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Email Funnel Calculator

The Email Funnel Calculator models how recipients move from delivered emails to opens, clicks, conversions, and revenue. It makes each stage visible so you can identify where the largest volume loss occurs and test how a change in one rate affects the final outcome.

Use it for campaign forecasting, scenario planning, and target setting. The model follows a sequential funnel: open rate is applied to delivered emails, click rate is applied to opens, and conversion rate is applied to clicks. That definition matters because some platforms report click-through rate against deliveries rather than opens.

Calculator inputs

emails
%
%
%
%
USD
Result
—
estimated conversions
Delivered—
Opens—
Clicks—
Conversions—
Estimated value—

1. Enter total sends

Use the number of attempted emails in the campaign.

2. Apply the delivery rate

Enter the accepted-delivery percentage for the sending list.

3. Set the open rate

Use opens divided by delivered emails for this model.

4. Set click-to-open rate

Enter clicks divided by opens, not clicks divided by deliveries.

5. Add the post-click conversion rate

Use conversions divided by clicks.

6. Enter conversion value

Add average revenue or another consistent value assigned to each conversion.

7. Inspect every stage

Review stage volumes to see which rate has the greatest effect on the final result.

Delivered = Sent × Delivery rate
Opens = Delivered × Open rate
Clicks = Opens × Click-to-open rate
Conversions = Clicks × Conversion rate
Estimated value = Conversions × Value per conversion

Every rate is applied sequentially to the previous stage. This model uses click-to-open rate, so do not enter a delivery-based click-through rate without converting it.

What the result means

The main result estimates conversions produced by the sequential email funnel.

Privacy-protected opens and attribution rules can cause platform-reported figures to differ from this forecast.

Given

  • 100,000 emails sent
  • 98% delivery rate
  • 32% open rate
  • 12% click-to-open rate
  • 4.5% conversion rate
  • USD 85 per conversion

Calculation

Delivered = 100,000 × 0.98 = 98,000. Opens = 98,000 × 0.32 = 31,360. Clicks = 31,360 × 0.12 = 3,763.2. Conversions = 3,763.2 × 0.045 = 169.34. Value = 169.34 × $85 = $14,393.18.

Result

Estimated conversions = 169.3; estimated value = $14,393.18.

Interpretation

The largest numerical drop occurs before the click stage, so improving opens or click-to-open rate would materially expand the downstream audience.

Which click rate does this calculator use?

It uses click-to-open rate: clicks divided by opens. A platform CTR based on delivered emails is not interchangeable.

Can open rates be distorted?

Yes. Privacy protections and automatic image loading can inflate or obscure tracked opens, so treat them as directional.

What counts as a conversion?

Use the action tied to your campaign goal, such as a purchase, registration, booked call, or qualified lead.

Why can conversions be fractional?

Forecasts are expected values. Actual campaigns produce whole conversions, but decimals preserve the math for planning.

How can I find the weak point in the funnel?

Compare both the rates and the absolute drop between stages. Test improvements at the stage with meaningful volume and realistic optimization potential.