It’s one of the most frequently asked questions what does conversion mean in relation to email marketing.

E-mail is still the most effective medium for conversion.

Despite being one of the oldest forms of communication, it is still capable of presenting valuable conversions. You can expect a return of $38-44 for every $1 you spend on email marketing campaigns.

Among the notable benefits of email marketing is that it can target all types of audiences equally effectively. Email is viewed as a formal way of communicating by everyone, from students to the working class. Thus, anything sent as an email is seen to be useful in most situations.

The fact that email marketing is permission-based is yet another reason why it works. You are receiving emails because people have opted in to receive emails from you. Which means that they would like to keep up with your updates.

In small businesses with a limited budget to spend on marketing, email campaigns are the ideal solution to get their message out there.

What Does Email Conversion Mean?

After receiving and opening an email, subscribers take a specific action. This is referred to as an email conversion. A conversion rate is determined by adding together the number of recipients who performed the desired action. To the total number of emails sent out.

Email Conversion Rate Explained

Email conversion rate is the percentage of subscribers who performed a specific action after receiving an email. What actions you should expect to depend on what you intend to accomplish with the email.

In the case of an online store, for example, a plausible action would be to make a purchase. In the same way, if you are interested in subscribing to an online magazine. Signing up for a free trial is a great way to get started.

Steps To Calculate Email Conversion Rate

The email conversion rate formula entails:

Email Conversion Rate = [No. Of Conversion No. Of Delivered Email] x 100

To calculate your email conversion rate, divide the number of recipients who performed your desired action by the total number of emails delivered successfully. Now divide the result by 100.

What Is An Excellent Rate?

According to industry statistics, the average industry open rate is estimated to be around 21.8%. Generally, a good email conversion rate is anywhere between 2% and 5%, but again it is dependent on your sector.

The answer is never precise, which is surprising. Any conversion rate above your current rate should be viewed as better, and efforts should be made to continually improve it.

Make sure you are consistently above your industry average conversion rate. If you are having trouble converting your marketing emails, then your email campaigns need to be significantly updated.

Tips On How To Escalate Email Conversion?

If you’re asking “How can I skyrocket my email conversion rate?” you need to first look at how your email delivery process works. Getting this data is essential to a profitable targeted email marketing campaign.

Ask these questions: 

Is it possible to make them personalized for the recipients?

Does the company offer any value to its customers?

What are the benefits of clicking the CTA button for a user?

By answering these questions, you will be able to create compelling emails that will increase the email conversion rate.

And also enhance your brand identity at the same time. Following are some key components of an email that need to be examined, in order to increase conversion rates.

The Subject Line

In the subject line of your email, you are presenting your email to the world. The effectiveness of an email campaign determines the opening rates and ultimately the conversion rates.

When creating an email campaign, make sure that you address the pain points of your customers creatively.

Make sure your email subject lines are click-worthy by using these power points:

  1. Be sure to include appealing numbers (discounts, deals, etc.).
  2. Make it seem urgent to get the readers to open it immediately
  3. By asking questions, you can drive curiosity
  4. Personalize the greeting by using the name of the recipient

Personalization And Segmentation

It is very likely that you are not sending the right emails to the right people. Which is one of the reasons why your emails aren’t being opened.

Consequently, you should segment your recipients via demographics, browsing activity, and purchasing history to be able to effectively target them.

It will be more likely that your emails will be highly relevant to the receiver. Which will increase the opening and conversion rates for your emails.

Personalization is also essential for your email campaign’s success, just like market segmentation. It increases open rates by 26 percent. Send emails that sound like they are coming directly from someone at the company, rather than automated emails.

 Design For Quick Response

In the United States, almost 46 percent of emails are opened from a mobile device. It is crucial to realize that you will lose right away if you fail to create a mobile-responsive website.

Some of your customers if they find it hard to open your emails on their smartphones may even unsubscribe from your email lists entirely. If they are unable to open your emails on their smartphones.

In order to make your emails engaging and responsive on mobile:

  1. The subject line should be as short as possible (preferably between 30 and 35 characters)
  2. Keep the copy as concise as possible by using white space and keeping your copy as white as possible
  3. Optimize the sizes of the image files in order to improve the loading speed
  4. Make sure you have a clearly defined call-to-action button

Focus On Solutions

In what ways can your products or services benefit your customers? You should focus your emails on describing these benefits to your customers. The best way to make your offer more compelling is to show them why they cannot afford to miss your product.

Consider The User Position In The Funnel

In addition to segmentation and personalization, email management must also match the content of the email to the recipient’s specific stage within your organization. If you do this, it is more likely that the emails will be personalized and will cause conversions to increase.

The following parameters should be kept in mind when creating emails that correspond to the customer’s stage of the journey:

  1. The elapsed time since the recipient subscribed to the e-mail list
  2. Purchasing history of the product
  3. The average order value and the type of orders that are placed
  4. Rates of open and click-throughs for previous emails

In order to identify the best time and content to send an email, you need to follow these guidelines. Based on these results, you can send the following email:

  1. When a user subscribes to the email list, they receive a welcome email.
  2. When a customer completes a purchase on your website, you should send a post-purchase email to thank them for their purchase.
  3. If the users have not visited your site for a while, you can send them re-engagement emails.

Save Time

We suggest that you avoid including any kind of form in your email unless it is absolutely necessary. There is a reason for this since forms can be difficult to fill out. Especially when your customer is viewing them on a small screen. Whenever possible, limit the number of fields to as few as possible even when forms are unavoidable.

Concise Call To Action

It seems that your customers are impressed with the quality of your email and are eager to try out your products and services. What can you do to make them more interested? You can create a clear call-to-action (CTA) that draws their attention.

I think the best thing you can do with an email is to use it to tell your customers a story. And let the CTA be the end of the message. You should try to make it seem very natural. The size of a compelling call-to-action is a crucial factor that determines the conversion rate of an email.

Landing Page

There is no guarantee that you will have high conversion rates, even if you have a high open-rate. There may be a reason for this, such as the post-click experience is not optimized.

A customer who has clicked on the CTA button and was influenced by the offer in the email. Is most probably looking for it on the landing page they end up on once they click the CTA button.

In the event that they are unable to find what they are looking for, your email conversion rate will suffer. Also, your email bounce rates will also become high.

In order to avoid such a situation, make sure your landing page has a matching message to both your copy and images. Thus letting your customers know that they are in the right place.

In other words, if your email promised recipients a 30% discount on your products, make sure your landing page displays the discounted price.

Performing Tests

An A/B test allows you to create two or more variants of your email and send them at random to your users.

Analyzing the open rates and conversion rates of different types of emails will help you determine what works best for your conversion goals. By analyzing the open rates and conversion rates of each type of email.

Even in the case of segmentation, A/B testing will help in determining what influences a specific group of recipients the most. This is because what works for one, might not work for others.

Getting Benefits

It is not just about highlighting solutions, but also about rewarding customers for their loyalty. If the act of opening and clicking on a call-to-action button is rewarding, customers are more likely to do so.

Make sure you offer your customers free coupons or even invite them to free webinars – anything your customers may find beneficial.

Please note that rewards may work differently for different users. In order to determine which rewards are most effective, try A/B testing while sending rewards.

Email Automation

When customers take specific actions on your site, an automated drip campaign will send them emails at specific intervals. Maintaining your brand’s prominence in your customers’ minds has a profound impact on email conversion rates.

You can make these emails engaging by making them directed to the recipients.

Streamline Your Checkout

In addition to crafting compelling emails, the post-click user experience is equally important in determining email conversion rates.

You should make sure that the checkout process is quick and straightforward. When you are sending an email campaign. Which intended to make users purchase a product. Customers might abandon a purchase if it’s too time-consuming.

Follow up with personalized abandon cart emails if the user leaves without completing the purchase. A major percentage of customers will come back and continue shopping.


It is important to make sure that all components of the email are mobile responsive and don’t pose any problems to the recipients.

Ensure that you use your emails to build curiosity, and don’t forget to specify your value offer and call-to-action clearly in your emails. Finally, you should consider personalizing and segmenting your emails as a result of A/B testing.

All of the points listed above contain essential information, Applying these to your email marketing strategy.

Neil Napier

Neil Napier is the co-founder of Mailvio. Neil started his entrepreneurial journey in 2012 out of necessity to keep his visa in the UK, when he failed to keep his visa he moved to Finland and started his career as a serial entrepreneur and super affiliate. With over $10 million USD in revenue generated, he is a sought-after expert entrepreneur, copywriter & product creator.


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