Email Revenue per Subscriber
Average revenue generated per email subscriber through marketing email campaigns
What is Email Revenue per Subscriber?
Email revenue per subscriber is the average revenue that email generates for each person on the list. It shows how valuable the email audience is.
It lets you compare list quality over time and decide how much to invest in growing the list.
How this KPI is measured
- Function
- Marketing
- Sub-function
- Email Marketing
- Industry
- All Industries
- Type
- Lagging
- Impact
- Revenue
- Unit
- $
- Measurement frequency
- Monthly / Quarterly
- Formula
- Total email-attributed revenue / Total email subscribers
How to calculate it
Divide total email-attributed revenue by the total number of email subscribers.
For example, if email produced 90,000 in a quarter and the list has 30,000 subscribers, the figure is 90,000 / 30,000 = 3.
Use the same period and attribution rule each time. Consider segmenting by source and behaviour, since subscribers vary a lot in value.
Where it is used
Valuing the list
Estimate what a new subscriber is worth.
Setting acquisition budgets
Decide how much to pay to gain a subscriber.
Comparing segments
See which groups produce the most revenue.
How to improve it
Tips and common mistakes
- Inactive subscribers pull the average down. Report on active subscribers too.
- Attribution rules change the total, so keep them consistent.
- Watch profit as well as revenue if you rely on discounts.
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