Email Flow Revenue Calculator

For each flow: monthly revenue = people who enter the flow each month × the share of them who order from it × average order value. The yearly figure is the monthly one times 12. The "one more point" line adds one percentage point to every flow’s order rate and shows the extra revenue, so you can see which flow is most worth improving.

• Welcome series: new email subscribers a month, from your email platform’s list growth report.
• Abandoned checkout: checkouts started but not completed a month. Shopify lists them under Orders, Abandoned checkouts.
• Browse abandonment: subscribers who viewed a product and left without adding to cart. Only people your email platform can identify count.
• Post-purchase: first-time customers a month, from Shopify’s customer reports.
• Win-back: customers who pass your "lapsed" mark each month, for example 120 days with no order.
• Order rate: the share of people who entered the flow and ordered from it, from your email platform’s flow report. If a flow is not live yet, use a cautious guess and label it as one.

The calculator starts with example numbers so it shows a result. They are illustrations, not benchmarks: replace them with yours. With a $70 average order, 800 new subscribers a month ordering at 3% earn $1,680 from the welcome series. 400 abandoned checkouts at 5% earn $1,400. 600 browse abandoners at 1% earn $420, 250 new customers at 4% earn $700 from post-purchase emails, and 300 lapsed customers at 2% earn $420 from win-back.

That is $4,620 a month, or $55,440 a year, from 66 orders a month. One more point on every flow adds $1,645 a month, and the welcome series adds more of it ($560) than any other flow, because the most people go through it.

• Counting every order after an email as caused by it. Platforms credit an order to an email if it was opened or clicked within a window, and some of those people would have bought anyway.
• Copying someone else’s rates. Order rates vary widely with price, product and list quality. Use your own flow reports, or treat anything else as a guess.
• Ignoring the flows with few entrants. Win-back and post-purchase flows are small, but each order there is a customer you kept.
• Measuring opens. Some mail apps load images automatically, which counts as an open. Orders and clicks are more reliable.

It multiplies your inputs; it does not know your list or your products. It treats every order in a flow as the same value unless you enter a different AOV. To see the long-run value of the customers those flows keep, use the LTV calculator. Marketing automation in Tilly builds these flows for your customer personas and shows their results next to the emails.