Welcome Email Series ROI Calculator
Forecast monthly and annual revenue from a welcome email series, plus revenue per new subscriber and payback on the build cost.
Your welcome series
Forecast
Annual revenue from the welcome series
A welcome series is revenue you build once
A welcome series is the set of automated emails a new subscriber gets right after signing up. It reaches people when their interest is highest, so it often earns more per email than regular campaigns. You build it once, and it keeps working for every new signup. Most email platforms, including Klaviyo, Mailchimp and Sendlane, include welcome flow templates you can adapt quickly.
How the forecast works
For each email in the series, the calculator multiplies open rate, click-to-open rate and click-to-purchase rate to get orders per subscriber, then multiplies by average order value. That gives revenue per new subscriber. Multiply by monthly signups for monthly revenue, and by 12 for the year. Add a build cost to see first-year ROI and how many months the series takes to pay for itself.
The model uses the same rates for every email. In practice, the first email usually performs best and later ones taper off, so if you have real numbers per email, use the average across the series.
Frequently asked questions
How long should a welcome series be?
Three to seven emails over one to three weeks is a common range. Stop adding emails when the next one no longer beats your regular newsletter.
Why are welcome open rates higher than normal campaigns?
New subscribers just asked to hear from you, so they are paying attention. That is why the default open rate here is higher than a typical campaign.
Does this include repeat purchases later on?
No. It only counts orders made directly from the welcome emails. Customers who stay on your list often buy again, so long-term value is usually higher.