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Original 2026-01-01

Modified 2026-03-10

1 <p><strong>Click rate</strong>is a marketing metric that measures the percentage of<a>email</a>(or<a>SMS</a>) recipients who received and interacted with your message out of the total number of messages delivered. Click rate is your main metric for measuring how engaging your content is to your<a>target audience</a>and how well your call to action (CTA) performs.</p>

2 <p>A high click rate can correlate with a high<a>conversion rate</a>and<a>return on investment (ROI)</a>- but not always necessarily.</p>

3 <p><a>Click rate (CR) -is a 3-in-1 metric</a>. Deliverability, opens, and clicks all impact click rate, making it an efficient metric to gauge your overall marketing performance.</p>

4 <h2>Click rate vs click through rate</h2>

5 <h3>Click rate definition</h3>

6 <p><strong><em>Click rate</em></strong>(CR) measures the number of people who clicked on your message, out of the total number of messages delivered</p>

7 <h3>Click through rate definition</h3>

8 <p><strong><em>Click through rate</em></strong>(CTR) measures the total number of people who clicked on your message out of the number of messages that were opened</p>

9 <p>Click through rate (CTR)<em>assumes</em>deliverability and opens; as Click rate (CR) takes into account deliverability - it could be said to be a more stringent metric for overall performance.</p>

10 <h2>How to improve your click rate</h2>

11 <p>Use these 4 strategies to boost click rates:</p>

12 <h3>1. Segment your subscribers</h3>

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

14 <ul><li>Demographics</li>

15 <li>Geography</li>

16 <li>Lifestyle indicators</li>

17 <li>Website behaviour</li>

18 <li>Purchase history</li>

19 </ul><p>When you send messages tailored to each segment, they’re more likely to click on them.</p>

20 <h3>2. Share personalised content</h3>

21 <p>With your subscribers segmented, you’ll be able to craft personalised content, such as:</p>

22 <ul><li>Promotions for specific products</li>

23 <li>Event invites based on location</li>

24 <li>Dynamic promo codes for each person</li>

25 <li>Birthday offers</li>

26 <li>Education content based on lifestyle indicators</li>

27 </ul><p>Messages tailored to each subscriber’s interests can significantly boost engagement and conversion rates.</p>

28 <h3>3. Use engaging CTAs</h3>

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

30 <p>Here are some examples of effective CTAs:</p>

31 <ul><li>Explore our new arrivals before they’re gone</li>

32 <li>Join us and be the first to access new features</li>

33 <li>Transform your skincare routine with our exclusive products</li>

34 </ul><p>Don’t forget to place your CTAs above the fold so they immediately capture your subscribers’ attention.</p>

35 <h3>4. Run A/B tests</h3>

36 <p>Use<a>A/B testing</a>to measure the performance of each of your CTAs.</p>

37 <p>Test one element at a time, including:</p>

38 <ul><li>Length and word count</li>

39 <li>Link versus button</li>

40 <li>Button color</li>

41 <li>Font choice</li>

42 <li>Placement</li>

43 </ul><p>A<a>marketing automation platform</a>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 analyse<a>reports</a>.</p>

44 <p><a>Sign up for Klaviyo</a>today to send personalised<a>campaigns</a>and<a>flows</a>that can turn your subscribers into loyal customers.</p>

45 <h3>Additional resources</h3>

46 <ul><li><a>What is a drip campaign</a>?</li>

47 <li><a>What is digital marketing</a>?</li>

48 <li><a>What is a good open rate for email</a>?</li>

49 <li><a>What is an email campaign</a>?</li>

50 </ul>