Email Click Rate

Definition:

Email Click Rate

The percentage of emails the profile has clicked. Calculated by dividing the number of emails clicked by the number of emails sent. Please note: Click rates on some profiles can exceed 100% when emails are clicked multiple times.

Email click events are recorded when a customer clicks on links contained within a campaign, for example, a link to a sale item in an email. The data associated with the click is also recorded, like which link was clicked, and when the link was clicked. Email Click Rate is a summarised version of this data, showing the percentage of emails a customer has clicked that have been sent from your brand throughout their customer lifetime.

In the Hub you can then combine this data with other customer data such as transactional data, or demographic information, to create a more complete picture of each customer.

How can I use this attribute? 

Email Click Rate is a great attribute to help you determine engagement with online campaigns. The more engaged a customer is the more likely they are to be impacted by your comms.

Let's say you are about to send out a campaign for a large sale and you want to get as many orders as you possibly can. You might decide to send this campaign to your High Lifetime Value customers, customers that like a discount, and also customers that have a high click rate, to ensure those that monitor online campaigns are captured regardless of whether they fall into one of the other categories that you are targeting.

Let's jump into the Hub and set up a segment containing some High Click Rate profiles.

  1. Navigate to Understand > Segment.
  2. Add the Email Click Rate attribute to the Segment Builder. You will need to decide the percentage click rate that you are aiming to target, for this example, let's say over 5%.

       3. Drag and drop the attribute to the SHOULD HAVE AT LEAST 1 OF THESE filter.

  1. Add the Lifetime Value: High Value (top 50%) and Discount Junkies attributes to the SHOULD HAVE AT LEAST 1 OF THESE filter (or whichever high-value and discount segment you wish to target).

This search should provide you with an audience that has some combination of either a high-value customer, loves a discount, or has a high email click rate. This is just one example of Email Click Rate in action, get creative and think about how you could use this attribute to improve your segments. From here you can activate this segment in Activate.

For more information about Lexer's Segment Builder have a look at our Segment Overview article here.

Updated:
May 19, 2024
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