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Otherwise known as ‘attrition’ and ‘churn rate’, list churn is a percentage of subscribers that leave a list over a given period.

There are two types of list churn:

Why does list churn matter?

List churn takes up about 30% of an average list every year. This means you must add the equivalent amount of data to your list to avoid its effects, otherwise you will be faced with an ever decreasing number of engaged contacts. This is a difficult task, as Ascend2’s growth survey shows – with 25% of companies having an attrition rate that is equal to or more than the rate of acquiring new subscribers.

How can I avoid it?