Calculate revenue, ROI, revenue per send, and cost per conversion across your email funnel — from sends to delivered, opened, clicked, and converted. Free, multi-currency, no sign-up.
Calculator
Email ROI
206.25%
Profitable
Total revenue
$612.50
Revenue per send
$0.0613
Cost per conversion
$16.33
Conversion funnel
Each bar shows the count and drop-off from the previous stage.
Sent10,000
Delivered−2% drop-off9,800
Opened−75% drop-off2,450
Clicked−90% drop-off245
Converted−95% drop-off12.25
How email marketing ROI is calculated
The funnel starts with the total number of emails sent. Each stage applies a rate: deliverability tells you how many reached the inbox, open rate tells you how many were read, click-to-open rate (CTOR) shows how many clickers engaged, and the conversion rate captures how many purchases followed. Revenue is the number of conversions multiplied by your average order value.
ROI is then (Revenue − Campaign Cost) / Campaign Cost × 100. A result above zero means your campaign returned more than it cost; below zero means a loss. Revenue per send divides total revenue by the number of emails sent — a useful benchmark for comparing campaigns of different sizes. Cost per conversion divides your campaign spend by the number of customers acquired.
Industry benchmarks from Mailchimp and Omnisend put average open rates at 20–35% and CTOR at 8–14%, with conversion rates varying widely by niche. Email consistently delivers some of the highest ROI of any digital channel — often cited at $36–$42 for every $1 spent — because the audience has already opted in.
Frequently asked questions
What is a good email marketing ROI?
Email marketing ROI benchmarks typically range from $36 to $42 for every $1 spent, making it one of the highest-ROI digital channels. That said, ROI varies widely by industry, list quality, and offer. E-commerce campaigns with well-segmented lists often see even higher returns, while B2B nurture sequences may have lower immediate ROI but higher customer lifetime value.
What is click-to-open rate (CTOR) and why does it matter?
CTOR measures the percentage of people who clicked a link among those who actually opened the email — it strips out the effect of subject-line performance and tells you purely how compelling your email content and call to action are. A high open rate paired with a low CTOR means the subject line attracted attention but the email body failed to convert interest into action.
How can I improve my email conversion funnel?
Each stage of the funnel has its own levers. Deliverability improves with a clean list and strong sender reputation. Open rates respond to subject-line testing, send-time optimisation, and personalisation. CTOR rises when your content is relevant, your CTA is clear, and the email is mobile-friendly. Conversion rate depends on the landing page experience, offer clarity, and checkout friction.
Why is revenue per send a useful metric?
Revenue per send (RPS) normalises campaign revenue by list size, letting you compare campaigns of different scales fairly. A campaign sent to 1,000 subscribers and one sent to 100,000 might both generate $1,000, but the RPS tells a very different story: $1.00 vs $0.01. Tracking RPS over time shows whether your email programme is becoming more or less efficient at monetising each send.
Results are estimates. Verify with a professional for important decisions.
About this calculator
This calculator turns your email campaign numbers into a clear picture of revenue and return on investment. Enter your list size, deliverability, open rate, click-to-open rate, conversion rate, average order value, and campaign cost — and you get revenue, ROI %, revenue per send, cost per conversion, and a five-stage funnel showing exactly where subscribers drop off.
How to read your results
The headline figures are ROI % and total revenue. A positive ROI means the campaign earned more than it cost; a negative ROI means the campaign ran at a loss. The funnel breakdown (sent → delivered → opened → clicked → converted) pinpoints which stage loses the most subscribers, so you know where to focus optimization. Revenue per send is a useful cross-campaign benchmark: higher is better regardless of list size.
Worked example
Send 10,000 emails with 98% deliverability, 25% open rate, 10% click-to-open rate, 5% conversion rate, average order value of 50, and a campaign cost of 200.
The funnel delivers 9,800 emails, 2,450 opens, 245 clicks, and 12.25 conversions. Revenue is 612.50, giving an ROI of 206.25% and a revenue per send of 0.0613. Cost per conversion is 16.33.
Frequently asked questions
What does click-to-open rate (CTOR) mean?
CTOR is the percentage of people who opened your email and then clicked a link inside it. It isolates the quality of your email content and call-to-action from list-quality effects. A higher CTOR means the content inside the email is compelling; a lower one suggests the body copy or offer needs work regardless of how many people opened it.
Why is my ROI shown as 0% when I have revenue?
ROI is calculated as (revenue − campaign cost) / campaign cost × 100. If you enter a campaign cost of 0, the calculator returns 0% to avoid a division-by-zero result. Enter the actual cost — including tool subscriptions, copywriting, and design time — to get a meaningful ROI figure.
What is a realistic open rate or CTOR benchmark?
Industry benchmarks vary widely by sector. Mailchimp data puts average open rates between 20–35% for most industries, with CTORs around 10–15%. Omnisend reports broadly similar ranges. These are averages — a highly targeted, permission-based list can exceed them significantly, while a cold or stale list will fall well below.
How do I improve my cost per conversion?
Cost per conversion falls when either the campaign costs less or more recipients convert. Practical levers include segmenting your list to improve relevance, A/B testing subject lines to lift open rates, optimizing your call-to-action to raise CTOR, and improving the landing page to convert more clicks. Each improvement compounds through the funnel.
Does this calculator account for unsubscribes or spam complaints?
No. The model focuses on the revenue and cost side of a single send. Unsubscribes and complaints affect long-term list health and deliverability — factors that influence future campaigns — but are not part of the single-campaign ROI formula used here.
How it's calculated
The calculator applies a sequential funnel: delivered = sends × (deliverability / 100); opened = delivered × (open rate / 100); clicked = opened × (click-to-open rate / 100); converted = clicked × (conversion rate / 100); revenue = converted × average order value. ROI is then (revenue − campaign cost) / campaign cost × 100, returning 0 when campaign cost is zero. Revenue per send = revenue / sends (0 when sends is zero). Cost per conversion = campaign cost / converted (0 when converted is zero). The formula is consistent with the ROI model described by Omnisend and the funnel benchmarks published by Mailchimp.
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