How to use the revenue per email sent calculator
Revenue per email sent (RPE) is the average revenue that follows one send. The formula, campaign revenue ÷ emails sent, is a single line, but it compresses the whole chain of delivery, opens, clicks and purchases into one number. To see which step is weak, split the funnel with the email CTOR calculator.
Add unique opens and clicks and you also get revenue per open and revenue per click. RPE describes the value of the whole list, while revenue per click describes the value of one person who actually came through, so reading them together shows whether to grow the list or fix the landing page. Rows for fields you leave blank stay hidden.
Enter a campaign cost and the tool adds net profit, net profit per send and ROAS. Net profit per send divides the net profit shown on screen by emails sent, so the two figures never contradict each other, and a campaign that cost more than it earned shows a negative net profit. Fix your attribution window before pulling revenue: a long window quietly folds in other channels' contribution.
Frequently asked questions
There is no single right answer. Short consideration cycles suggest a few days, longer ones a few weeks. What matters is using the same window for every campaign, otherwise comparisons are meaningless.
The calculator uses whatever you enter as the denominator. If you prefer a delivered basis, put the delivered count in the sent field and keep that choice consistent across campaigns.