Free tool
Email Marketing ROI Calculator
An email does not pay at the open, it pays at the order. The tool follows the whole path, from delivered emails to clicks then orders, and compares it with what the campaign cost.
The ROI of an email campaign is its revenue minus its cost, divided by its cost, multiplied by 100. Revenue builds up as a chain: delivered emails × click rate × order rate × average order value. Click rate is the share of delivered emails that registered at least one click.
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How email marketing ROI is calculated
Revenue = Delivered emails × Click rate × Order rate × Average order value ROI = (Revenue − Cost) ÷ Cost × 100
200,000 delivered emails at a 2.5 % click rate give 5,000 clicks. At a 3 % order rate and an 80 € order value, the campaign brings in 12,000 € for 2,500 € of cost: an ROI of 380 %, or 0.06 € per delivered email.
This ROI is calculated on revenue. To judge the campaign, calculate it on margin: at a 40 % margin, the same 12,000 € leave 4,800 €, and ROI drops to 92 %. The marketing ROI calculator makes that step for every channel.
What the calculation lets you compare
- Two campaigns of different sizes, thanks to revenue per delivered email.
- Email against advertising, on the same return on investment calculation.
Frequently asked questions
How do I calculate email marketing ROI?
Subtract the campaign cost from its revenue, divide by the cost, then multiply by 100. (12,000 − 2,500) ÷ 2,500 × 100 = 380 %.
How is email click rate calculated?
Divide the number of emails that registered at least one click by the number of delivered emails, then multiply by 100. 5,000 ÷ 200,000 × 100 = 2.5 %.
ROI on revenue or on margin?
On margin to decide: a 380 % ROI on revenue becomes 92 % on a 40 % margin. Revenue is useful to compare campaigns with each other.
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