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Email Conversion Rate Calculator

Enter conversions and delivered emails to find the email conversion rate.

How it is calculated

The rate is rate = conversions ÷ delivered × 100, where conversions is the number of recipients who completed your goal (a purchase, a signup and so on) and delivered is the number of emails that actually reached an inbox, that is, the emails sent minus bounces. The tool also reports the number of delivered emails that did not convert, delivered − conversions. The percentage is rounded to two decimals. It returns no result if delivered is below 1, if conversions are negative, or if conversions exceed delivered, because more conversions than delivered emails would be impossible when each conversion comes from one delivered email.

Worked example

A campaign was sent to 20,500 addresses and 500 bounced, so 20,000 emails were delivered. Tracking attributes 320 purchases to it. Rate = 320 ÷ 20,000 = 0.016, and × 100 gives 1.60%. The remaining 20,000 − 320 = 19,680 delivered emails did not convert. Had you divided by the 20,500 sent, you would have got 1.56%, which understates the real performance.

Try this example →

Common mistakes

  • Typing the number of emails sent instead of delivered. Bounces then lower the rate and make the campaign look weaker than it was.
  • Entering a percentage (such as the click rate) in the conversions field. It expects a count of people or orders, not a rate.
  • Counting several purchases by the same recipient as separate conversions while delivered counts each recipient once. That can inflate the rate and, if conversions exceed delivered, the tool returns nothing.
  • Confusing conversion rate with click-through rate. Conversions are the final action after the click, so the conversion rate is normally much smaller than the click rate.

About this calculator

The email conversion rate measures how effectively an email campaign drives the action it was sent for, calculated as conversions ÷ delivered emails × 100 — using delivered emails, not sent emails, so that bounces don’t artificially deflate the rate. A “conversion” can mean a purchase, signup, or any other defined goal depending on the campaign.

Email marketers use this rate to compare campaigns, subject lines, and audience segments against each other, and to judge overall list health and engagement over time. Divide conversions by delivered emails for the conversion rate; the page also counts the emails that did not convert.

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