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Click rate

Click rate is the rate of how many people clicked a link within your email out of the total number of emails that were delivered. Considered a 3-in-1 metric because deliverability, opens, and clicks all impact it, it’s a “true indicator of customer engagement,” says Erin Aguilar, senior customer success manager at Klaviyo.

“Click rate is a true indicator of customer engagement.”

Erin Aguilar

Senior Customer Success Manager, Klaviyo

How to calculate click rate

To calculate click rate, divide the total number of unique clicks by total number of messages delivered.

(Unique Clicks / Delivered Emails) × 100 = Click Rate %

“Active on site”

Tracking who is active on your site allows for highly targeted email flows. Skinmedix utilized this metric to trigger browse abandonment sequences that significantly outperformed generic newsletters.

When a user is tagged as “Active on site” within the tracking window, it signals high intent. We set up an automation that checks if they viewed specific product categories but didn’t add to cart.

Conversion rate

Ultimately, clicks must lead to purchases. We optimized the landing pages linked from emails to ensure a seamless transition from inbox to checkout.

Revenue per recipient

RPR helps normalized revenue data against the volume of emails sent. It ensures that we aren’t just blasting emails to get numbers up, but maintaining efficiency and engagement per user.