Measure the contribution of an email promotion
Estimate whether the extra orders cover discounts and operating cost.
Start from a comparable baseline
A campaign group produces 120 orders and a comparable holdout produces 90. If both groups are the same size, 30 is the estimated extra order count. Confirm that the groups had similar eligibility and enough time to complete purchases.
Compare contribution across the groups
If the 120 promoted orders yield $22 each and the holdout’s 90 yield $30 each, contribution is $2,640 versus $2,700. The promotion appears $60 behind before send or production costs, despite more orders.
Look beyond the send window
Review refunds, repeat behavior, and whether purchases were pulled forward. Report the observed counts and uncertainty. A promotion may still support a different goal, such as clearing inventory, but give that goal an explicit value.
Try a related tool
Compare revenue per advertising dollar with the return needed to cover ad spend. Enter net revenue and contribution margin before ads.
