Benchmarking Email Marketing Performance
by David Daniels
Recently we published our annual email marketing benchmark guide. We surveyed over 400 marketing executives across key industries including Financial Services, Manufacturing, Retail/eCommerce, Tech/High-Tech and Travel/Hospitality.
The research answers these key questions:
- How does email revenue correlate with email marketing spend?
- How are the email marketing KPIs (Key Performance Indicators) performing by industry
- Beyond operational metrics, which success measures should marketers focus on?
Email Marketing Budgets and Revenue Contribution Are Highly Correlated Across Industries
Email senders across industries that allocate more budget to email marketing have higher email marketing revenue. Senders in Financial Services and Travel/Hospitality that dedicate approximately 38 percent of their marketing budget to email drive approximately 22- 25 percent of their company’s overall revenue. Senders in Manufacturing and Retail/E-commerce are dedicating a quarter of their budget to email marketing and report email revenues that account for 16-17percent of their total revenue. Overall participants report email marketing budget allocation of almost 32 percent and an email revenue contribution of 19 percent, which is nearly identical to the Tech/High-Tech industry.