Measure the share of email recipients who complete the campaign goal, not just click.
The email conversion rate is the share of emails delivered that conversions from the email represents, expressed as a percentage. The same figure is also shown per 1,000 and as a "one in every N" odds statement, which is easier to reason about when the rate is very small. Absolute counts hide scale — a rate normalises the number so you can compare periods, channels or cohorts of different sizes, where higher is better.
Email Conversion Rate
Email Conversion Rate = Conversions from the email ÷ Emails delivered × 100
Email Conversion Rate = Conversions from the email ÷ Emails delivered × 100 The email conversion rate is the share of emails delivered that conversions from the email represents, expressed as a percentage. The same figure is also shown per 1,000 and as a "one in every N" odds statement, which is easier to reason about when the rate is very small.
Absolute counts hide scale — a rate normalises the number so you can compare periods, channels or cohorts of different sizes, where higher is better.
This calculator takes 2 inputs: Conversions from the email, Emails delivered. The pre-filled defaults are a realistic starting point — replace them with figures from your own environment for a result you can act on.