The list
1 Aug – 31 Aug · vs previous period: 1 Jul – 31 Jul
One list, built nightly out of every channel's orders. The figure at the top is how many people the shop holds a record for; the ladder under it is how few of them a message may actually go to, and why.
One list, out of every channel's orders
Rebuilt nightly. Nothing is added to it by hand and nothing is bought.
People on the list
55,400
18,598 of them — 34 per cent — can be sent a message today.
The shop holds a record for everybody who has ever bought from it on any channel. Holding a record and being allowed to write to it are two different things, and the distance between them is this page.
- Orders, every channel88,666
Two years of them, normalised by the order hub. This is what the list is built out of, and it is rebuilt nightly rather than added to.
- People behind them55,400
One record per person, after records that turned out to be the same buyer were put together.
- −Marketplace relay address−33,400
The marketplace gives a seller a masked address for order matters. Marketing to it breaks the platform's rules, so these people are counted and never written to.
- −Never gave permission−2,197
Bought on the web store and did not tick the box. They can be asked again at the next order.
- −Took permission back−918
Unsubscribed, or replied STOP. Kept on the list so they are never accidentally re-added.
- −Address no longer works−287
Hard bounces. Sending to dead addresses is how a sending domain's reputation goes.
- May be written to18,598
An address the shop is allowed to use, permission on the record, and it still works.
- 55K people, and a message may go to 34 per cent of them. The gap is not a failure to be fixed: most of it is a marketplace rule the shop cannot change, and the rest is people who said no.
How the records arrived
The route a person came in by, which decides what may be sent to them.
Marketplace order
33,40060%Web store order
15,60028%Newsletter form
5,2009%Card in the box
1,2002%
A marketplace order arrives with a relay address for order matters only. The card in the box is the only route by which one of those buyers becomes somebody the shop may write to, and it is worth 1.2K people so far.
Where the buying happened
Channels a person has ordered on. Somebody who buys in two places is counted in both.
Trendyol
21,09242%Web store
15,60031%Hepsiburada
8,61017%Amazon
3,8088%N11
3,5867%Pazarama
2,2214%PttAVM
1,9044%
The colour follows the channel wherever channels are told apart in these demos, and never its rank.
Records that turned out to be one person
Matched on something the shop can actually check, never on a guess about a name.
Same e-mail on the web store and a marketplace
The web store's address matched the one the marketplace passes on an invoice. These are the only marketplace buyers the shop can write to without being given permission a second time.
3,452
Two marketplace records, one buyer
Matched on the relay address and the delivery details. It changes what the shop believes about repeat buying; it does not make anybody writable.
3,047
Card in the box, typed in by the buyer
A card with a code goes in every parcel. It is the only route by which a marketplace buyer becomes somebody the shop may write to, and it is deliberately slow.
1,200
Nobody is merged on a name. Two people in a household share a surname and a delivery address, and merging them would give one of them somebody else’s order history.
Records added
New people a day, counted off the list itself rather than taken from a provider's dashboard.
Most of these are marketplace buyers, which is why the list grows faster than the number of people the shop may write to. The one worth watching is the card in the box: it is small, slow and the only line that converts a masked record into a person who agreed to hear from the shop.
The newest records
Masked exactly as the channel handed them over.
| Record | Came from | Bought on | Orders | Spent | Permission |
|---|---|---|---|---|---|
| x***@hotmail.com | Web store order | Web store | 1 | ₺2,350 | given |
| l***@gmail.com | Web store order | Web store, N11 | 1 | ₺2,621 | given |
| w***@gmail.com | Web store order | Web store | 1 | ₺2,444 | given |
| l***@work.example | Web store order | Web store | 1 | ₺2,257 | given |
| u***@outlook.com | Web store order | Web store | 1 | ₺2,423 | given |
| s***@gmail.com | Web store order | Web store | 1 | ₺2,412 | given |
| m***@gmail.com | Web store order | Web store | 1 | ₺1,042 | given |
| o***@gmail.com | Web store order | Web store, Trendyol | 1 | ₺1,924 | given |
Sample data. Contact details are generated masked, the way a channel hands them over — the shop never sees a marketplace buyer's real address either.