Understanding click rates

Overview

"Click rate" refers to the percentage of email opens, form impressions, or SMS sends that included a contact clicking on a tracking link.

Read on to learn how click rates are calculated across Sendlane and how to address low or high click rates.

How click rates are calculated

Click rates appear for email, SMS, and forms across Sendlane. Here's how they're calculated:

• Email - Email click rates appear on the login dashboard, audience dashboard, list statistics, and message reports. Email click rates are calculated as total clicks divided by total opens.

• SMS - SMS click rates appear on the login dashboard, audience dashboard, list statistics, and message reports. SMS click rates are calculated by total clicks divided by total number of contacts sent to.

• Forms - Form click rates appear on the login dashboard and forms page. Form click rates are calculated as total clicks divided by total impressions.

Low click rates

Low click rates can happen if audiences are not targeted enough, content is not relevant enough, or the link is not set up to track contacts properly.

Try the following techniques when click rates are low:

• Tighten audiences - When email or SMS click rates are low, review your message's audience and try tightening it by using segments to build campaign audiences or trigger filters to narrow the scope or automations.

• Optimize content - Sending overly broad content can negate the positive effects of tightened audiences. Make sure you optimize content to be as relevant as possible for your chosen audience and give them plenty of opportunities to click, including on images.

• Ensure links track - Links in emails are automatically converted to tracking links when sent, but links in SMS messages are not. When sending SMS messages, make sure your links are converted to tracking links.

High click rates

Unusually or impossibly high click rates are generally caused by bots.

In SMS messages, bot attacks can use standard link preview features on compromised iOS and Android devices to automatically and repeatedly click a link found in an SMS message.

On forms, bot attacks may involve a number of malicious scripts that click on your form. Since form clicks include fields and buttons, there are more opportunities for bots to inflate clicks.