Why Your Email Marketing ROI Doesn’t Tell the Whole Story
Track every email touchpoint in your customer journey by implementing multi-touch attribution models that assign revenue credit to each nurturing message. Most marketers report email ROI at $36-$42 for every dollar spent, yet they can’t explain which specific campaigns drive those returns because they’re measuring last-click conversions instead of the entire nurturing sequence.
Calculate true email marketing ROI by dividing attributed revenue minus campaign costs by total investment, then multiply by 100. This requires connecting your email platform to your CRM and sales data so you can trace which prospects engaged with…
