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Email Marketing Analytics Reporting - Email Subscriber Retention Report (FREE DOWNLOAD)
- Christopher Behrens
- Apr 14, 2022
- 6 min read
Updated: Apr 17, 2022
EMAIL Subscriber retention REPORT
The Email Subscriber Retention report helps you understand how effective your brand is at building long-term relationships with your subscriber and the overall "health" of your email marketing list.
Why you MUST Build a Long-Term Relationship with Subscribers
GREAT email marketers all have one thing in common - they are out to BUILD A RELATIONSHIP with their subscribers - just like you would 1:1 with a customer if they were right in front of you.
Why build a relationship with your subscribers? If you're building a relationship with your subscribers, you have a greater chance at retaining that subscriber over the long run. Retaining your subscribers and customers is the difference between between being a profitable enterprise or being OUT OF BUSINESS. Don't believe me?
Because I'm all about data, here's some data to highlight the importance of retaining your customers.
10X more expensive to acquire a new customer than to retain an existing customer.
10X more likely to convert an existing customer into a repeat purchaser than to convince a new consumer to buy
A 5% increase in customer retention correlates with at least a 25% increase in profit for the majority of companies
Subscriber retention is ABSOLUTELY VITAL to ensuring you have an email program - and in all likelihood, a company to work for!
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When building an Email Subscriber Retention report or any report, there are four key components to ensuring you are able to get value from your report.
Email Subscriber Retention Report Components
Every report has four key components to drive you to take action in your email marketing program.
1). Data Inputs
Raw subscriber, campaign, or message information used to calculate KPIs, create insight, and drive you to take action. Data inputs are the fuel that drive all email marketing analytics reports. Some examples may include:
Email Unique Opens
Email Unique Clicks
Email Subscriber acquisition source
Sales per email subscriber
2). KPIs
An acronym for "key performance indicator". Qlik does a great job in defining this -a quantifiable measure of performance over time for a specific objective. The important part about KPIs is the word "KEY". It's not just any metric you can track for your business - it's a metric that helps you create the most impact for your email marketing program - not just any metric that you could measure.
3). Insights
The outcome of analyzing KPIs. Insights create a deeper understanding of your subscribers and/or your email program performance than you had previously. Without insights, you're left to stare at a wall of data inputs and KPIs - unable to take action.
4). Actions
The steps you take to do something different with your email marketing program as a result of your insights. If you're not defining actions, you are not driving change in your email marketing program. Without actions, there's NO POINT IN CREATING EMAIL MARKETING ANALYTICS REPORTING. The problem I see with most email marketing analytics professionals is the inability to deliver recommended actions to take as a result of the insights generated from reports.
1). Data inputs
What data inputs do you need to create this report?
Subscriber Acquisition Date: the date an email subscriber was added to your email list.
Subscriber Status: the current status of your subscriber on your email list. The subscriber will hold only one status at a time which can include:
Active: subscriber is currently subscribed to your email marketing list.
Unsubscribed: subscriber was previously subscribed to your email marketing list, but the subscriber took an action to no longer receive your promotional email marketing messages.
Bounced: subscriber is unable to receive to your email marketing messages, either temporarily or permanently, due to a bounce - an email that could not be delivered to a subscriber's inbox.
Last Open Date: the last date a subscriber opened an email marketing message.
Last Click Date: the last date a subscriber clicked through an email marketing message.
Last Bounce Date: the date an email subscriber experienced a bounce when your brand attempted to reach the email subscriber with your message, if applicable.
Unsubscribe Date: the date an email subscriber unsubscribed from your email list, if applicable.
2). KPIS
What are the KPIs (key performance indicators) included in this report?
Retention Rate: the percentage of subscribers who remain active on your email list after a period of time (i.e. do not unsubscribe or bounce) . If your retention rate is 100%, that means you haven't lost a single subscriber during a given time period. As you extend the period of time for which you measure you retention rate, you should expect your retention rate to decline - after all, it's much more challenging to maintain a long-term relationship with subscribers than a short-term.
30-Day Retention Rate: percentage of subscribers who remain active on your email list 30 days after email sign-up.
30-Day Retention Rate =
Active subscribers at start of 30 Day Period /
Active subscribers at end of 30 Day Period
60-Day Retention Rate: percentage of subscribers who remain active on your email list 60 days after email sign-up.
60-Day Retention Rate =
Active subscribers at start of 60 day period /
Active subscribers at end of 60 day period
90-Day Retention Rate: percentage of subscribers who remain active on your email list 90 days after email sign-up.
90-Day Retention Rate =
Active subscribers at start of 90 day period /
Active subscribers at end of 90 day period
180-Day Retention Rate: percentage of subscribers who remain active on your email list 180 days after email sign-up.
180-Day Retention Rate =
Active subscribers at start of 180 day period /
Active subscribers at end of 180 day period
365-Day Retention Rate: percentage of subscribers who remain active on your email list 365 days after email sign-up.
365-Day Retention Rate =
Active subscribers at start of 365 day period /
Active subscribers at end of 365 day period
Engaged Subscriber Rate: the percentage of subscribers who remain active (i.e. do not unsubscribe or bounce) AND engaged (i.e. open and/or click your emails) on your email list after a period of time. If your engaged subscriber rate is 100%, that means you haven't lost a single subscriber AND have 100% of your subscriber engaged in at least one of your emails during a given time period. This is nearly impossible to achieve so if you ever do get to 100% for any time period, I'd love to chat with you to learn about your dark magic.
30-Day Engaged Subscriber Rate: percentage of subscribers who are active and engaging in your email content (email open / email click) 30 days after signup.
30-Day Engaged Subscriber Rate =
Engaged subscribers at end of 30 day period /
Total number of subscribers
60-Day Engaged Subscriber Rate: percentage of subscribers who are active and engaging in your email content (email open / email click) 60 days after signup.
60-Day Engaged Subscriber Rate =
Engaged subscribers at end of 60 day period /
Total number of subscribers
90-Day Engaged Subscriber Rate: percentage of subscribers who are active and engaging in your email content (email open / email click) 90 days after signup.
90-Day Engaged Subscriber Rate =
Engaged subscribers at end of 90 day period /
Total number of subscribers
180-Day Engaged Subscriber Rate: percentage of subscribers who are active and engaging in your email content (email open / email click) 180 days after signup.
180-Day Engaged Subscriber Rate =
Engaged subscribers at end of 180 day period /
Total number of subscribers
365-Day Engaged Subscriber Rate: percentage of subscribers who are active and engaging in your email content (email open / email click) 365 days after signup.
365-Day Engaged Subscriber Rate =
Engaged subscribers at end of 365 day period /
Total number of subscribers
3). Insights
What insights are created from this report?
How effective is my brand at building short-term subscriber relationships?
As measured by 30-Day Engaged Subscriber Rate
As measured by 60-Day Engaged Subscriber Rate
As measured by 90-Day Engaged Subscriber Rate
How effective is my brand at building Long-term subscriber relationships?
As measured by 180-Day Engaged Subscriber Rate
As measured by 365-Day Engaged Subscriber Rate
4). Actions
What are the actions you can take from this report?
Identify Subscriber Re-Engagement Opportunities
For subscribers who have not engaged in a while (60+ days), use the following tactics to re-ignite interest in your email marketing content.
Different subject line and/or pre-header for marketing emails.
Special offer or discount for subscribers.
Automated re-engagement journey
Inform A/B testing ideas to improve retention rate
If your list has lower retention rates than desired, use the following tactics to try to build a longer term relationship with your subscribers.
Ask subscriber what type of content they want to receive in your welcome journey - then HONOR that preference.
Ask subscriber how frequently they want to receive your content in your welcome journey - then HONOR that preference.
Test personalized content to your subscribers based on demographics, attitudes, or behaviors.
Inform A/B testing ideas to Subscriber Engagement
If your list has lower engaged subscriber rates than desired, use the following tactics to try to build engagement with your subscribers.
Landing page optimization
CTA (Call-To-Action) testing
Creative testing
Offer testing
Over the next two weeks, I'll be outlining the other ESSENTIAL reports you need to drive MORE sales in more detail so you can get a grasp on how to take action!
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