Click rate is the key metric to look at in email marketing that you should optimize. What’s the use of sending emails that get opened but don’t get clicked by your subscribers?

Low click rates mean that the emails are not driving the desired action or generating ROI. Email campaigns like this can be costly.

That’s why we’re here to educate you on how to make your Klaviyo email templates clickable and worth the investment with some simple optimization tips.

What is the Email Click Rate?

Click rate is the percentage of recipients who clicked on a link, button, or an image in your email. This is out of the total people who received your email. If the same subscriber clicks on the link several times, it counts toward your email click rate.

Erin Aguilar, a senior customer success manager at Klaviyo, sums it up well: “Click rate is a true indicator of customer engagement.”

An email click rate is often called a “3-in-1” email metric. That’s because the following three factors impact it.

1. Deliverability: The emails that do not get delivered do not generate any clicks. The inverse is also true—if clicks increase, your deliverability improves.
2. Opens: Once your pre-built Klaviyo emails get into the subscribers’ inbox, they should be opened. If they are not opened, there’s no chance for them to get clicked.
3. Clicks: The email content that fits the audience’s interest encourages them to click the links. A drop in click rate is your cue to rethink your Klaviyo email template content.

How to Increase Click Rates with Klaviyo Email Template Optimization

1. Craft Unforgettable Subject Lines

Your subject line is your first (sometimes only!) chance to get recipients to open your email. Nearly half of all recipients open emails based only on the subject line. So get them right.

• Don’t try to say everything. Instead, keep them interesting for them to click through.
• Get the main idea across in a clear and compelling way; use surprise, curiosity, or emojis to help it stand out.

• Keep it under 60 characters so it’s fully visible on smaller screens.
• Personalize when you can. 77% of marketers say this boosts performance. Use names, recent activities, or interests to make it feel personal.
• Avoid click baits or gimmicks. Misleading subject lines deter recipients from opening your email. If the email copy doesn’t match the subject line, those who open the email may not click a link. Worst case: they may feel deceived and block you.

2. Keep Your Templates Mobile-friendly

The number of consumers who most often check email on smartphones is huge —71.5%.

So, plan for how your Klaviyo email templates look on mobile screens versus desktop screens. Some mobile-optimization tips to boost the click rate of your Klaviyo templates—

• Pick mobile-friendly designs. A single-column layout is your safest bet for small screens.

• Keep email content clear and concise. Help them find the link without getting lost in the text.
• Change block padding and content margins to focus readers’ attention on important links.
• Make sure links and buttons are spaced out so users can tap them without clicking on another by mistake.
• Enable mobile-specific optimizations in Klaviyo. These settings can automate some adjustments, like fixing margins and adjusting text and heading sizes.

3. CTA That Packs a Punch

Neil Patel suggests using the squint test to see if your CTA is easy to find. This means even if someone’s squinting at your email, they should still know where to click.

Big, bold CTA with vibrant colors is often the best way to grab readers’ attention.

Avoid weak or passive language for CTA. Use powerful, action words to show the incentive for clicking the link. Is it to sign up for a webinar, make a purchase, or download a report?—make it clear what’s in it for them.

Also, focus on one CTA that leads to one goal. Trying to get your subscribers to take two disparate actions in one email is a quick way to confuse them.They might just scroll instead of clicking.

If you absolutely must have more than one CTA, create a clear hierarchy by—

• Placing primary CTA above the fold.
• Varying CTAs for different items. Avoid using “Shop now” too many times.
• Using subtle hyperlinks. They should help, but not take away from your main call-to-action.

4. Add a Dash of Urgency

Let your readers know when an offer is ending or when a product is going out of stock. But resist making false claims of urgency.

Some ways to add urgency to your Klaviyo email templates—

• Highlight limited availability in the subject line.
• Add a countdown timer.
• Send an email with a pre-launch discount to create excitement.

5. Make Every Link Click-Worthy

Be strategic with links. Make sure they are easy to find and work well on both mobile and desktop. They should not be broken. Use buttons and bigger text for important links. But avoid overwhelming readers with too many distractions.

6. Sweeten the Deal with Incentives

Incentives reach your subscribers on a deeper level and trigger impulses for quick buying decisions. They can include things like free shipping, discounts, giveaways or exclusive content. By adding the link to access these benefits in your Klaviyo email templates, you can increase click rates and sales.

Take it up a level with segmentation and personalization. Engage your subscribers with more relevant content and offers.

7. Make Your Images Clickable

If you have put effort into your email images, make sure they help you. Make them clickable because tapping on product images feels easy and instinctive. It’s also another way for people to take action, helping you increase your email click rate.

Conclusion

To get more clicks on your Klaviyo email templates, pay attention to what needs improvement. This could be your content, design, or the delivery of your emails. Start by identifying the issues. Then, use the strategies mentioned earlier to increase your click rates.