KPIs for Product Managers

KPIs for Product Managers: email click rate

In this article, we explore the importance of email click rate as a key performance indicator (KPI) for product managers.

As a product manager, you know that measuring key performance indicators (KPIs) is critical to the success of your product. One important KPI to consider is email click rate. In this article, we'll explore what email click rate is, why it's important, how to improve it, and how to integrate it with other KPIs to maximize impact. Let's dive in!

Understanding Email Click Rate as a KPI

Before we can talk about how to use email click rate as a KPI, we need to define what it is. Put simply, email click rate is the percentage of recipients who clicked on any link in your email. It's calculated by dividing the number of clicks by the number of emails delivered.

Defining email click rate

When calculating email click rate, it's important to only count unique clicks. If a subscriber clicks on the same link multiple times, it should only be counted once. This ensures that your data is accurate and actionable.

It's also important to note that click rate is different from open rate. Open rate is the percentage of recipients who opened your email, while click rate measures the percentage of recipients who clicked on a link within your email.

Importance of email click rate for product managers

Email click rate is a valuable KPI for product managers because it provides insight into subscriber engagement. A high click rate means that your content is resonating with your audience and driving action. It also means that you're building a relationship with your subscribers, which can lead to increased loyalty and revenue over time.

Product managers can use email click rate to test different content and messaging strategies. By analyzing which emails have the highest click rates, they can identify what resonates with their audience and use that information to optimize future campaigns.

Industry benchmarks for email click rate

So, what is a good email click rate? It varies by industry and audience, but according to Mailchimp's Email Marketing Benchmarks report, the average click rate across all industries is 2.62%. However, some industries, such as e-commerce and media, have higher average click rates.

It's important to note that these benchmarks are just that - benchmarks. Your specific click rate will depend on a variety of factors, including your audience, the type of content you're sending, and the frequency of your emails. Instead of focusing solely on industry benchmarks, it's important to track your own click rates over time and look for trends and patterns.

Another factor to consider is the size of your email list. If you have a small list, you may see higher click rates because your subscribers are more engaged. However, as your list grows, your click rate may decrease. This is why it's important to track your click rate over time and adjust your strategies accordingly.

In conclusion, email click rate is an important KPI for product managers to track. By understanding what it is, how to calculate it, and how it compares to industry benchmarks, product managers can use this metric to optimize their email campaigns and drive engagement with their subscribers.

Strategies to Improve Email Click Rate

Email marketing is a powerful tool for businesses to connect with their customers and drive conversions. However, simply sending out emails is not enough – you need to ensure that your subscribers are actually clicking through to your website or landing pages. This is where email click rate comes in. It measures the percentage of subscribers who clicked on a link within your email, and it's an important metric to track if you want to improve the effectiveness of your email campaigns.

Crafting compelling subject lines

One of the most effective ways to improve email click rate is to craft compelling subject lines. Your subject line is the first thing your subscribers see in their inbox, so it's important to make it count. A strong subject line should be clear, concise, and create a sense of urgency or excitement. Personalization and segmentation can also help improve open and click rates. For example, including the recipient's name in the subject line can increase the likelihood that they will open your email.

Another strategy is to use power words that evoke emotion and curiosity. Words like "limited time offer," "exclusive," and "secret" can pique your subscribers' interest and encourage them to click through to your website. However, be careful not to use clickbait or misleading subject lines, as this can harm your reputation and lead to unsubscribes.

Personalizing email content

Speaking of personalization, it's important to tailor your email content to your subscribers' interests and behaviors. Use data such as past purchases or website activity to create targeted campaigns that are more likely to lead to clicks and conversions. For example, if a subscriber has previously purchased a product from your website, you can send them related products or accessories that they may be interested in.

Another way to personalize your content is to segment your audience based on their preferences or demographics. For example, if you run an e-commerce store that sells clothing for both men and women, you can send targeted emails to each group highlighting products that are relevant to them. This can increase the relevance of your emails and improve click rates.

Optimizing email design and layout

Design and layout can also impact email click rate. Use eye-catching visuals, clear calls to action, and plenty of white space to make your email easy to read and navigate. A cluttered or confusing email can deter subscribers from clicking through to your website.

It's also important to optimize your emails for mobile devices. More than half of all emails are opened on mobile devices, so if your emails are not mobile-friendly, you may be missing out on clicks. Make sure your email is easy to read on a small screen, and that your calls to action are easily clickable.

Segmenting your audience

We briefly mentioned segmentation earlier, but it's worth diving into further. By dividing your audience into smaller groups based on factors such as location, interests, or past behavior, you can tailor your content and messaging to increase relevance and engagement. For example, if you run a restaurant chain with locations in multiple cities, you can send targeted emails to subscribers in each city highlighting specials or events at their local restaurant.

Segmentation can also help you identify which types of content or messaging resonate best with each group, allowing you to refine your email campaigns over time.

A/B testing for better results

A/B testing is a powerful tool for optimizing your email campaigns. By testing factors such as subject lines, send times, or call-to-action language, you can identify what works best for your audience and improve your overall click rate over time. For example, you can send two versions of the same email to a small group of subscribers, with one version featuring a different subject line or call to action. The version that performs better can then be sent to the rest of your list.

Remember, improving email click rate is an ongoing process that requires testing, analysis, and refinement. By implementing these strategies and monitoring your results, you can increase the effectiveness of your email campaigns and drive more clicks and conversions.

Analyzing Email Click Rate Data

Email marketing is an essential component of any successful digital marketing strategy. Once you've implemented strategies to improve your email click rate, it's important to analyze the data to see what's working and what's not.

There are several key factors to consider when analyzing your email click rate data. By taking a closer look at these factors, you can gain valuable insights into how your email campaigns are performing and identify areas for improvement.

Identifying trends and patterns

One of the first things to look for when analyzing your email click rate data is trends over time. Are there certain campaigns or types of content that consistently perform well? Are there any patterns in click rates based on audience segmentation?

By identifying these trends and patterns, you can gain a better understanding of what resonates with your audience and adjust your email marketing strategy accordingly. For example, if you notice that your audience is particularly engaged with certain types of content, you may want to focus on creating more of that content in the future.

Evaluating the impact of campaigns

Another important factor to consider when analyzing email click rate data is the impact of your campaigns beyond just click rate. While click rate is certainly an important metric, it's not the only one that matters.

Look at conversion rates, revenue generated, and overall ROI to get a full picture of your email marketing success. By evaluating these metrics, you can determine which campaigns are most effective at driving revenue and adjust your strategy accordingly.

Understanding user behavior and preferences

Finally, it's important to use click rate data to understand what your subscribers are interested in and how they prefer to engage with your brand. By gaining a better understanding of user behavior and preferences, you can create a more personalized, effective email marketing strategy.

For example, if you notice that a particular segment of your audience is particularly engaged with a certain type of content, you may want to create more content that caters to that segment. Similarly, if you notice that a certain type of email (such as a newsletter) consistently performs well, you may want to focus on creating more of that type of email in the future.

Overall, analyzing email click rate data is essential for any business looking to improve their email marketing strategy. By identifying trends and patterns, evaluating the impact of campaigns, and understanding user behavior and preferences, you can create a more effective, personalized email marketing strategy that drives results.

Integrating Email Click Rate with Other KPIs

Email click rate can be even more powerful when integrated with other KPIs.

Combining email click rate with open rate

By tracking both email click rate and open rate, you can start to understand how effective your subject lines are at getting subscribers to engage with your emails. You can also identify trends in click rates based on open rates.

Analyzing conversion rate and ROI

Combining email click rate with conversion rate and ROI data can provide a more complete picture of your email marketing success. By understanding which campaigns and content lead to the most conversions and revenue, you can optimize your strategy for maximum impact.

Monitoring customer engagement and satisfaction

Finally, tracking email click rate can help you monitor customer engagement and satisfaction over time. A declining click rate could be a sign that your content is becoming less relevant or that your subscribers are losing interest in your brand.


Email click rate is a critical KPI for product managers to track. By improving your click rate, you can increase subscriber engagement, build loyalty, and drive revenue for your product. Use strategies such as personalization, segmentation, and A/B testing to optimize your campaigns, and integrate click rate with other KPIs to get a more complete view of your email marketing success.