The revenue an email campaign or automated flow brought in, divided by the number of people it was delivered to. It ties email activity to money instead of opens or clicks.
Formula
Revenue per recipient = revenue attributed to the email ÷ emails delivered
Example
Meera's festive email is delivered to 8,000 people and her tool attributes ₹80,000 in sales to it, from 40 orders. Revenue per recipient = ₹80,000 ÷ 8,000 = ₹10.
How you'll hear it
“The segmented send made ₹25 per recipient against ₹10 for the full list; let's segment the next one too.”
What it helps you decide
Whether to send to the whole list or a segment, which flows deserve more work, and how email compares with WhatsApp for the same offer.
Where people misread it
RPR depends on how your tool attributes sales, usually any purchase within a set window after a click or open, so some of that revenue would have come anyway. Bigger total revenue can come with lower RPR and more unsubscribes.
The story
Meera has a new silk collection. She can email her whole list or only the 2,000 people who bought festive wear in the past year.
| Delivered | 8,000 |
| Revenue attributed | ₹80,000 |
| Revenue per recipient | ₹10 |
|---|
| Delivered | 2,000 |
| Revenue attributed | ₹50,000 |
| Revenue per recipient | ₹25 |
|---|
The number looks right. Option A brings in ₹30,000 more, so the whole list seems the obvious choice.
What it hides. The 6,000 extra people in A added ₹30,000, ₹5 each, and they also produced most of the 40 unsubscribes and 8 spam complaints from that send. Every untargeted send wears down the list a little.
What to look at instead. RPR by segment over several sends. Meera sends the silk email to the 2,000 festive buyers first, then a different offer to the rest. She compares the combined revenue and the unsubscribes with one big send.
All figures are fictional and illustrative.
Work out revenue per recipient
The example's numbers are filled in. Replace them with yours.
Compare RPR between segments and flows, not just total revenue.
Don't confuse it with
- Revenue per email sent: some tools divide by emails sent, including bounces.
- ROAS: revenue ÷ ad spend; RPR has no spend in it.
Related terms
Sources
- How to calculate revenue per recipient, Klaviyo Help Center