The Click Still Counts: An Email Strategy Update for 2026
Why fewer clicks aren’t a bad thing.
Are clicks still a good signal in email marketing?
Short answer: yes. But we need to update how we interpret them.
I wrote about the power of the click back in 2022. After reading Email Insider earlier this month, I realized it was time to revisit our relationship with the click.
According to Omnisend data cited in MediaPost, consumers clicked less and spent more, resulting in a 22% increase in the overall average order value.
With less clicking, what does this tell us about buyer behavior?
This shift tells us something brands can’t afford to ignore: clicks are becoming more selective, but those who click are more valuable.
Clicks as Signals: Then and Now
Clicks have always been an important indicator of engagement, but in today’s landscape, a click is more than just a click. It’s a signal of interest.
Many years ago—we're talking 2011—I had a client who sold both male and female products. We were trying to determine: if someone told us they were female, did that mean they only bought products geared toward women? Or could they be shopping for a male partner?
These were the days long before we had this kind of behavioral data, but we did have clicks (and bot clicks weren’t really a thing). When we ran a test on those who identified as female but clicked on male products, we found a good percentage were likely buying for someone else. When we changed the emails they received based on click behavior, we saw higher engagement and increased revenue.
I don’t remember the exact numbers, but I think about this test often when we talk about click behavior today.
What if we automated click follow-ups?
The other thing mentioned in Email Insider (via MediaPost) was that automated emails accounted for just 1.7% of email volume last year, yet they generated 25% of total email revenue. Their click-to-conversion rate? A massive 27.05%, compared to just 7.69% for scheduled sends.
I’ve long said that the right message at the right time delivers the best results. And while automated emails take time to develop, the heavy lifting is on the front end. If they’re generating more revenue, why aren’t more brands adding them to their strategy?
Why click behavior still matters to your strategy
If you’re still measuring success by total clicks or CTR alone, you’re missing the bigger picture. Here are three ways to shift your approach:
1. Focus on higher-intent behavior
Clicks from a well-timed email tell you far more than clicks on a newsletter link. Prioritize automations that align with the customer journey.
2. Segment based on action, not just interest
Don’t just track who opened or clicked. Look at what they clicked and when. Build segments around behavior that signals buying readiness. For example, if they click on a specific product, that likely shows intent to buy. If they just click on links in your navigation, maybe not so much.
3. Redefine your click benchmarks
Instead of chasing high CTRs, consider metrics like click-to-open or click-to-conversion rate. These give you a clearer picture of how email is driving actual outcomes.
The bottom line
The click is still powerful. But in 2026, it’s not about getting more of them. It’s about getting the right ones.
As consumer behavior continues to evolve, brands that focus on relevance, timing, and intent will find that fewer clicks can still drive more revenue.
Want to see how your email strategy stacks up? Let’s talk about what your clicks are telling you.
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