Conversion rate in email marketing measures the percentage of recipients who completed a desired action after clicking on an email link. It reflects how effectively your emails drive results aligned with business goals.
Conversion rate is a key performance metric that shows how many email recipients performed a specific action, such as making a purchase, signing up for a webinar, or downloading a resource, compared to the number of delivered emails.
Unlike open rate or click-through rate (CTR), which measure engagement, conversion rate ties email activity to business outcomes, making it a critical indicator of ROI.
Conversion rate is calculated using this formula: (Conversions ÷ Delivered Emails) × 100
For example, if you deliver 10,000 emails and 300 recipients complete the desired action, the conversion rate is: (300 ÷ 10,000) × 100 = 3%
Accurate tracking requires integrating email platforms with analytics or conversion tracking tools to capture post-click actions.
Conversion rate is essential because it:
Conversion rate is used for:
It varies by industry and campaign type, but most marketing emails average between 1% and 5%.
Click-through rate (CTR) measures clicks, while conversion rate measures completed actions after the click.
By optimizing landing pages, personalizing content, and aligning offers with audience needs.
