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Email marketing ROI calculator

Walk a campaign from emails sent through delivery, opens, clicks and orders to revenue, then to margin, ROI and ROAS. Each rate stacks on the previous step, so you see exactly where the funnel leaks — plus revenue per email, cost per order and the break-even conversion rate.

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Need Orders, Revenue, Net profit, ROI? The Email marketing ROI calculator derives it from Emails sent, Open rate (%), Click rate of opens (%), Conversion rate of clicks (%), Average order value, Campaign cost in one step. For instance, with Emails sent = 10,000, Open rate (%) = 30, Click rate of opens (%) = 15, Conversion rate of clicks (%) = 4, Average order value = $75.00 and Campaign cost = $500.00 it returns Orders = 18, Revenue = $1,350.00 and Net profit = $850.00.

How to use it

  1. Enter your values: Emails sent, Open rate (%), Click rate of opens (%), Conversion rate of clicks (%), Average order value, Campaign cost.
  2. Read the result instantly: Orders, Revenue, Net profit, ROI.

Frequently asked questions

What does the Email marketing ROI calculator actually compute?

It takes Emails sent, Open rate (%), Click rate of opens (%), Conversion rate of clicks (%), Average order value and Campaign cost and derives Orders, Revenue, Net profit and ROI from them. The calculation is live as you type, so the result updates on every change.

What information do I need to provide?

6 values: Emails sent, Open rate (%), Click rate of opens (%), Conversion rate of clicks (%), Average order value ($) and Campaign cost ($). Nothing else is required — no account, no file upload.

Can you show a worked example?

With Emails sent = 10,000, Open rate (%) = 30, Click rate of opens (%) = 15, Conversion rate of clicks (%) = 4, Average order value = $75.00 and Campaign cost = $500.00, the calculator returns Orders = 18, Revenue = $1,350.00 and Net profit = $850.00. Those figures come from running this exact tool, so you can reproduce them by entering the same values.

What happens if I enter larger values?

It moves a lot. Using Emails sent = 20,000, Open rate (%) = 33, Click rate of opens (%) = 16.5, Conversion rate of clicks (%) = 4.4, Average order value = $150.00 and Campaign cost = $1,000.00 instead, Orders goes from 18 to 48 — which is why it is worth testing a few scenarios rather than trusting a single figure.

What does it give for smaller values?

Scaled down to Emails sent = 5,000, Open rate (%) = 27, Click rate of opens (%) = 13.5, Conversion rate of clicks (%) = 3.6, Average order value = $38.00 and Campaign cost = $250.00, Orders comes out at 7. The relationship is worth checking at both ends before you rely on a single result.

When would I actually use this?

Reading a send properly: what the open and click rates mean once bounces are removed, how fast the list is decaying, and what volume a target reply count needs.

What is the most common mistake?

Treating the open rate as a measure of interest. Image-blocking and privacy proxies open messages nobody read, and inflate the figure by a margin that varies with the audience's mail client.

How accurate is it, and what are the limits?

Estimate only — not financial advice.

What is the difference between the Email marketing ROI calculator and the Email open rate calculator?

This one returns Orders and Revenue; the Email open rate calculator returns Open rate. That is the whole difference — open the one whose figure you need.

Is there a tool for the next step?

Email list growth rate calculator is the closest one after this: Compute the net growth rate of your email list from new subscribers and unsubscribes.

Further reading

All guides →
ExplainerWhat an Email Programme Actually ReturnsThe famous email ROI multiples are self-reported survey figures with the labour left out of the denominator and revenue that would have arrived anyway left in the numerator. Build the honest version instead: incremental revenue against full cost, measured with a holdout — and the arithmetic of how big that holdout has to be.ExplainerEmail Open Rate Is Broken. Measure Click-to-Open InsteadApple Mail Privacy Protection pre-fetches tracking pixels, so a share of your opens were never opened by a person. Open rate now moves with your audience's mail client. Here is what survives, worked on a single send.ExplainerOpen Rate Is a Measurement of Your Audience's Mail ClientThe denominator should be delivered, not sent — which means defining hard and soft bounces properly. Unique and total opens are different numbers. And a reported open rate has a computable null point: past a certain share of prefetching clients it carries no information about humans at all. The instrumentation that replaces it.GuideEngagement Rate Formulas by Platform: Why the Same Post Scores 2% and 4.8%Engagement rate is not one metric. Divide by followers, by reach or by impressions and the same post returns three different numbers — and every platform defaults to a different denominator.ExplainerGrowing an Email List Is a Leaky BucketConstant additions against a proportional loss rate do not grow forever — they converge on a ceiling equal to additions divided by the loss rate. Here is that ceiling computed for six loss rates, why a list can grow while its engaged half shrinks, and the feedback loop that makes a bought list self-defeating.How-toHow to Calculate NPS: The Formula, a Worked Score, and What It HidesPercentage of promoters minus percentage of detractors. Passives sit in the denominator and nowhere else, the result runs from −100 to +100, and it is not a percentage despite looking like one.