Calculate the revenue and ROI from any email marketing campaign. Enter list size, open rate, click-to-open rate and conversion rate to see exactly what each campaign is worth — and the lifetime value of your list.
Email marketing consistently delivers the highest ROAS of any marketing channel — industry studies cite average returns of £35–42 per £1 spent. This is because email is an owned channel (no platform dependency or pay-per-click costs), costs scale slowly with list size, and email subscribers have demonstrated explicit interest. The list is your most valuable marketing asset.
| Industry | Open Rate | Click Rate | CTOR |
|---|---|---|---|
| B2B / SaaS | 22–28% | 3–6% | 12–20% |
| E-commerce | 15–22% | 2–4% | 10–18% |
| Non-profit | 25–35% | 4–8% | 15–22% |
| Media / Publishing | 20–30% | 3–5% | 12–18% |
| Professional Services | 22–30% | 4–7% | 14–22% |
Industry average open rates: B2B 22-28%, e-commerce 15-22%, professional services 22-30%. Above 25% is considered strong; below 15% suggests deliverability issues or poor list hygiene. Note: Apple Mail Privacy Protection (MPP) from 2021 inflates reported open rates for Apple Mail users — focus on click-to-open rate (CTOR) and click rates as more reliable engagement signals.
High-converting list growth tactics: lead magnets (free tools, templates, guides) on landing pages and pop-ups (typically 3-8% conversion); content upgrades within blog posts (typically 5-15% conversion); webinars and events (25-50% email capture from registrations); checkout email capture (95%+ for order confirmation); exit-intent pop-ups (2-5% conversion). List quality matters more than size — a 2,000-person engaged list typically outperforms a 20,000-person unengaged one.
Click-to-Open Rate (CTOR) = Clicks / Opens × 100. It measures how engaging your email content is to the people who opened it. A 15% CTOR means 15% of openers clicked through. This is more reliable than raw click rate because it removes the impact of deliverability and subject line performance. Low CTOR suggests weak email content, CTAs or relevance. High open rate but low CTOR means the subject line works but the content disappoints.