Email marketing calendar
- Contacts left at the end of the period
- 3,960
- Computed on this page from the inputs below
- Sends in the period
- 104
- Computed on this page from the inputs below
- Unsubscribes per month
- 87
- Computed on this page from the inputs below
- Spam complaints per month
- 9
- Computed on this page from the inputs below
Every figure on this page is computed from the inputs entered, by the method stated below it. Funnelvo publishes no benchmark open rate, click rate, unsubscribe rate or budget share: the rates and the targets are yours, and the defaults are a worked example to replace with your own figures.
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The figures above start from a worked example (3,960). Change any input and the answer updates as you type.
Download the Email marketing calendar worked example (CSV)
This is a send frequency sheet, the figure behind an email marketing calendar and the one a small business guesses when it wonders whether twice a week is too often. Sends per week times weeks is the sends; the list times the unsubscribe rate per send times sends is the contacts lost; the same with the complaint rate is the complaints; the list less the lost is what is left; and sends per week times 4.33 gives the monthly figures. Every rate is yours; the sheet publishes no benchmark. Free, on the page, no account; the paid plan keeps every send on the calendar with what it cost the list.
Sends and the monthly attrition
Two sends a week is 104 a year; 0.2% unsubscribes per send on 5,000 contacts is 10 a send and 87 a month, with 9 complaints a month at 0.02%, on the worked example. The per-send rate is the input because the calendar multiplies it.
Contacts lost and left
104 sends at 10 unsubscribes is 1,040 lost over the year, 3,960 left of 5,000. Halve the frequency and the loss halves; the sheet shows the trade so the calendar is set on the figure rather than the habit.
Emails per contact
104 emails per contact a year is the other side of the same calendar. A contact who receives 104 emails and buys once is a different relationship from one who receives 24, and the sheet shows the count beside the loss.
Email marketing calendar: common questions
How often should I send marketing emails?
As often as the list's unsubscribe rate per send allows: at 0.2% a send, twice a week loses 1,040 of 5,000 contacts in a year on the worked example, once a week loses 520. The sheet works any frequency from five figures; it publishes no rule.
What unsubscribe rate per send should I enter?
Your own, from the last few sends in your platform's report; the worked example's 0.2% is arithmetic, not a benchmark.
Where does the 4.33 come from?
Weeks per month, 52 over 12, so that a per-week frequency gives a per-month figure. The paid plan keeps the calendar and records what each send cost the list.