Email is often among the highest-return marketing channels, but you should measure it for your own business.
Costs
- Email platform subscription.
- Design and writing time.
- Agency or freelancer fees.
- List-building costs (lead magnets, ads).
Returns
- Online stores: revenue attributed to campaigns and automations.
- Service businesses: enquiries and bookings from email, multiplied by average value.
- Retention: repeat purchases from subscribers.
Calculate
ROI = (revenue from email − email costs) ÷ email costs. Use our ROI calculator, and estimate potential with our email revenue calculator.
Tracking tips
- UTM tags on all email links.
- Connect your email platform with your store.
- Ask customers if they came from an email.
Useful per-email metrics
- Revenue per recipient.
- Conversion rate from clicks.
- List growth and churn.
Read is email marketing worth it?
Want the full picture? This article is part of Email marketing: the complete guide, our in-depth guide with everything in one place.
