Email Marketing ROI Calculator: Revenue, ROI and Conversions per Campaign
Calculate the return on investment for your email campaigns.
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Email marketing ROI is campaign revenue minus cost, divided by cost. Enter emails sent, open rate, click rate, conversion rate, average order value and total cost, and this calculator returns revenue, ROI percentage and conversions.
Clientell AI, the AI Salesforce admin, builds campaign ROI reports in Salesforce from a plain-English request, so the numbers come from your own data. See the report and dashboard builder
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The Email Marketing ROI Calculator helps businesses measure the effectiveness and profitability of their email marketing campaigns. By analyzing key metrics like open rates, click-through rates, and conversion rates, you can determine the return on investment and optimize your email marketing strategy for better results.
- Step 1: Enter the total number of emails sent in your campaign
- Step 2: Input your campaign's open rate percentage (typically between 15-25% for most industries)
- Step 3: Add your click-through rate percentage (CTR) from those who opened the email
- Step 4: Enter the conversion rate percentage of users who clicked through
- Step 5: Specify your average order value or customer value in dollars
- Step 6: Include the total cost of your email campaign in dollars
- Step 7: Click 'Calculate ROI' to see your results
- Step 8: Analyze your total revenue, ROI percentage, and number of conversions
E-commerce Product Launch
Measuring the effectiveness of promotional emails for new product launches
B2B Lead Nurturing
Tracking ROI of email sequences designed to convert leads into customers
Nonprofit Fundraising Campaign
Evaluating donation generation from email fundraising efforts
The calculator models an email marketing funnel from send to conversion. It multiplies emails sent by open rate to get opens, opens by click-through rate to get clicks, and clicks by conversion rate to get conversions. Revenue is then conversions multiplied by average order value. ROI is calculated as the percentage return after subtracting campaign costs.
Assumptions & Limitations
- Open rate, CTR, and conversion rate are applied sequentially as a funnel
- Each conversion generates exactly the average order value entered
- Campaign cost includes all associated expenses (tool, design, copywriting)
- No attribution modeling; all conversions are credited to the email campaign
- Metrics assume a single email send, not a multi-touch sequence
| Metric | Industry | Benchmark Value | Source |
|---|---|---|---|
| Average Open Rate | Retail/E-commerce | 15.68% | Clientell 2026 Email Marketing Benchmarks |
| Average Open Rate | B2B Services | 21.3% | Clientell 2026 Email Marketing Benchmarks |
| Average CTR | Retail/E-commerce | 2.01% | Clientell 2026 Email Marketing Benchmarks |
| Average CTR | B2B Services | 3.2% | Clientell 2026 Email Marketing Benchmarks |
| Average Conversion Rate | Retail/E-commerce | 0.8% | Clientell 2026 Email Marketing Benchmarks |
| Average Conversion Rate | B2B Services | 1.2% | Clientell 2026 Email Marketing Benchmarks |
| Average ROI | All Industries | 3600% ($36 for every $1 spent) | Clientell 2026 Email Marketing Benchmarks |
Questions people ask
How do you calculate email marketing ROI?
ROI = (revenue minus campaign cost) divided by campaign cost, times 100. Revenue is emails sent x open rate x click rate x conversion rate x average order value.
What open rate is typical for email campaigns?
On the benchmarks listed on this page, 15.68% for retail and e-commerce and 21.3% for B2B services.
What costs should I include in email marketing ROI?
All campaign costs: the email tool, design and copywriting.
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