Introduction

Email still wins. Most marketers earn $10 to $50 for every $1 they spend on it. Here's why it works so well.

What's the problem it solves?

Marketers often overlook email or fail to track its real value. This guide shows how powerful email still is and what actually boosts ROI.

Quick Summary

Email marketing continues to be one of the most cost-effective tools out there. According to Litmus’ 2025 survey, most companies make between $10 and $50 for every $1 spent on email. The top performers are in retail, agencies, and tech, with ROI ratios reaching as high as 45:1.

What makes the biggest difference? The type of email matters: engagement emails work best for B2B and tech, while promotions rule in retail and B2C. Many companies are now better at tracking email’s impact - not just through opens or clicks, but also through customer loyalty and direct revenue. And while 1 in 5 marketers still don’t track ROI, that number is dropping.

To grow returns, teams are using smart tactics like A/B testing, personalization, and interactive content. Tools like Litmus help streamline this with previews, spam checks, analytics, and integrations with CRMs.

Key Takeaways

• 65% of companies get at least $10 back for every $1 spent on email.
• ROI by industry: Retail (45:1), Agencies (42:1), Tech (36:1), Media (32:1).
• Best-performing email types vary: engagement emails win for B2B/tech, while newsletters or promos work best in D2C.
• ROI improves with A/B testing, dynamic content, pre-send testing, and good analytics.
• Litmus users get 43% higher ROI due to better personalization and deliverability tools.

What to do

• Run A/B tests on all major campaigns to learn what works.
• Use personalization tools to make content feel tailored to each reader.
• Add fun or interactive elements (like GIFs) to drive clicks.
• Use tools like Litmus for testing across devices and inboxes.
• Track not just opens, but revenue, retention, and MQLs from email.
• Use an external analytics platform if your ESP doesn’t give deep insights.
• Create a checklist before sending to catch mistakes that can tank ROI.

‍