Calculate your campaign performance metrics accurately.
Conversion Rate
0%
Cost Per Conversion
$0.00
Delivered Emails
0
Deliverability Rate
0%
function calculateEmailMetrics() {
// 1. Get DOM elements
var sentInput = document.getElementById('totalSent');
var bouncedInput = document.getElementById('bouncedEmails');
var conversionsInput = document.getElementById('totalConversions');
var costInput = document.getElementById('campaignCost');
var resultBox = document.getElementById('resultBox');
// 2. Parse values
var sent = parseFloat(sentInput.value);
var bounced = parseFloat(bouncedInput.value);
var conversions = parseFloat(conversionsInput.value);
var cost = parseFloat(costInput.value);
// 3. Validation
if (isNaN(sent) || sent = sent) {
alert("Bounced emails cannot equal or exceed sent emails.");
return;
}
if (conversions > (sent – bounced)) {
alert("Conversions cannot exceed delivered emails.");
return;
}
// 4. Calculations
var delivered = sent – bounced;
var conversionRate = (conversions / delivered) * 100;
var deliverabilityRate = (delivered / sent) * 100;
var cpa = 0;
if (conversions > 0) {
cpa = cost / conversions;
} else if (cost > 0) {
cpa = Infinity; // Should handle display logic below
}
// 5. Display Results
document.getElementById('displayDelivered').innerText = delivered.toLocaleString();
document.getElementById('displayRate').innerText = conversionRate.toFixed(2) + "%";
document.getElementById('displayDeliverability').innerText = deliverabilityRate.toFixed(1) + "%";
if (cpa === Infinity) {
document.getElementById('displayCPA').innerText = "N/A";
} else {
document.getElementById('displayCPA').innerText = "$" + cpa.toFixed(2);
}
// Show result box
resultBox.style.display = "block";
}
Understanding Email Marketing Conversion Rates
Email marketing remains one of the highest ROI channels for digital marketers. However, understanding your success relies on accurately calculating your Conversion Rate. This metric tells you exactly what percentage of people who received your email took the action you wanted them to take, such as buying a product, downloading a whitepaper, or registering for a webinar.
How to Calculate Email Conversion Rate
To calculate your email conversion rate accurately, you first need to determine the number of emails that were actually delivered, not just sent. This excludes bounced emails (addresses that are invalid or full).
(Total Conversions / (Emails Sent – Bounced Emails)) × 100
Step-by-Step Calculation:
Determine Net Delivered: Subtract the number of bounced emails from the total number of emails sent.
Count Conversions: Tally the number of recipients who completed the desired action (e.g., purchase).
Divide: Divide the conversions by the net delivered figure.
Multiply: Multiply by 100 to get your percentage.
Example Calculation
Let's say you are running a Black Friday promotional campaign:
You sent 10,000 emails.
200 emails bounced (invalid addresses).
You received 250 purchases (conversions) directly tracked from the email links.
Next, divide conversions by delivered: 250 / 9,800 = 0.0255.
Finally, convert to a percentage: 0.0255 × 100 = 2.55% Conversion Rate.
What is a Good Email Conversion Rate?
While benchmarks vary significantly by industry, a "good" email conversion rate generally falls between 1% and 5%. However, highly targeted campaigns to loyal customer segments can see rates upwards of 10%.
E-commerce: Typically 1-2%
B2B Services: Typically 2-5%
Non-Profits: Typically 2-4%
Key Metrics Defined
Total Emails Sent:
The raw number of emails you attempted to send to your list.
Bounced Emails:
Emails rejected by the recipient's server. "Hard bounces" are invalid addresses; "Soft bounces" are temporary issues like a full inbox.
Cost Per Conversion (CPA):
The total cost of the email campaign divided by the number of conversions. This helps determine profitability.
Deliverability Rate:
The percentage of emails that actually made it to an inbox versus the total sent.