Marketing & Advertising
Email Campaign Funnel Calculator
Build an email funnel from recipients to delivered messages, unique opens, unique clicks, and orders, then calculate revenue per delivered email and contribution after campaign cost.
Delivered messages-
Measured unique opens-
Unique clicks-
Attributed orders-
Campaign send and production cost-
Attributed order revenue-
Attributed gross profit-
Gross profit after send cost-
Revenue per delivered email-
Unique click rate on delivered-
Order rate on delivered-
Decision view
Inbox delivery to attributed orders
Inbox delivery to attributed ordersOne recipient cohort moves through delivery, measured opens, unique clicks and orders with the denominator of each stage kept visible.
Exact scenario comparisonUnique open rate on delivered (%) changes while all other entered assumptions remain constant.
| Unique open rate on delivered (%) | Delivered messages | Measured unique opens | Unique clicks | Attributed orders | Campaign send and production cost | Attributed order revenue | Attributed gross profit | Gross profit after send cost | Revenue per delivered email | Unique click rate on delivered | Order rate on delivered |
|---|
Period-by-period detail
Email open-rate cases
How to use Email Campaign Funnel Calculator
- Use unique rather than total opens and clicks.
- Keep bounce, unsubscribe, and spam-complaint metrics separate.
- Attribute orders using a stated post-click or blended window.
Calculator guide
Understanding Email Campaign Funnel Calculator
An email campaign moves a list through deliverability, opens, clicks, orders, revenue, and send cost; every stage uses a different denominator.
Calculation method
How the calculation works
Move one email recipient cohort through delivery, measured opens, unique clicks and attributed orders while keeping each denominator and the send economics explicit. List size is reduced by bounce rate, then multiplied sequentially by open, click-to-open, and purchase rates; order value and gross margin convert orders into contribution.
Inbox funnel
Follow one send from mailbox delivery to orders
An envelope path separates delivered messages, opens, clicks, orders, and contribution after the cost of the send.
Worked situations
Practical examples
- A newsletter can have a high open rate but weak click-to-open rate.
- A promotional send may produce revenue but also increase unsubscribes.
- Deliverability improvement raises every later funnel stage.
Better inputs
Useful tips
- Segment engaged and inactive subscribers.
- Test subject line separately from offer and landing page.
- Track revenue per delivered email.
Before relying on the result
Limitations and common mistakes
- Privacy features can inflate opens.
- Forwarding, multi-device behavior, delayed purchases, list fatigue, promotions, and deliverability reputation are simplified.
- The model does not estimate lifetime value.
Reference
Key terms
- Delivered
- Sent messages accepted by receiving mail servers.
- CTOR
- Unique clicks divided by unique opens.
- Revenue per delivered email
- Attributed revenue divided by delivered messages.
Important note
Calculated from the entered campaign values. Validate attribution, incrementality, lag, margin, and observed source data before making decisions.
Frequently asked questions
Should click rate use delivered messages?
Report both click-through rate on delivered and click-to-open rate when useful.
Why are opens unreliable?
Image proxying and privacy protections can record opens without human reading.
Do unsubscribes reduce this campaign's revenue?
Not immediately, but they affect future list value and should be monitored separately.