Add two or more sends. Any two will do; more is sharper.
Expand
The gap between your best and worst send
22x
Welcome email one earns $1.30 per person. Monthly newsletter earns $0.06.
Show me where the revenue isThis is the part worth sitting with
Flash sale blast produced the most revenue of anything here, and it is not your best send. It earns $0.12 per person against $1.30 from Welcome email one.
Total revenue rewards whichever list is largest. So a broad send keeps looking like a top performer while earning least per person. A dashboard sorted by revenue points you at the wrong thing.
| Send | Per person | Share of revenue | Share of volume |
|---|---|---|---|
| Welcome email onehighest | $1.30 | 28% | 3% |
| Winback, 90 days | $0.19 | 9% | 6% |
| Flash sale blast | $0.12 | 43% | 47% |
| Monthly newsletterlowest | $0.06 | 20% | 44% |
- Average across your sends
- $0.42
- Every send counted once, whatever its size.
- Your blended number
- $0.13
- Total revenue over total delivered. Your biggest lists decide this one.
Everything here runs in your browser. Your numbers are never sent anywhere, not to me and not to anyone else.
How this is calculated, and what to put in
How this is calculated
Revenue per recipient is attributed revenue divided by the number of messages delivered. One send, one number. Nothing clever.
Everything is ranked by that number rather than by total revenue. That is the entire point. Ranking by total tells you which list is biggest. Ranking per person tells you which message is best.
What to put in
- Delivered
- How many messages arrived. Not how many you sent, and not how many were opened. Delivered is the honest denominator.
- Revenue
- Whatever your platform attributes to that send. The attribution window matters less than using one window for every row. That keeps the comparison fair.
Why there is no benchmark here
You will find published averages for this number. I have deliberately not put one on this page.
An average drawn from thousands of other companies tells you almost nothing about yours. Different products, different prices, different buying frequency, different list sources. Comparing yourself to it produces a feeling rather than a decision.
Your own gap is different. It is measured on your list, your product and your customers. It points at something you can change this month.
What to do with the answer
Start at the bottom of the table, not the top. The worst performer is usually the largest send. The largest send is usually the one nobody wants to touch.
Then ask what the top row does that the bottom row does not. Almost always, the top row went to people who had done something. The bottom row went to everyone on a date.