Are you curious about how to better measure the effectiveness of your email marketing? If you're a savvy business owner or marketer, then understanding the Return on Investment (ROI) associated with emails can profoundly increase the productivity and performance of your campaigns. In this post, we willl explain exactly what ROI is and why it matters — plus provide step-by-step instructions for calculating email ROI for your business. Whether you’re sending weekly newsletters, promotional offers, or just plain old updates about new products and services to customers — ROI has become an invaluable metric that assists marketers in tracking their success over time. Keep reading if you want to understand why calculating email ROI should be a priority for anyone serious about targeting their audience effectively!

What does email ROI mean for your business?

Email marketing is an important part of any successful business strategy, but it can be difficult to measure its effectiveness. Fortunately, one of the metrics used to assess the success of email campaigns is Return-On-Investment (ROI). ROI can help identify how successful your efforts are at driving bottom line results and maximize your return from every dollar that you invest in your email marketing campaigns. Knowing your email ROI will also tell you if you should adjust your strategy or make changes to existing campaigns so that they can generate improved results for your business over time. With a measure such as email ROI, businesses have a tangible method for evaluating their investments in email marketing.

How to calculate an email ROI?

Calculate your costs

Email marketing has become a widely used tool for firms to promote their services and products, but businesses need to be aware of the associated costs. When sending emails, there can be a fee for use of an email service provider, as well as labour costs if employees manually input email addresses and craft messages, while when receiving emails, companies may need to pay for increased capacity on their servers. Therefore, it is important to calculate the financial cost of using email marketing in order to prevent overspending or incurring fees that could damage margins, there are tools that help you define your email ROI but you need to take into consideration some email metrics to measure how successful your email campaign is.

Calculate your gains

Conversion rate is the main metric to measure the gains of your email marketing, conversion rate is a fancy marketing term that simply means the percentage of your marketing emails that end up resulting in a sale or completion of your desired goal. To calculate your email conversion rate, divide the number of successful conversions (sales or goals) by the total number of emails sent and multiply by 100. Knowing your email conversion rate is crucial for measuring marketing success and helps you figure out which campaigns work best for your business. You can track every conversion, including website visits, that can be connected to your email campaign using Google Analytics. To determine the total amount of money your email campaign generated, multiply the conversion rate by the lead value.

Calculate your ROI

Luckily there is a formula for calculating your email ROI, now that you know the amount you spent on your email campaign and all the gains you received, you can use that data to calculate your ROIby simply using this formula:

ROI= (Gain- Costs)/costs

An attractive ROI is the goal for every marketer or business owner, there are no specific rules to how good or bad a ROI is, but the top marketers see that the average ROI sould be for $1 spent you receive $36 which means for each $1 spent you receive 36 ties what you spent.

Measure the engagement rates of your email campaigns

The effectiveness of sending emails relies heavily on engagement rates. Engagement rates measure how successful email campaigns are, demonstrating which messages have been opened and clicked through, and providing businesses with valuable customer insights. Knowing these statistics allows businesses to adjust their strategies in order to increase customer response levels, resulting in more successful customer relations and increasingly effective email marketing strategies.

1. The email open rate

The following formula can be used to determine your campaign's email open rate:

The email Open Rate is equal to the ratio of emails read to emails delivered, divided by 100.

For instance, if you send out 10 emails and two of them bounce, that leaves 8 emails that were delivered. If 4 of those emails were opened, your open rate would be 4/8, which is 0.5. That offers you a 50% email open rate when multiplied by 100.

Understanding your email open rate is important. There are numerous justifications for this, but the major one is that it demonstrates how well your campaign is doing. If your open rate is high, you must be doing something correctly and should use the same strategy for each subsequent campaign.

2. The email click-through rate

a key part of this strategy is measuring the click-through rate (CTR). CTStringently analyzing CTR can help businesses understand how successful an email campaign was in terms of actually eliciting a response from its recipients. As such, measuring and improving CTR is an essential marketing metric for any organization engaged in sending out emails as part of their promotional efforts. By carefully monitoring customer responses, it is possible to continually adjust and improve one's email strategy over time.

While sending emails may seem straightforward, the truth is that calculating email click-through rate can be an invaluable key performance indicator (KPI) to inform and improve your email campaigns. In order to calculate this metric, you need to divide the total number of clicks by the total number of sent emails in a single campaign. Multiply this result by 100 and you will have your click-through rate percentage - a useful marketing metric that measures engagement with recipients and can help you assess the success of each campaign.

3. The email unsubscribe rate

Email unsubscribers may seem like a hindrance when it comes to email marketing, but they represent an opportunity to improve your marketing efforts. While sending emails is a great way to reach current and potential customers, unengaged or random subscribers can lead to a decrease in the overall success of your campaigns. By tracking the number of unsubscribes on each mailing and monitoring these metrics, you can begin adjusting your emails more effectively and tailor them towards a more engaged audience. Most importantly, settings up an email unsubscribe system provides transparency for your customers, allowing them to exercise control over which emails they receive from your business.

There are several strategies for accurately determining your email unsubscriber rate and consequently adapting to maintain an optimum number of unsubscribers. The main calculation involves subtracting the subsequent weeks' or months' subscribers from the initial sending lists, providing an accurate base to compare each campaign's performance over time. This means that a higher unsubscriber rate indicates issues with your original email content or list—or both—and should point towards changes in the frequency of email sends, content quality, or target audience build. Furthermore, taking into account regular churn through natural attrition should help paint a more complete picture when calculating your email unsubscribe rate.

4. The email complaint rate

This metric indicates how many emails are unfortunately being regarded as unwanted or unhelpful by the recipient. Complaint rates form a valuable part of understanding how effective an email marketing campaign is running and should be tracked regularly to ensure optimal performance. These calculations can provide helpful insights into what works best in terms of sending emails, providing marketers with critical data that may be used to further improve their strategies. The complaint rate is a rate that shows how often your subscribers complain to mailbox providers about receiving your email. Mailbox providers calculate complaint rates by dividing the number of complaints by the number of messages delivered to your subscribers' inboxes.

Email complaints are an important metric to consider when engaging in email marketing. It is important to ensure that all emails you are sending out to your customers reach the right people and provide them with the information they desire. This unfortunately isn’t always possible, however, and at times customers have found themselves receiving emails they didn’t sign up for or that were redundant for other reasons. When these issues arise it is useful to pay attention to any customer complaints submitted through email as this allows you to understand if there was a mistake and can help you avoid making similar mistakes in future campaigns. Keeping track of these metrics will ultimately result in better customer experiences with your brand's email marketing strategies.

Assess the revenue generated by your email campaigns

Email marketing is a highly effective way to drive revenue as it offers a great return on investment (ROI). When done properly, sending emails to prospective customers can lead to significant payoffs. By assessing the revenue generated by email campaigns, you can determine whether or not they are delivering desired outcomes. It's important to measure the success of your email campaigns in order to know what is working and what is not so that adjustments can be made accordingly. This will ensure that your email marketing continues to produce valuable results for your company.

RPE is calculated by dividing the total revenue generated from an email marketing campaign by the total number of emails sent in that campaign. The ratio helps you measure the effectiveness of your email marketing efforts, allowing you to determine if you are getting the most value from your emails.

Make changes to improve the ROI of your email marketing campaigns

Set your goals

When it comes to marketing emails, you have all the freedom in the world - and it can be a bit overwhelming. If you’re looking for direction, focus on setting up concrete goals for your email campaigns. What do you want to achieve with your message? Are you looking to drive awareness, generate leads or promote conversions? Having an answer to these questions will help you craft an effective email marketing strategy. Decide how often, who and what types of content to send. Lay out steps so that every message adds value - maybe that means segmenting your list or personalizing messages based on customer data. Whatever goals and strategies you come up with, make sure they align with your overall marketing plan.

Focus on growing your email list

Growing your marketing email list is one of the most important things you can do as a business owner, but which strategies should you use? There are several tactics to proactively grow your email list - from encouraging subscribers by offering exclusive discounts or helpful resources to engaging in content marketing efforts such as blogs and eBooks. You should also set up an automated email campaign that recognizes each time someone interacts with your brand online and actively follows up with them. Packing all these strategies together will help create a winning formula for attracting new digital subscribers and building your marketing email list.

Use triggered emails effectively

Triggered emails are automated emails, prompted when a subscriber takes a particular action or engages in a specific behavioral pattern or when certain changes take place within the product catalog, by constantly sending nurturing messages, trigger emails help marketers achieve several important marketing objectives: they increase revenue, save time, match consumer expectations, and have a favorable impact on retention.

Segment your list

It is the practice of splitting up one email list into multiple more focused, smaller lists. To provide your clients and prospects with a more individualized marketing experience is the goal of list segmentation. This practice is important for any email marketing campaign because by personalizing your marketing efforts you avoid content mediocrity. It allows you to Establish your target demographics. Make sure your message is specific to them in order to connect and engage with them.

Focus on deliverability.

Your emai may be going to your recipients spam folders, when sending multiple emails or bulk emails to a list of emails you need to be sure your email is going straight to the recipient’s inbox instead of their junk folder, your emails may be being caught by the junk or spam filters of web-based email services, such Google's Gmail or Yahoo, to avaid this you need to consider an email list verification service which helps with cleaning the email list from any invalid email addresses and therefore increase your email deliverability.

Optimize for mobile.

If tailored to fit different devices, they can be even more effective. Optimizing emails for mobile, tablet and desktop gives your marketing campaign greater reach and potential success. By taking the time to create version that look great and are easy to use on any device, you can make sure all customers have access to your marketing message, no matter how they choose to view it.

Track and test email performance results to continually boost ROI.

Your emails should be tested before they are sent to your email list, test subject lines, calls to action, headlines, the design and the links you included, before sending the email campaign out to your list make sure you test send it to your friends and colleagues, and have them review it so you can correct the aspects that don’t work and inhance the ones that do work.


When it comes to marketing email, the bottom line is clear - Email ROI (return on investment) matters. It's essential that both marketers and their clients take the time to measure their email campaigns, in order to determine how much money they are earning in return for their marketing efforts. Fortunately, it's easier than ever for marketers to track and analyze the success of their marketing emails. The data obtained through this process helps marketers refine their strategies so that they can maximize ROI from every single email they send. All in all, having a solid understanding of marketing email ROI is crucial for improving marketing efforts.

Email marketing is a cost-effective solution for businesses who are looking to increase their reach without spending too much money. Compared to other strategies of digital or traditional advertising, there is significantly less financial investment required for a successful email marketing campaign. This is due to the low costs associated with stored data, managed distribution lists, and automated email campaigns. Moreover, email marketing offers a high ROI when compared to other forms of online marketing like paid search or social media management. For these reasons, businesses should take advantage of the low costs and huge potential returns that come with email campaigns.