Email plays a prominent role in digital budgets—its share is second only to search. According to Forrester Research figures released in July 2015, email accounts for 14% of the total digital budget in the US. A similar figure (17%) was cited by retail executives surveyed in March 2015 by eTail. In that study, email appeared to punch above its weight. While search accounted for 43% of marketing spend but only 38% of revenue, email's 17% of spend led to 24% of revenue.
In July 2015, Netta Kivilis, head of marketing at the predictive marketing platform Custora, reported that on average, 15% of its retail clients' ecommerce transactions were attributed to email marketing. "It's one of the biggest channels, and we know that for some of our customers, email is their top channel, driving as much as 40% of their overall revenue."