Deliverability Revenue Calculator

The math is simple but often overlooked. When a percentage of your emails land in the spam folder instead of the primary inbox, those subscribers cannot open, click, or buy from your campaigns.

This calculator works by taking your current metrics to determine your baseline revenue. It then isolates the segment of your list that is currently going to spam, and assumes they will perform at the same rate as the rest of your list once they are successfully delivered to the inbox.

• Active List Size: The total number of subscribers you regularly send to.
• Estimated Spam Rate: The percentage of your list that is currently being routed to spam. If your open rates recently dropped unexpectedly, this number could be significant.
• Click-to-Open Rate (CTOR): The percentage of people who click a link after opening the email.

Mailbox providers don't send back a notification when they route your email to the spam folder, so your email service provider (like Mailchimp or Klaviyo) cannot show you an exact "Spam Folder Placement" metric. To find this number, professionals use:

• Google Postmaster Tools: A free dashboard from Google that shows your User-Reported Spam Rate for Gmail users. (You want this strictly under 0.05%).
• Seed Testing: Tools like GlockApps or Everest provide a list of test email addresses across different providers. You send a test campaign to them, and they report exactly what percentage landed in the Inbox vs. Spam.
• Sudden Open Rate Drops: If your open rates plummeted from 40% to 15% overnight without a major strategy change, that missing 25% is likely being routed to the spam folder.