This Everlytic report examines the current state of email marketing in South Africa based on survey responses from 190 organizations. It explores how companies manage email marketing, their objectives, planning practices, performance measurement, and return on investment. The findings show that most organizations manage email marketing in-house, primarily through marketing departments, with goals focused on brand awareness, website traffic, lead generation, customer retention, and sales. While marketers commonly track metrics such as open rates, click-through rates, and deliverability, many still struggle to develop formal email marketing strategies and accurately measure revenue and ROI. The report emphasizes the importance of strategic planning, audience segmentation, A/B testing, landin

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