What is the conversion rate in the context of email campaigns?

• A. The percentage of recipients who unsubscribe after receiving the email.
• B. The percentage of email recipients who clicked a link and then made a purchase.
• C. The percentage of emails delivered that bounce.
• D. The percentage of opened emails that were forwarded.

Answer: (B)

The idea being tested is how we measure the effectiveness of an email in turning recipients into customers. In email marketing, a conversion is when a recipient completes a desired action, such as making a purchase after engaging with the email. The best choice describes a scenario where recipients not only clicked a link but then followed through with a purchase. That captures both engagement and the final sale, showing the email’s impact on revenue.

The other options don’t fit this concept: unsubscribes measure churn, not conversion; bounces reflect deliverability issues; forwards indicate reach but not whether the recipient completed the intended action.