What is Revenue per recipient?
Revenue per recipient is the attributed revenue from an email or flow divided by the number of people who received it.
It folds list size, engagement and conversion into one number, so you can compare a flow with a campaign, or this month with last, without being misled by volume.
Use it to decide what to scale, fix or cut, alongside attributed revenue and repeat purchase rate.
A worked example.
A flow sent to two hundred people earns a modest sum, while a campaign sent to ten thousand earns more in total but less per person. Revenue per recipient shows the flow is the better performer, so the team builds more like it.
Common mistakes.
- Comparing campaigns by total revenue when audience sizes differ
- Ignoring the attribution window
- Reporting opens instead
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Guides that use this.
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