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: 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 3 rd 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) Consecutive open frequency

The Reality Different people dipping in and out each week, some showing up every week but what offers are they seeing? Week 1 Week 2 Week 3 Week 4 The Ideal Everyone opens and interacts every week

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.

How are we doing?

1 st July 8 th July15 th July22 nd July29 th July5 th August Un-consecutive 1 – 3 opens sporadically = xx,xxx 2 consecutive opens = x,xxx 3 consecutive opens = x,xxx 4 consecutive opens = x,xxx Total opens over the 6 week period = xx,xxx Misc overlay = % 33% 19% 12% 14% 45% More than once in 6 weeks Total base= xx,000

Why does this show us? We have xx,000 (and growing) people we contact 78% xx,xxx people - have opened a newsletter within the 6 week period 45% xx,xxx of 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,xxx opened once (or more unconsecutive) over the 6 weeks

What good are these numbers?

Week 1 Week 2 Week 3 Week 4 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).