{"id":12927,"date":"2026-04-06T16:00:00","date_gmt":"2026-04-06T16:00:00","guid":{"rendered":"https:\/\/www.mailgun.com\/?post_type=email-impact-chapter&p=12927"},"modified":"2026-04-07T22:28:37","modified_gmt":"2026-04-07T22:28:37","slug":"email-roi","status":"publish","type":"email-impact-chapter","link":"https:\/\/www.mailgun.com\/de\/email-impact-report\/chapter\/email-roi\/","title":{"rendered":"The truth about email ROI"},"content":{"rendered":"
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Key findings on email ROI<\/h3> <\/div>\r\n \r\n

While the \u201cdeath of email\u201d has been greatly exaggerated, it\u2019s fair to say that email ROI has been slightly overblown as well. Up until 2021, the Direct Marketing Association (DMA<\/a>) published highly-cited reports including self-reported email ROI. The DMA found, on average, email marketing was delivering  between $38 and $42 for every $1 invested in the channel. <\/p>

According to Sinch Mailgun\u2019s research, email ROI of 40:1 or higher is possible, but not exactly typical. Sometimes, averages can be deceiving. Plus, every organization is unique, using email for different purposes and measuring ROI in various ways. <\/p>

Here\u2019s a quick look at results from our global survey of 1200+ email senders:<\/p><\/div> <\/div>\r\n \r\n

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46%<\/div>\r\n
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of senders say they can measure the ROI of promotional emails. <\/p> <\/div>\r\n <\/div>\r\n <\/div>\r\n\r\n

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60%<\/div>\r\n
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of senders who measure ROI for promotional emails say it is greater than $10 for every $1 spent. <\/p> <\/div>\r\n <\/div>\r\n <\/div>\r\n\r\n

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13%<\/div>\r\n
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of senders measuring email marketing ROI say their return is more than $40 for every dollar spent. <\/p> <\/div>\r\n <\/div>\r\n <\/div>\r\n\r\n

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43%<\/div>\r\n
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of senders say they can measure the ROI of transactional emails. <\/p> <\/div>\r\n <\/div>\r\n <\/div>\r\n\r\n

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62%<\/div>\r\n
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of senders who measure ROI for transactional email say it is greater than $10 for every $1 spent. <\/p> <\/div>\r\n <\/div>\r\n <\/div>\r\n\r\n

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14%<\/div>\r\n
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of senders measuring transactional email ROI say their return is more than $40 for every dollar spent. <\/p> <\/div>\r\n <\/div>\r\n <\/div>\r\n\r\n \r\n <\/div>\r\n\r\n\n\r\n <\/div>\r\n \r\n <\/div>\r\n\r\n \r\n <\/div>\r\n <\/div>\r\n <\/div>\r\n <\/section>\r\n\r\n\n\n

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While an ROI of 10:1 isn\u2019t as mind-blowing as 40:1, making $10 for every $1 you invest in a communication channel is still exceptional<\/b>. Our research found well over half of senders are achieving this for both promotional and transactional email programs. Plus, more than 1 out of 10 senders we surveyed do report email ROI of $40 or more for every dollar spent. <\/p>

The truth is, there\u2019s no such thing as \u201ctypical email ROI.<\/a>\u201d<\/b> The smart move is benchmarking your returns from email communication and looking for ways to improve that number. <\/p><\/div> <\/div>\r\n \r\n

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