Jimmy Kim explains why opens and clicks don't predict sales. Track what happens after someone clicks instead: site sessions, product pages, add-to-cart events, repeat visits. Heatmaps in Omnisend, Klaviyo, and Mailchimp show which email blocks actually drive action.
Intent signals. This is where you graduate from the channel metrics to the customer behavior, right?
Yeah, that's right. Essentially what we're asking here is what happened after someone clicked.
Okay, so if you're tracking this, you're really thinking about like the site sessions within xSense, right? Like, did they visit your site? Like, you got to coordinate that. You've got things like your product views and your add to cart messaging. Did they browse and add carts? Return visitors. This is really important. How many times did they come back? And, you know, one thing that I really like is like, heatmap or like tap map signals basically on your email. Where did they click? What blocks got attention? Because this is something that will give you an identification of what actually mattered on your email. And I believe most ESPs show you this, right?
Yeah, I'd say Omnisend, Klaviyo, Mailchimp, etc. Most platforms kind of have this heatmap showing you, you know, what parts of your emails are getting clicked, etc.
And really that just tells you what content is actually working.
Yeah. And if everyone's clicking the hero image but ignoring your product grid, kind of gives you some areas of focus.
Yeah, so these are like the I did something metric, not the I might have opened. I feel like that's really important here.
Yeah, the intent signal shows the actual behavior, not more of kind of what we call like the passive exposure.
