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Email ROI. Beyond opens.
Open rate, CTR, reply rate, ROI, revenue per email and cost per reply — with B2B benchmarks so you know what's actually good.
Open rate
29%
Benchmark: B2B 25–35%
CTR
5.6%
Benchmark: >2.5%
Click-to-open
19.31%
Benchmark: >10%
Reply rate
1.44%
Benchmark: >3% cold
Reply → deal
12.5%
Benchmark: >10%
ROI
1,588%
Benchmark: >300% (4:1)
Revenue / email
$10.8
Benchmark: trend up
Cost / reply
$44.44
Benchmark: <$50 B2B
CAC (email)
$355.56
Benchmark: < LTV ÷ 3
FAQ.
How is email ROI calculated?+
Email ROI = (revenue from email − email program cost) ÷ email program cost × 100. Include platform fees, list cost, copywriting, and time. A 4:1 return ($4 back per $1 spent) is the floor; high-performing B2B teams report 36:1+ on nurture and 8–12:1 on cold.
What's a good email open rate?+
B2B SaaS averages 25–35% open rate, but iOS Mail Privacy Protection inflates opens by 15–30 points. Treat open rate as a directional signal, not truth. CTR and reply rate are the trustworthy numbers.
What's a good cold email reply rate?+
Tight ICP + relevant trigger: 8–15% positive reply. Generic outbound: 1–3%. If you're below 1%, the problem is targeting or subject line, not volume.
How do I A/B test a subject line?+
Split your list 10/10/80: two variants get 10% each, the winner sends to the remaining 80%. Need at least 1,000 recipients per variant for stat sig. Test one variable per send (subject, preview, sender).
Why don't opens predict revenue?+
Open rates measure curiosity, not buying intent. Catch before they bounce ties each reply and click back to the anonymous session that produced revenue — so you see which subject line actually closed deals, not which one got opened. Starts at $5/month.