Churn rate

April 20, 2021
Posted by: Nicola Selenu

The percentage of subscribers who remove themselves or are removed from an email list via unsubscribing, a spam complaint, or a hard bounce (collectively known as “churn”). Calculated by adding unsubscribes, hard bounces, and spam complaints for an email and dividing by the total list size. Industry-wide research generally finds annual churn rates in the 25 to 30 percent range.

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Author:Nicola Selenu

Nicola Selenu is a recognized leader in the Email Industry (with 15 years of professional experience as an Email Marketing and Deliverability Consultant) and an active member of the Anti-Abuse community. Some (of the many) brands that proudly served during his career in Email are: Adobe, Nestlé, Expedia, Gucci, Bulgari, Luxottica, UNHCR, Amnesty International, LastMinute, Acer, Groupon.

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