Email Campaign Revenue Model
Models revenue from email campaigns by tracking sends, opens, clicks, and conversions to calculate revenue per email, subscriber lifetime value, and A/B test comparisons. Designed for teams that need to tie email activity directly to revenue.
Marketing - Email Campaign Revenue Model.xlsx
Excel (.xlsx) — No macros — Works in Excel, Google Sheets, LibreOffice
What This Spreadsheet Solves
- Email reports show opens and clicks but not revenue impact
- No model to estimate revenue per subscriber or per send
- Cannot compare revenue outcomes of A/B test variants
- Difficulty projecting how list growth translates to revenue growth
- No framework for calculating email subscriber LTV
Who This Is For
- Email marketing managers optimizing campaigns
- E-commerce marketers tracking email-driven revenue
- Marketing analysts building revenue attribution models
- CRM managers forecasting subscriber value
Inputs
- textCampaign Name
- #Emails Sent
- %Open Rate
- %Click-Through Rate
- $Revenue Attributed
- $Campaign Cost
Outputs
- Revenue per email sent
- Revenue per open
- Revenue per click
- Campaign ROI
- Subscriber LTV estimate
- A/B variant revenue comparison
How Calculations Work
Revenue per email is Attributed Revenue / Emails Sent. Opens and clicks are derived from the rates to compute revenue per open and per click. Campaign ROI is (Revenue - Cost) / Cost. Subscriber LTV is calculated by multiplying average revenue per email by send frequency and average subscriber lifespan. A/B comparisons place variant rows side by side and compute the revenue lift.
Example Use Case
Scenario: A retailer sends two email variants: Variant A (50,000 sends, 22% open, 3.5% click, $18,000 revenue, $500 cost) and Variant B (50,000 sends, 18% open, 4.2% click, $21,000 revenue, $500 cost).
Result: Variant A: $0.36 rev/email, ROI 3,500%. Variant B: $0.42 rev/email, ROI 4,100%. Variant B wins with 17% higher revenue per email despite a lower open rate, driven by a higher click-through rate.
What You Get — 5 Sheets
Technical Details
Frequently Asked Questions
How is subscriber LTV calculated?
Average revenue per email * sends per month * average subscriber lifespan in months. Adjust the frequency and lifespan in CONFIG.
Can I compare more than two A/B variants?
Yes. Add additional variant rows on the INPUT sheet. The OUTPUT sheet compares all variants against the baseline (first variant).
What if I do not have revenue attribution for email?
Use coupon codes or UTM-tagged revenue from your analytics platform. Without attribution data, the model cannot calculate revenue metrics.
Does this account for unsubscribes?
Not directly. However, the LTV calculation uses average subscriber lifespan, which implicitly reflects churn.
How do I factor in email platform costs?
Enter the total campaign cost including platform fees, design time, and any other expenses in the cost column.
Download Email Campaign Revenue Model
Ready to use immediately. Enter your data in the INPUT sheet, see results in OUTPUT.