​A new study shows email marketing delivers 'excellent' ROI, but many companies admittedly rate their email content as 'poor.'

​Businesses have moved a lot of their marketing budgets toward practices like content marketing, social media content distribution and video marketing, but email still plays an essential role in lead generation. Of course, email also requires well-written custom content.

According to a new Econsultancy and Adestra “Email Marketing Industry Census 2013,” 66 percent of marketers say their email marketing efforts deliver ‘excellent’ or ‘good’ content ROI. Eight percent of businesses admit to generating more than half of their sales via email marketing. However, an alarming percent of marketers say their strategies are not as well defined as they should be, and many overlook opportunities to further improve their campaigns.

Eight percent of businesses admit to generating more than half of their sales via email marketing.

Fifteen percent of in-house marketers would give their email campaigns a ‘poor’ grade. More, 27 percent say they spent no time on optimizing their email campaigns – up from 21 percent in 2008. As for those brand that do spend time focusing their email marketing efforts, only 19 percent spent more than two hours per campaign, compared to 62 percent who dedicate the same amount of resource toward design and other content marketing efforts.

Brafton has reported that SMBs spend the bulk of their marketing dollars on email content, and Econsultancy’s new report supports their investment.​ ​The problem: The proper amount of time and resource is not being dedicated to perfecting outreach programs, which leaves money on the table. To really generate ROI from email marketing efforts, businesses must put in the time to see results, and cutting corners with email is not a smart way to market for any brand.

Ted Karczewski is an Executive Communications Associate at Brafton. He works to develop his own voice and apply his passions to the evolving world of SEO and content marketing, but he doesn't shy away from writing for fun. After graduating from Suffolk University, Ted used his Communications degree to test out Sports Journalism before Marketing at Brafton.