Use one window and use it for all four boxes. Last ninety days works well.
Retain
Your automated messages earn this much more per send
16x
Automated messages earn $2.85 per send. Campaigns earn $0.18.
Show me where the revenue isHere is the shape of it
Automated messages are 2% of what you send and 28% of what you earn.
That gap is the argument for building more of them. The small share of volume is doing a large share of the work. It does that without anyone choosing a date.
What a thousand messages are worth
At your own rates, a thousand messages moved from a scheduled campaign into an automation is worth about $2670.00 more.
Treat that as a ceiling rather than a forecast. It assumes the moved messages behave like your existing automations. They will, but only if something the person did triggers them.
| Type | Per send | Share of sends | Share of revenue |
|---|---|---|---|
| Automated | $2.85 | 2% | 28% |
| Scheduled | $0.18 | 98% | 72% |
Everything here runs in your browser. Your numbers are never sent anywhere, not to me and not to anyone else.
How this is calculated, and what to put in
How this is calculated
Revenue divided by messages delivered, once for automations and once for scheduled campaigns. Then the ratio between the two.
The second half matters more. Each type is compared on its share of volume against its share of revenue. That is where the disproportion shows up.
What counts as automated
Anything that sends itself because a person did something. Welcome sequences, abandoned cart, post purchase, replenishment, winback.
Anything where you chose a date is a campaign. That holds even if your platform calls it something else.
Use one window for all four
Ninety days is usually right. Long enough to include a quiet week. Short enough that your product mix has not changed underneath it.
The window matters less than using the same one everywhere. Mixing windows is the fastest way to get an answer that feels wrong.
What to do with the answer
Automations often earn several times more per send on a small share of the volume. That means the automated side is running at partial capacity. That is the most common finding, and it is good news. Building an automation is a one time cost that keeps paying.
If campaigns earn more per send, the automations are wrong rather than the idea. Usually they are triggered by a timer rather than by behavior.