What is click rate?

Click rate is a metric that measures the percentage of email or SMS recipients who click on a link within your message. Click rate is your main metric for measuring how engaging your content is to your target audience and how well your call to action (CTA) performs.

A high click rate can correlate with a high conversion rate and return on investment (ROI), but not necessarily.

How to improve your click rate

Use these 4 strategies to boost click rates:

1. Segment your subscribers

To encourage subscribers to click on links in your messages, your messages must be relevant to them. Rather than sending the same message to your entire list, segment your audience based on:

Demographics
Geography
Lifestyle indicators
Website behavior
Purchase history

When you send messages tailored to each segment, they’re more likely to click on them.

2. Share personalized content

With your subscribers segmented, you’ll be able to craft personalized content, such as:

Promotions for specific products
Event invites based on location
Dynamic promo codes for each person
Birthday offers
Education content based on lifestyle indicators

Messages tailored to each subscriber’s interests can significantly boost engagement and conversion rates.

3. Use engaging CTAs

Your CTAs should grab your audience’s attention. Use clear, actionable, and strong verbs that encourage your subscribers to take action.

Here are some examples of effective CTAs:

Explore our new arrivals before they’re gone
Join us and be the first to access new features
Transform your skincare routine with our exclusive products

Don’t forget to place your CTAs above the fold so they immediately capture your subscribers’ attention.

4. Run A/B tests

Use A/B testing to measure the performance of each of your CTAs.

Test one element at a time, including:

Length and word count

Link versus button
Button color
Font choice
Placement

A marketing automation platform like Klaviyo can help you find the best version of your messages so you can improve click rates. Use Klaviyo to segment your subscribers, run A/B tests, and analyze reports.