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Conversion Rate for Email Marketing: 2024 Guide

Learn about an important email marketer's secret to boosting your numbers: boosting your conversion rate for email marketing and selling more. Don't miss out!

Octavia Drexler
By Octavia Drexler

Updated March 31, 2024.


Move over Bill Gates and Jeff Bezos, there's a new millionaire in town. You! Or at least, there could be. Every time you draft an email newsletter, you could be holding a winning lottery ticket. Unlocking that potential, however, depends on a key factor: conversion rate.

The average conversion rate for email marketing is between 2 and 5%. But with an average ROI of $36-$40 for every $1 spent, the benefits of email marketing are clear.

If you want to make the most out of this marketing channel, you need to know how to push your conversion needle from mundane to miraculous – which is exactly what this guide is for. No magic wands here, just proven email campaign strategies that work.

Rad on to find out more. 



Understanding email marketing conversion rate: the key to boosting your numbers

Your email marketing conversion rate is a vital benchmark that you need to know how to measure. Here are the essentials to keep in mind:

Definition of email marketing conversion rate

It's the percentage of recipients who both opened your emails and clicked through to complete the desired action, such as making a purchase, signing up for a webinar, or downloading a white paper. A high conversion rate means you have a compelling call-to-action, relevant content, and an engaged audience.

The more you understand how human psychology works, and the wants and needs of your target audience, the better. This will help you boost your average email conversion rates and improve your overall return on investment from email marketing.

Think of your conversion rate as a health check for your email marketing. It thrives on relevance and engagement. A successful email marketing strategy hinges on measuring its effectiveness, and the conversion rate plays a key role in that.

The importance of tracking email marketing conversion rate

Tracking the email marketing conversion rate is as important as analyzing website traffic or social media engagement. This email metric provides valuable insights into how well your emails are performing. By monitoring it, you can identify what's working and what needs improvement.

High conversion rates lead to high sales and long-term customer engagement. But it’s not just about the numbers: conversion rates are an important indicator of whether you need to fine-tune your message for emails that better resonate with your audience.

Knowing your conversion rate also gives you the power to make data-driven decisions, rather than relying on guesswork, for a more refined strategy. It also facilitates benchmarking against your industry or competition.



How to calculate email marketing conversion rate

Calculating your email marketing conversion rate is straightforward –  you just need the right data.

The email conversion rate formula is the number of successful conversions (actions completed by the recipient) divided by the total number of emails sent, then multiplied by 100. So if you sent an email to 1000 people, and this resulted in 20 sales, your conversion rate is 2%.

Remember, the definition of a "successful conversion" will vary based on your specific goals, industry benchmarks, and even the type of email sequence you're sending. However, whether your conversion goal is a sale or a download, it should align with your broader business strategy.

Proven strategies to improve your email marketing conversion rate in 2023

Improving your email conversion rate takes work, but it's not impossible. You do need to know the industry average, as well as what your goals are regarding this metric, but there are many strategies you can employ to boost your conversions. Here are some of the most effective ones:

Personalize your email content

Personalization isn't just a buzzword, it's a must for today's email marketers. Studies show personalized emails generate 6x higher transaction rates compared to non-personalized versions. To boost conversion rates in 2024, targeted and relevant content is necessary.

An effective personalization goes beyond the recipient’s first name. It includes their preferences, purchase habits, browsing history, and more. For example, sending promotional emails based on a customer’s browsing history, sending abandoned cart emails, or sending wish-list reminders can significantly impact conversion.

Personalization technologies are evolving exponentially, with AI and machine learning architecture playing an increasingly active role. Leverage these technologies to create an intensely personal and unique experience for your subscribers to boost your conversion rates.

a graphic showing the percentage of personalized and segmented email


Optimize email subject lines

First impressions matter. Email subject lines are exactly that. A compelling subject line can significantly increase your open rates if it manages to guide your intended recipient through a crowded inbox and gets your message attention instead of getting lost in unread emails.

Our top tip? Using actionable language generates more engagement. Creating urgency, eliciting curiosity, or providing offers can also increase open rates, positively impacting conversions. It’s essential, however, to avoid spam triggers, as they can consign your emails to the dreaded spam folder.

Remember that most recipients view their emails on mobile devices, where lengthier subject lines get cut off. Here, brevity is your best friend. As a general rule, keep your subject line no longer than 30 to 50 characters. 

Pro tip: Want to make sure your email subject lines and content hit the mark, every time? Hire a professional email copywriting freelancer from Mayple. Contact us and we'll match you with the best expert for your business. 

Use clear and compelling call-to-actions

Call-to-Actions (CTAs) are the gateways to conversion. The best email examples have a strong, clear CTA that drives your email recipients to take the desired action. An email without a clear CTA is akin to an unfinished story.

While creating your emails, make it a point to design and place your CTAs where they're easily visible. Using contrasting colors or designing your CTA as a button generates better response rates. Also, remember to use persuasive language, like "Download here" or "Register now," to increase your average email conversion rate. 

Segment your email list

Audience segmentation divides your email subscribers into smaller, more targeted groups. This allows marketers to send more relevant and personalized emails to specific audiences. This not only contributes to higher open rates, but also to higher click-through rates, and eventually to higher conversions.

Various criteria like geographic location, behavior, preferences, or previous interactions make for more effective segmentation. Remember you must also update your segments continuously to ensure maximum relevancy and a pleasant customer experience. No matter how great your email marketing tool is, it can never make up for a messy customer database. 

Test and analyze your emails

Continuous improvement forms the bedrock of any successful email marketing campaign. Emails should undergo routine testing to determine which elements perform best.

A/B or split testing is a common method that segregates your email list into two (or more) random groups, where different versions of the same email get sent to each. Such tests unveil useful insights about your audience preferences.

Regular analysis of your email performance helps you understand the effectiveness of your campaigns. If you use email journeys, make sure you measure your metrics against the different customer journey stages too, to ensure accuracy and clarity.

Keep track of the open rate, click-through rate, bounce rate, unsubscribe rate, and overall engagement to identify areas of improvement. Staying in tune with these metrics allows continuous strategy refinement and ensures higher conversion rates.



Case study: successful email marketing conversion rate boost for Birdies

Birdies is an eCommerce business focused on footwear. When they implemented email automation, proper segmentation, and personalization in their marketing strategy, they managed to create a winning retention strategy for their existing customer base. They also increased their conversion rate by 16% in a very profitable way.

Read more about Birdie and 7 other marketing automation case studies here. 

Common mistakes that hurt your email marketing conversion rate

If you want to convert more potential customers, avoid making these mistakes: 

Sending emails without a clear goal

Undefined or vague objectives in your email marketing strategy can muddle your conversion rate. Without distinct goals, you're shooting in the dark, potentially confusing your recipients and missing opportunities to engage and convert them.

Consider the purpose of every email. Is it to inform, prompt for purchase, or gain feedback? Nail down your intent and craft each email around fulfilling that purpose. This clarity will improve email engagement, significantly impacting your conversion rates.

Neglecting mobile optimization

Ignoring the mobile aspect of your email marketing is like thumbing your nose at an ever-growing portion of your audience. Reports show that nearly 49% of email opens happen on mobile devices – a number too large to ignore. 

Mobile optimization enhances user experience, encouraging interaction with your emails. An optimized design increases readability, prompting users to spend more time on your email and increasing the chance of conversion.

a pie chart showing which devices do email views come from?


Overloading emails with too much information

Cramming your email with excessive data can be overwhelming, dilute the central message, and discourage users from reading the entire content. Recipients, especially busy professionals, prefer readily digestible information, so overloading your emails can increase email exit rates and hamper conversion efforts.

Curating your content allows you to highlight your central message efficiently, maintaining engagement and leading users to the call-to-action. Thus, boosting your conversion rates.

Not testing different email elements

Relying on a one-size-fits-all approach can be detrimental to your conversion rate and customer acquisition costs. What works for one sector of your audience might not resonate with another. This is where testing different elements comes into play.

Email A/B Testing involves testing different email elements, such as subject lines, content, and personalization. These tests are vital in determining what works best to maximize engagement and, by extension, conversions.

Use the insights gained from these tests to optimize your email marketing strategy continually. This ongoing tuning process will raise your email conversion rates and overall ROI.

The future of email marketing: trends to watch in 2024

Falling into the traps we just uncovered can impact your email marketing conversion rate. But what about tomorrow's landscape? Let's give that a look.

Increased use of AI in email marketing

Artificial intelligence has been carving out a significant role in digital marketing, and email marketing is no exception. AI allows you to process large amounts of data and learn from customer behavior in ways you couldn't before. Automating repetitive tasks, improving targeting, and providing valuable business insights are but a few ways AI can boost your email marketing conversion rate.

With AI, you can anticipate individual preferences and behaviors so we can deliver highly personalized content that resonates with each recipient. Research shows 57% of companies are already using AI as part of their email marketing strategy. By 2024, this number is expected to rise, making AI no longer a luxury, but a necessity.



The rise of interactive emails

Interactive emails are more than a trend – they're a game-changer. Given that interactive email content can boost click-to-open rates by 73%, it's no wonder that, by 2024, passive content will make way for interactive elements that captivate and keep recipients engaged. The goal here is to drive users to interact with your content in a way that feels more like a personalized experience and less like a broadcast.

Interactive elements such as embedded videos, carousel images, surveys, and quizzes can add fun to your emails and obtain useful data from your audience.

a black and white photo of a keyboard

Growing importance of privacy and data protection

Internet users are increasingly aware and concerned about their online privacy, particularly when it comes to how companies use their personal information. With privacy laws introducing enhanced restrictions and obligations, the need to build trust with your email subscribers has never been greater.

Data breaches are a major concern, as well. Businesses must uphold the highest data protection standards to maintain customer trust. Adhering to these standards is not simply about avoiding penalties. There's tremendous value in being seen as a company that respects and protects user privacy. By 2024, this will be a significant factor in successful email marketing.

Undoubtedly, these trends will shape the future of email marketing. However, they shouldn't seem daunting. Instead, view them as opportunities to refine your marketing strategies and find new ways to connect with your customers. With this forward-thinking mindset, you'll be well-prepared to boost your email marketing conversion rate in 2024 and beyond.

a pie chart with the percentage of adults who have taken steps to improve their online


Power up your email marketing efforts with strategic insights

The beating heart of this guide lies in three key ideas:

  • Personalized campaigns
  • Strategic timing
  • Cohesive branding

These are not just another set of tools in your toolkit. They can redefine the success of your marketing efforts in 2024. Boosting your email conversion rate is about establishing a connection with your audience, and no hack or shortcut can change that. 

Now is the perfect time to reconsider your current strategies to improve your campaign performance. Today, email marketing success is defined by the perfect blend of personality, timing, and branding in your emails. When you effectively incorporate these into your campaigns, the results can be revolutionary.

Want to make sure you nail your email marketing efforts in 2024? Contact Mayple and let us match you with an email marketer who knows your niche and can create a customized strategy for your business.