Email conversion rate is an email marketing KPI that measures the success of an email. It’s the percentage of people who take a desired action after reading an email. That could be buying, downloading a file, signing up for a newsletter or any other goal you set as a marketer. It’s a key metric because it’s a direct measure of an email’s success.
How to calculate email conversion rate
The email conversion rate is calculated by dividing the number of conversions by the number of emails delivered and then multiplying by 100. For example, if an email campaign gets 50 conversions and is sent to 1000 people, the email conversion rate would be 5%.
But note that the way you calculate email conversion rate can vary depending on the campaign’s goals. Some marketers may calculate the conversion rate based on unique opens or clicks rather than total emails delivered. Whatever method you choose should align with the campaign’s objectives and the action you want the recipient to take.
What affects email conversion rate?
Several factors can affect email conversion rate. These are the quality of the email list, the relevance of the content, the design and layout of the email, the clarity of the call to action, and the ease of the conversion process.
Also note that email conversion rate can be affected by external factors such as the time of day or day of the week the email is sent, the recipient’s device or email client and the current market conditions.
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