How to Help Your Email Conversion Rate Grow

Feb 8, 2021

Anyone that’s run an email campaign would agree, having a high conversion rate is always a good way to gauge the success of your campaign. No matter the nature of your campaign nor your level of experience you can always use more email conversion tools, tactics, and methods to help you maximize the efficiency of your campaign. Beginners and professionals alike can always use extra help to ensure that their conversion rates for email campaigns are as high as possible.

What is an Email Conversion Rate?

In most cases, when someone talks about a conversion rate they’re talking about the percentage of visitors to your website that ends up making purchases, thus converting from a visitor to a customer. When talking about email conversion the end goal can be a little different. Essentially, your email conversion rate is the percentage of people that follow the call to action in your email and perform the desired task. That can mean making a purchase through a current promotion, but it also includes things like reviews, signing up for a mailing list, completing a customer satisfaction survey, and any other action you could want a customer to complete after making a purchase. 

Of course, the examples I provided are all examples of goals you might have if you’re doing inbound marketing. If you’re doing outbound marketing your main goal would likely be to get your customer to make their first purchase. In essence, inbound marketing is using techniques to get more organic traffic and outbound marketing is doing marketing that casts a large net to try and get as many new customers as possible. While outbound marketing can work and is supported by the law of large numbers, inbound marketing will typically get you more high-value repeat customers.

The Typical Email Conversion Rate

The conversion rate of your email campaign can vary a lot depending on the end goal, whether it’s making a purchase, click-throughs, surveys, or otherwise. The average email conversion rate changes year after year, but in 2020 it was roughly 15%. To put that into perspective, if you sent out 100,000 emails you would typically expect to see 15,000 responses. The lowest conversion rate on average is for purchases, and the highest on average is for things like surveys. This information is especially useful when strategizing how to make your conversion rate as high as possible.

How to Raise Your Conversion Rate

There are two main paths you can take to raise your conversion rate. Fortunately, you don’t have to choose one or the other and it’s recommended to use both. The first path is the software path. Specifically, marketing automation software. This software is a powerful marketing tool with proven results and can benefit your company in multiple ways. 

Firstly, marketing automation software allows your marketing department to automate menial tasks. That means things like FAQ responses, sending out customer satisfaction surveys, and many other tasks. This means that your marketing team can spend more time making their marketing strategies, promotional offers, and the rest of their more critical tasks.

Marketing Automation Software

Many marketing automation software allows for some level of personalization in the emails that are automatically sent out. Personalized emails make customers feel like you care, and makes it more likely that they’ll complete your desired action. Some software even gives you the ability to send out emails to people that have spent a specific amount of money with your business so you can incentivize their continued business further.


The other method is to review your calls to action and see how they might be improved. For instance, if your desired end goal is to have the customer make a purchase it would be smart to build a sales funnel for the product that you want them to purchase. Not only are sales funnels powerful tools for getting more sales, but they allow you to easily see which part of the funnel is failing. 


The reason why it’s so easy to see where you need to tweak your sales funnel is because of the structure of sales funnels. Sales funnels typically have between 3-5 pages. A landing page, product information page, and check out page are the bare minimum that you need for a good sales funnel but some people also include things like a product video page or a review page. Because it’s a simple structure, all you have to do is look at the metrics to see where people are dropping off. For instance, if you have a lot of traffic going to your first page but not your second page you know that you need to change something about the first page.

Why it Matters

When running any marketing campaign you want it to be successful. The more people that complete your desired action, the more successful you can call the campaign. What you gain from the campaign is always useful, whether it’s sales, customer information, or input from customers that let you know what your customers want. When you know what your customers want in general it’s a lot easier to know what direction you should take your company in to ensure that you have the highest customer satisfaction levels possible, and as we know the more satisfied your customers the more likely they are to become repeat customers and even tell their friends and family about your company.

Finding More Success in Your Email Campaigns

Every business wants to be as sure as possible that their email marketing campaigns are as successful as possible. In general, this means having a higher conversion rate than the average conversion rate or even showing steady conversion rate growth. The best part about this kind of marketing is that you get feedback about the efficiency of your campaign whether your customers complete the desired actions or not, allowing you to figure out what works well for your company and what doesn’t through the process of trial and error. 

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