Ometria's predictive frequency model

Ometria's AI-powered predictive frequency feature gives you insight into the future of your campaign sends, allowing you to test the optimal sending frequency for any segment.

What's 'optimal'?

Ometria defines optimal in terms of revenue maximisation.

The goal is to strike a balance between:

• The short-term - where more emails will likely lead to more conversions and more email attributed revenue, and; 
• The long-term - where more emails will likely lead to more unsubscribes and less email attributed revenue down the line. 

How does the model work?

The predictive frequency model derives a revenue metric from your conversion rate and unsubscribe rate. We also use click-through rate to show the relationship between frequency and engagement.

For each of our retailers, the model considers 50+ variables (e.g. Last order, first order, total orders, number of emails received, clicks, basket size, etc.) that may drive these key metrics:

• Conversion rate
• Unsubscribe rate
• Revenue
• Click-through rate

Then analyses the roles these variables play in determining the key metrics.

The model also considers: 

• the role that your sending frequency plays in determining these key metrics in your account, and;
• how sensitive your database is to frequency changes.

This means we can estimate what would happen to those metrics if you reduced or increased your email frequency (for any segment) and identify the optimal frequency. 

How often is the model updated?

The predictive frequency model updates monthly.

The data you see in the predictive frequency dashboards is refreshed at regular intervals throughout the month, so you might see some results changing slightly as the model continues to learn from your data.

How should I use predictive frequency?

You can use the data provided in the predictive frequency report to:

• Identify segments where current frequency is far from optimal 
• Test the impact of a change in frequency. See: Testing predictive frequency
• Validate with the rest of the business their approach to email frequency 
• Use the insights to inform the decisions you make when setting frequency caps for your cross-channel campaigns