Email After Hours: Episode 58

From 85% to 97% Deliverability: The Million-Dollar Opportunity You’re Missing | Part 1 with Chad White

Uncovering attribution mistakes.

So how much did we ACTUALLY make with that campaign? 🤔

Email is often hailed as one of the highest ROI channels, but calculating the exact return on investment for a campaign remains a tricky challenge for marketers.

That’s why Guy Hanson and Danielle Gallant are thrilled to welcome back Chad White, Head of Research at Oracle Digital Experience Agency, to dive deep into the complexities of email marketing ROI. Together, they unpack common calculation mistakes, overlooked factors that affect program performance, and how these missteps could leave you sidelined from million-dollar opportunities. 💰

What you’ll learn:

Why the famous “36:1 ROI” metric might be misleading—and how to create more accurate measurements
How to tailor ROI calculations based on your program type: revenue-focused, lead-focused, engagement-focused, or retention-focused
The hidden impact of deliverability on ROI—and why 85% inbox placement could mean leaving significant revenue on the table
How inclusive design and accessibility improvements drive long-term ROI benefits beyond serving permanently disabled users
Why traditional attribution models fail to capture email’s full impact—especially for multi-channel retailers

There’s so much more to unpack with Chad that we had to split this conversation into two parts! Don’t miss this insightful first episode—and stay tuned for the exciting conclusion next time.

If you’d like to send in your email marketing hot takes, questions, or queries, you can email us at [email protected], or head to https://s.fame.so/email-after-hours-the-podcast-for-email-senders to send us an audio message.

Are you an email marketing expert with bold opinions on the industry? Come chat with Guy and Danielle on a future episode! Drop a comment, ping us on LinkedIn, or simply fill out this guest form.

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