What is List churn?
The rate at which subscribers leave through unsubscribes, bounces, and inactivity. Growth minus churn is what actually compounds.
List churn is the rate at which your newsletter loses subscribers: explicit unsubscribes, hard bounces, and the quieter loss of readers who simply stop opening. A list adding 500 subscribers a month while churning 400 is growing on paper and treading water in practice.
Churn is also information. Spikes after a particular send tell you something about that send. A slow rise in inactive subscribers tells you the content and the audience are drifting apart. Watching growth with its sources and losses attached beats celebrating the top-line count.
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