Outdated Confidence: medium
Source found and quoted correctly, but old enough that the market has changed.
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.
What the source says
ROI from email marketing is now standing at just over £42 for every pound spent; a rise of almost £10 since the previous study.
DMA (UK) — Marketer Email Tracker 2019
- Commonly cited as
- "Email has an ROI of 4,200%"
- True origin
- DMA (UK) — Marketer Email Tracker 2019
- Type
- Stat check: A widely repeated statistic traced back to its origin.
- Year
- 2019
- Data as of
- UK marketer survey, 2019
- Last checked
- Method & sample
- Self-reported estimates from UK marketers who measure ROI (about two-thirds of respondents) in the DMA's 2019 survey.
- Drift between quote and source
- 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.