A conversion funnel is the sequence of steps a contact moves through from first engagement to a completed goal — for email, typically delivered → opened → clicked → converted.
In depth
Viewing each stage as a percentage of the one before it shows exactly where people drop off. A weak step tells you what to fix: low open means subject line or deliverability; low click means content or offer; low conversion means the landing page, not the email.
Example
10,000 delivered → 3,000 opened (30%) → 300 clicked (10% of opens) → 30 converted (10% of clicks). The biggest leak is open-to-click, so the email’s content and call to action are where the next test should focus.
Related terms
Turn funnel leaks into fixes with our email marketing guide.