67% of Marketers are ‘Very Confident’ in their Ability to Measure the ROI of Email

Despite the challenges that can be associated with email marketing, new research suggests that marketers are still willing to invest in this area, primarily because of their confidence in ROI measurement.

Nielsen recently published its annual marketing report for 2019-2020, and statistics showed that email leads the way in terms of how much confidence marketers have in themselves to measure its ROI – approximately 67% stated they were “very confident” in their ability to gauge the ROI of their email campaigns. This was followed by search (63%) and display (53%).

Approximately 60% also stated that email was their most effective paid channel. However, more marketers stated that search, video (online/mobile) and social media were more effective than email.

Social Media Marketing Grows in Popularity

Email marketing remains a staple among marketers, but the investment in social media is constantly growing, according to previous research.

The “Techlash Is Here” report from the American Marketing Association recently showed that the majority of average ad spend in the U.S. (18%) now goes toward social media. This is followed by email (13%), websites (12%) and streaming video/radio (5%).

In terms of social media, the majority of marketers are now dedicating their budgets to Facebook (34%). About 14% are directing it toward Instagram, while 13% are primarily investing in YouTube. Just 6% of marketers are still dedicating their social media budgets to Snapchat.