Template · C103
CRM plan: contact pressure, consent and incremental value
How should CRM sends be shared between sequences that target the same customers, without exhausting their attention or their consent?
Direct answer
A CRM plan sets a pressure budget per segment, checks the consent basis of every send, measures each sequence’s incremental margin against a holdout group and allocates the available sends by decreasing net value.
01Commit, cap or suspend each sequence according to its net value per 1,000 sends, after unsubscribes, within the segment’s pressure budget.
02The rule, the evidence and the next review date stay visible.
How to use this
Move from the question to the deliverable.
How should CRM sends be shared between sequences that target the same customers, without exhausting their attention or their consent?
Commit, cap or suspend each sequence according to its net value per 1,000 sends, after unsubscribes, within the segment’s pressure budget.
CRM relationship calendar under a pressure budget
Downloadable template · SQ-103
Allocate contact pressure to incremental value, not to whoever asks first
Every team considers its sequence useful; added together, they saturate the same customers. The CRM plan sets a pressure budget per segment and shares it out according to the net value measured against a holdout group.
Illustrative case: a retailer, 40,000 active customers who have consented to email, a cap of 8 sends a month taken from a frequency test, and five sequences asking for 13. One unsubscribe loses €6 of future CRM margin.
- 01Inventory
List every sequence that reaches the same segment, with its trigger, frequency, channel, consent basis and owner.
- 02Measure
Estimate each sequence’s incremental margin against a permanent holdout group, then the cost of an unsubscribe in the contact’s future value.
- 03Cap
Set the segment’s pressure budget from a frequency test, beyond which unsubscribes rise across all sequences.
- 04Allocate
Assign the available sends by decreasing net value, suspend negative sequences and review the allocation at every new measurement.
CRM relationship calendar under a pressure budget
The calendar sets the requested sends against the segment’s cap and ranks the sequences by net value per 1,000 sends, after unsubscribes.
Net value per 1,000 sends = incremental margin − unsubscribes × €6 of future value per contact| Sequence | Trigger | Requested sends | Incremental margin | Unsubscribes | Net value | Allocated sends | Decision |
|---|---|---|---|---|---|---|---|
| Cart reminder | Abandoned cart | 2 | €310 | 1.2 | €302.80 | 2 | Commit |
| Post-purchase | Purchase at D+7 | 1 | €180 | 0.8 | €175.20 | 1 | Commit |
| Reactivation | 90 days of inactivity | 2 | €120 | 1.9 | €108.60 | 2 | Commit |
| Newsletter | Weekly calendar | 4 | €40 | 2.5 | €25.00 | 3 | Cap |
| Flash promotion | Commercial calendar | 4 | €25 | 4.5 | −€2.00 | 0 | Suspend |
01Five sequences ask for 13 sends a month against a cap of 8: the cart reminder, the post-purchase sequence and the reactivation go first, because their net value is the highest.
02The flash promotion earns €25 of margin per 1,000 sends but costs €27 in unsubscribes: its negative net value calls for suspension, not just a cap.
03The newsletter keeps 3 sends out of 4; the cap stays open to revision if a new frequency test shows that fatigue sets in later.
Illustrative case. The legal basis, the collection and withdrawal of consent and the rules on electronic direct marketing must be validated under the applicable law and for the channel used.
Reference sources
Coherence controls
Minimum conditions before validation.
The status, the evidence and the owner must be available for review.
The status, the evidence and the owner must be available for review.
The status, the evidence and the owner must be available for review.
The status, the evidence and the owner must be available for review.
Usable deliverable
CRM relationship calendar under a pressure budget
Explore the decision further with an interactive control, or start from a structured template to produce your deliverable.