{
    "question": "What is the average ROI of email marketing?",
    "answer": "35% of marketing leaders say email marketing returns $10 to $36 for every $1 spent, the most common answer in Litmus's State of Email 2025 survey of nearly 500 marketers; 30% say $36 to $50 and 5% more than $50. Litmus gives bands, not an average, and 21% of leaders do not measure email ROI at all.",
    "period": "2025",
    "key_numbers": [
        {
            "value": "35%",
            "label": "Marketing leaders reporting $10 to $36 back per $1",
            "note": "Litmus, 2025, the most common answer",
            "stat": "marketing/email-roi-10-to-36"
        },
        {
            "value": "30%",
            "label": "Marketing leaders reporting $36 to $50 back per $1",
            "note": "Litmus, 2025"
        },
        {
            "value": "21%",
            "label": "Marketing leaders who do not measure email ROI",
            "note": "Litmus, 2025, down from 36% in 2023",
            "stat": "marketing/email-roi-not-measured"
        },
        {
            "value": "33%",
            "label": "Marketers naming ROI measurement their top challenge",
            "note": "HubSpot, 2026, all channels",
            "stat": "marketing/marketers-roi-top-challenge"
        }
    ],
    "tables": [
        {
            "id": "roi-bands",
            "title": "Return on email marketing reported by marketing leaders, 2025",
            "columns": [
                "Return for every $1 spent on email",
                "Share of marketing leaders"
            ],
            "rows": [
                [
                    "$10 to $36",
                    "35%"
                ],
                [
                    "$36 to $50",
                    "30%"
                ],
                [
                    "More than $50",
                    "5%"
                ],
                [
                    "Do not measure email ROI",
                    "21%"
                ],
                [
                    "Other answers",
                    "Not published"
                ]
            ],
            "row_ids": [
                "band-10-36",
                "band-36-50",
                "band-50-plus",
                "not-measured",
                "band-other"
            ],
            "note": "Litmus State of Email 2025, nearly 500 marketing professionals worldwide (vendor survey). The four published answers add to 91%; Litmus does not publish the rest. Self-reported ranges, not measured returns.",
            "source": "litmus"
        },
        {
            "id": "how-measured",
            "title": "How companies measure email marketing's contribution, 2025",
            "columns": [
                "Method",
                "Share of companies"
            ],
            "rows": [
                [
                    "Customer engagement metrics (opens, click-through, bounces)",
                    "59%"
                ],
                [
                    "Marketing qualified leads or conversion rates from email",
                    "44%"
                ],
                [
                    "Direct revenue attribution to email campaigns",
                    "41%"
                ],
                [
                    "Effect on customer retention or loyalty",
                    "39%"
                ],
                [
                    "Multi-channel attribution models",
                    "36%"
                ],
                [
                    "Brand awareness metrics",
                    "30%"
                ]
            ],
            "row_ids": [
                "measure-engagement",
                "measure-leads",
                "measure-revenue",
                "measure-retention",
                "measure-multichannel",
                "measure-brand"
            ],
            "note": "More than one answer allowed. Only 41% tie email to revenue directly, which is what an ROI figure needs.",
            "source": "litmus"
        },
        {
            "id": "measurement-gap",
            "title": "How many marketers can measure ROI",
            "columns": [
                "Measure",
                "Value",
                "Year",
                "Source"
            ],
            "rows": [
                [
                    "Marketing leaders who do not measure email ROI",
                    "36%",
                    "2023",
                    "Litmus"
                ],
                [
                    "Marketing leaders who do not measure email ROI",
                    "21%",
                    "2025",
                    "Litmus"
                ],
                [
                    "Respondents struggling to measure or prove email ROI",
                    "22%",
                    "2025",
                    "Litmus"
                ],
                [
                    "Marketers naming ROI measurement (all channels) their top challenge",
                    "33%",
                    "2026",
                    "HubSpot State of Marketing"
                ]
            ],
            "row_ids": [
                "not-measured-2023",
                "not-measured-2025",
                "struggle-to-prove",
                "roi-top-challenge"
            ],
            "note": "HubSpot surveyed over 1,500 B2B and B2C marketers about marketing as a whole, not email alone."
        },
        {
            "id": "by-industry",
            "title": "Email ROI by industry, 2020 survey",
            "columns": [
                "Industry",
                "Return per $1 spent"
            ],
            "rows": [
                [
                    "Retail, ecommerce and consumer goods",
                    "$45"
                ],
                [
                    "Marketing, PR and advertising agencies",
                    "$42"
                ],
                [
                    "Software and technology",
                    "$36"
                ],
                [
                    "Media, publishing, events, sports and entertainment",
                    "$32"
                ]
            ],
            "row_ids": [
                "industry-retail",
                "industry-agency",
                "industry-software",
                "industry-media"
            ],
            "note": "From Litmus's 2020 State of Email survey of more than 2,000 marketing professionals, shown as ratios (45:1 and so on). Litmus does not say whether these are averages or medians, and they are six years older than the bands above.",
            "source": "litmus"
        }
    ],
    "sources": [
        {
            "name": "Litmus State of Email / The ROI of Email Marketing",
            "publisher": "Litmus (Validity)",
            "type": "vendor",
            "url": "https://www.litmus.com/"
        },
        {
            "name": "HubSpot State of Marketing 2026",
            "publisher": "HubSpot",
            "type": "vendor",
            "url": "https://blog.hubspot.com/"
        }
    ],
    "content_changed_on": "2026-10-30",
    "page_url": "https://digitaltreed.com/statistics/marketing/email-marketing-roi",
    "csv_url": "https://digitaltreed.com/statistics/marketing/email-marketing-roi.csv"
}