Really, in judging the efficacy of an email marketing list, the only metric that really matters is whether or not your customers are responding your call to action. Conversion rates can vary quite a bit between fields and industries. In addition, if you have two different promotional offers, and one is converting at 1–1.5%, and the other is converting at 2.5%, you shouldn’t assume that the higher-converting figure is more successful: if the lower conversion rate offer results in fewer clicks, but has a high margin, the lower conversion rate is a better investment. The only way to find out exactly what a good conversion rate is for your campaign is to continue to try new promotions, and adjust your goals based on your own historic data.
By Alec Wilcox