Email Marketing ROI Calculator
Split revenue between campaigns and automated flows, from list size, open, click and conversion rates, to see where email actually earns its keep.
Your numbers
Your result · updates as you type
Revenue per $1 of email cost
93.28x
$13,992 in revenue from 233 orders, against $150 of platform cost. 23% of it came from automated flows.
- Revenue from campaigns
- $10,752
- Revenue from flows
- $3,240
- Net profit over platform cost
- $13,842
Flows usually earn more per email sent than campaigns, because they reach someone at a moment of real intent (just browsed, just abandoned a cart, just bought). If your flow revenue share looks low, check that welcome, abandoned cart and post-purchase flows are all switched on before you blame your campaigns.
Breakdown
- Campaign clicks (list × sends × open × CTOR)
- 4,480
- Campaign orders
- 179.2
- Campaign revenue
- $10,752
- Flow clicks
- 450
- Flow orders
- 54
- Flow revenue
- $3,240
- Total revenue
- $13,992
- Platform cost
- −$150.00
Campaigns and flows, worked out separately
Campaigns (the newsletters and promotions you send out) and flows (automated sends triggered by an action, like an abandoned cart) behave differently. Flows go to far fewer people but usually convert at a much higher rate, because they reach someone at a moment of real intent. Blending both into one “email ROI” number hides which one is actually doing the work.
Example: the default numbers
- Campaigns: list × sends × open × CTOR
- 20,000 × 8 × 35% × 8% = 4,480 clicks
- Campaign orders and revenue
- 4,480 × 4% = 179 orders, $10,752
- Flows: recipients × open × CTOR
- 6,000 × 50% × 15% = 450 clicks
- Flow orders and revenue
- 450 × 12% = 54 orders, $3,240
Total revenue is $13,992 against a $150 platform cost, a 93.28x return. Flows bring in 23% of that revenue from a fraction of the sends.
What to check if flow revenue looks low
- Welcome flow, triggered on sign-up.
- Abandoned cart and abandoned checkout flows, usually the single highest-converting emails a store sends.
- Post-purchase flow, for reorders, reviews and cross-sells.
If any of these are missing or disabled, that's usually a faster win than tuning campaign subject lines. Cross-check recovery specifically with the cart abandonment calculator.
Questions people ask
What's a good ROI for email marketing?
Email typically returns many times its cost, since the main expense is the platform fee rather than media spend. Track the trend for your own list rather than comparing to an outside number.
Why split campaigns and flows?
They have very different rates. Blending them into one number can hide a weak campaign strategy behind strong automated flows, or the other way around.
What's click-to-open rate?
Clicks as a share of opens, not of the whole send. It measures how compelling the email content was to people who already opened it.
How many flows should a store have running?
At minimum, welcome, abandoned cart and post-purchase. Beyond that, add flows for specific triggers your store sees often, like win-back for lapsed customers.
Related tools
Want this builtinto your store?
I'm Emmanuel, a Shopify and WooCommerce developer. If this tool pointed at something you'd rather have fixed for you (a faster store, cleaner product data, a migration, a custom feature), send me a note.
Emmanuel Asika
Shopify & WooCommerce developer, Dublin
I build and fix online stores: new builds, migrations, speed, SEO and the custom bits apps can't do.
Last reviewed 30 September 2026.