Email is consistently the highest-ROI digital channel, but the famous headline number hides a wide spread by sector and by how much of the work is automated. Here is what the current benchmarks actually say.
returned for every $1 spent on email marketing — the all-industry average from Litmus’ State of Email survey of 2,000+ marketers. Retail and ecommerce run higher (around $45); media and publishing run lower.
Email ROI by sector
| Sector | Return per $1 spent |
|---|---|
| Retail & ecommerce | ~$45 |
| All-industry average | $36 |
| B2B software / tech | ~$36 |
| Marketing & advertising | ~$32 |
| Media, publishing & events | ~$22 |
What separates high-ROI programs
The gap between a $36 program and a $70 one is rarely the tool — it is automation and time invested. The DMA reports that automated emails generate around 320% more revenue than non-automated campaigns despite being a small fraction of sends, and Litmus finds the highest-ROI teams devote 25–50% of their effort specifically to email. In other words, ROI tracks how much of the program runs on triggered flows (welcome, cart, post-purchase) rather than one-off blasts.
ROI = (revenue attributed to email − cost of email) ÷ cost of email. Because most of the cost is fixed (tooling and time), sending more relevant mail to an existing list raises ROI faster than almost any other lever — which is also why per-contact pricing quietly caps it.
Frequently asked questions
What is the average ROI of email marketing?
About $36 back for every $1 spent, per Litmus’ State of Email survey. It is the most-cited figure in the industry and remains the highest average ROI of any digital marketing channel.
Which industry has the highest email ROI?
Retail and ecommerce, at roughly $45 per $1, because purchase intent is high and automated flows (cart, browse, post-purchase) convert directly to revenue. Media and publishing sit lowest, nearer $22.
How is email marketing ROI calculated?
Revenue attributed to email minus the cost of running email, divided by that cost. The main inputs are your platform cost, the team time spent, and the revenue your tracking credits to email sends and flows.
Why do automated emails have higher ROI?
They reach people at moments of intent — right after signup, a browse, or a purchase — and cost almost nothing to run once built. The DMA attributes roughly 320% more revenue to automated emails than to one-off campaigns.
Are these ROI figures reliable?
They are survey-based and self-reported, so treat them as directional rather than precise. Your own ROI depends on attribution model, industry, and how much of your program is automated. Use the benchmark to set a target, then measure your real number.