Subscriber churn
Subscriber churn is the rate at which readers leave a list through unsubscribes, bounces, or disengagement. Some churn is normal; the trend is what matters.
Churn measures how quickly a list loses subscribers. It includes people who unsubscribe, addresses that bounce, and readers who silently stop opening.
A steady, low churn is the cost of doing business, and unsubscribes after a clear topic shift can even be healthy. Rising churn without a cause is the signal worth investigating.
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