Unusually Low Click Rates Despite Strong Engagement – Any Insights?

Hi ​@emilytarvin thank you for the suggestions. Yes, bot clicks have been excluded in the attribution settings

Also, the click rates were consistently low (but on the same level) before and after October 2024, without any spikes or drops around August or later so I don’t think this is related to bot clicks 

​@ing.oss Have there been any major changes in the actual products or services that your client is offering recently? That is the only other thing that came to my mind outside of anything email may be effecting. 

Have you also been able to compare your traffic / clicks from the email/klaviyo source to any other platform outside of Klaviyo such as GA4 to see if there is any major discrepency in reported traffic or clicks? 

Also wondering - has your revenue per recipient improved? Maybe you are simply getting more out of less users from email than before?

​@emilytarvin thank you for the idea. I’ve already looked into possible changes in the products or pricing but there haven’t been any except a 5% increase in the shipping fees threshold which cannot explain it

I will look at the GA 

The RPR has slightly improved but it is still in the ‘fair’ benchmark. And we’re losing revenue opportunities and deliverability scores with the low click rates so that’s still an issue. 

Is there any chance that there are website settings, cookie settings, or security protocols that prevent klaviyo from tracking the clicks correctly? 

​@ing.oss What website platform is the client using? There shouldn’t be any major settings that would prevent Klaviyo from tracking clicks correctly that I am aware of, but it may depend on the website platform

Also another thing to consider, the benchmarks in Klaviyo are definitely a great guide, but every business and company that uses Klaviyo is unique and the comparisons to other Klaviyo accounts through benchmarks are best to take with a grain of salt. It’s certainly very important to closely monitor your performance compared to benchmarks, but the types of businesses you may be compared to could be a completely different size, running a different email marketing strategy ect.

For example, my business is subscription based and only sells 1 product that people usually buy one time per year. However, we email lots of content that is more education focused and not as focused on selling things to our members who already bought the product, so according to the Klaviyo benchmarks our campaigns often look ‘very low’  and ‘bad’ in certain metrics like placed order or average cart size, but that is not my company’s goal of some of the marketing we do through Klaviyo. 

This is a great article that dives more into the back end of benchmarks if you are interested in reading more.

Thanks ​@emilytarvin ! They’re using shopify’s platform so that’s pretty standard. I’m just trying for any possible explanation here.

I agree with you re the benchmarks. Thank you for the article. Benchmarks aside, though, low click rates are also not ideal from the deliverability and sender reputation point of view. And 0.4% is objectively very low, for any industry or type of business.

Thank you so much for the useful insights.