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.
Sign up for Klaviyo today to send personalized campaigns and flows that can turn your subscribers into loyal customers.