Email Marketing’s ROI: 3 Insights for Retailers

Email remains one of the most effective marketing channels, generating a 38-to-1 return on investment across all industries, according to Litmus’ Email Marketing ROI: The Factors That Lead to Better Returns whitepaper. Companies in the retail and consumer goods and services industries generate email marketing ROIs nearly as high, getting 37 times their investment back.

Our research, which involved more than 430 brands, also provided insights into three issues that are important for retailers to understand:

  1. Retailers shouldn’t be afraid that tougher email laws will hurt their email marketing returns.
  2. Stronger permission practices have a sizable positive effect on email ROI.
  3. The better you can measure your email marketing ROI, the higher it’s likely to be.

For a full explanation of each of those…

>> Read the entire article on

Trends and Insights for Interactive Email and AMP for Email

This year you can expect to see more interactive and personalized emails in your inbox. Marketers are opting to use interactive emails with bite-sized information to entice users to “shop now” or “learn more”—all directly in the inbox without having to visit an app or website. Is this design evolution optimal or does it pose risks? With Google’s announcement of AMP for Email, what does this mean for interactivity in email?

Join us as we talk about the trends and insights of interactive email and AMP for Email, and what this means for email marketers who are embracing these techniques to maximize ROI. We will discuss:

  • The opportunities and challenges of interactive email and AMP for Email
  • Examples and best practices of interactivity in email
  • The scope of what Gmail is doing with AMP and what beta customers have to say

Trends and Insights for Interactive Email and AMP for Email

Tuesday, December 4th
1pm ET/10am PT

Your Presenters:

Chad S. White, Research Director, Litmus
Isaac Kim, Technical Product Manager, SparkPost

Can’t make it on Dec. 4? Don’t worry. Register and you’ll receive the recording of the webinar.

>> Register for the free webinar

The Last Word on October 2018

The Last WordA roundup of email marketing articles, posts, and tweets you might have missed last month…

Must-read articles, posts & reports

Microsoft introduces new “verified” icons for businesses (250ok)

Why BIMI is Important for Email Deliverability (Inbox Pros)

Salesforce acquires Rebel, maker of ‘interactive’ email services, to expand its Marketing Cloud (TechCrunch)

The Only List You Don’t Want to Be on This Christmas: The Blacklist (Inbox Pros)

Insightful & entertaining tweets

Noteworthy subject lines

ModCloth, 10/5 – From boo to oooh…
The North Face, 10/26 – Breast Cancer awareness month is almost over…
FansEdge, 10/11 – Rep Your Boston Area Team(s). They Run The Sports World…
American Red Cross, 10/15 – Hurricane Michael: Heartwarming stories from the ground
Anthropologie, 10/15 – The guests will be here soon!
Crutchfield, 10/8 – Save up to $2,000 on an LG OLED TV
Blue Nile, 10/8 – Enter Now to Win $10,000
Sony Electronics, 10/11 – Here’s Your Chance to Win | Just Click
J.Crew, 10/21 – Help us collect coats for people in need (and get $25 off!)
Costco, 10/3 – We Deliver Groceries to Your Home – Choose Same-Day or 2-Day Delivery!
Aeropostale, 10/5 – Introducing Buy Online Pick Up In Store
Clinique, 10/28 – 3 steps to smoky eyes. FREE 7pc gift with purchase.
The Container Store, 10/21 – “I Show Off My Closet To Everyone”
UncommonGoods, 10/20 – The product that had the Today Show talking
National Football League, 10/11 – Eagles vs. Giants LIVE Tonight at 8pmET on NFL Network, FOX & Prime Video!

New posts on

Chief Marketer: Why GDPR Can Improve Your Email ROI

Email Interactivity: Opportunities and Challenges

The Financial Brand: 6 Strategic Trends Reshaping the Future of Email Marketing in Banking

Industry Spotlight on Email Marketing at Nonprofits

NextAfter’s Generosity Freakshow Podcast: Optimizing Email with Chad White from Litmus

Infographic: Decision Tree for Recovering from Email Marketing Mistakes

Infographic: 6 Ways Nonprofits Can Improve Their Email Creation Process

Webinar Recording and Q&A: The Trends Transforming the Email Service Provider Landscape

The Last Word on September 2018

Report: 2018 State of Email Analytics

2018 State of Email Analytics

Brands use analytics to listen to what their subscribers and inbox providers are telling them. Without analytics, brands are deaf to both their cheers of happiness and their shouts of frustration.

Based on our State of Email Survey of 3,000 marketers, our first-ever State of Email Analytics report takes a detailed look at the email metrics brands measure, the analytics tools they use, and the impact of the two of those on program performance.

Some of the key findings from the State of Email Analytics include:

  • Subscriber lifetime value, revenue per subscriber, and email marketing return on investment top the list of the metrics that the most brands are planning to start tracking soon.
  • Email prints, email read time, and revenue per subscriber are the metrics that are most dependent on the use of third-party analytics.
  • The majority of brands are now using their open and click data to trigger reengagement campaigns to inactive subscribers. The majority are also removing chronically inactive subscribers from their active mailing lists.
  • Users of third-party deliverability monitoring tools are more than twice as likely as non-users to report being blacklisted, suggesting that many brands have been blacklisted and simply aren’t aware of it.

This 27-page report explores each of these findings and much more, with over 20 charts providing data-based evidence of current analytics practices and trends. Use the results to better understand how your email analytics capabilities stack up against your peers’ and where you have email performance visibility gaps. Then, use these findings to argue for better email analytics tools so you can craft better strategies, improve deliverability, and boost performance and ROI.

>> Download the free report

Support the Movember Foundation

I had a prostate cancer scare earlier this year. Thankfully, I’m okay and am now getting regular checkups. However, my father had prostate cancer, so it’s likely that I’ll follow in his footsteps. But my father also survived his battle with cancer, so I’m hoping to follow in his footsteps in that way as well.

Prostate cancer is the 2nd most common cancer in men. The Movember Foundation is working to cut prostate cancer deaths in half by 2030. Help me help them reach their goal.

To help raise awareness, I’ll be swearing off shaving all this month. I’ve never grown a mustache or beard before, so I’m not sure what will happen. Will I transform into Chris Hemsworth or Gandalf? Who knows? Let’s find out. I’ll share pictures throughout the month on Twitter and here on this blog. Help me help the Movember Foundation.

>> Help Fight Prostate Cancer

Why GDPR Can Improve Your Email ROI

“GDPR is not the cataclysm everyone was expecting,” I told Beth Negus of Chief Marketer for this article.

60% of brands that are complying with GDPR saw their email lists shrink by less than 10%, according to a Litmus poll. And our whitepaper on email marketing’s ROI also found that brands operating in the more heavily regulated European Union have higher ROIs than US brands, which are primarily subject to the very lax CAN-SPAM law.

For the full conversation about why marketers shouldn’t be afraid of GDPRor the California Consumer Privacy Act or any national legislation that’s spurred into existence by the CCPA

>> Read the full article on

Interactive Email’s Opportunities and Challenges

Enthusiasm for email interactivity is at an all-time high. Marketers told Litmus that creating interactive email experiences was going to be the biggest design trend of 2018, and that’s a year after marketers declared that 2017 is the year of interactive email. Marketers are right to be excited.

Allowing subscribers to click in an email and activate additional content within that email reduces friction by not forcing them to visit a website or app. However, email’s disruptive evolution from static message to mailable microsite presents many challenges.

But first things first. Before we look at the challenges, let’s look at all the opportunities that interactive emails offer to marketers.

>> Read the full post on the Litmus blog

6 Strategic Trends Reshaping the Future of Email Marketing in Banking

Email remains the workhorse of digital marketing. But how do companies in the banking industry create email campaigns that increase conversions, drive more traffic to your website, and generate more sales?

In this post, Bill Streeter, Editor at The Financial Brand, discusses six big email marketing trends, sharing insights from several email experts, including me. The top trends identified include:

  1. Maximizing Relevance Through Personalization
  2. Artificial Intelligence and Machine Learning
  3. Integrating Email Into an Omnichannel Marketing Strategy
  4. Leveraging Email for Onboarding & Cross-Selling ROI
  5. Focus on Conversions, Not Clicks and Open Rates
  6. Test Early and Often for Many Factors (But Not All at Once)

>> Read the full post on

Taking Advantage of the Promise of Interactive Emails

Email interactivity is the No. 1 email design trend of 2018, according to a Litmus poll. These advanced email coding techniques allow you to add functionality to your emails that was previously solely in the realm of websites.

In this webinar, EEC 2018 award-winners Alice Li and I discuss how marketers can take advantage of this new trend in email design and share inspiring examples. Reset your expectations for what’s possible in an email and understand how your brand can best use interactive emails. Key takeaways:

  • Understand the adoption rates of interactive email elements
  • Discover how email interactivity works
  • See real-world examples of interactive emails
  • Learn about how interactivity affects email metrics and the email interactions

Taking Advantage of the Promise of Interactive Emails

October 30, 2018
2pm EDT / 11am PDT / 6pm GMT

Your Presenters:
Alice Li
Sr. Email, Web Developer, Shutterstock
2018 eec Stefan Pollard Email Marketer of the Year Award winner

Chad S. White
Research Director, Litmus
2018 eec Email Marketer Thought Leader of the Year Award winner

>> Register for this free webinar

Litmus Live Optimization Webinar - Supercharge Your Welcome and Onboarding Emails

A great first impression is often the first crucial step to building a long-lasting relationship. It’s no different in email marketing. When new prospects enter the top of your funnel through a newsletter signup, free trial offer, or asset download, how do you best introduce them to your brand, set expectations, and plant the seeds for relationships that last?

With this webinar, we’re bringing Live Optimization—one of the most popular sessions at Litmus Live—right to your desk. Join the Litmus team and onboarding email expert Val Geisler as we review welcome emails from your peers and provide hands-on A/B testing suggestions, design feedback, and strategic takeaways to help you maximize value, engagement, and response.

Live Optimization – Supercharge Your Welcome and Onboarding Emails

October 30, 2018
12pm EDT / 9am PDT / 4pm GMT

Your Presenters:
Val Geisler
Email Conversion Strategist at

Chad S. White
Research Director, Litmus

Jason Rodriguez
Community & Product Evangelist, Litmus

Justine Jordan
VP of Marketing, Litmus

Can’t make it on Oct. 30? Don’t worry. Register and you’ll receive the recording of the webinar.

>> Register for the free webinar


Get every new post delivered to your Inbox

Join other followers