Our click rate needs a boost

Hi ​@ginbothy 

Great question and thank you for posting it in the community! 

There are a lot of factors that can drive click rates up or down. Many brands will focus on elements within the email to try and boost click rates, which can help. Common things to test would be AB testing CTA colors/language, CTA placements within the emails, etc. 

A few quick wins that some overlook would be making sure all images and headlines/titles/coupons are also linked (this is especially important for your users reading emails on mobile).

But, a longer-term strategy and area of focus to improve click rates over time would be to primarily look at three different areas:

1. Overall content strategy
2. Segmentation strategy
3. Campaign cadence

Content Strategy

Often, if brands only send promotional emails they will see their click rates (and often other metrics) dwindle overtime as their audience becomes saturated with discounts. Finding other ways to stay top-of-mind and top of the inbox will help keep users engaged. Some other campaign ideas such as:

• Product Features
• User Content
• Behind-the-Scenes content
• Thought-leadership content (your brand having a perspective/opinion on an areas relevant to your industry and target market)
• How-tos or educational content

You’d want to test each of these and find the right blend of content to keep people engaged and clicking.

Segmentation Strategy

In conjunction with the content strategy, you’d also want to look at your segmentation. You may be sending to your top 90-day engagers, or maybe 180-day engagers, but its likely these segments include less active users or contacts who will only engage with different types of content. Look for ways to tighten your segments so that you aren’t sacrificing potential revenue, but you find segments that are more responsive to different content. Not every segment will engage with the same content. 

Campaign Cadence

The third campaign cadence, or how often you are sending to your subscribers, in addition to the content and segmentation strategies will have an impact. If you are sending daily to your most active contacts and sending the same type of content, they will start to interact less. This includes resends to non-openers. Limit these to only large sends/promotions, I would not do resends for every campaign. 

Depending on your industry, you might also have a large percentage of people who want to hear from you, but aren’t in the purchase cycle, or maybe if you have retail/wholesale options, they will primarily buy in-store. So sometimes you might have very high open rates, but low click rates. This isn’t bad necessarily, but being mindful of how your customers interact with your brand and products will also help you determine new content and segment ideas. 

I hope this helps! I’d love to invite some of the other Klaviyo Champions to share their recommendations as well: ​@zacfromson ​@retention ​@Adam Ragsdale ​@ebusiness pros ​@Spark Bridge Digital LLC