Email Marketing ROI Calculator
Put in your list, how often you send and how people buy: at checkout or on a sales call. You get revenue per month, ROI, payback and what one new subscriber is worth over a year.
From your site, ads, lead magnets and events.
Unsubscribes plus hard bounces.
Your email platform's monthly bill.
Leave at 0 to count the platform only.
What you keep after delivery costs. Profit and ROI use it.
Results
- Customers per month
- 21.1
- Average over 12 months
- Revenue per month
- $10,465
- Average booked value
- ROI, first 12 months
- 6,877%
- on total cost of $1,800
- Value of one subscriber
- $9.42
- Over 12 months, after margin
21.1 customers per month. Revenue per month: $10,465. ROI, first 12 months: 6,877%. Value of one subscriber: $9.42. Payback, month 1.
First 12 months
- Cash collected
- Cost
- Payback, month 1
Show the 12 months as a table
| Month | List size | New customers | Cash | Cost | Profit to date |
|---|---|---|---|---|---|
| 1 | 10,412 | 17.4 | $8,652 | $150 | $8,502 |
| 2 | 10,820 | 18.1 | $8,992 | $150 | $17,344 |
| 3 | 11,225 | 18.8 | $9,328 | $150 | $26,522 |
| 4 | 11,626 | 19.4 | $9,661 | $150 | $36,033 |
| 5 | 12,024 | 20.1 | $9,992 | $150 | $45,875 |
| 6 | 12,418 | 20.8 | $10,319 | $150 | $56,044 |
| 7 | 12,809 | 21.4 | $10,644 | $150 | $66,538 |
| 8 | 13,196 | 22.1 | $10,966 | $150 | $77,354 |
| 9 | 13,580 | 22.7 | $11,285 | $150 | $88,489 |
| 10 | 13,961 | 23.3 | $11,601 | $150 | $99,940 |
| 11 | 14,338 | 24 | $11,914 | $150 | $111,704 |
| 12 | 14,712 | 24.6 | $12,225 | $150 | $123,780 |
Funnel per month
| Step | Rate | Per month | Break-even |
|---|---|---|---|
| Subscribers | 12,593 | ||
| Emails sent | 50,374 | ||
| Clicks | 2.09% | 1,053 | 0.03% |
| Customers | 2% | 21.1 | 0.029% |
How the calculator works
Your offer
Each product has a price, a billing type and a share of new customers. A monthly product also has the months a customer stays.
The value of one customer is the sum of share times price times months. A one-time product counts one month. Shares are scaled to add up to 100.
Profit figures multiply that value by your gross margin.
Your list
Each month the list gains your new subscribers and loses a share to unsubscribes and bounces on every campaign.
Next month's list is this month's list, plus new subscribers, minus this month's list times the loss per campaign times campaigns per month.
Customers
Customers per month are the list times campaigns per month times the click rate times the conversion.
With checkout, conversion is purchases per click. With a sales call, it is clicks that book a call, times calls that happen, times calls that become customers. Sales-call deals sign a number of months later: the days you enter divided by 30, rounded.
Cost, ROI and payback
Monthly cost is the platform bill plus your time or agency fee.
ROI takes the customers signed within 12 months at their full value after margin, subtracts the 12-month cost and divides by that cost.
Payback is the first month where cash collected, after margin, covers everything spent so far.
Break-even and the value of a subscriber
The break-even rate for a step is the value that step needs, with every other input unchanged, for 12 months of customers to pay for 12 months of cost. Above 100 percent it reads Not reachable.
One new subscriber is worth every campaign month they are still on the list, times campaigns per month, the click rate, the conversion and the customer value, all after margin.
Sources
| Source | Published | What it measures | Used for |
|---|---|---|---|
| MailerLite, Email marketing benchmarks | Dec 3, 2025 | Median click rate and unsubscribe rate across 3.6M+ campaigns, Dec 2024 to Nov 2025 | List loss per campaign: 0.22% (Median unsubscribe rate)Click rate: 2.09% (Median) |
| Unbounce, Conversion Benchmark Report | 2024 | Median landing page conversion rate: clicks or form fills, not purchases | Clicks that book a call: 6.6% (Proxy: median landing page conversion) |
| RevenueHero, Ways to reduce no-show rates in sales calls | Aug 18, 2025 | No-show rate on booked sales meetings: median 13.5%, top 10% at 5.5% | Calls that happen: 86.5% (100% minus the 13.5% median no-show), 94.5% (Top 10%) |
| Ebsta x Pavilion, 2025 GTM Benchmarks | 2025 | New logo win rate and average new business sales cycle across 655K opportunities | Calls that become customers: 19% (New logo win rate)Days from call to signed deal: 91 days (Average new business cycle) |
| Mailchimp, Email marketing benchmarks | Dec 2023 | Average click rate across all industries | Click rate: 2.62% (Mailchimp average) |
| GetResponse, Email marketing benchmarks | 2023 data | Average click-through rate across all industries | Click rate: 3.25% (GetResponse average) |
Values without a source are starting points. Change them to match your numbers.
Questions
How is email marketing ROI calculated here?
The calculator counts the customers your campaigns sign in the first year. It values each at its full value after margin, subtracts what you spent and divides by what you spent.
What is one subscriber worth?
It is what a new subscriber brings in over their first year, after margin. It adds up every campaign they stay subscribed for, less the share lost to unsubscribes and bounces each campaign.
What is a good email click rate?
MailerLite's median across more than 3.6 million campaigns, from December 2024 to November 2025, is 2.09%. Mailchimp reports a 2.62% average and GetResponse a 3.25% average.
What unsubscribe rate is normal?
MailerLite's median unsubscribe rate is 0.22% per campaign. The calculator starts list loss there. Add your hard bounces on top.
Why does the list shrink in my numbers?
Every campaign loses some subscribers to unsubscribes and bounces. When new sign-ups do not cover that loss, the list gets smaller each month and campaign revenue falls with it.
Why clicks and not opens?
Privacy features in mail apps now load images for their users, so opens count people who never read the email. A click is the first step that shows intent, so the calculator starts there.
Checkout or sales call: which should I pick?
Pick checkout when people buy on a page. Pick sales call when a click leads to a booked call and a person closes the deal. The sales-call ending adds a show rate, a close rate and the days it takes to sign.
What does the break-even column mean?
It is the lowest value a step can take, with every other input unchanged, before the year stops paying for itself. Not reachable means even a perfect rate at that step would not cover the cost.
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