B Evidence Grade B Graded accuracy verified by the review judge Safe to Cite Dated

5%

5% -- website visitor to email subscriber conversion rate for company websites (new visitors) (2021)

2021  · Email Optimization Shop (Jeanne Jennings)

Most companies should be able to achieve between a 5% and 20% conversion rate of new website visitors opting into their email program.

  • Consulting practitioner rule-of-thumb benchmark, not a formal empirical survey
  • Applies specifically to new, not returning, website visitors
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Attribution: Email Optimization Shop (Jeanne Jennings) View source
Lighthouse Research Team
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Source verified Evidence graded
Value
5%
Unit
Percentage
Data Vintage
2021
Entity
company websites (new visitors)
Evidence Quality
B
Strong, reliable evidence

Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.

61/100 confidence

Single source - not yet corroborated

Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
60
Freshness
95
Source
Email Optimization Shop (Jeanne Jennings) Primary Tier B
https://emailopshop.com/case-study-46-increase-in-email-list-growth/ ↗
Confidence: 56/100 Vintage: 2021 Channel: Deep Crawl
Source Article
Want a 46% increase in email list growth? [Case Study] - Email Optimization Shop by Jeanne Jennings
A few years ago, I noticed a trend in website architecture – putting email opt-in calls-to-action (CTAs) in the footer. I don’t mean in the footer and elsewhere throughout the site – I mean in the footer and nowhere else. When I asked, they told me it’s a ‘best practice.’ Well, maybe. But not if you…
Original Research
Email Optimization Shop (Jeanne Jennings) · Original study ↗
Methodology

Practitioner benchmark based on the author's consulting experience, not a formal survey. Source reports a range of 5%-20%; midpoint (12.5%) extracted per range rule. Author also notes most clients start with a conversion rate below 1.0% before optimization. From article originally published Jan 19, 2021, updated Jan 28, 2025.

Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
company websites (new visitors): 5% website visitor to email subscriber conversion rate. Source: Email Optimization Shop (Jeanne Jennings) (2021). Via Lighthouse Intelligence -- https://lighthousedata.io/data/website-visitor-email-optin-benchmark
HTML Embed
<blockquote cite="https://lighthousedata.io/data/website-visitor-email-optin-benchmark" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>5%</strong> -- website visitor to email subscriber conversion rate for company websites (new visitors)<br><small>Source: Email Optimization Shop (Jeanne Jennings) (2021) · <a href="https://lighthousedata.io/data/website-visitor-email-optin-benchmark" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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