Which metric is used to derive the conversion rate for an email campaign?

• A. Unique visitors.
• B. Pageviews.
• C. Conversions for email.
• D. Revenue.

Answer: (C)

Conversion rate is the percentage of recipients who complete the desired action after receiving the email. For an email campaign, the metric that feeds this rate is the number of conversions generated by that email—the conversions for email. To calculate, divide the conversions attributed to the email by the number of emails delivered (and multiply by 100). This centers on the actual goal of the campaign, such as purchases or sign-ups, rather than intermediate site activity. Unique visitors and pageviews are on-site engagement metrics and don’t directly represent the email-driven conversions, and revenue measures money earned rather than the count of completed conversions.