In the fast moving world of digital marketing the value of email for driving sales is occasionally overlooked as shiny new technologies emerge and distract our attention from what actually works in terms of bringing in revenue.

However the new Econsultancy/Adestra Email Marketing Census again highlights the importance of email as a sales channel, as just over half (55%) of all company respondents could attribute more than 10% of their total sales to the email marketing channel, with 18% of respondents stating that email accounted for over 30%.

The Email Marketing Census looks at the amount and type of email marketing carried out by organisations, the way that email marketing is conducted, issues affecting the industry and the effectiveness of email compared to other digital marketing channels.

More 1,300 respondents took part in the 2013 Census, which took the form of an online survey in January and February 2013.

Approximately what proportion of your total sales can you attribute to the email marketing channel?

According to Email Marketing Report publisher Mike Brownlow:

Email's true role in generating sales is often underestimated, because many responses don't involve a click (or even an open). Ignoring the positive impact of branding/awareness for the moment, we know that marketing emails can trigger, for example, a relevant Google search, a type-in visit to the sender's website or a visit to the sender's offline store.

Annual spend on email marketing

The survey also asked respondents how much their businesses are spending on email marketing each year.

Just under two-thirds of companies (62%) are spending more than £5,000 per year on email marketing. This is exactly the same figure as in 2012, representing a significant drop from the figures of 75% and 70% in 2011 and 2010 respectively.

A further 30% of companies are spending at least £25,000 annually, although this has also been declining since 2011. The proportion of respondents spending more than £100,000 on email marketing has declined by 4% from 14% in 2012 to 10% in 2013.

And it’s proving to be a worthwhile investment, as two-thirds of marketers (66%) state that email delivers an ‘excellent’ or ‘good’ ROI.

Annual spend on email marketing

David Moth

Published 13 May, 2013 by David Moth

David Moth is Editor and Head of Social at Econsultancy. You can follow him on Twitter or connect via LinkedIn

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Comments (1)


Hamza, Marketing through Technology at

The relative lack of change in email marketing spend over the last 7 years demonstrates the stability of the sector, but also casts into doubt its long-term growth potential.

I don't know if you can read anything into the percentile shifts between the spending bands because they don't fluctuate enough year-to-year to give any statistical value. But could the recent growth in the "up to £5,000" band reflect lower barriers to entry as online ESPs get easier to use and add more of the features previously availably only on enterprise contact software?

over 5 years ago

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