Jimmy Kim argues that open rates are too noisy for segmentation. Instead, use clicks, purchases, site visits, and cart activity to find real engagement. Remove completely inactive users with a sunset flow to protect your sender reputation.
I think that people are always using that open rate as part of their segmentation, but the reality is it's really hard. And I know what people are thinking, well, if I get rid of the open, I'm going to see a very much smaller audience. Well, the reality is, just like everything else, a very small subsection of your list is actually buying often. And if you can segment your list by clickers, buyers, site visitors, and you can see who's added items recently to their cart and different things like that, those are strong engagement signals.
Yeah, 100%. And with that too, it's also going to be just way safer for your brand's sender reputation. So Again, if a segment is purely unengaged by any metric, no clicks, no purchases, etc., consider sending kind of the sunset flow, right? The breakup series flow, essentially. That's going to remove people from receiving your ongoing frequent sends. Subscribe to the pod.
