Email marketing metrics and conversion rate: what to consider to improve?
Posted: Tue Jan 21, 2025 4:25 am
Hello, dear reader! This is Gustavo. It's been a while since we last spoke, but I'm back today to discuss a topic that constantly fuels debates about digital marketing strategies: email marketing practices and conversion .
Well, with the growth of other communication channels that we have at our disposal on a daily basis, such as social networks, for example, for many people, email seems to have been relegated to being “just” a traditional channel of contact with the public.
“Ah, Gustavo, but email has been around for a pharmacy database long time.” Exactly! But that doesn’t mean we can consider it outdated. Quite the opposite: we’re talking about one of the main channels in Digital Marketing! And it’s remembered even before other very important ones, such as paid media and organic searches.
Continue reading and find out more!
How important is email marketing?
First, let’s consider some numbers: currently, 76.6% of companies adopt email marketing in their strategy. 58.4% prefer relationship and nurturing, while 50.9% see value in offering products. Meanwhile, 96.1% of companies that use email are satisfied with its influence on results.
[ Click here and check out some more statistics].
Now, a question: is it possible to consider a communication channel with all these numbers outdated? The truth is that we really cannot ignore it.
And if your company doesn't already use email marketing , maybe it's time to consider implementing it into your strategy.
To help you better reflect on the difference it can make to your results, I will explain what you should consider when analyzing email marketing conversion rates and the main factors that influence them.
How to calculate email marketing conversion rate?
A very important step is to find out how you can understand the real performance of your email, using conversion rate calculations.
Basically, the conversion rate defines the volume of recipients (successful deliveries) that adhered to the main objective of the email, be it a sale, content offer or redirection to a specific URL to collect information, for example.
To do this, simply divide the actual number of conversions by the number of subscribers who received your message.
Conversion rate (%) = No. of purchases or signups / No. of emails successfully delivered X 100.
Obtaining this number will help you compare your performance with that of your competitors and know which changes and measures within your campaign have had an effect on achieving your final objective.
Well, with the growth of other communication channels that we have at our disposal on a daily basis, such as social networks, for example, for many people, email seems to have been relegated to being “just” a traditional channel of contact with the public.
“Ah, Gustavo, but email has been around for a pharmacy database long time.” Exactly! But that doesn’t mean we can consider it outdated. Quite the opposite: we’re talking about one of the main channels in Digital Marketing! And it’s remembered even before other very important ones, such as paid media and organic searches.
Continue reading and find out more!
How important is email marketing?
First, let’s consider some numbers: currently, 76.6% of companies adopt email marketing in their strategy. 58.4% prefer relationship and nurturing, while 50.9% see value in offering products. Meanwhile, 96.1% of companies that use email are satisfied with its influence on results.
[ Click here and check out some more statistics].
Now, a question: is it possible to consider a communication channel with all these numbers outdated? The truth is that we really cannot ignore it.
And if your company doesn't already use email marketing , maybe it's time to consider implementing it into your strategy.
To help you better reflect on the difference it can make to your results, I will explain what you should consider when analyzing email marketing conversion rates and the main factors that influence them.
How to calculate email marketing conversion rate?
A very important step is to find out how you can understand the real performance of your email, using conversion rate calculations.
Basically, the conversion rate defines the volume of recipients (successful deliveries) that adhered to the main objective of the email, be it a sale, content offer or redirection to a specific URL to collect information, for example.
To do this, simply divide the actual number of conversions by the number of subscribers who received your message.
Conversion rate (%) = No. of purchases or signups / No. of emails successfully delivered X 100.
Obtaining this number will help you compare your performance with that of your competitors and know which changes and measures within your campaign have had an effect on achieving your final objective.