Conversion Rate

What is it?

What is it?

The "Conversion Rate" in email marketing measures the percentage of email recipients who take a specific action that the email intended, such as making a purchase, signing up for a service, or downloading content. It is calculated by dividing the conversions by the total number of delivered emails and multiplying by 100. Conversion rate is a crucial metric for assessing the effectiveness of email campaigns and understanding how well they motivate recipients to take desired actions.

Key points to remember

Key points to remember

  • Performance Indicator: Conversion rate directly indicates how well an email campaign performs in achieving its objectives.

  • Benchmarking Success: Use conversion rates to benchmark the success of different campaigns and identify best practices for future strategies.


  • Influenced by Relevance: The more relevant and personalized the email content is to the recipient, the higher the likelihood of conversion.


  • Optimization Opportunities: Analyzing conversion rates provides insights into opportunities for optimizing email design, content, and targeting to improve campaign results.


  • Comprehensive Measurement: Consider measuring conversion rates for different actions across the customer journey to get a comprehensive view of email marketing performance.

Example of Use

Example of Use

  1. Promotional Campaign Analysis: After a promotional email campaign, a retailer calculates the conversion rate by comparing the number of purchases made through the email link against the total emails delivered, assessing the campaign's effectiveness.


  2. Content Download: A technology company sends an email offering a free industry report and measures the conversion rate by tracking how many recipients downloaded the report.

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