How to track Omnisend email campaign ROI

You’re spending $79/month on Omnisend. You send campaigns weekly. Subscribers engage—decent open rates, clicks happening. But here’s the question keeping you up at night: Is Omnisend actually generating enough revenue to justify the cost?

Most e-commerce stores track Omnisend open rates and click rates religiously but never calculate actual ROI. They know campaigns “seem to work” but can’t quantify whether $79/month (or $199/month for growing stores) returns $800 or $8,000 in attributed revenue.

According to Omnisend’s published benchmarks, stores actively tracking email marketing ROI achieve 38x average return (every $1 spent generates $38 revenue). But that’s an average hiding enormous variance—some stores see 5x return, others see 80x. The difference? Stores measuring ROI optimize toward it. Stores ignoring ROI drift into inefficiency.

This guide shows you exactly how to track Omnisend ROI, what good ROI looks like, and how to improve it when it’s underperforming.

Why most stores don’t track Omnisend ROI

The reason is simple: Omnisend doesn’t show ROI prominently. It shows revenue attributed to campaigns and automations, but it doesn’t automatically calculate ROI (revenue minus costs divided by costs).

You have to manually calculate it. Which requires knowing your total Omnisend costs (subscription plus any add-ons), finding revenue attribution data (buried in reports), and doing math monthly. Most busy store owners skip it.

The cost of ignoring ROI: You might be spending $99/month generating $500 attributed revenue (5x ROI—decent) while competitor spends same amount generating $3,000 (30x ROI—excellent). Without measuring, you don’t know you’re underperforming. Without measuring, you can’t optimize.

How to calculate Omnisend ROI step-by-step

Step 1: Identify your monthly Omnisend costs

Check your Omnisend subscription tier. Standard plan: $16/month (500 contacts). Pro plan pricing varies by contact count: $59/month (2,500 contacts), $99/month (5,000 contacts), $199/month (10,000 contacts). Add any additional costs for SMS messages if you use Omnisend SMS features (charged per message sent).

Example: You’re on Pro plan with 6,000 contacts = $119/month subscription. You sent 500 SMS messages = $25 additional cost. Total monthly Omnisend cost = $144.

Step 2: Find revenue attributed to Omnisend

In Omnisend, go to Reports → Overview. Look for “Revenue” metric showing total sales attributed to email campaigns and automations combined. Select date range for month you’re measuring (e.g., October 1-31). Omnisend shows revenue generated from emails sent during that period where customers clicked and purchased within attribution window (typically 5 days).

Example: October attributed revenue = $4,320.

Step 3: Calculate ROI

Formula: ROI = (Revenue - Cost) ÷ Cost × 100

Example: ($4,320 - $144) ÷ $144 × 100 = 2,900% ROI, or 29x return. For every $1 spent on Omnisend, you generated $29 in attributed revenue.

Step 4: Track monthly

Create simple spreadsheet with columns: Month, Omnisend Cost, Attributed Revenue, ROI. Track every month. Watch trends—is ROI improving or declining? Seasonal patterns? Which months perform best?

What good Omnisend ROI looks like

ROI benchmarks vary by industry, list size, and email sophistication. Here’s what to expect:

Minimum acceptable ROI: 10x

If you’re generating less than 10x return ($10 revenue per $1 spent), email marketing barely justifies its cost after factoring in time spent creating campaigns. Below 10x ROI suggests either poor targeting, weak offers, deliverability issues, or undersized list for subscription tier.

Good ROI: 20-40x

Most healthy e-commerce stores using Omnisend effectively achieve 20-40x ROI. This range indicates solid engagement, reasonable list quality, effective campaigns, and working automations. You’re in the right ballpark.

Excellent ROI: 40x+

Stores with highly engaged lists, strong segmentation, optimized automations, and frequent purchases hit 40x+ ROI. Some consumable product stores (coffee, supplements) with high repeat purchase rates see 60-80x ROI. This level requires systematic optimization and mature email strategy.

Why ROI might be low despite good metrics: Large contact list but few engaged subscribers (paying for contacts who never open emails). Expensive subscription tier relative to sales volume generated. Low average order value in your store (email drives conversions but small order sizes limit revenue). Poor attribution tracking (sales happening but not credited to Omnisend due to technical issues). Underutilized automations (campaigns alone rarely drive high ROI; automations provide most value).

How to improve Omnisend ROI

Strategy 1: Optimize your subscription tier

Many stores pay for contact tiers they don’t need. If you have 8,000 contacts but only 1,200 opened an email in the last 90 days, you’re paying for 6,800 inactive subscribers.

Action: Clean your list. Remove unengaged subscribers (haven’t opened in 90+ days). Omnisend allows archiving contacts to free up space. Archiving 3,000 inactive contacts might drop you from $159/month tier to $99/month tier—immediate cost savings improving ROI. Plus engaged lists get better deliverability, further improving performance.

Expected impact: Reducing subscription cost 30% while maintaining revenue improves ROI by 43% mathematically. Plus better deliverability often increases revenue 10-15%.

Strategy 2: Maximize automation workflows

Automated workflows (welcome series, abandoned cart, browse abandonment, post-purchase) generate significantly higher ROI than campaigns because they’re triggered by specific behaviors indicating intent.

Essential automations to implement: Welcome series (3-5 emails introducing new subscribers, typically 1-5% conversion rate). Abandoned cart recovery (3-4 emails recovering carts, typically 5-15% recovery rate). Browse abandonment (remind customers about products they viewed, 1-3% conversion). Post-purchase flow (thank you, review request, replenishment reminders for consumables). Win-back campaign (re-engage customers who haven’t purchased in 60-90 days).

Expected impact: Stores with comprehensive automation workflows see 2-3x higher email ROI versus campaign-only strategies. Automations require setup time upfront but run continuously without ongoing effort.

Strategy 3: Improve segmentation

Sending same campaign to entire list dilutes performance. High-intent customers get generic messages, low-intent subscribers get offers they ignore. Segmentation sends relevant messages to appropriate groups.

High-ROI segments to create: Recent purchasers (last 30 days)—high engagement, receptive to upsells and new products. VIP customers (top 20% by lifetime value)—deserve exclusive offers and early access. Cart abandoners (added to cart but didn’t purchase)—high intent, need nudge. Engaged but never purchased (open emails, click, but haven’t bought)—need first-purchase incentive. Geographic segments (different offers by country, state, or region if relevant).

Expected impact: Segmented campaigns typically see 20-50% higher conversion rates versus broadcast campaigns. If you currently send all campaigns to entire list, segmentation alone might double email revenue.

Strategy 4: Reduce campaign frequency for low performers

More emails doesn’t always equal more revenue. Some subscribers engage weekly, others monthly. Over-emailing low-frequency purchasers drives unsubscribes without revenue gains.

Action: Create engagement-based segments. Highly engaged (opened 3+ of last 5 campaigns)—send all campaigns. Moderately engaged (opened 1-2 of last 5)—send only best offers, reduce frequency. Barely engaged (opened 0 of last 5)—send monthly only, or attempt win-back then archive if still unresponsive.

Expected impact: Reducing emails to unengaged segments cuts costs (fewer emails sent on metered plans) while maintaining revenue from engaged subscribers. ROI improves because costs drop with minimal revenue impact.

Common Omnisend ROI tracking mistakes

Mistake 1: Comparing email ROI to paid advertising ROI

Email marketing ROI typically appears much higher than Facebook Ads ROI because email subscribers are warm audience (already know your brand) while ads target cold traffic. Don’t expect ad ROI to match email ROI. Different channels, different audience temperatures, different economics.

Mistake 2: Attributing all revenue to Omnisend

Omnisend’s attributed revenue uses last-click attribution within 5-day window. If customer clicked email Monday, browsed Tuesday (clicked Google ad), purchased Wednesday, Omnisend credits itself. But Google ad contributed. Attribution is imperfect. Use Omnisend revenue as directional indicator, not absolute truth about email’s full impact.

Mistake 3: Only tracking campaigns, ignoring automation ROI

Campaigns require ongoing effort (design, write, send). Automations require upfront setup but run automatically. Automation ROI is often much higher because time investment is one-time. Track automation performance separately to understand where value comes from.

Mistake 4: Not accounting for time spent

True ROI includes your time. If you spend 10 hours monthly managing Omnisend and your time is worth $50/hour, real cost is $144 subscription + $500 time = $644. Generates $4,320 revenue = 6.7x ROI (not 30x). Automating or delegating reduces time cost, improving real ROI.

Tracking Omnisend ROI efficiently

Manual monthly ROI calculation works but requires remembering to check Omnisend reports, export data, update spreadsheet, calculate numbers. Most busy founders skip months, lose tracking continuity.

Options for easier tracking:

Set monthly calendar reminder (1st of month: check Omnisend ROI). Takes 5 minutes monthly. Creates spreadsheet habit tracking over time. Alternative: Use tools that automatically pull Omnisend revenue data alongside subscription costs and calculate ROI without manual work. Especially valuable for teams wanting email performance visibility without requiring everyone to login to Omnisend.

What to track beyond ROI: Revenue per email sent (attributed revenue ÷ total emails delivered that month). Cost per acquisition via email (Omnisend cost ÷ new customers acquired via email). Repeat customer revenue percentage (how much email revenue comes from existing versus new customers). Automation revenue versus campaign revenue (which drives more value for effort invested).

When to stop using Omnisend based on ROI

If ROI consistently stays below 8-10x for 3+ months despite optimization efforts, email marketing via Omnisend may not justify costs for your specific business.

Reasons this happens: Very small email list (under 500 engaged subscribers) makes subscription cost disproportionate to potential revenue. Very low average order value (under $25) limits revenue per conversion even with good engagement. Very long purchase cycles (6+ months between purchases) mean email doesn’t accelerate decisions enough to show strong attribution. Poor list building practices (bought lists, irrelevant signups) create permanently unengaged audience.

Alternatives if Omnisend ROI is too low: Downgrade to cheaper tier or free plan if available for your list size. Switch to simpler email platform with lower costs (Mailchimp free tier, basic ESP). Focus on organic channels (social media, content marketing) where customer acquisition cost is lower for your business. Improve list building quality before investing in paid email platform.

Measuring Omnisend ROI effectively

Omnisend ROI calculation is straightforward: attributed revenue divided by subscription cost. Good ROI sits at 20-40x for most healthy e-commerce stores. Below 10x indicates problems requiring optimization or platform reconsideration.

Improving ROI focuses on four strategies: optimize subscription tier by removing inactive contacts, maximize automation workflows for hands-off revenue, improve segmentation for higher conversion, and reduce campaign frequency for low performers.

Track monthly minimum. Calculate ROI first Monday of each month. Watch trends. Optimize based on data. Email marketing generates strong returns when measured and optimized systematically.

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