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Email Marketing Glossary.

Clear, no-fluff definitions of every email marketing term that matters—from open rates to double opt-in. 

 

Revenue Per Email (RPE)

Revenue per email (RPE) is the average amount of revenue generated for each email delivered. It ties your email program directly to the bottom line and helps you compare campaigns fairly.

Also known as: RPE, revenue per recipient, revenue per subscriber

Open and click rates are useful, but revenue per email speaks the language of the business. It tells you what each send is actually worth, so you can prioritize the campaigns and flows that make money.

How is revenue per email calculated?

RPE = total revenue attributed to a send ÷ number of emails delivered. A related metric, revenue per subscriber, divides revenue by the size of your list over a period.

Why does RPE matter?

It normalizes performance across list sizes and campaign types, making it easy to spot your highest-value automations. In ecommerce, triggered flows like abandoned cart and welcome usually post the highest RPE.

How do you increase RPE?

Segment for relevance, lean into high-intent automations, and personalize offers. Benchmark your number with Drip's free Revenue Per Subscriber Calculator.

Related terms

Open Rate Click-Through Rate (CTR) Click-to-Open Rate (CTOR) Conversion Rate Bounce Rate Unsubscribe Rate

Related reading from Drip

Revenue Per Subscriber Calculator Email Marketing Analytics: 7 Metrics You Need to Track

Frequently asked questions

How is revenue per email calculated?
Divide the total revenue attributed to a send by the number of emails delivered. For example, $2,000 from 10,000 delivered emails is an RPE of $0.20.
What's the difference between revenue per email and revenue per subscriber?
Revenue per email divides revenue by emails delivered for a specific send. Revenue per subscriber divides revenue by your list size over a period, showing the ongoing value of each contact.
Why is revenue per email a useful metric?
It ties email directly to revenue and normalizes performance across different list sizes and campaign types, so you can fairly compare campaigns and prioritize your highest-value automations.
Which emails have the highest revenue per email?
In ecommerce, behavior-triggered automations — abandoned cart, welcome, and post-purchase flows — typically post the highest RPE because they reach shoppers at moments of high intent.
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