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Consecutive open frequency

Consecutive open frequency. Consecutive open frequency. The number of times our customers are opening newsletter in consecutive weeks (opening 2 or more weeks in a row). This report looks at a 6 week period – 1 st July 5 th August Looking at the below groups of people:

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Consecutive open frequency

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  1. Consecutive open frequency

  2. Consecutive open frequency The number of times our customers are opening newsletter in consecutive weeks (opening 2 or more weeks in a row) • This report looks at a 6 week period – 1st July 5th August • Looking at the below groups of people: • One week - could have opened 3 times but week 1, 3, 6 • Two weeks - opened 2 consecutive weeks in the 6 week period (may also opened a 3rd time e.g weeks 1, 2 and 6) • Three weeks – opened 3 consecutive weeks (possibly more e.g weeks 1, 2, 3 and 6) • Four weeks – Opened 4 consecutive weeks (possibly more e.g weeks 1, 2, 3, 4, and 6)

  3. The IdealEveryone opens and interacts every week Week 1 Week 3 Week 2 Week 4 The RealityDifferent people dipping in and out each week, some showing up every week but what offers are they seeing?

  4. Why does this matter? • At the minute we try to keep the newsletter looking fresh each week, we also keep some older content on there. • What is the most productive method? • How often do we need to rotate the content? • Are we maximizing exposure of our offers to the base? • If we know not only how often our customers open but when they are likely to open and how loyal they are we can gain maximum value and exposure from the space we are using.

  5. How are we doing?

  6. Total base= xx,000 Total opens over the 6 week period = xx,xxx 1st July 8th July 15th July 22nd July 29th July 5th August Un-consecutive 1 – 3 opens sporadically = xx,xxx 33% 19% 2 consecutive opens = x,xxx 45% More than once in 6 weeks 12% 3 consecutive opens = x,xxx 14% 4 consecutive opens = x,xxx Misc overlay = 7731 21%

  7. Why does this show us? • We have xx,000(and growing) people we contact • 78% • xx,xxxpeople -have opened a newsletter within the 6 week period • 45% • xx,xxxof these people have opened more than one newsletter consecutively (i.e weeks 1 and 2 and 3 or possibly weeks 5 and 6) • 33% • xx,xxxopened once (or more unconsecutive) over the 6 weeks

  8. What good are these numbers?

  9. Week 1 If specific offers are rotated over a 4 week period we are most likely to hit the largest number of people and hit saturation point. The content moves – therefore looking different. If we were to do one week on one week of and are sporadic with the message we are going to find it harder to hit those sporadic people (mirroring their behaviour would be hit or miss). Week 2 Week 3 Week 4

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