London, 31 March 2015

Marketers are in danger of taking email marketing for granted even though it is still a top rated channel for delivering return on investment (ROI), according to new research published today by Econsultancy and Adestra.

The proportion of companies and agencies that rated email marketing as ‘excellent’ for delivering ROI was 25%, making it the joint top ranked marketing channel, alongside SEO.

Yet, this year has seen marketers allocating a smaller proportion of their marketing budget to email, down, on average, from 16% to 13%. There has also been a decrease in returns from email marketing, with the percentage of revenue attributed to this channel decreasing from 22% to 20%.

The Email Marketing Industry Census 2015 report, published by Econsultancy in partnership with Adestra, looks at the amount and type of email marketing carried out by organisations, the way that email marketing is conducted and issues affecting the industry.

The report, now in its ninth year, also looks in detail at the approaches taken and the resources given to email marketing, as well as issues regarding effectiveness, marketing automation, mobile and the future of email.

The research also found that organisations with individuals and teams dedicated to email marketing are the ones seeing the highest returns from email.

The report is based on responses from over 1,000 in-company marketers and supply-side respondents based mostly in the UK.

Despite the reduction in spending, email marketers have improved their mobile optimisation capabilities. More than three in every five companies (61%) are optimising email for mobile devices, an increase of 144% in just two years.

Linus Gregoriadis, Econsultancy Research Director, said: “With nine years' worth of data to assess, this research provides an unparalleled opportunity to measure the state of the industry and find out how those at the coalface of email marketing are operating.

“Email continues to be a tremendously important digital marketing discipline despite the emergence of shiny new tools which can distract marketers. Companies neglect this channel at their peril because email continues to be the fulcrum of an integrated and successful approach to marketing. With email becoming increasingly personalised and automated, the research shows there is no sign of this stopping.”

Henry Hyder-Smith, CEO at Adestra, added: “As email marketing is such a valuable channel, companies often depend on using outsourced services available in the market to meet any shortfalls - that could be anything tactical or strategic. That’s why we’ve always focused on offering very strong client services alongside our solution. As is evident from the research, email success takes more than technology alone.”

The full Email Marketing Industry Census report is available for download here:

For more information about the report, contact:

Linus Gregoriadis, Research Director, Econsultancy
linus.gregoriadis AT


Bola Awoniyi, Research Analyst, Econsultancy
bola.awoniyi AT


Jennifer Watkiss
Head of Marketing Communications
+44 (0) 1865 242425

About Econsultancy

Econsultancy’s mission is to help its customers achieve excellence in digital business, marketing and ecommerce through research, training and events.

Founded in 1999, Econsultancy has over 250,000 subscribers, is used by more than 500,000 professionals every month, and has offices in New York, London and Singapore.

Econsultancy subscribers get access to research, market data, best practice guides, case studies and elearning – all focused on helping individuals and enterprises get better at digital.

The subscription is supported by digital transformation services including digital capability programs, training courses, skills assessments and audits. We train and develop thousands of professionals each year as well as running events and networking that bring the Econsultancy community together around the world.

Subscribe to Econsultancy today to accelerate your journey to digital excellence.

Call us to find out more:
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About Adestra

Adestra have been empowering their clients to maximize marketing ROI through email-driven technology for over 10 years. Our flexible account structure, obsession with customer success, and award-winning service have gained the trust of global and growing brands alike.

We were founded on the principle that marketing success takes more than technology, and that’s why customer service is at the heart of our business. We’re not just Software as a Service, we’re Software AND a Service.

Join a league of leading marketers using this powerful, easy-to-use, enterprise technology, built to suit your marketing needs. Call us today on +44 (0)1865 242425, tweet us @adestra, or view a demo on our website at

Published on: 11:35AM on 31st March 2015