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Growth/Churn Report

Along with list size and opt out rate, churn rate is a useful tool for measuring list health, particularly subscriber attrition versus subscriber acquisition.

In general, the lowest possible churn rate is the most desirable. A high churn rate coupled with a steady list size indicates that a sizeable proportion of the list is being lost and replaced with new subscribers over time. Reducing your churn rate means you're doing a better job of keeping your current subscribers.

For example, a 100% churn rate would indicate that every former subscriber was lost. A 0% churn rate would indicate that no subscribers were lost. A 50% churn rate would indicate that half of the prior subscribers were lost.

This report depicts growth and churn by measuring your subscriber outreach as compared to your subscriber loss. That means the growth baseline is subscribers to whom you have sent at least one email message, and those subscribers are lost when they subsequently become opted out (including bouncing out, reporting spam, etc.).

Reporting Tab Description
Summary The raw numbers used to calculate graphs found in other tabs.
Subscribed Count The count of new email addresses that were sent a message for each time period (month or week) as subscribers.
Churned Count The count of email addresses that were lost, that is, added to the opt-out list. This includes all addresses unsubscribed, bounced out, unconfirmed, etc.
Balance The total current subscriber baseline. Determined by first adding the previous period Balance and the Newly Subscribed Count, then subtracting this period Churned Count.
Growth Rate The percentage of growth since the previous period balance. Determined by dividing this period Growth Count by the previous period Balance.
Churn Rate The percentage of subscribers lost since the previous period balance. Determined by dividing this period Churn by the previous period Balance.

Configuring a Growth/Churn Report

To configure the Audience Performance Over Time report:

  1. Select the Report Interval:
    1. Weekly - growth/churn report by week
    2. Monthly - growth/churn report by month
  2. Select the Report Over time frame:
    1. All time - run the report from the time the account was first provisioned to the current date
    2. Custom time interval - run the report over a configured period of time.