Page 8 - Email Analytics 2022

Subscriber lifetime value (LTV)

Subscriber lifetime value (LTV) measures the value a subscriber brings for the amount of time they
are on your email list.

Subscriber lifetime value = [daily, weekly, monthly, annual] revenue per subscriber x
average number of [days, weeks, months, years] a subscriber stays on your list

This metric can help you understand the lifetime value of a person’s email subscription with your
brand, and the impact their subscriber relationship had on your email program during that time.

You can also calculate subscriber LTV per acquisition cost and source to determine which sources
are (or aren’t) working.

Return on investment (ROI)

How much value your email marketing program delivers vs. how much it costs.

Return on investment = (email revenue – email marketing cost) / email marketing cost

This cost considers your tools, team, and resources. When done correctly, for every $1 you spend on
email marketing, you can expect to receive $36 in return. Evaluating your ROI can help you get more
for your money.

Email list size or growth rate

Email list growth is how many email addresses you are acquiring instead of churning.
List growth rate = (monthly new subscribers – monthly churned subscribers) / list size) x 100

Use the monthly time period or one that makes sense for your business.

Pro tip: Your email list strategy will only deliver results if you monitor what’s being added and
investigate how to get the most of the data you can access. Pay attention to how you treat your
current subscribers and how you welcome new ones.

Email Analytics in 2022: A Survival Guide 8 / 14