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Open and click-through rates are closely connected. If customers do not open your emails, they will also not click any email links. So, if you have a low click-through rate, check your open rate first and follow the recommendations in this article. If you have followed all the steps in the above article and noticed an improvement in your open rate, but you still experience a low click-through rate, try segmenting your customer database by their activity (such as orders or target actions). Send different content to each segment based on their interests and behavior.

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Segmenting your customers by their activity in emails

To view an example of this type of segmentation, please refer to this article.
  • Send most of your regular campaigns to your active customer segment.
  • Re-engage the customers who have been inactive for the past 3 months, wait for signs of engagement and unsubscribe those who remain dormant.
  • Remove customers who have not interacted with your emails in over a year from your email list.

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Segmenting your customers by order and lifecycle

Engage your customers on a deeper level by sending them more personalized content at different stages of their lifecycle. For details on segmenting your customers based on their orders, please refer to this article. Begin with this example and modify it as per your needs. You can change the segment terms as necessary in the future. Inform your customers about the products they might like based on their past purchases and special deals linked to their activity and spending. We also recommend creating automatic RFM segmentation. Keep the customer actions and lifecycle stages in mind when communicating and apply this data to your company needs and business model. Timely and relevant communication can prevent churn and allow you to track feedback through customer orders and activity.