Brevo ROI Reporting: Measure Email Marketing Revenue

Open rates and click rates tell you whether people are engaging with your emails. Revenue tells you whether email marketing is actually growing your business. Connecting these two — understanding which campaigns, sequences, and segments drive the most actual revenue — is what separates sophisticated email marketers from those who optimise vanity metrics and wonder why their campaigns do not move the business forward.

The ROI Formula

Email marketing ROI is calculated simply:

ROI = (Revenue from email − Cost of email marketing) ÷ Cost of email marketing × 100

Example:

• Monthly Brevo Business plan: $18
• Staff time to produce campaigns (4 hours × $50/hour): $200
• Total cost: $218
• Revenue attributed to email campaigns in the same month: $4,500
• ROI = ($4,500 − $218) ÷ $218 × 100 = 1,963% ROI

This is not an unusual result. Email marketing's average industry ROI of $36 per $1 spent is well-documented precisely because the cost of email is so low relative to the revenue it can generate.

Setting Up Conversion Tracking in Brevo

The missing piece for most email marketers is attribution — connecting a click in an email to a purchase on their website. Brevo offers two methods.

Method 1: UTM Parameters

UTM parameters are tags added to the end of URLs in your emails that tell analytics tools (Google Analytics, Plausible, Fathom) which campaign sent the traffic.

Standard UTM parameter format:

https://yoursite.com/product?utm_source=brevo&utm_medium=email&utm_campaign=summer-sale-june-2026

• utm_source=brevo — identifies the platform
• utm_medium=email — identifies the channel
• utm_campaign=summer-sale-june-2026 — identifies the specific campaign

When a recipient clicks the link and completes a purchase, your analytics platform records the conversion and attributes it to this email campaign.

In Google Analytics 4, go to Reports → Acquisition → Traffic Acquisition and filter by Session source/medium = brevo / email to see all revenue attributed to Brevo campaigns.

Best practice: Create a consistent UTM naming convention for all campaigns. For example: [campaign-type]-[topic]-[month]-[year]. "newsletter-automation-tips-june-2026" is far more useful than "newsletter-june-2026" when you are reviewing reports six months later.

Method 2: Brevo Conversion Tracking

Brevo can track conversions natively when you install its tracking script on your website and define conversion events (visiting a thank-you page, completing a purchase, signing up for a trial).

Setup:

1. Go to Campaigns → Settings → Conversion Tracking
2. Install the Brevo tracking script on your website (or use the WordPress plugin)
3. Define a conversion event — the URL of your thank-you or confirmation page
4. Set a conversion value (optional — if your product has a fixed price, enter it here)

After setup, Brevo shows conversion data directly in each campaign's report: how many recipients converted, the total conversion value, and the revenue per email sent.

Revenue Per Email (RPE)

Once you have conversion tracking in place, you can calculate Revenue Per Email — one of the most useful benchmarks for email program health.

RPE = Total Revenue from Campaign ÷ Number of Emails Delivered

Example: A campaign to 5,000 contacts generates $1,200 in revenue. RPE = $1,200 ÷ 5,000 = $0.24 per email sent.

Track RPE across campaigns over time. If your RPE is declining, your audience engagement or offer relevance is deteriorating. If RPE is increasing, your optimisation efforts are working.

Segment RPE by campaign type:

• Promotional campaigns typically have higher RPE than newsletters
• Re-engagement campaigns often have low RPE (the audience is not currently engaged)
• Automated sequences (welcome series, abandoned cart) often have the highest RPE of any email type

Comparing Campaign ROI

In Brevo's campaign list, you can sort and filter campaigns by performance. Use this to identify:

Your highest-revenue campaigns — What made these campaigns successful? Subject line, audience segment, offer, timing? Replicate the winning elements.

Your lowest-revenue campaigns — What went wrong? Did they go to a cold audience? Was the offer poorly matched to the segment? Was the timing off?

Revenue by campaign type — Compare the total revenue generated by your promotional campaigns vs your newsletters vs your automated sequences. Allocate your email program resources based on where the revenue actually comes from.

Attribution Modelling

Attribution is the practice of deciding which marketing touchpoint gets credit for a conversion. This matters when a subscriber receives multiple emails before purchasing.

Last-click attribution — The final email they clicked before purchasing gets 100% of the credit. Simple but potentially misleading (the last email may have been a minor nudge in a long journey).

First-click attribution — The first email they ever clicked gets 100% of the credit. Gives credit to awareness-building campaigns that started the relationship.

Linear attribution — Credit is divided equally among all email touchpoints. More complex but more accurate for long nurture sequences.

Brevo's native attribution uses last-click. For more sophisticated multi-touch attribution, connect your Brevo data to a dedicated attribution tool or analyse the data in Google Analytics using a multi-touch model.

Improving Underperforming Campaigns

When a campaign generates less revenue than expected, use this diagnostic framework:

Low open rate + low revenue: The problem starts at the subject line. The campaign never reached enough readers to have impact. Fix the subject line before addressing anything else.

High open rate + low click rate + low revenue: The content is not connecting to the offer. Subscribers opened it but the body copy or design did not persuade them to click. Rewrite the CTA section and test a different offer framing.

High open rate + high click rate + low revenue: Traffic is reaching your website but not converting there. The problem is on the landing page, not in the email. Review your landing page's message match (does the page match what the email promised?), loading speed, and conversion optimisation.

High everything + still low revenue: You may have an offer problem, not an email problem. If your email is performing well but sales are not following, the offer itself needs to be reconsidered.

Reporting to Stakeholders

When presenting email marketing performance to leadership or clients, lead with revenue and ROI, not open rates.

Format: "In June, our Brevo email program generated $4,500 in attributed revenue from 8 campaigns at a total cost of $218, delivering a 1,963% ROI. Our top-performing campaign was the summer sale, which generated $1,800 in revenue from a single send to 3,000 contacts."

This framing positions email marketing as a revenue-generating channel, not a communications cost — which is how it should be perceived.

Brevo Plan Comparison

Plan	Price	Emails/Month	Key Features
Free	$0/forever	300/day	Unlimited contacts, email campaigns, basic CRM, Brevo branding
Starter	From $9/month	5,000	No daily cap, no Brevo logo, basic reporting, email & phone support
Business	From $18/month	20,000	Marketing automation, A/B testing, advanced stats, multi-user access
Enterprise	Custom pricing	Unlimited	Dedicated IP, SSO/SAML, custom onboarding, dedicated account manager

Set up UTM tracking on your next campaign and start connecting your email activity to actual revenue — it will change how you prioritise every decision you make about your email program.