Churn
Email and CRM
Email and CRM
Churn is the share of customers or subscribers leaving within a period. It's the counterpart of retention.
In subscriptions churn sets your growth ceiling: at 5% monthly churn your average customer is gone in twenty months, however good your marketing is.
Separate voluntary churn (people cancel) from involuntary churn (failed payments). The second is a technical fix, not a marketing one.
Related terms
- RetentionRetention is the share of customers who keep buying over time. Its opposite is churn: the share that leaves.
- Customer lifetime valueCustomer lifetime value is the total margin you earn from an average customer for as long as they stay, not just on the first purchase.
- NPSNPS uses one question to measure how likely customers are to recommend you, on a 0–10 scale, subtracting the share of detractors from the share of promoters.