Litmus reports that advanced AI adopters are 75% more likely to achieve email ROI above 45:1. This is a comparison between survey groups, not proof that AI creates a specific return. A useful local benchmark starts with revenue, gross margin, delivery cost, and the labor required to produce the program.
What the Litmus benchmark says
| Measure | Result | Interpretation |
|---|---|---|
| Advanced AI adopters more likely to report ROI above 45:1 | 75% | Group comparison, not causal lift |
| 2026 survey population | 500 professionals | Respondent-reported program data |
| Geography | US, UK, Australia, New Zealand | Not a universal global sample |
Source: Litmus State of Email 2026, accessed August 3, 2026.
Calculate a usable internal return
Use this simple definition for a campaign or cohort: attributed gross profit minus program cost, divided by program cost. Include platform fees, creative and production labor, list growth costs, discounts, and the portion of support work used to run the campaign. Keep revenue attribution rules visible.
Separate direct response from assisted influence. Record send volume, delivered messages, clicks, conversion events, revenue, refunds, margin, and unsubscribe rate. Open rate can help diagnose delivery and subject-line changes, but it should not carry the ROI claim alone.
Compare the result by segment and campaign purpose. A welcome flow, abandoned-cart flow, and newsletter have different economics. The email segmentation guide can help keep those populations distinct.
Frequently asked questions
Is 45:1 a normal email ROI?
Litmus uses above 45:1 as a comparison band in its 2026 research. It is not a universal result or a promise for every program.
Does AI cause higher email ROI?
The Litmus result describes a relationship between advanced AI adoption and reported ROI. It does not isolate causation.
Which metric should a small team use first?
Start with contribution margin per delivered recipient and include the labor needed to operate the program.
Related research
If the team cannot maintain attribution and campaign QA, email campaign admin VA support can run the repeatable measurement routine.
Sources
- Litmus, State of Email 2026, accessed August 3, 2026: https://www.litmus.com/landing-page/state-of-email-2026
- Litmus, State of Email Reports, accessed August 3, 2026: https://www.litmus.com/state-of-email-reports