Should I measure email revenue with click attribution or last-click?

Click attribution (someone clicked your email then bought within a 7-day window) is the standard ESP method. It catches most email-driven revenue but misses assisted conversions. For a fuller picture, compare to a holdout test: suppress email for 10 percent of your list for 30 days and measure the revenue gap. That tells you incremental email value.

Why is my open rate so high or low?

Apple Mail Privacy Protection auto-opens emails for most iOS users, which inflates open rates by 40 to 70 percent across most lists. Use click rate and conversion rate as your real engagement signals. Low click rate on high open rate almost always means the subject line overpromised and the content underdelivered.

Should I clean my list regularly?

Yes. Suppress subscribers who have not opened or clicked in 90 days. They drag down deliverability, raise your costs, and do not convert. A smaller engaged list earns more revenue than a bloated list full of ghosts. Most brands remove 15 to 30 percent of their list in the first cleanup and see RPE rise immediately.

How many emails should I send per week?

Three to five broadcasts per week works for most DTC brands once flows are set up. Lower cadence leaves revenue on the table. Higher cadence only works with strong segmentation. The answer is never one universal number: it is whatever cadence keeps RPE and unsubscribe rate healthy for your list.

Email Marketing · Free Tool

Email ROI Calculator

Email is the highest-ROI channel most brands run. But only if the funnel math works. Plug in your list metrics and see what you are really earning per send.

Revenue = List × Open Rate × Click Rate × Conversion Rate × AOV

Active list size

Open rate (%)

Click rate (%)

Conversion rate (%)

Average order value ($)

Monthly program cost ($)

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Email ROI only works if new subscribers keep arriving. MagicFit generates ad creative that feeds your list at a predictable cost, so your email revenue compounds.

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How to use this Email ROI Calculator

Email ROI lives or dies on four multipliers: list size, open rate, click rate, and conversion rate. Each is a percentage that compounds on the last. A 50,000-person list sending one broadcast at 35 percent open, 2.5 percent click, 4 percent conversion, and $65 AOV earns roughly $1,140 per campaign. Send 16 a month (four campaigns per week across segments) and you are at $18,000 a month before flows.

Revenue per email (RPE) is the single metric worth tracking over time. It normalizes for list size and catches program health. Most healthy DTC email programs run 20 to 40 cents RPE on broadcasts and above 50 cents on behavioral flows. If your RPE drops below 10 cents, either deliverability is broken (check sender reputation and inbox placement) or segmentation is off (you are sending to people who never convert).

Track broadcast ROI and flow ROI separately. Broadcasts depend on offer and timing. Flows (welcome, abandonment, post-purchase, winback) depend on setup quality and list flow. Most brands earn 30 percent of email revenue from broadcasts and 70 percent from flows. If your mix is the other way around, fix your flows first.

Frequently Asked Questions

The industry benchmark is $36 to $42 revenue per $1 spent. Most DTC brands with a working list and active flows land between 25x and 50x ROI on program cost. ROI below 10x usually means either list quality is poor (cold or bought names) or flows are not set up. ROI above 60x is achievable with strong segmentation.

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