Email Marketing ROI Calculator

See exactly how a campaign turns subscribers into opens, clicks, orders and dollars — and whether the send actually paid for itself.

📖 How it works & FAQ

Emails sent (list size)

Open rate (%)

Click rate (% of opens)

Conversion rate (% of clicks)

Average order value ($)

Campaign cost ($)

How email marketing ROI is calculated

Email ROI uses the classic formula: (revenue − cost) ÷ cost. A campaign that costs $250 and drives $450 in sales returns 80% — you got your $250 back plus $200 in profit. The hard part is estimating revenue before you hit send, and that is what the funnel inputs do. Emails sent × open rate gives opens; opens × click rate gives clicks; clicks × conversion rate gives orders; orders × average order value gives revenue. Every card recalculates live as you type, and nothing you enter ever leaves your browser.

What to count as campaign cost

For a single send, include your email platform fee prorated to this campaign, plus design, copywriting, and any paid list-growth spend tied to it. If you write the emails yourself, adding an hourly value for your time keeps the ROI honest. All inputs here are editable assumptions — tighten them as real campaign stats come in. These figures are estimates only, not professional, financial, tax, or legal advice.

How to use it

Enter how many emails the campaign will reach (subscribers sent, minus expected bounces).
Set your open rate — use your list’s recent average from your email platform.
Set the click rate as a percentage of opens, then the conversion rate as a percentage of clicks.
Add your average order value and total campaign cost.
Read the cards: ROI, projected revenue, profit, and the opens → clicks → orders funnel.

FAQ

What is a good email marketing ROI?: The oft-quoted industry average is roughly $36–$40 back per $1 spent, but that spreads a whole year of email revenue across a whole year of costs. A single promotional send that clears a few hundred percent ROI is performing well.
Is click rate measured against opens or sends?: This calculator applies click rate to opens (click-to-open rate). If your platform reports clicks as a percentage of delivered emails instead, either divide clicks by opens first or set the open rate to 100%.
Why does my open rate look inflated?: Apple Mail Privacy Protection auto-loads tracking pixels, so many lists show open rates 10–20 points above real reader behavior. If most of your list uses Apple Mail, nudge the open rate down for a conservative estimate.
Is my data stored anywhere?: No. The math runs in plain JavaScript in your browser — nothing is uploaded, tracked, or saved.