What is a unique click?
A unique click is a marketing metric that shows how many subscribers have clicked a link in your SMS messages or emails. Unique clicks measure whether your email body copy, images, and calls to action are working to create email and SMS engagement.
Unlike total clicks, which count every time a link is clicked, unique clicks represent the number of distinct subscribers who have clicked. For example, if a single subscriber clicked on your link 3 times, it’s counted as one unique click and 3 total clicks.
How to increase your average unique click rate
- Personalise your messages: Use audience data to tailor your messages to specific segments. For example, send product recommendations based on online browsing behaviour or abandoned carts.
- Limit your number of CTAs: Don’t overwhelm your subscribers with too many CTAs per email or SMS. For SMS messages, include only one CTA link. While your number of email CTAs will depend on your goal and design, it’s generally recommended not to exceed 3.
- Encourage cross-platform engagement: For example, link to user-generated content on your social media channels. This can help increase unique clicks while highlighting social proof.
- Optimise for mobile: Make sure your CTAs are easy to tap for all devices, but especially on mobile.
How to calculate your unique click rate
To calculate your unique click rate, also known as just “click rate,” divide your unique clicks by the number of email or SMS subscribers who received your message. Multiply this number by 100 to get your unique click rate.
Unique click rate benchmarks vary by industry, but you’ll generally want to shoot for 2.5%–5%. A lower rate may require a shift in strategy or content.
A marketing automation platform like Klaviyo automatically tracks unique click rates, which makes it easy to know whether your email and SMS strategies are effective. Use Klaviyo to segment your audience, create compelling content, and optimise your CTAs to drive customer engagement.
Sign up for Klaviyo today.