Definition
Campaign ROI comparison evaluates which types of email campaigns generate the best return. A welcome series might deliver 5,000% ROI while a broadcast newsletter delivers 500%. This comparison guides budget and creative allocation toward the highest-performing campaign types.
Metrics to Compare
- ROI %: (Revenue − Cost) / Cost × 100
- Revenue per email sent: Total revenue / total sends
- Revenue per subscriber reached: Total revenue / unique recipients
- Cost per conversion: Total campaign cost / total conversions
Common Comparison Categories
Compare broadcast campaigns against triggered automations, promotional against educational content, seasonal against always-on sends, and segments by list size or industry vertical. The comparison reveals whether your email budget is going toward the highest-return activities.
Related Glossary Terms
A/B Testing
A/B testing in email marketing is the practice of sending two variations of an email to a small sample of your list to determine which version performs better before sending the winner to the remaining subscribers.
Announcement Email
An announcement email is a dedicated campaign that communicates a specific update, milestone, or change to subscribers, from product launches and feature releases to company news and events.
ARPU (Average Revenue Per User)
ARPU (Average Revenue Per User) is a metric that measures the average revenue generated per email subscriber over a specific period, used to evaluate list value and campaign effectiveness.
Attention Rate
Attention rate is the percentage of email opens that last longer than 5 seconds, distinguishing genuine reads from passive opens, preview-pane views, or Apple MPP auto-loads.
B2B Email Marketing
B2B email marketing targets business professionals and organisations with longer sales cycles, educational content, and relationship-driven campaigns compared to B2C email.
B2C Email Marketing
B2C email marketing focuses on sending targeted promotional and transactional emails to individual consumers, emphasising personalisation, urgency, and direct response.