Jimmy KimCEO & Founder, Commerce Roundtable · Marketer of 17+ Years, 4x Founder. Former DTC/Retailer & SaaS Founder. Newsletter. Host of ASOM & Send it! Podcast. DTC Event: Commerce Roundtable

Why Onsite Behavior Is the Key to Smarter Email Segmentation in eCommerce

14 Jun 2025 · 1 min

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1:02

In this podcast excerpt, Jimmy Kim and a co‑host discuss how most marketers rely on simple email metrics like opens and clicks, but richer onsite behavioral data can dramatically improve segmentation. They explain that signals such as page visits, product‑detail‑page (PDP) views, purchase history, and broader engagement patterns reveal a customer’s intent more accurately than surface‑level email actions. By identifying users who consistently visit high‑intent pages, marketers can label them as "onsite engaged" and target them with intentional, purpose‑driven messaging rather than generic rules. The conversation emphasizes the need for education around these signals, the distinction between superficial site visits and true buying intent, and the strategic advantage of using the full data set to drive smarter email campaigns.

Most people, and as you know, marketers, when they think behavior, they think about the simple like open or click behavior. But you're actually taking onsite behavior, purchase behavior, and all these other places, data points on users, right?
Yeah. And I think we see even as we talk with folks and as we have customers that use the product, like one of our signals is onsite engagement. Even within that, we've had to do education around it where they're like, oh, well, that's like Klaviyo, right? Think of these as like behavioral signals. So it's more of a like, yeah, you could just say, did somebody come visit my site? But if we use that Meta sort of intent example again, you know, what we do instead is we apply that learning across it so we can say, well, like, are they actually Coming to high-intention pages because somebody can come to your homepage and that doesn't mean that they're engaged and it doesn't mean they're likely to buy. But if they come to your homepage and then they land on a certain PDP and they're doing other actions, we track all that. So instead we can say, hey, look, these are onsite engaged customers that actually have a high propensity to buy. And as a result, you should target them in a very intentional way, send them intentional messaging. And again, that's kind of that idea behind what you were saying, Jimmy, of like, it's not just here's a rule, but like, here's all these other factors that can actually play a role in this that we have the data for. We're just not really using them.
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