Funnel & CRO
Revenue, ROI and revenue per subscriber from your email program.
- Category
- Funnel & CRO
- Signup
- None
- Your data
- Stays in your browser
- Also in
- Claude, via MCP
Email returns 424% on $55,000 of monthly cost at these inputs.
About this calculator
Email is often called the highest-return channel, but few teams can show the number for their own program. This calculator walks the funnel from list size to revenue, subtracts tool and people cost, and returns ROI plus revenue per email and per subscriber. B2B teams can switch to pipeline mode, where conversions become pipeline and a win rate turns pipeline into revenue.
How to use it
- Pick the business model: ecommerce for direct orders, or B2B pipeline.
- Enter list size and how many emails each subscriber receives per month. Defaults are editable examples.
- Enter open rate, click-to-open rate and conversion rate from click.
- Enter average order value, or in B2B mode the pipeline value per conversion and the pipeline win rate.
- Enter monthly email tool cost and the share of people cost spent on email, then read revenue, ROI, revenue per email and per subscriber.
Methodology
Emails sent per month = list size × emails per subscriber per month. Opens = emails sent × open rate. Clicks = opens × click-to-open rate. Conversions = clicks × conversion rate from click.
Ecommerce mode: revenue = conversions × average order value. B2B mode: pipeline = conversions × pipeline value per conversion, and revenue = pipeline × pipeline win rate.
Cost = tool cost + people cost. ROI = (revenue − cost) ÷ cost. Revenue per email sent = revenue ÷ emails sent. Revenue per subscriber = revenue ÷ list size, per month.
All revenue is treated as caused by email. If some of those buyers would have purchased anyway, real incremental ROI is lower. Open rates can also be inflated by mail privacy features, so click and conversion data are more reliable inputs.
FAQ
Click-to-open measures how many openers clicked, which isolates how well the content performs. Multiplying open rate by click-to-open gives the overall click rate.
B2B email rarely produces a purchase directly. A conversion is a meeting, demo or opportunity with a pipeline value, and only a share of that pipeline closes. The win rate converts pipeline into expected revenue.
No, only the share of time spent planning, writing, designing and analysing email, or the agency fee for it.
It is useful for comparing over time and for valuing list growth: if a subscriber is worth a known amount per month, you can judge what to spend acquiring one.
Numbers looking off?
If the model says one thing and the pipeline says another, that gap is usually where the revenue is. A 30-minute call finds it.
It starts with a 30-minute call. Pick a time below.
Choose a time