Cultivating long-term relationships
Posted: Thu Jan 23, 2025 4:23 am
The formula would look like this: churn rate = (unsubscribes + hard and soft bounces which resulted in a removal + spam complaints) list size that’s a start. To make your calculation easier, pick an annual churn rate rather than trying to figure it out month to month. That means you’ll need to run a report for the last year’s worth of unsubscribes, hard and soft bounces and spam complaints. Then use the list size you have on the day you’re calculating your list churn rate.
Don’t use the count of your list gambling number data size from a year ago. That will give you a transparent churn rate, which is all most people calculate. But it doesn’t include the opaque churn, aka “involuntary churn”. Those are the people who just aren’t responding to your emails anymore, or who may not even be seeing your emails anymore. Calculating opaque list churn is much more of a guessing game. Just to give you a starting point to work from, though, I’m going to give you an example of how you might want to approach it.
If you’ve got a better technique, please do let me know about it in the comments. If you know your inbox placement rate (ie, what percent of your emails are actually reaching the inbox), you’ll know the first component of your opaque churn counts. In other words, you’ll know how many people on your list aren’t seeing your emails. For the rest of your list, you could see what proportion of your list has not opened or clicked on your emails in the last year.
Don’t use the count of your list gambling number data size from a year ago. That will give you a transparent churn rate, which is all most people calculate. But it doesn’t include the opaque churn, aka “involuntary churn”. Those are the people who just aren’t responding to your emails anymore, or who may not even be seeing your emails anymore. Calculating opaque list churn is much more of a guessing game. Just to give you a starting point to work from, though, I’m going to give you an example of how you might want to approach it.
If you’ve got a better technique, please do let me know about it in the comments. If you know your inbox placement rate (ie, what percent of your emails are actually reaching the inbox), you’ll know the first component of your opaque churn counts. In other words, you’ll know how many people on your list aren’t seeing your emails. For the rest of your list, you could see what proportion of your list has not opened or clicked on your emails in the last year.