Report: Email Remains the Top Source of ROI for 60% of All Marketers

Marketers now have a wide array of options when it comes to reaching out to customers and prospects, but a new report suggests that email is still preferred, and it may be because of its ROI.

Brafton recently conducted its “2020 State of Content Marketing” report, and statistics showed that email is the top source of ROI for 60% of all marketers. About 85% of B2B marketers are now using email marketing software as well, which is second only to web analytics tools in terms of most commonly utilized types of content marketing technology.


“Email continues to be one of the most popular and most effective content marketing channels for audience nurturing in 2020,” wrote the authors of the report. “Its ability to be highly personalized all but guarantees its clout for the foreseeable future.”

According to the research, email marketing delivers an estimated $44 for every $1 spent by marketers.

Measuring the Most Effective Marketing Tactics

Marketers are leaning on email as a tactic, but previous research indicates that there is still little information on which strategies, in particular, are paying off long-term.

CallRail published the “Attribution Report: How Today’s Marketers Measure Campaign Performance,” and data showed that 36% of marketers still lack insight into the effectiveness of their tactics.

About 71% have attribution capabilities set up for email, and 76% have created online form submissions. Nearly 64% have capabilities in place for social media, and 55% have them set up for online chat.

Overall, approximately 81% of marketers claim that their company spends at least some of its budget on ineffective marketing tactics.

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