Revenue above the hold-out
₺13,552
The period's orders per person written to, less the hold-out group's own, priced at the period's basket. The hold-out placed 4 orders, under 5. Two rates cannot be told apart on that, so nothing here is called revenue.
Orders above the hold-out
20
54 orders came from everybody who received something this period; this is the part the hold-out group did not also produce.
People written to
1,618
1,647 messages in total. The most anybody received in a week was 2, against a cap of 2.
Permission, net
+420
429 given, 9 withdrawn.
The week, in short
Computed- 3 sends reached 1,618 people and the period came out ₺13,552 ahead of the hold-out group: 0.033 orders per person written to against 0.021 among the 211 people who were sent nothing. The hold-out placed 4 orders, under 5. Two rates cannot be told apart on that, so nothing here is called revenue.
- Still grinding? is allocated most of it — ₺0 of the figure above, from 1,148 people. Allocated, not measured: the measurement is the line above, and this is its share by orders.
- Brewing guide is the one to argue about: 27 orders from 374 people, the thinnest return on the sheet. Without a group that was sent nothing, that sentence could not be written at all — it would read as a number of orders and a decision to do it again.
- Permission moved +420: 429 gave it, 9 took it back, 78 per cent of them after Still grinding?.
- 6,452 people changed state, 1,185 of them into lapsing. That number is the department's actual workload and it does not appear on any send.
What went out
Order store| Date | Send | Reached | Orders | Allocated | Left the list |
|---|---|---|---|---|---|
| 11 Sep | Still grinding?E-mailLapsing | 1,148 | 25 | ₺00 orders | 7 |
| 9 Sep | Brewing guideE-mailFirst order, last 30 days | 374 | 27 | ₺00 orders | 1 |
| 2 Sep | Was it too much, or the wrong coffee?E-mailCancelled the subscription | 125 | 2 | ₺00 orders | 1 |
| 1 Sep – 13 Sep | 1,647 | 54 | ₺13,55220 orders | 9 |
The last column is allocated, not measured. The measurement is one comparison over the whole period — 0.033 orders per person written to against 0.021 among the 211 people in the hold-out group — and the total is that figure, split between the sends by their own orders. Orders count only where the order arrived within seven days of a message.
How the list moved since 1 Sep
Customer list| Where they were | Subscribers | First order | Regulars | Ordered recently | Lapsing | Gone quiet | Never ordered | Moved |
|---|---|---|---|---|---|---|---|---|
| New to the list | — | 1,246 | — | — | — | — | 26 | 1,272 |
| Subscribers | — | — | 3 | 2 | 4 | 4 | — | 13 |
| First order | — | — | — | 814 | — | — | — | 814 |
| Regulars | — | — | — | 305 | — | — | — | 305 |
| Ordered recently | — | — | 95 | — | 1,181 | — | — | 1,276 |
| Lapsing | — | — | 588 | 117 | — | 990 | — | 1,695 |
| Gone quiet | — | — | 553 | 451 | — | — | — | 1,004 |
| Never ordered | — | 73 | — | — | — | — | — | 73 |
| Moved | 0 | 1,319 | 1,239 | 1,689 | 1,185 | 994 | 26 | 6,452 |
6,452 people changed state in the period. That is the work nobody schedules: it happens whether or not anything goes out, and it is the reason a segment in this module is a rule rather than a number somebody saved.
Cut by state rather than by the twelve segments: a person can be in four segments at once, and a matrix of overlapping sets adds up to more people than the shop has. People who stayed where they were are left out — they are most of the list, and printing them would make every move on this table invisible. Where an order fell inside the period, the earlier one is spread evenly between the first order and the last; it is the only estimate on this sheet.
Permission
Consent record- Gave it
- 429
- Took it back
- 9
- Net
- +420
Given is dated on the consent record. Withdrawn is counted off the sends themselves — an unsubscribe click or a replied STOP — so it can be traced back to the message that caused it.
What this sheet is counting
Order storeSample data. Every figure on this sheet is counted from the shop's own order book and its own consent record; nothing here is a provider's estimate. Revenue is credited only when the order arrived within seven days of a message, and only above what the hold-out group produced over the same period; what a single row carries is its share of that one measurement.