As a marketer or business owner, you are probably weighing up which channels actually move the needle. Automation, machine learning, and new engagement tools are all competing for budget and attention. So where does email fit?
The short answer: it still delivers. Here are the numbers that back that up.
It produces the best ROI of any digital channel in SA
Email marketing posted the highest return on investment of any digital marketing channel measured in 2019 research. Clients have reported an average ROI of 30:1 when using targeted, segmented email campaigns. For every R1 spent, you can expect roughly R30 back.
The pattern holds internationally. Campaign Monitor data from the UK shows £38 returned for every £1 spent. In the US, that figure sits at around $44. Read the full research here.
It costs far less than social or search
Email is one of the most cost-effective digital channels available. On average, it costs 80% to 86% less to send an email than to promote content through social media or paid search. That gap matters when you are managing a fixed marketing budget.
The results are easy to measure
You get near-immediate feedback on every send: delivery rate, open rate, bounce rate, click rate, and conversion rate. That makes email ideal for A/B testing, and you can extend your tracking further by tagging links to follow where subscribers go after they leave the email.
You can do more with it than most companies realise
Email is not just a newsletter channel. The companies getting the most from it have moved well past the broadcast approach. You can hyper-segment your database and tailor imagery, copy, and offers to an individual level. It is simpler to set up than most people expect, and the results are measurably better.
The key is giving people content that is relevant to them, at a time when they actually want to hear from you, rather than blasting your full list with the same message.
The numbers make the case
When it comes to direct communication with customers, email consistently outperforms other channels on engagement and returns. The stats speak for themselves: higher open rates, lower cost per contact, and a measurable path from send to conversion.
Still weighing it up?
Email's ROI, low cost, and targeting depth are hard to argue with. If you want to see how TouchBasePro helps SA businesses improve returns through email, talk to our team here.
Frequently asked questions
- What ROI can I expect from email marketing in South Africa?
- Research from 2019 puts the average email marketing ROI at 30:1 in South Africa. That means roughly R30 returned for every R1 spent, when campaigns use targeting and segmentation.
- How does email marketing cost compare to social media advertising?
- On average, sending an email costs 80% to 86% less than promoting content through social media or paid search channels.
- What metrics can I track in an email marketing campaign?
- You can track delivery rate, open rate, bounce rate, click rate, and conversion rate in near real time. You can also tag links to track subscriber behaviour after they leave the email.
- Is email marketing only useful for newsletters?
- No. Newsletters are one use case. Email also supports hyper-segmented campaigns, personalised content at an individual level, automated lifecycle sequences, and A/B testing, often with better results than a broadcast newsletter approach.