How does the brand memory planner work?
Borrowed from Psychology: Ebbinghaus forgetting curve, R = e^(-t/S)
Hermann Ebbinghaus measured how memory fades over time and found roughly exponential decay. The stability S is the number of days it takes recall to drop to about 37 percent.
Each new touch restores recall. Choosing the gap so recall stays above a target gives the lowest frequency that still keeps the brand in mind.
Worked example
With a stability of 14 days and a target recall of 60% at the next touch, the longest gap is 7.2 days. A weekly send keeps recall at 61% just before the next message and averages 79% across the week.
How should I read my result?
You are contacting people more often than memory requires. Risk of fatigue rises.
A common range for newsletters and social posts.
Recall drops low between touches. Add a lighter touch in between.
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Questions about brand memory planner
How do I estimate stability?
Start with 7 to 21 days for email and test, since it varies by audience and content.
Does content quality matter?
Yes. Memorable, useful messages have a higher stability, allowing longer gaps.
Is this a rule for deliverability?
No. It models recall, so also follow consent and unsubscribe rules.