Email-Campaign-ROI-Calculator

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					Email Campaign ROI Calculation Worksheet
The numbers below are not necessarily indicative of "normal" or "average" performance. They are for illustrative purposes only.

Calculate figures for all cells shaded in gray
Costs Message copy/creative List rental Transmission fee Landing page design Testing & Tweaking Total campaign cost: Response Metrics Mailed universe Delivered universe Opens Clickthroughs Conversions Clickthrough-to-Open Ratio Conversion-to-Open Ratio Conversion-to-Clickthrough Ratio $ $ $ $ $ $ 1,500 15,000 for 100,000 names 3,000 2,500 2,000 24,000 List Price: $ $ Per Thousand Per Name

89,000 12,000 4,000 576 1 to 3 1 to 20 1 to 7

% Deliverability rate % Open rate % Clickthrough rate % Conversion rate

$ $ $ $ $

Cost per name mailed Cost per name delivered Cost per open Cost per clickthrough Cost per conversion

% Clickthrough-to-Open rate % Conversion-to-Open rate % Conversion-to-Clickthrough rate

Sales Revenue, Costs, and Profit Generated by this Email Campaign (not including costs of email campaign) Average sale amount $ 67 x Number of sales generated: = Total sales revenue generated: $ Average cost per sale $ 20 x Number of sales generated: =Total sales costs generated: $ Average profit per sale $ 47 x Number of sales generated: = Total profit generated: $ ROI Calculation Total campaign revenue generated: $ minus Total campaign cost: $ = Email Campaign Return on Sales: $ Sales ROI: % Email Campaign Return on Profit: $ Profit ROI: Total campaign cost: $ = % Total campaign profit generated: $ minus

Email Campaign ROI Calculation Worksheet
The numbers below are not necessarily indicative of "normal" or "average" performance. They are for illustrative purposes only.

Answer Sheet
Costs Message copy/creative List rental Transmission fee Landing page design Testing & Tweaking Total campaign cost: Response Metrics Mailed universe Delivered universe Opens Clickthroughs Conversions Clickthrough-to-Open Ratio Conversion-to-Open Ratio Conversion-to-Clickthrough Ratio $ $ $ $ $ $ 1,500 15,000 for 100,000 names 3,000 2,500 2,000 24,000 List Price: $150.00 Per Thousand $0.15 Per Name

100,000 89,000 12,000 4,000 576 1 to 3 1 to 20 1 to 7

89.00% Deliverability rate 13.48% Open rate 4.49% Clickthrough rate 0.65% Conversion rate

$0.24 Cost per name mailed $0.27 Cost per name delivered $2.00 Cost per open $6.00 Cost per clickthrough $41.67 Cost per conversion

33.33% Clickthrough-to-Open rate 4.80% Conversion-to-Open rate 14.40% Conversion-to-Clickthrough rate

Sales Revenue, Costs, and Profit Generated by this Email Campaign (not including costs of email campaign) Average sale amount $ 67 x Number of sales generated: = Total sales revenue generated: $ 38,592 Average cost per sale $ 20 x Number of sales generated: =Total sales costs generated: $ 11,520 Average profit per sale $ 47 x Number of sales generated: = Total profit generated: $ 27,072 ROI Calculation Total campaign revenue generated:

576 576 576

$

Total campaign cost: $ Email Campaign Return on Sales: $ Sales ROI:

38,592 minus 24,000 = 14,592 60.8%

Total campaign profit generated:

$

Total campaign cost: $ Email Campaign Return on Profit: $ Profit ROI:

27,072 minus 24,000 = 3,072 12.8%

Email Campaign ROI Calculation Worksheet
The numbers below are not necessarily indicative of "normal" or "average" performance. They are for illustrative purposes only.

Formula Explanations
Costs List Price Per Thousand = the total list rental cost ($15,000) divided by the total quantity of names rented (100,000) multiplied by 1,000 = $150 per thousand List Price Per Name = the list rental cost ($15,000) divided by the total quantity of names rented (100,000) = 15 cents per name Response Metrics Mailed Universe is 100,000, the total number of names rented for the mailing Cost per name mailed = the total campaign cost ($24,000) divided by the total quantity of names rented (100,000) = $0.24 Cost per name delivered = the total campaign cost ($24,000) divided by the total quantity of names delivered (89,000, aka the Delivered universe) = $0.27 Cost per open = the total campaign cost ($24,000) divided by the total Opens (12,000) = $2.00 Cost per clickthrough = the total campaign cost ($24,000) divided by the total Clickthroughs (4,000) = $6.00 Cost per conversion = the total campaign cost ($24,000) divided by the total Conversions (576) = $41.67 Deliverability rate = the total quantity of people who successfully received the email message (89,000) divided by the total quantity of names emailed (100,000), expressed as a percentage = 89% Open rate = the total quantity of people who opened the email message (12,000) divided by the total quantity who successfully received it (89,000), expressed as a percentage = 13.48% Clickthrough rate = the total quantity of people who clicked a link in the message (4,000) divided by the total quantity who successfully received it (89,000), expressed as a percentage = 4.49% Conversion rate = the total quantity of people who responded to the offer in the message (576) divided by the total quantity who successfully received it (89,000), expressed as a percentage = 0.65% Clickthrough-to-Open rate = the total quantity of people who clicked on a link in the message (4,000) divided by the total quantity who opened it (12,000), expressed as a percentage = 33.33% Conversion-to-Open rate = the total quantity of people who responded to the offer in the message (576) divided by the total quantity who opened it (12,000), expressed as a percentage = 4.80% Conversion-to-Clickthrough rate = the total quantity of people who responded to the offer in the message (576) divided by the total quantity who clicked on a link in it (4,000), expressed as a percentage = 14.40% Sales Revenue, Costs, and Profit Generated by this Email Campaign (not including costs of email campaign) Number of sales generated = Conversions = 576 Total sales revenue generated = the average sale amount ($67) multiplied by the number of sales generated (576) = $38,592 Total sales costs generated = the average cost per sale ($20) multiplied by the number of sales generated (576) = $11,520 Total profit generated = the average profit per sale ($47) multiplied by the number of sales generated (576) = $27,072 ROI Calculation Total campaign revenue generated = total sales revenue generated = the average sale amount ($67) multiplied by the number of sales generated (576) = $38,592 Total campaign cost = $24,000 Email Campaign Return on Sales = Total campaign revenue generated ($38,592) minus Total campaign cost ($24,000) = $14,592, the gross sales revenue generated after the campaign cost Sales Return On Investment (ROI) = Return on Sales ($14,592) divided by Total campaign cost (the "investment" of $24,000) expressed as a percentage = 60.8% Total campaign profit generated = total profit generated = the profit per sale ($47) multiplied by the number of sales generated (576) = $27,072 Total campaign cost = $24,000 Email Campaign Return on Profit = Total profit generated ($27,072) minus Total campaign cost ($24,000) = $3,072, the net profit generated after all costs Profit Return On Investment (ROI) = Return on Profit ($3,072) divided by Total campaign cost (the "investment" of $24,000) expressed as a percentage = 12.8%


				
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posted:11/28/2009
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Description: Email-Campaign-ROI-Calculator