Once generated, the reports are only available in the Reports Library for a period of 30 days.
Growth/Churn Report
Churn (often expressed as "churn rate") is the loss of existing subscribers over time. 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. See Understanding the Data below. |
| Subscribed Count | The number of new subscribed contacts by reporting interval. Data is rendered in a line graph. |
| Churned Count | The number of opted out contacts by reporting interval. Data is rendered in a line graph |
| Balance | The number of total current subscriber count by reporting interval. Data is rendered in a line graph. |
| Growth Rate | The percentage of growth by reporting interval. Data is rendered in a line graph |
| Churn Rate | The percentage of churn by reporting interval. Data is rendered in a line graph |
Understanding the Data
The columns in the Summary tab are as follows.
Subscribed
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, please follow these steps.
- Select the Report Interval
- Weekly will report on the growth/churn rate by week for the reporting interval
- Monthly will report on the growth/churn rate by month for the reporting interval
- Select the time period that the report will be run on in Report Over
- All Time will run the report from the time the client was provisioned to the current date
- Custom Time Interval will run the report over a custom time interval of your choosing