I run ConversionTeam. In our ecommerce benchmark data, visitors recorded as email traffic had a 6.0% median purchase-conversion rate across 46 A/B test control groups and nine clients.

That starts after someone reaches the site. It isn't orders divided by delivered emails, opens or clicks reported by the email platform.

I'd use it to separate the email-to-site step from what happens after the click:

Compare the email platform's delivered messages and clicks with the website's email-attributed visitors. Keep the definitions and reporting window beside the numbers.

Compare purchase conversion within similar sends. A promotion to repeat buyers and a welcome email to new subscribers reach different audiences.

Check whether the destination makes the email's offer easy to find, including the terms and eligible products.

For example, a shipping offer in an email can send people to a collection where the qualifying threshold isn't visible.…