Jimmy Kim argues that email clicks mean nothing without proper segmentation. A click from someone who bought skincare before is roughly ten times more valuable than a random click, because relevance drives actual conversions.
People click when content speaks directly to them. If I bought skincare product from you before and you send me an email about your new skincare line, I'm way more likely to click than if you send me an email about men's grooming at that point.
And that's why segmentation is so important. The more relevant the message, the higher the quality and potentially, but more often than not, higher the quality of your click.
And that's exactly on point. And because a click from someone who's actually interested in what you're selling is worth 10 times more a click than someone who has randomly clicked out of boredom.
