TM: What measurements do you use to determine the best frequency and content mix for your e-mails?
RS: We definitely look at open rate on the different e-mails, and we look at clickthrough rate as well. It’s more trending than anything. We, after a period of time, know where different products hit on that continuum. … If something moves either way, then we want to examine it. Also, the list churn, meaning how many new users are coming in versus bounces and unsubs. Bounces, for us in New York, can be hugely a product of people moving around, in terms of jobs. And frequency … definitely in terms of marketing and any third-party offers, particularly in the last two quarters. In the first half of the year … you’re watching those numbers, but things don’t change as frequently. So, if the last couple of promotions [during a high-volume contact period] didn’t feel special or weren’t of interest, it could be the turning point for someone [in opting out or turning away from your brand].