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An accountancy practice mobic 30 mg twice a day Remember that a 1-percent decrease from an open rate of about 13 percent to one of about 12 percent is actually a 7.69 percent change. Imagine that you have 40,000 customers subscribed to your promotional emails. Before Gmail tabs you would have expected to receive about 5,200 opens. But after the introduction of Gmail tabs you would expect 4,800, about 400 fewer email opens. If you had a conversion rate of 5 percent you would make approximately 20 fewer sales as a result of a given marketing email campaign. A 2.5 percent conversion rates would result in 10 fewer sales.