Email Marketing Conversion Rates

Instructor: Beth Hendricks

Beth holds a master's degree in integrated marketing communications, and has worked in journalism and marketing throughout her career.

A conversion rate in email marketing gives you the big picture of how your campaign is performing. In this lesson, you'll learn more about email marketing conversion rates.

Converting Your Subscribers

Terrence has grown a sizable email marketing list and sends out a new message every Monday with his special deal of the week listed. Since starting the weekly deal emails, the number of people who have taken advantage of his offer has grown substantially. However, Terrence is unsure which metrics to track to observe the results of his campaign.

Your conversion rates tells you how many people are completing your email offer.
Your conversion rates tells you how many people are completing your email offer

While there are a host of marketing metrics you can observe through an email campaign, Terrence should direct much of his focus to conversion rate. This will tell him how successful his email marketing efforts are, by giving him an idea how many people are taking advantage of his weekly deals.

Email Conversion Rates

If you're wanting to see the bigger picture of how well your email marketing campaign is performing, you need to look at your conversion rate. Your conversion rate, generally expressed as a percentage, tells you how many of your email subscribers completed an offer expressed in your email message. It could be making a purchase, downloading a free offer, starting a trial period, or obtaining more information. Whatever call-to-action you requested of your viewer, that is, what you're asking them to do in viewing your email message, is where you want to measure your conversions. Expressed as an equation, the conversion rate metric might look something like this: number of conversions divided by total emails sent, then multiply by 100 to achieve your conversion rate percentage.


The significance of your conversion rate tells you a number of things, including how well your email message is being received and how many people are responding to your offer. While other metrics, such as open rate (how many people opened your email) and click-through rate (how many people clicked a link in your email) are important, conversions - whether sales or leads - are the ultimate goal, making conversion rate the most telling metric for how well your campaign is performing. Not only does the conversion rate help qualify the success of your campaign, but it also helps to quantify it by telling you how much each conversion cost and how much revenue was generated from each conversion. Though we're talking about email marketing conversions, the true conversion happens at your website when the email recipient completes the prescribed offer.

How to Improve

So, now that you know what a conversion rate is and its importance to your email marketing strategy, you may be wondering if there's a way to boost or enhance your conversion rate numbers. Rest assured, there is! Let's take a look at a few of the most popular ways to generate higher conversion rates, no matter whether you're asking a customer to make a purchase or simply download a free offer.

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