Campaign Inputs
Example Data Table
| Campaign | Emails Sent | Net Revenue | Total Cost | Net Profit | ROI |
|---|---|---|---|---|---|
| Welcome Series | 18,000 | $3,920 | $680 | $1,046 | 153.82% |
| Flash Sale | 50,000 | $12,486 | $1,730 | $3,514 | 203.12% |
| Abandoned Cart | 9,500 | $4,215 | $390 | $1,380 | 353.85% |
Formula Used
Delivered Emails = Emails Sent × Deliverability Rate
Clicks = Delivered Emails × Click Rate
Conversions = Clicks × Conversion Rate
Gross Revenue = Conversions × Average Order Value
Net Revenue = Gross Revenue − Refund Amount + Assisted Revenue
Gross Profit = Net Revenue × Gross Margin
Total Return = Gross Profit + Repeat Value
ROI (%) = ((Total Return − Total Cost) ÷ Total Cost) × 100
Repeat value is optional and estimates future profit contribution from customers likely to buy again.
How to Use This Calculator
Enter campaign delivery, engagement, sales, and cost assumptions. Add margin so the calculator focuses on profit instead of raw revenue.
Use assisted revenue when email supports purchases that finish through another touchpoint. Add discount and refund assumptions for cleaner ROI reporting.
Enable customer lifetime value if you want repeat-purchase impact included. After submitting, compare ROI, profit per click, and breakeven orders.
Frequently Asked Questions
1. What does this ROI calculator measure?
It estimates how much profit your email campaign generates after costs, refunds, and margin. It also shows efficiency metrics like revenue per email and cost per conversion.
2. Why use gross margin instead of revenue alone?
Revenue can overstate performance. Gross margin focuses on the portion left after product costs, giving a better view of actual marketing return.
3. What is assisted revenue?
Assisted revenue covers orders influenced by email but completed later or through another channel. It helps reflect multi-touch ecommerce journeys more realistically.
4. Should I include customer lifetime value?
Include it when email campaigns regularly bring in repeat buyers. Leave it off if you only want immediate campaign profit from first-purchase activity.
5. What click rate should I enter?
Use the click rate relative to delivered emails from your reporting platform. Consistency matters more than using one universal benchmark.
6. Can this calculator compare multiple campaigns?
Yes. Run each campaign separately, export the results, and compare ROI, profit, and breakeven orders side by side in your reporting sheet.
7. Why can ROI be negative?
Negative ROI means your campaign’s return did not cover total costs. Review conversions, order value, refund rate, and margin to find the weakest area.