How to Measure Email Campaign Conversion Rate in New Zealand

Measuring the conversion rate of your email campaigns means finding out what percentage of the people who received your email actually took the action you wanted, such as making a purchase, requesting a quote, or filling out a form. To calculate it, take the number of conversions and divide it by the number of emails delivered, then multiply by 100.

Why this comes up / what goes wrong

Many small business owners in New Zealand send email campaigns but struggle to measure their success accurately because they confuse conversion rate with other metrics like open or click rates. They also often count undelivered emails or lack a clear way to track which recipients completed the conversion goal. For example, a Christchurch building company might send an email offering a free home renovation quote but not track how many recipients actually requested a quote. Without accurate measurement, it’s hard to know if your campaign is effective or how to improve it.

Step-by-step

1. Define your conversion goal clearly. Decide exactly what counts as a conversion for this campaign. It could be a purchase, a completed enquiry form, a phone call, or any measurable action.

1. Send your email campaign. Use your email platform or CRM to send the email to your list.

1. Collect campaign data. After the campaign finishes, find out:

• The total number of emails successfully delivered (exclude bounced emails).
• The number of recipients who completed the conversion goal.

1. Calculate the conversion rate. Use this formula:

Conversion rate (%) = (Number of conversions ÷ Number of delivered emails) × 100

1. Check your tracking methods. Ensure you have used tools like tracked links, unique landing pages, or CRM entries to accurately count conversions.

1. Review and compare results. Compare this conversion rate to previous campaigns or industry averages to see how well you did.

1. Adjust your campaign for next time. Use your findings to improve your message, timing, or audience targeting.

For automating follow-ups and managing campaigns, see email automation and sequences.

Example (fictional figures)

A Christchurch building company sent an email campaign on 15/05/2024 offering a free home renovation quote.

• Emails delivered: 3,000
• Recipients who requested a quote: 120

Calculate the conversion rate step-by-step:

Number of conversions = 120

Number of delivered emails = 3,000

Conversion rate = (120 ÷ 3,000) × 100

Conversion rate = 0.04 × 100

Conversion rate = 4%

This means 4% of the recipients took the desired action of requesting a quote.

Common mistakes

• Confusing open or click rates with conversion rate. Open and click rates show interest but not actual conversions. Prevent this by tracking the final action directly.

• Including bounced or undelivered emails in calculations. Only count emails that reached inboxes. Check delivery reports to avoid inflating your denominator.

• Not defining a clear conversion goal. Without a specific action to measure, conversion rate is meaningless. Set a precise, measurable goal before the campaign.

• Failing to track conversions accurately. Use tracking links, forms, or CRM entries to record conversions. Without this, your data will be unreliable.

• Ignoring segmented results. Different audience segments may convert at different rates. Analyse segments separately for better insights.

• Overlooking follow-up sequences. Some conversions happen after multiple contacts. Use tools like email automation and sequences to manage follow-ups effectively.

Doing this in HelloGrowthCRM

HelloGrowthCRM’s Sequences and campaigns feature lets you automate a five-step follow-up over two weeks that stops as soon as the prospect replies, helping improve conversion rates by timely engagement. The HelloMail shared inbox ensures replies to your emails are visible to the whole team on the deal, so no lead is missed or duplicated. Learn more at email automation and sequences.

Frequently asked questions

What is a good email campaign conversion rate in New Zealand? Conversion rates vary by industry and goal. A rate between 2% and 5% is typical for many small businesses, but your focus should be on improving your own results over time.

How do I track conversions if I don’t have a website? You can track conversions by monitoring responses to your emails, such as replies or calls generated from a tracked phone number. Using a CRM like HelloGrowthCRM helps centralise this data.

Can I measure conversion rates for SMS or WhatsApp campaigns? Yes, similar principles apply. Track how many recipients respond or complete the desired action out of those who received your message. HelloGrowthCRM supports multi-channel campaigns including WhatsApp and SMS; see WhatsApp and SMS CRM.

How often should I measure my email campaign conversion rate? Measure after each campaign once you have collected all relevant data. Regular measurement helps you spot trends and improve future campaigns.

What tools can help me measure email campaign conversion rates? Besides your email platform, CRM software like HelloGrowthCRM can automate tracking, manage sequences, and centralise reply data to simplify measurement.

Key takeaways

• Conversion rate = (Conversions ÷ Delivered emails) × 100.
• Define a clear and measurable conversion goal before sending your email.
• Use accurate tracking methods such as tracked links or CRM entries.
• Avoid counting undelivered emails or confusing other metrics with conversion rate.
• Automate follow-ups to improve conversions using tools like HelloGrowthCRM.

Start your email campaigns with confidence and measure their success accurately. To help you manage leads and automate follow-ups, Start on the Free Forever plan (200 leads, no credit card).