Why your Klaviyo campaign click rate is low and how to fix it

A low click rate usually means the email reaches the wrong people, offers nothing worth clicking, or hides the call to action. Fix targeting first, then simplify the message and make one clear action obvious. Expect gradual gains from several small improvements rather than one dramatic change.

Have this ready.

• Reports for your last several campaigns
• The goal of each campaign, such as a product launch or sale
• Your most important product or collection pages
• Ability to run a split test

Steps.

1. 1. Check you are measuring clicks properly

   Compare clicks across several campaigns and note where the rate drops. Judge the trend, since one weak send may be an unusual offer.

2. 2. Tighten the audience

   Send to engaged contacts or to people with interest in the product category. A smaller, relevant audience clicks more than a broad one.

3. 3. Sharpen the subject and preview

   Make the subject and preheader promise the same thing the email delivers. Mismatched promises get opens but no clicks.

4. 4. Pick one main action

   Choose a single goal for the email and make one button stand out. Too many links split attention and lower action.

5. 5. Put the action above the fold

   Place the primary button and a strong product image near the top. Many readers on mobile never scroll to the bottom.

6. 6. Rewrite the button copy

   Use specific wording that says what happens next, such as shop the collection, instead of vague words like click here.

7. 7. Test one change at a time

   Run a split test on a single element, such as the hero image or button text, and apply what you learn to later sends.

Common pitfalls.

• Judging results only on opens, which privacy features distort.
• Stuffing the email with many products and many calls to action.
• Linking to a generic home page instead of the exact product or collection.
• Testing several changes at once and learning nothing.

Check it worked.

• Audience matches the offer
• Subject and preheader match the content
• One primary call to action above the fold
• Links go to the exact destination page
• Test results recorded for future sends

Klaviyo changes its interface from time to time, so treat the steps as the order of work and match the names to what you see on screen.

Rather have this done for you? See our klaviyo email marketing service or book a free audit.