Looking to make major improvements to your Klaviyo strategy — we broke down four important rates you need to be focusing on:
Unsubscribe Rates
An email unsubscribe rate measures how frequently subscribers opt-out of receiving your email marketing. This occurs when a subscriber clicks your unsubscribe link or changes their consent in your subscription preferences. Klaviyo calculates the unsubscribe rate as the number of people who unsubscribe after receiving your email divided by the number of emails sent. A high unsubscribe rate can negatively affect your sender reputation, resulting in more emails landing in spam. Strategies to decrease unsubscribe rates include cleaning your email lists regularly, refreshing email content, managing preferences page, and enabling global unsubscribes. Klaviyo recommends enabling global unsubscribes to prevent subscribers from unsubscribing multiple times and marking your emails as spam. A great unsubscribe rate is less than 0.2%.
Conversion Rates
Conversion rates are important for businesses as they indicate how many subscribers have converted into customers after receiving an email. The conversion window can be set in Klaviyo, which means that any conversion that occurs within a specific time frame after a subscriber interacts with an email will be considered a conversion. Strategies for increasing conversion rates include adjusting segmentation, using links wisely, A/B testing messaging, improving the checkout experience, and optimizing flows. Advanced segmentation strategies can target messaging for specific customer interests, characteristics, and locations. Links should be directly related to content and drive conversions, and A/B testing can be used to determine which content and subject lines lead to higher conversions. Improving the checkout experience, such as by communicating shipping delays, is also crucial to maintaining high conversion rates.
Open Rates
Open rates measure customer engagement and monitor deliverability and performance of emails. They are calculated by dividing the number of individuals opening an email by the number of recipients. Open rates are a key deliverability metric, and good sending habits and high open rates result in a better sender reputation. Flows have a higher open rate than campaigns, with welcome series, abandon cart, browse abandonment, and post-purchase flows having around 40% open rates. Strategies to increase flow open rates, include targeting flow messages, optimizing subject lines, and A/B testing flow emails and branches.
Spam Complaint Rate
Spam complaint rate measures the number of subscribers who mark emails as spam. High spam complaint rates negatively impact sender reputation, causing emails to be sent directly to spam folders. A good spam complaint rate is less than 0.05%. To decrease spam complaint rates, email marketers should make unsubscribe links easily accessible, enable double opt-in, enable global unsubscribes, avoid spammy subject lines, and ensure emails render for all users. Its best practice to avoid using spam trigger words in subject lines and to account for mobile and desktop layouts in email design.
Looking to make major improvements to your Klaviyo strategy — we broke down four important rates you need to be focusing on:
Unsubscribe Rates
An email unsubscribe rate measures how frequently subscribers opt-out of receiving your email marketing. This occurs when a subscriber clicks your unsubscribe link or changes their consent in your subscription preferences. Klaviyo calculates the unsubscribe rate as the number of people who unsubscribe after receiving your email divided by the number of emails sent. A high unsubscribe rate can negatively affect your sender reputation, resulting in more emails landing in spam. Strategies to decrease unsubscribe rates include cleaning your email lists regularly, refreshing email content, managing preferences page, and enabling global unsubscribes. Klaviyo recommends enabling global unsubscribes to prevent subscribers from unsubscribing multiple times and marking your emails as spam. A great unsubscribe rate is less than 0.2%.
Conversion Rates
Conversion rates are important for businesses as they indicate how many subscribers have converted into customers after receiving an email. The conversion window can be set in Klaviyo, which means that any conversion that occurs within a specific time frame after a subscriber interacts with an email will be considered a conversion. Strategies for increasing conversion rates include adjusting segmentation, using links wisely, A/B testing messaging, improving the checkout experience, and optimizing flows. Advanced segmentation strategies can target messaging for specific customer interests, characteristics, and locations. Links should be directly related to content and drive conversions, and A/B testing can be used to determine which content and subject lines lead to higher conversions. Improving the checkout experience, such as by communicating shipping delays, is also crucial to maintaining high conversion rates.
Open Rates
Open rates measure customer engagement and monitor deliverability and performance of emails. They are calculated by dividing the number of individuals opening an email by the number of recipients. Open rates are a key deliverability metric, and good sending habits and high open rates result in a better sender reputation. Flows have a higher open rate than campaigns, with welcome series, abandon cart, browse abandonment, and post-purchase flows having around 40% open rates. Strategies to increase flow open rates, include targeting flow messages, optimizing subject lines, and A/B testing flow emails and branches.
Spam Complaint Rate
Spam complaint rate measures the number of subscribers who mark emails as spam. High spam complaint rates negatively impact sender reputation, causing emails to be sent directly to spam folders. A good spam complaint rate is less than 0.05%. To decrease spam complaint rates, email marketers should make unsubscribe links easily accessible, enable double opt-in, enable global unsubscribes, avoid spammy subject lines, and ensure emails render for all users. Its best practice to avoid using spam trigger words in subject lines and to account for mobile and desktop layouts in email design.
