Monthly estimate
Estimates. Email performance varies a lot by list quality, relevance and industry.
Get more from emailFrequently asked questions
What is a good email marketing ROI?
Email marketing consistently delivers some of the highest ROI of any digital channel, with industry estimates often cited around £36 for every £1 spent, though this varies enormously by list quality, sector and how well campaigns are executed. A well-maintained list to an engaged audience in a relevant niche can far exceed this. A neglected list with irrelevant offers will fall well short. The calculator lets you put in your own numbers.
What are good open and click rates?
Average open rates vary by industry but typically fall between 20% and 40% for well-managed B2B lists, and 15% to 30% for B2C. Click rates, measured as a percentage of emails sent, are usually 2 to 5%. Click-to-open rates, which measure clicks as a percentage of openers, are a better measure of content relevance. These benchmarks shift significantly based on list hygiene, subject line quality and send frequency.
How do you calculate email marketing ROI?
ROI = ((revenue generated - cost of email marketing) / cost) × 100. Revenue is the total from conversions attributable to email. Cost includes the platform fee, any time spent creating campaigns and any list-building costs. The calculator above uses a simplified model based on the typical funnel from send to open to click to conversion. Your actual attribution depends on how you track conversions.
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Tell me about your list and your goals and I will come back with practical suggestions, whether that is better segmentation, stronger sequences or a healthier send frequency.