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Email Marketing Glossary.

Clear, no-fluff definitions of every email marketing term that matters—from open rates to double opt-in. 

 

Conversion Rate

Email conversion rate is the percentage of recipients who complete a desired action — usually a purchase — after receiving or clicking your email. It's the metric closest to revenue.

Also known as: email conversion rate, conversion percentage

Opens and clicks are leading indicators; conversion rate is the one tied directly to results. It tells you how many people did the thing you actually wanted — bought, signed up, booked — after engaging with your email.

How is email conversion rate calculated?

Conversion rate = (conversions ÷ emails delivered) × 100. You can also measure conversions per click to isolate how well your landing page or offer performs once someone arrives.

What's a good email conversion rate?

It varies by industry and goal, but triggered ecommerce emails — abandoned cart, welcome, post-purchase — convert far better than broadcasts because they reach people at high-intent moments.

How do you improve conversion rate?

Align the email, offer, and landing page; segment for relevance; reduce friction at checkout; and use urgency honestly. Benchmark yourself with Drip's free Conversion Rate Calculator.

Related terms

Open Rate Click-Through Rate (CTR) Click-to-Open Rate (CTOR) Bounce Rate Unsubscribe Rate

Related reading from Drip

Conversion Rate Calculator Email Marketing Analytics: 7 Metrics You Need to Track

Frequently asked questions

How is email conversion rate calculated?
Divide the number of conversions (e.g. purchases) by the number of delivered emails, then multiply by 100. For example, 20 orders from 1,000 delivered emails is a 2% conversion rate.
What is a good email conversion rate?
It depends heavily on industry and the action you're measuring. Behavior-triggered ecommerce emails like abandoned cart and welcome flows convert much higher than broadcast campaigns because they reach shoppers at peak intent.
What's the difference between click-through rate and conversion rate?
Click-through rate measures who clicked a link in the email; conversion rate measures who completed the goal action afterward, such as a purchase. Conversion rate is the metric most directly tied to revenue.
How can I increase my email conversion rate?
Keep the email, offer, and landing page consistent; segment so the message is relevant; remove friction from checkout; and use honest urgency. Automated, well-timed emails typically convert best.
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