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Did this email campaign actually make money?

Enter your numbers below. Get the answer first, then Koala's next move.

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Result detail level
Numbers to enter
Use the email results you actually saw. No pre-filled open rate, conversion rate or gross margin is used to manufacture a forecast.

Use the sales your email platform or attribution method credits to email.

Direct supplier or product cost attached to the attributed sales.

Use the cost for the same period or campaign as the sales above.

Creative, agency or another cost you want included.

Koala's Calculated Result
Actual contribution-based ROI on the email campaign cost entered.

Enter the numbers you know

The detailed explanation will appear here once the calculator has a result.

Add attributed sales or campaign cost to begin. A non-zero campaign cost is required for an ROI percentage.

Koala's Professional Opinion

Give Koala your numbers first

The decision and next steps will appear here.

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Definition and method

What this calculator answers

Model the sales and contribution implied by the email funnel rates you enter, then compare that with program cost.

Attributed contribution

Use attributed email revenue and subtract the direct product cost attached to that revenue. MarginKoala does not assume open rate, click rate, conversion rate or margin when the user already has attributed sales.

Worked example: your figures

The interactive result above is the worked example. Change any input and the same deterministic engine recomputes the answer; this page does not insert a generic example business or silently treat example values as a benchmark.

  • No market benchmark or outcome is silently inserted by this page.

What should I check next?

Frequently asked questions

What does email ROI measure?

Email ROI measures the gross profit returned per $1 of email-program cost — list-management + creative + ESP fees + any time-cost. The headline figure for whether the email channel pays for itself.

Email ROI

How is it different from a campaign-level ROI?

MarginKoala does not assume a customer-response effect. Use the calculated economics as a boundary, then test demand, conversion, redemption, retention or basket-size assumptions with observed business data or an explicit scenario.

Email ROI

What is a typical open rate to enter?

There is no universal numeric benchmark for this decision. The right comparison depends on the industry, geography, business model, time period and exact metric definition. Use the business’s own history, economics and explicit target unless a verified benchmark matching that scope is available.

Email ROI

Do non-openers matter?

A small share of unsent revenue comes from non-openers — the deliverability / fatigue story. Treat the bulk of the calc as driven by the open-rate and per-open conversion, then accept that a small share of total revenue will come from non-openers.

Email ROI

Educational use, not financial advice. Numbers are estimates for planning; consult a qualified professional before acting on them.