Conversion rate (email) is the percentage of recipients who completed a desired action, such as a purchase or signup, after clicking through from an email.
In depth
Email conversion rate ties email directly to business outcomes, making it the metric that matters most for revenue. It depends on both the email and the destination: a strong offer plus a fast, relevant landing page lifts conversions. Track it with UTM tags and analytics, and improve it with tight message-to-page match, clear CTAs, segmentation and A/B testing.
Example
If 250 people click and 25 buy, the conversion rate is 10 percent of clicks.
Related terms
See our full email marketing glossary or the complete email marketing guide.