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Campaign ROI

Email Marketing ROI Calculator

Turn your list size, open rate, click-through rate and conversion rate into a full revenue and ROI picture for your email campaign.

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Email Marketing ROI Calculator
Measure return on investment for your email campaigns
Email Marketing ROI
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Emails Opened—
Clicks Generated—
Conversions—
Revenue Generated—
Net Profit—
Revenue per Subscriber—
Industry Avg ROI~$36 per $1 spent

Disclaimer. ROI and revenue figures are calculated directly from the rates you enter and are only as accurate as those inputs; actual campaign performance depends on list quality, subject lines, send timing, deliverability and offer relevance. Read full disclaimer →

How Email Marketing ROI Is Calculated

This calculator funnels your list through each stage of a typical email campaign: Emails Opened = List Size × Open Rate, Clicks = Opened × Click-Through Rate, and Conversions = Clicks × Conversion Rate. Revenue is conversions multiplied by your average order value, Net Profit is revenue minus your campaign cost, and ROI is (Net Profit ÷ Campaign Cost) × 100.

Revenue per subscriber (total revenue ÷ list size) is a useful metric for comparing campaigns of different sizes or tracking list value over time, independent of your specific cost structure.

Industry Benchmark

Email marketing is frequently cited industry-wide as one of the highest-ROI digital marketing channels, with average returns often quoted around $36 for every $1 spent (a figure popularized by industry bodies such as the DMA/Litmus in their annual email marketing benchmark reports). Your own ROI will vary significantly based on list quality, segmentation, offer relevance and campaign cadence -- use this calculator with your own historical rates for the most accurate forecast.

Frequently Asked Questions

ROI is calculated as (Net Profit / Campaign Cost) x 100, where Net Profit = Revenue - Campaign Cost, and Revenue = Conversions x Average Order Value. Conversions are derived by funneling your list size through open rate, then click-through rate, then conversion rate -- each stage narrowing the group further.
Revenue per subscriber is total campaign revenue divided by your total list size. It's a useful way to compare the value of campaigns or lists of different sizes, and to track whether your list's overall value is growing or declining over time, independent of how much you're spending on any single campaign.
Email marketing is commonly cited as one of the highest-ROI digital channels, with industry benchmark reports often quoting an average return around $36 per $1 spent. Actual results vary widely by industry, list quality and campaign type -- use this calculator with your own historical open, click and conversion rates for a realistic, campaign-specific ROI figure rather than relying on industry averages.
A negative ROI means your campaign cost exceeded the revenue generated, which can happen with a small or low-engagement list, a low conversion rate, or a low average order value relative to your campaign cost. Improving list segmentation, subject lines, and offer relevance are typically the highest-leverage ways to lift open rate, click-through rate and conversion rate together.
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Related: Social Media ROI Calculator, Ad Budget Planner, All Social Media Tools