WHITO GLOSSARY · MEASURED DEFINITIONS
The return generated per pound spent on email. UK email marketing returns an average of £38.33 for every £1 spent, and the average UK subscriber is worth £36.64 a year.
The number: UK Email Marketing ROI Report.
What it means in practice
Email is the unfashionable channel with the best published numbers, and the mistake is neglecting the list you own to rent audiences you do not.
Build the list from day one, send something useful on a schedule, and count replies and sales, not opens.
Whito stage: Build. Buy this once the foundations are set, not before.
The numbers to hold onto
- UK email marketing returns £38.33 for every £1 spent on DMA data. UK Email Marketing ROI Report.
- The average UK subscriber is worth £36.64 a year. UK Email Marketing ROI Report.
- Managed email service reaches £3,000 a month at the top of the published range; platforms sit near the bottom. UK Marketing Cost Calculator.
Where to go next
Related: Per-seat pricing, Software stack, Making Tax Digital (MTD)