Open rate increasing, but click rate and revenue decreasing

Question

Hello, our open rate has been on a steady climb yet our click and revenue continues to drop. What can I do to continue to increase the open rate as well as click rate and revenue?

StefanUE · Accepted Answer

​@taaylorstewaarthey, great question, and a great response from ​@zacfromson!Just to add to this, what you MIGHT be seeing is a bot infestation or an elevated number of new contacts using Apple devices. Both of these would show an elevated open rate (for different reasons, of course), while not landing any additional clicks.If you go to your brand name in the bottom left corner of your Klaviyo, then “Settings” > “Attribution” tab > I recommend ticking off all 4 of the options under the “Tracking and Reporting Data” section (assuming they are all kept unticked at the moment which is the default setting).Doing this will give you a more accurate idea of what your actual open and click rates are, which will then enable you to implement one or more of Zac’s advice there to improve them!

zacfromson · Answer

Hi ​@taaylorstewaartTaaylorstewaart - This is a common and frustratingchallenge, strong open rates but declining clicks and revenue usually point to a disconnect between what your subject line promises and what the content delivers, or that your audience isn’t finding the next step compelling enough. Here are a few things you can try:Align Subject Lines with Content:If your subject line is driving opens but the email doesn’t immediately reinforce that promise, users may bounce. Make sure the hero section of your email mirrors the headline’s message or offer.Prioritize 1 Clear Goal Per Email: Too many links or competing CTAs can lead to decision fatigue. Simplify the layout to focus on one action, like “Shop the Drop” or “Unlock Your Offer.”Make Offers Feel More Personal: Use dynamic blocks to tailor product recommendations or copy to segments i.e., based on past purchases, cart activity, or engagement level.Reevaluate Frequency & Send Time: Higher open rates may be skewed by inbox placement changes (like iOS Mail Privacy Protection), so test your send frequency. Fatigue can tank click intent even if opens look good on paper.Use Post-Click Strategy: If you’re sending to collection pages or generic homepages, test landing users directly onto curated collections, bundles, or PDPs with urgency.Test Incentives and Messaging Frameworks: Try alternate angles like:“Here’s what you left behind…“You deserve this today”“X people bought this today” (social proof)Different audiences click for different reasons — logic, FOMO, novelty, etc.

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