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Email math

Revenue per Email Calculator

Opens and clicks are proxies: revenue per email sent is what a send is actually worth.

Revenue per email = campaign revenue ÷ emails sent. A campaign sent to 60,000 addresses that drives $4,200 of attributed revenue earns $0.07 per email: $70 per 1,000 sent. RPE is the cleanest way to compare sends of different sizes, decide whether a segment is worth mailing, and price the real cost of list fatigue: if an extra weekly campaign earns $0.02 per email but drives unsubscribes worth more, the math says cut it. Typical e-commerce broadcasts land between $0.05 and $0.20 per email; automated flows run far higher. Enter revenue and send size to get both figures.

Revenue per Email Calculator — your numbers

Revenue per email sent

$0.07

Revenue per 1,000 sent

$70.00

Estimate only. Results reflect exactly the numbers you enter — verify against your own accounting before making pricing decisions.

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Worked examples

Broad promotional send

Campaign revenue $4,200.00
Emails sent 60000
Revenue per email sent $0.07
Revenue per 1,000 sent $70.00

$0.07 per email, a typical result for a full-list promo.

Segmented VIP campaign

Campaign revenue $3,600.00
Emails sent 8000
Revenue per email sent $0.45
Revenue per 1,000 sent $450.00

A tight segment earns $0.45 per email: 6× the full-list send.

Klaviyo and most other email platforms report this metric as revenue per recipient (RPR). The math is the one this calculator runs: revenue per recipient = attributed campaign revenue ÷ number of recipients, so a $4,200 campaign sent to 60,000 recipients earns $0.07 per recipient. If you benchmark against Klaviyo peer data, note that its per-campaign RPR counts the recipients of that campaign, which matches the emails-sent denominator used here. RPE tells you what a send earned; to see what it earned after discounts and campaign costs, run the same numbers through the email ROI calculator.

Frequently asked questions

What is a good revenue per email for e-commerce?

Full-list promotional broadcasts commonly earn $0.05–$0.20 per email sent; well-segmented campaigns and automated flows like abandoned cart can earn $0.50–$2.00 or more because they reach fewer people with far higher intent. Track RPE by send type: comparing a VIP segment against a full-list blast on the same yardstick will mislead you in both directions.

Why divide by emails sent rather than delivered or opened?

Sent is the honest denominator for valuing a mailing decision: bounces and spam-folder placements are costs of that decision, and dividing by opens would reward you for poor deliverability shrinking the denominator. Use delivered-based rates to diagnose deliverability separately. When deciding "is this send worth making?", revenue over total sends answers the actual question.

How do I use RPE to decide sending frequency?

Watch marginal RPE, not average. If adding a third weekly campaign brings that campaign $0.03 per email while your first two earn $0.12, the extra send is fishing a drained pond, and each send costs list attrition, since every campaign triggers some unsubscribes. Increase frequency until marginal RPE stops covering that attrition cost, then stop.

Does a high RPE mean the campaign was profitable?

Not by itself. RPE is a revenue metric, not a profit one. A $0.20-per-email send built on a 30%-off code may net less than a $0.10 send at full price. For profitability, multiply RPE by sends to get revenue, subtract discount cost and product margin effects, and compare against campaign costs: the email ROI calculator on this site does exactly that.

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Part of the Conversion & Email collection.