Glossary/Email & Lifecycle/Revenue Per Recipient (RPR)
Email & Lifecycle
Revenue Per Recipient (RPR)
Total revenue attributed to an email campaign or flow divided by the number of recipients, a common ecommerce email performance metric.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
Revenue per recipient (RPR) is total revenue attributed to an email campaign or flow divided by the number of recipients, a common ecommerce email performance metric. It combines open, click and conversion effects into one figure. RPR makes it easy to compare campaigns of different sizes and to judge the value of list growth.