What Is a Good Conversion Rate in Email Marketing?

Email marketing is still a force to be reckoned with, and businesses can touch directly with their fans. As business owners or marketers, though, how do you measure success for your email marketing campaigns? The simplest way to know is the conversion rate. Know what constitutes a "good" conversion rate and you’ll know how to calibrate and tweak your campaigns and have email become the money source it needs to be.

Our article breaks down email marketing conversion rates along with industry standards, calculation methods and specific strategies to get results. The guide is for beginners in email marketing who are creating their first campaign and experienced marketers who want advanced methods to boost their marketing results.

Discover more about it: Email Marketing Best Practices: Building a Stronger Connection with Customers

What is an Email Marketing Conversion Rate?

We can't figure out how good a "good" conversion rate is unless we define it. Your conversion rate for email marketing is how many individuals obtain your desired end result after opening your email. That desired end result may be anything, such as purchasing a product, subscribing to a webinar, downloading an eBook, or completing a contact form.

The formula for Conversion Rate

To calculate your email conversion rate:

Conversion Rate (%) = (Number of Conversions ÷ Number of Delivered Emails) × 100

For example, if you sent an email to 2,000 people and 100 of them followed through on a purchase, your conversion rate would be:

(100 ÷ 2,000) × 100 = 5% conversion rate

This varies depending on the industry, campaign type and your audience’s behaviour. But where should your conversion rates land?

You can also read: What Is The Best Conversion Rate In Seo? Importance Of CRO In 2024!

What is Considered a Good Conversion Rate in Email Marketing?

Industry standards say a good email conversion rate is between 2% and 5%. But some high-performing campaigns can get up to 10% or higher. Remember, “good” is relative to your business goals, target audience and the type of email campaign you’re running.

Conversion Rate Benchmarks by Industry

While benchmarks vary, here are average conversion rates for some common industries:

• E-commerce: 2.5%–5.5%
• B2B Services: 5%–10%
• Nonprofits: 3%–4%
• SaaS: 7%–10%

Don’t be discouraged if you’re not hitting double-digit conversion rates yet. Start by comparing your campaigns to these benchmarks and setting realistic goals for improvement.

Factors That Affect Email Conversion Rates

Several factors influence your email marketing conversion rates. Know them and you’ll have a better idea of what’s working or not for you.

1. Email Content

Your email content has to resonate with your audience. Personalization, compelling subject lines and clear calls-to-action (CTAs) impact how people interact with your email.

2. Audience Segmentation

Generic, one-size-fits-all emails flop. Segmented lists that cater to specific audience needs get up to 50% more conversions, according to Mailchimp.

3. Timing and Frequency

Timing is everything. Research shows Tuesdays and Thursdays mid-morning are best. But your audience may be different, so test and find your own trends.

4. Mobile Optimization

59% of emails are opened on mobile. Don’t let users abandon your content due to poor formatting or load times.

5. Offer Value

The perceived value of your offer will dictate whether individuals will convert. An effective offer that resonates with your customer's pain points or desired outcomes will boost your conversion rate.

How to Boost Your Email Conversions

If your conversions aren’t where you want them to be, don’t worry. Here are proven ways to improve and maximize your email campaigns.

1. Define Specific Goals for Each Campaign

What do you want your email recipients to do? Are you driving traffic to your website, encouraging downloads or selling a specific product? A clear goal means streamlined content that drives action.

2. Prioritize Personalization

Personalized emails make a significant difference, with click-through rates estimated to be up 14% and conversions up 10%. Utilize dynamic fields to greet recipients by name and personalize content according to their browsing history or buying behaviour.

Example: Instead of, "Look at our new collection," say, "Hi Sarah, do you like this sweater that we think you will adore?

3. Craft a Compelling Subject Line

Your subject line decides whether your message is opened or dismissed. Keep it concise, sweet and apt for the recipient.

Tip: Emojis or numbers in subject lines can boost open rates!

Example Subject Lines:

• 🌟 "Your Exclusive Discount Inside!"
• "Top 3 Picks Just for You"

4. Add a Strong Call-to-Action

Include a clear, actionable CTA that drives conversions. Avoid vague phrases like "Click Here" and go for specific, benefit-oriented CTAs like “Download Your Free Guide” or “Claim Your Discount.”

5. Segment Your Email List

Segment your audience to send highly targeted messages. Segments might include:

• Demographics (e.g., age, location)
• Purchase behaviour
• Subscription date
• Engagement levels (active vs. inactive subscribers)

A fitness brand example: SegmentA, "Active Members": Invite to the next advanced virtual workout.

• Segment B: "Inactive Subscribers": Free class experience.

6. Mobile Optimization

Mobile design is no longer an option. Stick to single-column layouts, large CTAs and easy-to-read font sizes. Test on different devices before sending.

7. Analyze and Refine

Check KPIs like open rates, click-throughs and conversions. See what’s working, tweak what’s not and build data-driven campaigns over time.

Advanced: Test and Automate

Use A/B testing to test subject lines, email copy, CTAs and delivery times. Plus, use automation tools like HubSpot or Mailchimp to build complex workflows and reduce manual work.

Example Automation: Send product recommendations based on the recipient’s website behaviour.

Every Conversion Matters

One conversion means more than just revenue; it means a real connection with your audience. By using personalization, clear CTAs and data to iterate your efforts, you’ll see measurable improvements in your conversion rate and stronger customer relationships.

Final Thoughts: Progress Not Perfection

Email marketing conversion rate improvement isn’t overnight. By focusing on constant improvement through data-driven experimentation and customer-centric practices, you’ll build better campaigns over time. Even small incremental improvements (1% conversion rate improvement) can add up to big results for your business.

If you’re ready to level up your email marketing, start with one or two of these tips. And remember, the key to success is consistency, creativity and customer focus. For a more detailed guide, check out Run Marketing Insights!