What is email conversion rate?

Email conversion rate measures how many recipients completed a desired action after engaging with your message. It is the clearest indicator of whether the voyage from inbox to outcome succeeded. A conversion can be a purchase, a form submission, a booking, a download, or any action tied to business impact.

It is the percentage of delivered messages that resulted in that action. It reflects the strength of your offer, your targeting, and your inbox placement. Think of it as the number of ships that not only arrived at the harbor but also offloaded the cargo exactly where intended.