1,660,000 cohort-weighted message opportunities.
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STREAMS / COHORTS / COLLISIONS / CAPACITYPlan the cadence.
Plan the cadence.
See who feels it.
Turn a send calendar into per-subscriber exposure, find overloaded cohorts, and test whether the schedule and team can carry the plan.
- Cohort-weighted exposure
- Broadcast reconciliation
- Pacing and capacity
AVERAGE EXPOSURE5.93touches per active subscriber / 30 days
REVIEW THE PRESSURE
The average hides at least one planning conflict.
Frequency is recipient exposure inside a defined window. Campaign launches, aggregate volume, and list-wide averages are useful only when read with cohort eligibility and automated touches.
Highest declared cohort12.0New trials in the planning window.
Normalized from the 30-day window.
Even-spacing equivalent, not an observed inbox sequence.
15 planned campaign launches.
Frequency change
Comparable planning windows requiredCurrent average5.20Declared baseline
Proposed average5.93Cohort-weighted plan
Absolute change+0.73Touches / subscriber
Relative change+14.0%1.14× baseline
The proposed average remains near the declared baseline.
+14.0%A change in exposure is not a predicted change in opens, complaints, or unsubscribes. Measure those outcomes separately.
Pacing and production capacity
Operating constraintsPlanned launches1548.0h average spacing if distributed evenly
Gap-rule capacity20Maximum evenly spaced launches under the declared 36.0h gap
Production hours75.0h+25.0h headroom versus available time
Broadcast reconciliation100.0%Cohort broadcast volume / stream broadcast volume
Even spacing is a feasibility lens, not a calendar recommendation. Real plans must account for timezone, transactional priority, quiet periods, same-day collisions, and subscriber-local sequences.
Cohort exposure
100.0% of active subscribers representedCohortMembersBroadcastAutomatedTotalvs ceiling
Weekly readers100,0004.01.05.0-2.0
Product-active customers80,0006.01.07.00.0
New trials40,0008.04.012.0+5.0
Low-engagement readers60,0002.00.02.0-5.0
New trials has the highest declared exposure at 12.0 touches, or 2.80 per normalized week.
Plan checks and interpretation
8 findingsThe planning basis is usable. Results use a 30-day window and 280,000 active subscribers.
Cohort population reconciles to the active list. The weighted exposure average uses a complete, mutually exclusive population ledger.
Broadcast volume reconciles. Stream launches and cohort broadcast eligibility describe the same aggregate volume within 0.1%.
1 cohort exceed the house touch ceiling. Review New trials before approving the list-wide average.
The launch count fits the declared gap rule in aggregate. Calendar-level collision checks are still required because even-spacing feasibility does not prove a workable schedule.
The plan fits declared production capacity. Estimated build work leaves 25.0 hours for QA, revisions, incidents, and unplanned work.
Automated touches materially affect exposure. Cohorts add 340,000 automated message opportunities beyond the broadcast calendar. Validate program eligibility and suppression interactions.
Frequency change needs outcome monitoring. Proposed average exposure changes by +14.0% versus the declared baseline. The model does not predict recipient response.
EXPORT THE ASSUMPTIONS
Keep streams, cohorts, house rules, and model boundaries together.
A sends-per-week number hides audience overlap and automated touches. The handoff preserves both ledgers and every operating constraint.
Read the full agent guideTHE FREQUENCY CONTRACT
Campaign count is not subscriber frequency.
A calendar shows launches. A recipient experiences only the messages for which they are eligible, plus triggered and transactional touches that may not appear on the campaign calendar.
Use stream rows to reconcile broadcast volume and mutually exclusive cohort rows to estimate exposure. If cohorts overlap, label the result as message opportunities rather than unique people.
- 01Inventory
Count every broadcast stream and include automated programs in cohort exposure.
- 02Reconcile
Make cohort broadcast volume agree with campaign-launch volume before interpreting the average.
- 03Locate
Inspect the highest-frequency cohort instead of approving a plan from the list-wide average.
- 04Constrain
Apply your own gap, ceiling, quiet-period, and production-capacity rules.
- 05Measure
Monitor complaints, unsubscribes, engagement, conversion, and fatigue by cohort after launch.
CADENCE QUESTIONS
What does a defensible frequency plan need?
A defined window, complete stream inventory, explicit cohort assumptions, local house rules, and outcome monitoring—not a generic “best” number.
How do I calculate email frequency?+
For a cohort, add the broadcast and automated touches expected during a declared window. For a list-wide average, weight each mutually exclusive cohort's touches by its member count and divide by the active population.
What is the best email frequency?+
There is no universal number. Message type, expectation, value, consent, lifecycle stage, urgency, seasonality, and subscriber preference all change the decision. Use comparable history and cohort outcomes.
Why separate streams from cohorts?+
Streams explain operational broadcast volume. Cohorts explain recipient exposure. Keeping both ledgers exposes missing automations, overlapping audiences, and planning totals that do not reconcile.
Does the average spacing mean subscribers receive messages evenly?+
No. It is only the window duration divided by average exposure. Real inbox sequences can cluster, and the same-day or local-time schedule must be reviewed separately.
Can this predict unsubscribe or complaint rates?+
No. The calculator measures planned exposure and operating pressure. It does not convert frequency into a behavioral forecast. Measure outcomes with comparable cohort data.
What belongs in automated touches?+
Include onboarding, lifecycle, behavior-triggered, renewal, reminder, and other eligible messages expected in the window. Keep truly necessary transactional traffic distinguishable when applying promotional caps.