Here's what you see in a QuickScores project (click here) regarding email click probability in the next month, based on historical email behavior.
The best email subs have a 77% chance of clicking again next month.
Look at how quickly the rates drop from there.
You get to segment fifteen ... that's 30% of the way down the email sub file. These are better-than-average email subs, and they have just a 10% chance of clicking via an email campaign again next month.
Future clicks are heavily biased toward only the very best email subs. The best subs are truly the best of the best.
Tomorrow I'll show you where historical clicks were distributed.