What the calculator does
It multiplies five numbers you know, and shows what your email brings in over a year. Here is the chain:
- People on your list times emails a month gives the emails you send.
- A share of them get a click. That is your click rate.
- A share of the people who click buy or book. That is the buy rate after a click.
- Each sale is worth the value of one sale.
Change one number and watch the yearly figure move. It also shows what one more point of click rate is worth, so you can see where a small gain pays off.
Where to find your numbers
- List size and emails a month: your email tool shows both.
- Click rate: your last campaigns show the share of emails with a click. Use the click rate of all emails sent, not of opens.
- Buy rate after a click: in your shop or booking tool, divide the sales from email by the clicks from email. If you do not know it yet, try 1, 2 and 3 to see the range.
- Value of one sale: the average order or booking in dollars.
How to read the result
The yearly figure is a picture of what you have, based on the numbers you typed. It is not a forecast. The calculator counts every sale from a click as email revenue, even when the customer might have bought anyway, so it is on the generous side. Run it with your honest numbers and with low ones. If email still earns more than it costs, you have your answer.
Ways to move the number
- Grow the list. Put a signup form where people already are: your site, your link in bio, your checkout.
- Raise the click rate. One clear button beats five links. A subject line that says what is inside helps.
- Raise the buy rate. Send people to the exact page, not the front page.
- Raise the value of a sale. Offer a bundle or a bigger size next to the main item.
FAQ
What is a good click rate?
It depends on the industry and on who counts. Public reports show a spread, from under 1 percent to over 4 percent. See the email benchmarks for the numbers and the reports they come from, and compare yourself to your own past emails first.
Why use click rate and not open rate?
Opens are pushed up by privacy features like Apple Mail Privacy Protection, which opens emails for the reader. A click is a person choosing to act.
Is the result a promise?
No. It is arithmetic on the numbers you typed. Your results will differ.
Does the calculator save my numbers?
No. It runs in your browser. Nothing you type is sent to Postfjord or saved, and the tool sets no cookies.
Does it work in other currencies?
The numbers are plain numbers, shown in dollars. Type your value in your own currency and read the result as the same currency.