Welcome to our new blog series all about deliverability. We’re looking at some of the most common myths around deliverability, debunking the myth, and exploring how to approach the actual reality of the subject behind the myth.
As you probably already know, email marketing is an incredibly strong channel in terms of ROI. No other messaging channel produces double digit ROI like email marketing does. Time and time again, email marketing has been proven as the most effective channel.
During a 2020 survey carried out among marketers worldwide, it was found that for every U.S. dollars invested in email marketing, brands earned 36 U.S. dollars. Among the presented industries, the ROI was highest in the retail, ecommerce, and consumer goods sector, with 45 dollars per one dollar spent. Not bad.
Unfortunately, though, things sometimes do get taken out of context and end up becoming one of the most common myths. In this case, the strong ROI produced by email has lead to the belief that “the more you send, the more ROI”. Whilst this is partially true, what’s missing here is that for campaigns to hit such a high ROI, they need to meet an underlying set of prerequisites first, and this is the important part that’s often left out.