Email Marketing ROI Calculator

Calculate email campaign ROI, revenue per subscriber and lifetime list value from sends, opens, clicks and conversions.

Emails sent

Opens

Clicks

Conversions

Avg order value ($)

Campaign cost ($)

Metrics

Values

Email ROI Benchmarks

Email remains the highest-ROI marketing channel by most measures — averages $36 return per $1 spent (Litmus). But this varies wildly by list quality and campaign type.

Typical Benchmarks

Metric	Good	Excellent
Open rate	20–25%	30%+
Click rate (of opens)	2.5–5%	8%+
Click rate (of sends)	0.5–1.5%	2.5%+
Conversion (of clicks)	5–10%	15%+
Revenue per subscriber	$1–3/mo	$5+/mo

Formulas

Open rate = Opens ÷ Sent × 100
Click rate = Clicks ÷ Sent × 100
Conversion rate = Conversions ÷ Clicks × 100
Revenue = Conversions × AOV
ROI = (Revenue − Cost) ÷ Cost × 100
Revenue/subscriber = Revenue ÷ Sent

What Actually Drives ROI

List quality — 1,000 engaged subscribers > 50,000 cold ones.
Segmentation — segmented campaigns lift revenue 30–60%.
Send frequency — cadence that matches audience intent.
Deliverability — infrastructure, authentication (SPF, DKIM, DMARC), reputation.

Email ROI FAQ

What's a good email ROI?

Anything above 200% is healthy for most businesses. Top performers see 3,000%+ ($30 back per $1 spent).

Why is my open rate dropping?

Apple Mail Privacy Protection (2021+) inflates opens artificially. Focus on click rate and revenue instead — they're more reliable now.

How many emails per week is too many?

Depends on audience. B2B: 1–2/week is fine. B2C e-commerce: 3–5/week. Watch unsubscribe rate — above 0.5% per send is a warning sign.

Should I include acquisition cost?

Yes if you're measuring net profitability. For campaign ROI specifically, exclude acquisition — it's a separate metric. Both are worth tracking.