Email Marketing Term
What is Conversion Rate?
The percentage of email recipients who complete a desired action, like making a purchase.
Conversion rate measures the ultimate goal of your email campaign. While opens and clicks matter, conversions drive revenue.
Email conversion rate is calculated: (Conversions ÷ Emails Delivered) × 100. Some marketers use clicks as the denominator for click-to-conversion rate.
Average email conversion rates range from 1-5% depending on industry and email type. Cart abandonment emails often achieve 5-10% conversion rates. The key is matching offers to audience intent and reducing friction in the conversion path.
Examples
- 50 purchases from 5,000 emails = 1% conversion rate
- Cart abandonment emails convert 5-10% on average
- Welcome series with discount: 3-5% conversion rate
Tips for Conversion Rate
- ✓Align email content with landing page
- ✓Reduce friction - minimize form fields
- ✓Use urgency and scarcity appropriately
- ✓Track revenue per email, not just conversion rate
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