How to use the email roi calculator
Calculate a campaign return using your own revenue and cost inputs. The calculator reports net return after campaign cost, percentage ROI, and attributed revenue per dollar of campaign cost.
- Choose one campaign and one consistent reporting period.
- Enter revenue attributed to that campaign under the attribution model you use.
- Enter the total campaign cost, including sending, creative work, and other costs you intend to measure.
- Read the ROI and net return. A zero campaign cost has no defined percentage ROI and is shown explicitly.
- Compare campaigns using the same currency, attribution window, and cost definitions. Review business margin separately.
Use consistent cost definitions
The calculation subtracts the campaign cost you enter from attributed revenue. It does not automatically deduct product costs, taxes, refunds, salaries, or other expenses you have not included. Net campaign return is therefore not necessarily business profit. Decide which costs belong in the comparison and apply the same definition to each campaign before drawing conclusions.
Attribution is not incrementality
A conversion credited to an email under a reporting model is not proof that the conversion would not have happened without it. Attribution windows, other channels, shared links, and delayed purchases all influence the number. Use controlled experiments when you need evidence of incremental impact. The calculator performs arithmetic on your inputs and does not import sales data or estimate a benchmark.
Interpret percentage and absolute return together
A campaign with low cost can show a large percentage return even when its absolute contribution is small. Compare net return, total cost, and audience size alongside the percentage. Negative ROI means the attributed revenue is below the costs included in your input; it does not by itself explain why the campaign underperformed. Review recipient relevance, the offer, and the conversion path before changing sending volume.
Common questions
What is the ROI formula?
Subtract campaign cost from attributed revenue, divide by campaign cost, and multiply by 100.
What happens when cost is zero?
Percentage ROI and revenue per dollar are undefined. Net return still equals revenue minus cost.
Does this predict future revenue?
No. It calculates results from the values you provide.