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(Metrics) Understanding the Effects of List Churn and Fatigue
Two metrics to have in your reports are churn and fatigue. Loren McDonald of EmailLabs defines them, shows how you calculate them, gives some benchmark estimates of what to expect, and then offers up some advice on how to improve the numbers.
Churn refers to the gradual loss of subscribers through unsubscribes, hard bounces etc. Fatigue refers to declining response rates, largely through increases in subscriber inactivity.
Two metrics to have in your reports are churn and fatigue. Loren McDonald of EmailLabs defines them, shows how you calculate them, gives some benchmark estimates of what to expect, and then offers up some advice on how to improve the numbers.
Churn refers to the gradual loss of subscribers through unsubscribes, hard bounces etc. Fatigue refers to declining response rates, largely through increases in subscriber inactivity.
Permalink | August 12, 2005 |
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