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Email marketing ROI calculator

Enter list size, emails per subscriber per month, open, click and conversion rates, average order value and tool cost. See monthly and yearly revenue, revenue per email, ROI and the conversion rate that breaks even.

Your numbers

Audience

Who you send to, and how often.

Active subscribers

Sent to each subscriber

Engagement rates

Each rate applies to the step before it.

Start from an industry benchmark

Of emails sent

Of opens (click-to-open)

Of clicks that buy

2.4% of emails sent get a click, the figure most benchmarks quote. Every 1,000 emails bring 0.48 orders.

Revenue and cost

What an order is worth, and what you pay to send.

Revenue per order

What you pay today

Calculated in your browser. Inputs live in the URL, so a copied link reproduces this result.

Estimated monthly revenue

$960

$11,520 a year from 19.2 orders a month

Monthly profit
$940
Revenue minus tool cost
ROI
4,700%
Return on tool cost
Revenue per email
$0.02
Each email sent
Per subscriber
$0.10
Each month

Break-even conversion

0.04%

Your 2% is 48× the rate you need to cover the tool.

Monthly funnel

Log scale

  1. Emails sent40,000
  2. Opens20% of sent8,000
  3. Clicks12% of opens960
  4. Orders2% of clicks19.2

Lumail vs Mailchimp at your volume

40,000 emails a month to 10,000 subscribers. Lumail from the live pricing catalog, Mailchimp Essentials list prices from the Mailchimp pricing guide, verified 2026-10-02.

Lumail

$20/mo

Creator plan

Priced by emails sent, not contacts

Mailchimp

$110/mo

Essentials, up to 10,000 contacts

List price, not a promo

$90 a month less on Lumail

$1,080 a year at this volume.

See Lumail pricingStart free

Quick answer

Monthly revenue is list × emails per month × open rate × click rate × conversion rate × average order value. ROI is (revenue − tool cost) / tool cost. The break-even conversion rate is the rate that makes revenue equal the tool cost when the other rates stay the same.

What this tool checks

Volume and rates. List size and emails per subscriber per month set the send volume. Open, click and conversion rates are entered as percentages.

Revenue and efficiency. We show revenue per month and year, revenue per email and per subscriber, so you can see whether growth should come from list size or from conversion.

ROI and break-even. With a zero tool cost, ROI is shown as not applicable instead of an invented infinite return. Break-even conversion is zero when the tool is free or volume is zero.

Lumail vs a typical competitor. The same send volume is priced on Lumail from the live pricing catalog (cheapest plan that covers the emails). The competitor column uses Mailchimp Essentials list prices from the dated pricing guide.

Average open and click rates by industry

Ranges from Mailchimp’s published industry averages (pre-2021, before Apple Mail Privacy Protection inflated opens). Click rate is per delivered email; the calculator’s click input is click-to-open, so use the last column there.
IndustryOpen rateClick rateClick-to-open
E-commerce16–19%2.0–2.5%≈ 12–13%
SaaS / software20–23%2.5–3.5%≈ 12–15%
Media / publishing21–24%4–5%≈ 19–21%
Non-profit23–26%2.5–3.0%≈ 11–12%
Agencies / consulting18–21%2.0–2.8%≈ 11–13%
Education22–25%2.5–3.2%≈ 11–13%

How to fix common issues

ROI looks too high

Most calculators assume every click can convert. If your click-to-purchase is lower than the site-wide conversion rate, use that lower number.

Break-even is above your conversion rate

Lower the tool cost, send fewer low-intent campaigns, or grow the list. Volume is list × emails per month: cutting dead sends often helps more than raising the send count.

Tool cost dominates

Compare the same volume on Lumail. Pricing is by email volume with unlimited subscribers, so a large list that sends a few times a month is usually cheaper than a contact-tier plan.

Frequently asked questions

How is email marketing ROI calculated?

ROI % = (monthly revenue − monthly tool cost) / monthly tool cost × 100. Revenue uses list size × emails per subscriber × open × click × conversion × average order value.

What if my tool is free?

Revenue is still shown. ROI is omitted (or shown as not applicable) when cost is zero so a divide-by-zero does not invent an infinite return.

Are the Lumail prices hard-coded?

No. The comparison uses the same catalog as /pricing: the cheapest visible plan that covers the monthly send volume, including overage.

Can I share my result?

Yes. The inputs are copied into the URL (numbers only). Opening the link restores the same calculation.

Related tools and guides

Authenticated sending, set up for you.

3,000 emails a month free. Unlimited subscribers on every plan. Campaigns, automations and transactional email on one domain.

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