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Metrics & Analytics

Conversion Rate

The percentage of email recipients who completed a desired action like a purchase or signup.

Definition

Email conversion rate measures the percentage of email recipients who completed a specific desired action, such as making a purchase, signing up for a trial, downloading content, or registering for an event. It is the ultimate measure of email marketing effectiveness because it ties directly to business outcomes.

Why It Matters

Conversion rate connects your email marketing to business results. High open and click rates mean nothing if recipients do not convert. Tracking conversions helps you calculate ROI and identify which email campaigns actually drive revenue or achieve your goals.

How It Works

Conversion tracking typically requires integrating your email platform with your website or e-commerce system. When a subscriber clicks an email link, tracking parameters identify them. If they later complete the desired action (purchase, signup, etc.), the conversion is attributed to the email campaign.

Best Practices

  • 1Define clear conversion goals for each campaign
  • 2Ensure your landing page matches the email's message and design
  • 3Reduce friction in the conversion process
  • 4Use tracking parameters (UTM codes) to attribute conversions accurately
  • 5Test different offers, urgency tactics, and landing pages

Revenue Attribution

Sequenzy tracks conversions and revenue from your email campaigns, showing exactly which emails drive results.

Learn More

Frequently Asked Questions

Email conversion rates vary dramatically by industry, product, and goal. E-commerce purchase conversion might be 1-5%, while a newsletter signup could be 10-20%. Set benchmarks based on your specific goals and historical performance.

Use UTM parameters in your email links to track traffic in analytics. For purchases, integrate your ESP with your e-commerce platform. For other conversions, set up goal tracking in your analytics tool or use your ESP's conversion tracking features.

This indicates friction between your email and conversion. Check: landing page relevance and speed, checkout process complexity, mobile experience, offer clarity, and whether you are sending to the right audience segment.