Email Revenue Per Click

Definition

Email revenue per click measures the average revenue generated for each click on links within a campaign. It divides total attributed revenue by the number of clicks, revealing how effectively clicks convert into money. Because clicks represent active intent, revenue per click is one of the most direct measures of the financial quality of an email's traffic.

How It Works

Revenue per click isolates the value of the traffic an email produces. While click-through-rate shows how many recipients clicked, revenue per click shows what those clicks were worth.

• Click quality — a high revenue per click means the email drives high-intent traffic that converts well downstream.
• Landing page fit — the metric captures both the email's persuasion and the landing page's conversion, so a weak page will depress it.
• Offer economics — average order value and margin heavily influence the result, since a click that leads to a large purchase produces more revenue than a click to a small one.

The metric is most useful when compared across campaigns and segments, and it complements revenue-per-email, which normalises by send volume rather than by click.

How to Calculate

Calculate revenue per click in three steps:

1. Sum attributed revenue — total the revenue credited to the campaign's conversions.
2. Count total clicks — count all clicks on tracked links in the campaign.
3. Divide — divide revenue by total clicks.

Revenue Per Click = Total Attributed Revenue / Total Clicks

Variable	Description
Total Attributed Revenue	Revenue generated from the campaign's conversions
Total Clicks	Number of tracked link clicks in the campaign

Example

A campaign records 5,000 total clicks and generates £12,500 in attributed revenue. Dividing £12,500 by 5,000 gives a revenue per click of £2.50. Comparing this with the sender's average of £1.80 shows this campaign drove unusually high-value traffic, worth understanding and replicating.