Frequency modelling | Past email performance

Bar chart

Mouseover the bar chart to see more information:

These tables split Automation and Broadcast data based on the selected send frequency.

Ideally, you'll see a higher percentage of automation campaigns the closer you get to your current email frequency. 

This means that your past broadcast campaigns were engaging and you drove traffic and actions such as abandoned baskets, visits, orders, etc. 

If you don’t see many automation campaigns happening, this could mean: 

• You're contacting unengaged contacts 
• You might need to further segment your contacts based on AOV, loyalty, repeat rate, etc. 
• The content of your emails needs revisiting to make sure it's tailored to your customers' needs 
• You might need to focus on your automation campaigns strategy and build new campaigns such as birthday, abandoned category, first purchase anniversary, etc. 
• You might need to expand your reach by adding new channels e.g. push notifications and SMS 

Unsub rate

The average percentage of contacts (to a given segment or the entire database) who unsubscribed after receiving any emails in the last one to three months.

See also: How frequency modelling works

We calculate this using the following formulas:

Broadcast

Unsubscribe rate = (# of unsubscribe contacts/total # of delivered broadcast emails in X period of time) x 100

Automation

Unsubscribe rate = (# of unsubscribe contacts/total # of delivered automation emails in X period of time) x 100

CTR

Click through rate- the percentage of delivered emails (to a specific segment or the entire database) that have been clicked at least once.

We calculate this using the following formulas:

Broadcast

CTR = (total # of clicked emails/total # of delivered broadcast emails X period of time) x 100

Automation

CTR = (total # of clicked emails/total # of delivered automation emails in X period of time) x 100

Conversion rate

The percentage of delivered emails (to a specific segment or the entire database) that resulted in a valid order.

We calculate this using the following formula:

Broadcast

Conversion rate = (total # of attributed purchases/total # of delivered broadcast emails in X period of time) x 100

Automation

Conversion rate = (total # of attributed purchases/total # of delivered automation emails in X period of time) x 100

Email revenue

The predicted or current email revenue for a specific email frequency.

We calculate this using the following formula:

Conversion rate x number of emails

See also: Order attribution in Ometria

0 automation sends

You might see something like this screenshot, where you see that this group of contacts received one broadcast email and zero automation emails, but there are metrics and revenue populating for automation:

This means that some contacts in this segment did receive an automation campaign, but the percentage wasn’t statistically significant enough to assign one automation campaign.

However, that very small percentage of people who did receive one automation campaign generated some revenue and engagement metrics.