{
  "schema_version": "1.1",
  "id": "email-marketing-roi-36-to-1",
  "slug": "email-marketing-roi-36-to-1",
  "url": "https://groundedkit.com/claims/email-marketing-roi-36-to-1/",
  "api_url": "https://groundedkit.com/api/claims/email-marketing-roi-36-to-1.json",
  "claim": "Email marketing returns $36 for every $1 spent",
  "commonly_cited_as": "\"Email ROI is 36:1\" (as measured and current)",
  "verdict": "outdated",
  "verdict_definition": "Source found and quoted correctly, but old enough that the market has changed.",
  "confidence": "high",
  "rating": {
    "value": 3,
    "best": 5,
    "worst": 1
  },
  "origin": {
    "publisher": "Litmus",
    "title": "State of Email Survey 2020",
    "year": "2020"
  },
  "quote": "These insights are derived from Litmus’ 2020 State of Email Survey of more than 2,000 marketing professionals worldwide.",
  "method": "Survey fielded April 28–June 23, 2020; ROI anonymously self-reported by respondents.",
  "drift": [
    "Method: self-reported survey average, not measured ROI",
    "Date: 2020 data still reused in 2025 materials; the 2025 report gives ranges instead (35% report $10–36, 30% report $36–50)"
  ],
  "interest": "Litmus sells email marketing software.",
  "safe_rephrasing": "Marketers surveyed by Litmus in 2020 self-reported an average email ROI of about 36:1; in 2025, 35% of marketing leaders reported $10–36 per $1.",
  "sources": [
    {
      "title": "Litmus — The ROI of Email Marketing",
      "url": "https://www.litmus.com/blog/infographic-the-roi-of-email-marketing",
      "primary": true
    },
    {
      "title": "Litmus — 2020 State of Email Survey announcement (field dates)",
      "url": "https://www.litmus.com/blog/take-the-2020-state-of-email-survey-and-help-us-give-back-to-the-community",
      "primary": true
    }
  ],
  "kind": "stat_check",
  "as_of": "2020",
  "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/"
}