Email marketing kpis
- Revenue per email sent
- $0.04
- Computed on this page from the inputs below
- Delivery rate, percent
- 97
- Computed on this page from the inputs below
- Open rate, percent of delivered
- 35
- Computed on this page from the inputs below
- Click rate, percent of delivered
- 3
- 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 ($0.04). Change any input and the answer updates as you type.
Download the Email marketing kpis worked example (CSV)
This is an email KPI sheet, the six rates an email marketing report should carry and a small business works from the platform's raw counts by hand. Delivered over sent is the delivery rate; opens and clicks over delivered are the open and click rates; clicks over opens is the click-to-open rate; conversions over clicks is the conversion rate; and revenue over sent and over clicks is the revenue per email and per click. Every count is yours; the sheet publishes no benchmark. Free, on the page, no account; the paid plan keeps every campaign's counts and rates against the list it went to.
Delivery, open and click
19,400 delivered of 20,000 sent is 97%; 6,790 opens is 35% of delivered; 582 clicks is 3%, on the worked example. Opens are reported by the platform and counted here as it counts them; the sheet adds nothing to them.
Click-to-open and conversion
582 clicks over 6,790 opens is 8.57% click-to-open, the rate that judges the email's content rather than its subject line; 12 conversions over 582 clicks is 2.06%, the rate that judges the page the click landed on.
Revenue per email and per click
$700 over 20,000 sent is $0.04 an email; over 582 clicks is $1.20 a click. Revenue per email is the figure to carry from month to month, and the ROI sheet on this site works it forward from rates rather than back from counts.
Email marketing kpis: common questions
What are the email marketing KPIs?
Delivery rate, open rate, click rate, click-to-open rate, conversion rate and revenue per email, each a ratio of two counts the platform reports. The sheet works all six from six figures with no account.
What is click-to-open rate?
Clicks over opens: 582 over 6,790 is 8.57% on the worked example. It judges the email's body and links, where the open rate judges the subject line and the sender name.
Does the sheet publish benchmark rates?
No. Every rate is worked from the counts you enter; the paid plan keeps each campaign's counts so the rates are compared with your own last month, not with a benchmark.