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1. Why List Growth Matters > List Churn and List Fatigue
List Churn and List Fatigue
Just having a list of people to send your emails to is not enough. In farming, if you are not both sowing and reaping, eventually you will not produce a crop. In sales, if you are not continuing to fill your lead pipeline with potential customers, you will eventually not have any prospects to call on. The same thing holds true with email list building. It’s not a one-time event. Constantly adding email addresses to your list is important.
30%
If you’ve ever deployed an email marketing campaign, you know that with each and every send, your list shrinks. In fact this “churn rate” (also called shrinkage or attrition rate) is about 30 percent1 per year for the average email marketing list.
What is churn rate? Simply put, an email churn rate is the percent of subscribers who are no longer receiving email from you divided by the total email addresses in your file (see Figure 1.1).
