Welp, it looks like I’ve outdone myself.
Well… not really.
On Monday, I sent an email on behalf of my client. And yesterday, I went to review how it performed…
…and it got mayhap the HIGHEST click rate I’ve ever sent on an email to the main list (instead of a hyper-segmented list).
It’s click rate clocked in at 10.83%!
Instead of 200-400 people clicking the link inside the email, over 3,000 did.
Here’s why I don’t care:
First, this email didn’t break the bank in terms of revenue. It still performed decent—but it was far from my most profitable email.
(The good news here is this email was more of a “setup” for an even better one.)
Second, when I decided to look into who clicked, and what they clicked, I found something… mischievous in Klaviyo:
According to the campaign stats, we had:
1,196 folks who clicked on the main product link
1,074 folks who clicked on the related podcast episode I linked to
1,080 folks who clicked on the brand page for the product I promoted
As for the kicker…
1,082 folks who clicked the unsubscribe button????
Wait, what!
Now, let’s do some quick maths:
If these metrics are to be believed, our unsubscribe rate from this email would be 3.68%. That’s an incredibly high unsubscribe rate that would likely penalize our account, tarnish our domain reputation, and may lead to Gmail and Yahoo and other email providers sending our emails directly to spam.
Luckily, this metric isn’t true.
Y’see, when I look at how many people actually unsubscribed, the actual number is 17.
That’s 1,065 people off from the folks that clicked the unsubscribe link.
So, what’s going on here?
It honestly looks like Klaviyo glitched big time. Mayhap it wasn’t Klaviyo’s fault and it was Gmail or Yahoo or another email provider who caused the glitch. But all signs point to it being Klaviyo’s fault.
Here’s why I bring it up:
At the end of the day, these metrics are just vanity metrics. Basing your entire email strategy around optimizing opens or clicks is a fool’s errand because you can’t take opens or clicks to the bank to exchange them for doll-hairs.
But they’re not just vanity metrics… They’re also highly inaccurate. Yes, this Klaviyo glitch makes them seem more inaccurate than they are. But these glitches happen across all the different email apps, albeit to a lesser extent.
Moral of the story?
There’s only one metric that matters with email:
Revenue.
And if you’d like to optimize your email strategy to drive more revenue, reply to this email and let’s set up a time to talk shop.
John
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