Reporting Email Churn Rate

Leslie Hansen 3

How are you tracking and reporting email churn rate? I'm looking to be able to show a comparison of number of new emails that we're acquiring versus those that we are losing on amonthly basis. What reports are you using? Thanks for the insight. 

Brian Mucha

Leslie Hansen:

How are you tracking and reporting email churn rate? I'm looking to be able to show a comparison of number of new emails that we're acquiring versus those that we are losing on amonthly basis. What reports are you using? Thanks for the insight. 

Take a look at the Reports Classic Email Opt-Ins Status Report. I used this to build an Excel pivot chart which is interesting to look at.

Leslie Hansen 3

Thanks Brian! What sources are you looking at
when you are doing you reporting? I guess a better question are
there sources that you’re removing from your analysis?

 

Leslie Hansen | Senior Manager,
Direct Response

Children's Hospital Colorado
Foundation
Phone:
720-777-3121
Anschutz Medical Campus | 13123 East 16th
Avenue, B045 | Aurora, Colorado 80045

www.childrenscoloradofoundation.org/support
www.courageis.org


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Erik Leaver

Leslie Hansen:

How are you tracking and reporting email churn rate? I'm looking to be able to show a comparison of number of new emails that we're acquiring versus those that we are losing on amonthly basis. What reports are you using? Thanks for the insight. 

I'm sure there are a variety of ways to ge this informaiton. Here's two queries I've used:


1) New to List

Query field type: System; Field: Creation Time; Field Clause: 1 month prior to today


2) Unsubscribe Query

Field Type: Email; Field: opt-out date: Field Clause: 1 month prior to today


 

Brian Mucha

I haven't looked at 'churn rate' before. We don't do enough overall house file analysis like that. 


For email we use Litmus, which has an amazing tracking pixel you can add to your Luminate emails. It gives you reports like the Luminate email analysis dashboard times 1000. I have no idea how they get things like how long the email was open for without javascript. Check it out. 


I actually ran that Opt-Ins Status Report I mentioned and wound up with this Pivot Chart in Excel:




Whoa, what are those giant spikes? 7000 opt-outs in one day??


I set it to filter on source and discovered that many of these were from the DataSync with RE. We're investigating what the RE team was up to on those days.


Change that filter to just show Email Preferences as the source of the action and I get a much more moderate chart ranging between a few dozen to a couple hundred opt-outs and a few opt-ins.


The possible sources are:

 

Constituent API

Constituent Profile

Data Sync

Donation

Duplicate Correction

E-Commerce Purchase

Email Preferences

Forwarded Email

Self-Registration

Sent eCard

Survey Participant

Survey Response

TeamRaiser

TeamRaiser Family Participant

TeamRaiser Friend

TeamRaiser Participant

Tell-a-Friend

Here's the worksheet with the data from the LO report that makes up the data for this pivot chart. I have a computed field there at the end to convert all the long datetimes to a simple date for the chart.





Not sure if that's what you were after, but it was pretty interesing to look at.

Leslie Hansen 3

Thanks
Brian. I was able to follow-along – very helpful.

 

Leslie
Hansen

 

Leslie Hansen 3

Thanks
Erik! Very helpful.

 

Leslie
Hansen

 

Gwendolyn Chambers

Erik Leaver:

Leslie Hansen:

How are you tracking and reporting email churn rate? I'm looking to be able to show a comparison of number of new emails that we're acquiring versus those that we are losing on amonthly basis. What reports are you using? Thanks for the insight. 

I'm sure there are a variety of ways to ge this informaiton. Here's two queries I've used:


1) New to List

Query field type: System; Field: Creation Time; Field Clause: 1 month prior to today


2) Unsubscribe Query

Field Type: Email; Field: opt-out date: Field Clause: 1 month prior to today


 

 

I'd like to revisit this. I'm looking at a churn rate benchmark that is calculated with hard bounces as well as opt-outs. Is there a way to add this factor into the equation? In other words, is there a way to calculate the number of subscribers who have become unavailable within a given period?

Erik Leaver

Gwendolyn Chambers:

Erik Leaver:

Leslie Hansen:

How are you tracking and reporting email churn rate? I'm looking to be able to show a comparison of number of new emails that we're acquiring versus those that we are losing on amonthly basis. What reports are you using? Thanks for the insight. 

I'm sure there are a variety of ways to ge this informaiton. Here's two queries I've used:


1) New to List

Query field type: System; Field: Creation Time; Field Clause: 1 month prior to today


2) Unsubscribe Query

Field Type: Email; Field: opt-out date: Field Clause: 1 month prior to today


 

 

I'd like to revisit this. I'm looking at a churn rate benchmark that is calculated with hard bounces as well as opt-outs. Is there a way to add this factor into the equation? In other words, is there a way to calculate the number of subscribers who have become unavailable within a given period?

 

Hi Gwendolyn,


It can be a bit challenging to get the hard bounce number. I've tried a few approaches but what ended up being easiest for me was to report on the "any registered user" group on the 1st of each month. You can manually update that group and calculate your churn month over month.


Best,

Erik

Leslie Hansen 3

Hi! Have you been trying out Luminate Beta?
We’re starting to use the Total/Usable Housefile This Period vs
Previous Period on the dashboard tab. It doesn’t show how people
are coming in to our file or why their leaving but it’s a good
visual.

 

Leslie Hansen | Senior Manager,
Direct Response

Children's Hospital Colorado
Foundation
Phone:
720-777-3121
Anschutz Medical Campus | 13123 East 16th
Avenue, B045 | Aurora, Colorado 80045

www.childrenscoloradofoundation.org/support
www.courageis.org


Facebook  Twitter 
Linkedin  Instagram 
Pinterest

 

 

Gwendolyn Chambers

Leslie Hansen:

Hi! Have you been trying out Luminate Beta? We’re starting to use the Total/Usable Housefile This Period vs Previous Period on the dashboard tab. It doesn’t show how people are coming in to our file or why their leaving but it’s a good visual.

 

Leslie Hansen | Senior Manager, Direct Response

Children's Hospital Colorado Foundation
Phone: 720-777-3121

Anschutz Medical Campus | 13123 East 16th Avenue, B045 | Aurora, Colorado 80045

www.childrenscoloradofoundation.org/support
www.courageis.org

Facebook  Twitter  Linkedin  Instagram  Pinterest

 

 

 

 

Thank you, I will take a look at that!