Email carries far more weight than it usually gets recognized for. In Sinch Mailgun’s latest Email Impact Report, 78% of respondents say email is either “very” or “extremely” important to their organization’s success, making it clear this remains a core business channel. The challenge is that perceived importance and actual measurability don’t match. Only 46% of marketers say they can track the ROI of promotional email, and just 43% say they can do the same for transactional email. As a result, email occupies a strange position for many teams: everyone knows it’s vital, but its impact is still tougher to quantify than most marketers would prefer. Source: Sinch Mailgun Email Impact Report
ROI exists, but visibility is inconsistent
When you focus on the marketers who can measure ROI, the payoff is hard to overlook. Among respondents who track promotional email ROI, 60% say it returns more than $10 for every $1 invested. Source: Sinch Mailgun Email Impact Report
Transactional email performs just as well, and in some cases, slightly better. Of the marketers who measure transactional email ROI, 62% report returns above $10 for every $1 spent. Source: Sinch Mailgun Email Impact Report
There’s also a smaller segment seeing exceptionally strong performance. Thirteen percent of those measuring promotional email ROI and 14% tracking transactional email ROI say they earn more than $40 for every dollar invested. This sets up a familiar martech dilemma: the channel clearly delivers strong results for many teams…