If your emails are getting opened but not clicked, the problem usually isn’t your audience.
It’s clarity.
Clicks don’t happen because someone liked your email.
They happen because you made the next step obvious and worth taking.
This guide focuses on exactly how to increase click rates, with practical fixes you can apply inside Shopify and Klaviyo today.
Quick Context: Why Clicks Matter
Clicks are the strongest signal that your email is working.
- Opens can be inflated or misleading
- Clicks require intentional action
- Clicks lead directly to revenue
That’s it. That’s all you need to know.
Now let’s fix your click rates.
1. One Email = One Action (This Is Non-Negotiable)
Most low click rates come from emails trying to do too much.
If your email asks the reader to:
- Shop a collection
- Read a blog
- Follow on Instagram
- Use a discount
…they’ll likely do none of it.
What to do instead
- Decide the one action you want them to take
- Remove or minimise everything else
Actionable check:
If you had to delete every link except one, which would stay?
That should be your primary CTA.
2. Make the Click Obvious in the First Scroll
If someone has to hunt for the link, they won’t click.
High-click emails make the action clear above the fold.
Do this
- One clear button or text link
- Repeat the same CTA wording if needed
- Make it visually obvious what’s clickable
Avoid
- Multiple buttons with different messages
- CTAs buried at the bottom
- “Click here” with no context
Clarity beats creativity every time.
3. Fix Your CTA Language
CTA wording matters more than most people realise.
Weak CTAs are vague. Strong CTAs tell people exactly what happens next.
Lower-click CTAs
- Learn more
- Click here
- Shop now (without context)
Higher-click CTAs
- View the bestsellers
- See what’s new
- Get the full breakdown
- Check your results
Your CTA should answer: “Why should I click this?”
4. Stop Linking Everything
Every extra link is a distraction.
Navigation links, social icons, footer links, product grids – they all pull attention away from your main goal.
For higher clicks
- Reduce links in campaigns
- Keep flows especially focused
- Let the CTA be the hero
This is one of the fastest ways to improve click rates without changing your copy.
5. Match the Click to the Email Promise
Clicks drop when the email and the destination don’t line up.
If your email talks about:
- One product → link to that product
- One collection → link to that collection
- One topic → link to the exact page
Don’t send people to a generic homepage and expect them to figure it out.
Friction kills clicks.
6. Focus on Flows First
If you want better clicks, start with flows.
Flows already have intent. Campaigns often don’t.
Prioritise optimising:
- Welcome flows
- Abandoned cart flows
- Winback flows
Low clicks in flows usually mean
- The CTA isn’t clear
- The message is too broad
- The timing is off
Fixing flow clicks often has a bigger impact on revenue than sending more campaigns.
7. Don’t Sell Every Time
Not every email should push a sale.
Some of the highest-click emails:
- Educate
- Explain
- Tease something useful
Examples:
- “Here’s what most brands miss”
- “This is usually where things break”
- “Before you send your next campaign, check this”
Curiosity creates clicks without pressure.
Not Sure Which of These Is Holding You Back?
Most brands don’t have one problem. They have a few small ones compounding.
If you want to know:
- Why people aren’t clicking
- Where your emails are losing momentum
- What to fix first (not everything)
Take the free 5-minute Klaviyo Scaling Quiz
It will help you identify your biggest gaps and point you to the right next step, without overwhelm.
Final Thoughts
If your click rates are low:
- Don’t send more emails
- Don’t add more links
- Don’t overcomplicate
Do this instead:
- One email
- One goal
- One to two clear CTAs
Clicks improve when clarity improves.
Everything else follows.