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Measuring Email Marketing ROI in the SaaS Industry

kokou adzo



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Email marketing forms the beating heart of every successful Software as a Service (SaaS) enterprise, whether operating in the B2B or B2C spectrum. The power of a finely tuned email marketing campaign can work miracles, accelerating signups and slashing the cost of acquiring new customers. But behind every compelling email campaign is a cold email tool, acting as the unseen orchestrator, fine-tuning every detail to perfection. 

Yet, setting up an optimised campaign is just half the battle won. The true test lies in measuring its Return on Investment (ROI). Why? Simply because the ROI acts as the compass, guiding your efforts toward success. It’s the litmus test that separates the wheat from the chaff. 

Thus in today’s blog post, I will delve deep into the world of email marketing ROI in the SaaS industry. We’ll talk about everything from how to calculate it, the key metrics you should be eyeballing, and why it is imperative to keep a constant check on this critical indicator. And yes, we’ll discuss the role of cold email automation and how it can help you hit the bull’s eye. 

What Is Email Marketing ROI?

When we talk about Email Marketing ROI, we’re essentially talking about the bang you get for your buck. It’s a measure of the profit or loss generated by your email marketing campaigns relative to the amount of money invested in them. For instance, if you spend $1000 on a cold email tool and your campaign generates $5000 in revenue, your ROI is a healthy 400% – not bad at all!

But why should you bother calculating it? Well, consider this – according to a study by DMA, for every $1 spent on email marketing, the average return is a whopping $42. But without calculating your ROI, how can you know whether you’re above or below that average? Or which specific campaigns are driving the most value?

Calculating your Email Marketing ROI not only helps you justify your spending on things like cold email automation but also provides valuable insights that can guide your future strategies. It helps you identify what’s working, what’s not, and where there’s room for improvement.

So, understanding and calculating your Email Marketing ROI is far from a trivial task – it’s a critical piece of the puzzle in maximising the effectiveness of your email marketing efforts.

How Do You Calculate Your Email Marketing ROI?

Let’s start with the basics – the formula for calculating Email Marketing ROI. It’s quite straightforward: (Revenue – Cost) / Cost * 100%. This gives you a percentage that represents your return on investment. But let’s break this down and see how it works in practice.

Suppose you’ve invested $2000 in your email marketing campaign. This includes the cost of your email service provider, the design of your emails, and the investment in a cold email tool for automation purposes. Now, let’s say this campaign has generated $8000 in revenue.

First, subtract the Cost from the revenue, which gives you $6000. This is your net profit. Then, divide this by the Cost ($2000), which equals 3. Multiply by 100, and voila, your Email Marketing ROI is 300%. This means for every dollar you invested, you got three dollars back – a pretty solid return!

Remember, however, that both costs and revenue can be tricky to calculate. Costs include not just the obvious expenses but also the time you invest. And revenue might come indirectly through long-term customer relationships rather than immediate sales. 

Why Should You Calculate Your Email Marketing ROI?

Calculating your Email Marketing ROI isn’t just a nice to have; it’s a must for any business serious about maximising its marketing efforts. Why? Because it provides crucial insights into the effectiveness of your campaigns and helps guide your future strategies. Let’s delve into the top four benefits of calculating your Email Marketing ROI:

  • Identify Successful Campaigns: By calculating your ROI, you can easily identify which campaigns are generating the most revenue compared to their Cost. For instance, if you’re using a cold email tool for one campaign and not for another, comparing their ROIs can help determine the impact of that tool.
  • Justify Marketing Spend: When budgeting, it’s essential to know where your dollars are best spent. If you can show that investing in a cold email automation tool results in a higher ROI, it’s easier to justify the expense and potentially secure more budget in the future.
  • Improve Future Campaigns: Understanding your ROI can highlight areas for improvement. Perhaps certain campaigns are falling short in terms of ROI. Identifying these can help you tweak your strategy, improve your emails, or adjust your targeting to boost future results.
  • Quantify Marketing Impact: ROI is a concrete number that demonstrates the value of your email marketing efforts. It allows you to quantify your impact in a way that stakeholders can easily understand, showing the tangible benefits of your work.

So, calculating your Email Marketing ROI is far from an administrative chore – it’s a powerful tool for driving your email marketing success. 

How Do You Improve Your Email Marketing ROI?

Improving your Email Marketing ROI isn’t about making massive overhauls to your strategy. Often, it’s the small, consistent changes that yield the biggest results. So, how can you take steps towards boosting your ROI today? Here are five actionable tips:

  • Segment Your Audience: Not all customers are created equal. Segmenting your audience allows you to tailor your emails to suit specific groups, leading to higher engagement rates. For example, you could segment by purchase history, geographic location, or age. 
  • Invest in a Cold Email Tool: A cold email tool can automate and streamline your email marketing process, freeing up time and resources. This means you can reach more potential customers without increasing your workload or costs, potentially boosting your ROI.
  • Test and Optimize: Constant testing is key to improving your ROI. Try out different subject lines, email designs, and call-to-actions to see what resonates with your audience. Remember, even a small increase in click-through rate can have a significant impact on your ROI.
  • Improve Your Email Content: Quality content is king when it comes to email marketing. Whether it’s an informative newsletter or a promotional offer, make sure your emails provide value to the recipient. The more valuable your emails are, the more likely recipients are to engage with them, driving up your ROI.
  • Use Cold Email Automation: Automating your emails can help ensure timely and consistent communication with your audience. For instance, setting up an automated welcome series for new subscribers can lead to a 91% increase in opens and a 41% increase in click rates, according to Experian.

Remember, improving your Email Marketing ROI is a journey, not a destination. It requires constant monitoring, testing, and optimization. But with these tips in hand, you will be well on your way to maximising your email marketing success. 


In conclusion, boosting your Email Marketing ROI isn’t just about the numbers; it’s about making smart, strategic choices and continuously refining your approach. From audience segmentation to content optimization, there are numerous ways to improve your campaigns. 

However, one of the most effective methods is investing in a quality cold email tool like Smartlead. With its advanced cold email automation capabilities, Smartlead can streamline your processes, free up valuable resources, and ultimately drive your ROI sky-high. So, don’t just settle for average returns – leverage the power of Smartlead and watch your Email Marketing ROI soar. 

Remember, in the world of email marketing, every percentage point counts! Keep experimenting, keep learning, and most importantly, keep emailing. Here’s to your success!

Kokou Adzo is the editor and author of He is passionate about business and tech, and brings you the latest Startup news and information. He graduated from university of Siena (Italy) and Rennes (France) in Communications and Political Science with a Master's Degree. He manages the editorial operations at

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