{
  "schema_version": "1.1",
  "id": "email-roi-42-for-every-1-spent",
  "slug": "email-roi-42-for-every-1-spent",
  "url": "https://groundedkit.com/claims/email-roi-42-for-every-1-spent/",
  "api_url": "https://groundedkit.com/api/claims/email-roi-42-for-every-1-spent.json",
  "claim": "Email marketing returns £42 (or $42) for every £1/$1 spent",
  "commonly_cited_as": "\"Email has an ROI of 4,200%\"",
  "verdict": "outdated",
  "verdict_definition": "Source found and quoted correctly, but old enough that the market has changed.",
  "confidence": "medium",
  "rating": {
    "value": 3,
    "best": 5,
    "worst": 1
  },
  "origin": {
    "publisher": "DMA (UK)",
    "title": "Marketer Email Tracker 2019",
    "year": "2019"
  },
  "quote": "ROI from email marketing is now standing at just over £42 for every pound spent; a rise of almost £10 since the previous study.",
  "method": "Self-reported estimates from UK marketers who measure ROI (about two-thirds of respondents) in the DMA's 2019 survey.",
  "drift": [
    "Currency: a UK pound figure often restated in dollars",
    "Self-reported, by marketers who measure ROI",
    "Age: 2019; Litmus's 2025 survey has 35% of companies at $10–36 per $1"
  ],
  "interest": "The DMA is a trade body for direct marketers.",
  "safe_rephrasing": "UK marketers surveyed by the DMA in 2019 self-reported email ROI of about £42 per £1; newer surveys (Litmus 2025) show most companies reporting $10–50 per $1.",
  "sources": [
    {
      "title": "DMA — Marketer Email Tracker 2019",
      "url": "https://www.dma.org.uk/research/marketer-email-tracker-2019",
      "primary": true
    },
    {
      "title": "Litmus — The ROI of Email Marketing (2025 survey)",
      "url": "https://www.litmus.com/blog/infographic-the-roi-of-email-marketing",
      "primary": true
    }
  ],
  "kind": "stat_check",
  "as_of": "UK marketer survey, 2019",
  "last_checked": "2026-10-16",
  "stale": false,
  "date_reviewed": "2026-10-16",
  "license": "CC BY 4.0",
  "license_url": "https://creativecommons.org/licenses/by/4.0/"
}