hardly any features that it offers. 19% replied saying they don’t really use marketing automation. Only 8% rated their marketing automation as excellent using all features and constantly opimizing to find the best results.

 Marketing-automation-effectiveness.

This is because of people rating themselves between beginner and having basic or intermediate knowledge. Only 5% call themselves experts. It appears that although marketers have e-mail marketing skills, many have yet to advance their digital skills and try marketing automation missing big opportunities to convert prospects.

Evaluation and tracking

It’s standard to track the essential metrics of email performance: open rates and clicks, but these could be just vanity metrics that don’t correlate to lessen funnel metrics. They’re quick to gain access to and an easy task to analyze but don’t give quite definitely value in the form of understanding deeper consumption habits and engagement. To obtain deeper insights into your email performance it is important that you integrate your email platform together with your website. Try tracking subscriber activity.

This year, we found more marketers (19%) are measuring mid-low funnel metrics in comparison to 15% in 2017. However, 28% don’t concentrate on any metrics at all and so are probably passing up on possible data-driven improvements. There must be a balance between intuition and data-driven decisions to be able to track and improve email promotions. It really is shocking to us that so many marketers aren’t delving in to the data which can be accessed. This may be because of insufficient time or lacks of skills and resource. Understanding email performance is vital!

e-mail marketing performance

If you will need help digging digger in to the data, we’ve an Email Marketing ROI calculator, used to accurately access the amount of responses from email channels, review email performance and review changes you have to make to boost your web marketing results.

Targeting, frequency, and optimization

Do you target your email communications predicated on customer segments? Have you contemplated the various segments in your database? Basic segmentation identifiers can exceed common attributes such as for example demographics and explore psychographic and behavioural characteristics. What consumers do online is more important than who they’re or where they’re. Segments range from:

  • Psychographic (brand preference, price sensibility, attitudes, lifestyle, hobbies etc.)
  • Behavioural (purchase history, internet use, channel preference etc.)

Rank these segments to be able worth focusing on to the business enterprise to comprehend the frequency of communications needed and this content you should create. Targeted communications and tailored content will improve conversions.

Email Targeting

The need for targeting is excatly why we’re so shocked to see 53% of companies haven’t any targeting technique for their emails. The more an organization understands their customers and contains the skills to utilize their email platform to send dynamic content and layered personalized targeting the bigger ROI it’ll achieve. Only 4% say they use layered personalized targeting that combines demographics with behavioural segments, lifecycle position, activity level and lead scoring.


Our findings show that companies have quite a distance to go within the next year to attain circumstances of email excellence. Our capability grader might help benchmark your present email and marketing automation and offer recommendations on how exactly to improve with strategic advice and actionable templates.


How often in the event you send a contact? 32% send emails 2-3 3 times each day and 17% send emails only one time per month. Those sending one email per month are potentially passing up on lead nurturing opportunities and sales, however, in the event that you send way too many your recipients many become numb to your marketing and sales communications, or, a whole lot worse, you might gain a reputation to be a spammer. To boost relevance, use marketing automation to alter frequency by subscriber to ensure customers receive specific messages.

Email Optimization

Throughout the report, we’ve discovered that many companies have only basic usage of email and marketing automation which may be the same for testing. Over fifty percent (60%) don’t proactively test e-mail marketing. 11% have an application of continuous tests, and only 3% use machine learning for testing. However, overall, the ones that do test their emails work with a range of ways to test a variety of features:

  • Segments
  • Subject lines
  • Creative and copy

Industry open and click rate

Consumers from all industries behave differently, open and CTRs differ according to the industry – benchmark your performance against our findings:

Open and clicks by industry

Want to gain access to more findings? Download our free report!

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional

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