Marketing analytics
Email revenue per subscriber.
Enter email revenue for a period, the messages you sent and your list size. See revenue per recipient and what each subscriber is worth per month and per year.
Revenue per recipient = total revenue / total messages sent. $1,000 from 9,000 messages is $0.1111, about $0.11 per recipient. Divide by list size instead to get revenue per subscriber.
Your numbers
Result
Worked example
Email made $1,000 from 9,000 messages sent to a 6,000-person list in one month, with a $150 platform plan. Revenue per recipient = 1,000 / 9,000 = $0.1111, about $0.11 (the same figures Klaviyo uses in its published example). Revenue per subscriber = 1,000 / 6,000 = $0.1667 for the month, or $2.00 over a year at that pace. Each subscriber received 1.5 messages, the platform cost $0.025 per subscriber and the revenue is $6.67 per $1 of platform cost.
How it works
Revenue per recipient (RPR) = total revenue generated / total messages sent. Klaviyo defines RPR this way and works an example of $1,000 from a campaign sent to 9,000 subscribers, giving $0.11.
Revenue per subscriber = revenue / average list size. It divides by people instead of messages, so it rises when you send more often. Dividing by months gives a monthly figure, and multiplying that by 12 gives a yearly one, which assumes the period is typical.
Platform cost per subscriber and revenue per $1 of platform cost are arithmetic on the cost you enter. They do not include creative, staff or discounts.
Use revenue your email platform attributes to email in the same period and attribution window as the messages you count.
Sources and basis (opened 2026-10-08): What is Revenue Per Recipient (RPR)? - Klaviyo. Everything else is arithmetic on your inputs.
Inputs are user-entered figures. Results are planning estimates, not financial advice or a forecast of future performance. Everything runs in your browser. Nothing you type is sent or stored.
FAQ
What is revenue per recipient?
It is total revenue from a campaign or flow divided by the number of messages sent. $1,000 from 9,000 messages is about $0.11.
What is the difference between revenue per recipient and per subscriber?
RPR divides by messages sent. Revenue per subscriber divides by list size, so it grows if you email the same people more often.
How do I estimate what a subscriber is worth per year?
Divide a typical month of email revenue by list size and multiply by 12. It assumes the month is typical.
Should I use my whole list or only active subscribers?
Use the list size you actually send to. Using only engaged subscribers shows what they are worth, but not the cost of keeping inactive ones.