According to a recent study by

Here’s the data.


Here’s what it means to you

Before we talk about email, we should talk about the one alarming statistic from this study. After interviewing over 600 B2B and B2C marketers, 33% of them did not know which channel provided the biggest positive impact on revenue!

That’s an alarming stat

1 in 3 marketers don’t know where there biggest contributor to revenue comes from digitally.  I don’t even know where to begin so I’m just going to say this.

If you don’t have Google Analytics installed on your site, you don’t have conversion tracking set up properly, and you aren’t running a Conversion By Sources report… stop everything and do that first.

Email Marketing Outperforms Social Media Marketing 5 to 1

For those of you that are concerned about revenue and revenue growth, it’s time to pay attention to your email campaigns. Here’s a quick checklist to make sure you’ve got your bases covered.

  • Are you collecting emails on every page on your site?
  • Do you have a solid offer to trade for an email address?
  • Are you collecting emails at your point of sale or in person?
  • Do you have a drip email campaign that follows your sales confirmation?
  • Have you been using surveys to keep in touch with your buyers and prospects?
  • Are you split testing your campaigns to find the best performer?
  • What personalization do you use in your email?
  • How do you segment your lists?
  • Are your emails written by a professional copywriter?
  • Are your emails optimized to be read on a mobile phone?
  • Do you have an optin process for your Facebook or LinkedIn followers?
  • How many landing pages do you use on your website?

When you use email to its fullest capacity, there is no question it can be a strong contributor to revenue. In some businesses, it IS the revenue. Groupon comes to mind.

I’m always thrilled to find that email continues to be a winning digital marketing channel. After doing email marketing campaigns full time for over 7 years, I couldn’t agree more.