Email marketing leads
- Value of a lead
- $10
- Computed on this page from the inputs below
- Customers per month
- 30
- Computed on this page from the inputs below
- Revenue per month
- $7,500
- Computed on this page from the inputs below
- Gross margin per month
- $3,000
- 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 ($10). Change any input and the answer updates as you type.
Download the Email marketing leads worked example (CSV)
This is a lead value sheet, the figure email marketing leads are judged on and a small business works from the close rate and the margin by hand. Leads times the close rate is the customers; customers times the first order is the revenue; revenue times the margin is the gross; gross over leads is the value of a lead; the program's cost over leads is the cost per lead; and gross less the program, over leads, is the net per lead. Every figure is yours; the sheet publishes no benchmark. Free, on the page, no account; the paid plan keeps every lead with the campaign that produced it and the customer it became.
Leads to customers to margin
300 leads closing at 10% is 30 customers; at $250 is $7,500 of revenue; at 40% margin is $3,000 of gross, on the worked example. The margin is the figure most lead-value arithmetic forgets and the one that decides the budget.
The value of a lead
$3,000 over 300 leads is $10 a lead. It is the ceiling on what the program may spend per lead before the list loses money on its first orders.
Cost and net per lead
A $500 program over 300 leads is $1.67 a lead, $8.33 net. The cost sheet on this site works the program's cost; this sheet sets it against what the leads are worth.
Email marketing leads: common questions
How do I calculate the value of an email lead?
Close rate times first order times gross margin: $10 on the worked example. The sheet works it from five figures with no account.
What may I spend per lead?
Up to the lead's value on first orders alone, $10 on the worked example; the net of $8.33 after a $500 program is the room left. Repeat orders raise the ceiling and the paid plan keeps them against the lead.
What close rate should I enter?
Your own, from last quarter's leads and customers; the sheet publishes no benchmark and the worked example's 10% is arithmetic.