Conversion is the ratio of the number of visitors who have completed any target action inspired by advertisers, marketers, merchants, and content creators to the total number of visitors to the site. It's expressed as a percentage. 

These target actions may be: 

  • making a purchase;
  • registration;
  • subscription for emails;
  • downloading files;
  • going to the landing page;
  • visiting particular pages of the site; and
  • clicking on an advertising link.

Conversion in email marketing depends on the number of actions your subscribers make. That's why you need to know the answers to the following questions:

  • How many registration forms do users fill out? 
  • How many opens and clicks does your email have?
  • How many orders did subscribers place in their shopping cart after you sent the email campaign

This is one of the methods to calculate conversion in email marketing.

An example would be if you implemented email marketing for your online store. Let's assume that your email campaign has 500 unique clicks and due to the coupon of this email, subscribers made 14 purchases. In this particular case the conversion is counted this way:

14 purchases/500 clicks*100=2.8%.

Why should you analyze conversion?

As email marketing was invented to increase profits and acquire new leads, you need to track the conversion after you sent a successful series of letters. If the click-through rate (CTR) of your email campaign is high, it's more likely that you will have more purchases and a high rate of conversion on the site. Compare the conversion coming from another channel (instead of emails) and you'll see the effectiveness of every marketing channel you use. 

One of the important elements that increases the conversion in email marketing is a high open rate. Read more about it in our article.


Also searched with "Conversion"

Lead nurturing - Lead nurturing is the process of maintaining relationships with prospects in order to earn their business at the moment they are ready for it...

User Agent - The term user agent stands for the agent software, which is acting on behalf of the user...

Lead - A lead is when a user expresses an interest in your services or products...

Plain Text Emails - Plain text emails are used for email campaigns that contain text without any images or html coding...

QR Code - QR code is an abbreviation of Quick Response Code...

Rate this article about "Conversion"

User Rating: 5 / 5 (9)

Try SendPulse today for free

If you are interested in "Conversion" you might be interested in our bulk email service.