MarginKoala

Did this email campaign actually make money?

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

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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.

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

MarginKoalaKoala's Professional Opinion

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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.