Conversion describes the situation where the recipient performs the expected action in line with the email message’s call-to-action. For instance, when a subscriber signs up for a newsletter or makes a purchase following the link in your email message, it is called a conversion.
For many marketers, the belief is that an email conversion occurs when a customer attributes their decision to make a purchase or respond favorably to a CTA to the email they received. However, this is not an accurate depiction of conversion. There is more to email than the final conversion event. It plays a crucial role in the revenue-driving process by taking your prospects from up the funnel down and towards the website. The transition follows a series of micro-conversions.