Email Marketing Revenue Calculator
Estimate how much one email campaign brings in and your monthly potential. Enter your list metrics and funnel conversion rates.
Understanding Email Marketing Revenue
The email marketing funnel
The revenue from an email campaign follows a simple funnel: List → Opens → Clicks → Purchases → Revenue. Each step converts a percentage of the previous step. Your open rate determines how many subscribers open the email; your click rate (of openers) determines how many visit your offer; your purchase rate (of clickers) determines how many buy. Multiply purchases by your average cart value to get campaign revenue.
Benchmark metrics for email marketing
- Open rate — 20–30% is good; 40%+ is excellent for engaged lists.
- Click-to-open rate — 2–5% is typical; 10%+ shows strong engagement.
- Purchase rate (of clickers) — 1–5% cold, 5–15% warm, 15–30%+ for hot leads.
These benchmarks vary by industry, list quality, and offer. SaaS and B2B often see lower conversion but higher cart values.
Monthly potential: campaigns and frequency
Your monthly email revenue = revenue per campaign × number of campaigns. Most brands send 4–12 promotional emails per month. Sending too often can hurt open rates and increase unsubscribes; too few leaves money on the table. Test different frequencies and track revenue per subscriber to find your sweet spot.
Frequently Asked Questions
The email marketing funnel follows: List → Opens → Clicks → Purchases → Revenue. You send an email to your list; a percentage opens (open rate); of those, a percentage clicks (click rate); of those, a percentage buys (purchase rate). Revenue = purchases × average cart value. This model applies to SaaS funnels, product launches, and promotional campaigns.
A good open rate for email marketing typically ranges between 20% and 30% for most industries. B2B emails often have slightly higher open rates (25-28%), while B2C can vary. Factors that improve open rates include compelling subject lines, sender reputation, send time optimization, and list quality. Very engaged lists can reach 40%+.
A good click-to-open rate (CTR of those who opened) is typically 2-5% for promotional emails. Click rates of 10%+ indicate highly engaged audiences. The click rate measures how many openers clicked a link—key factors include clear CTAs, relevant content, and compelling offer.
Purchase conversion from clickers varies widely: 1-5% is common for cold traffic or one-off campaigns; 5-15% for warm subscribers; 15-30%+ for highly qualified lists (e.g. webinar attendees, abandoned cart). SaaS and high-ticket products often see lower rates; impulse products see higher.
Most SaaS and e-commerce brands send 4-12 promotional emails per month alongside newsletters. Sending too frequently can increase unsubscribes; too few leaves revenue on the table. Test 4, 6, 8, or 12 campaigns per month and monitor open rates, unsubscribes, and revenue per subscriber.