How to Calculate Email Conversion Rates

by Hunkar Ozyasar; Updated September 26, 2017
Multitasking businesswoman at work

Your email conversion rate is a key metric and measures the percentage of successfully delivered emails that resulted in sales, signups or the specific action your emails were intended elicit. To calculate the conversion rate, divide the number of recipients who took the action you were looking for by the number of emails delivered to recipients. Multiply the result by 100 to express the outcome as a percentage.

Calculating the Conversion Rate

Start with the number of emails you sent and subtract the number of undelivered messages. Say you sent 150,000 emails 10,000 of which bounced back as undeliverable. The number of delivered emails is 150,000 - 10,000 = 140,000. Assume 2,000 recipients signed up for your weekly newsletter. So the conversion rate is 2,000 / 140,000 = 0.0143. Or 0.0143*100 = 1.4 percent

Not Always a Relevant Metric

Keep in mind that some emails have no "call to action," in that they merely announce or inform, with no intent to sell, sign the recipient up or other measurable end goal. Conversion rate is not an applicable metric to measure the success of such email blasts.

About the Author

Hunkar Ozyasar is the former high-yield bond strategist for Deutsche Bank. He has been quoted in publications including "Financial Times" and the "Wall Street Journal." His book, "When Time Management Fails," is published in 12 countries while Ozyasar’s finance articles are featured on Nikkei, Japan’s premier financial news service. He holds a Master of Business Administration from Kellogg Graduate School.

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