Chapter 3 · Retention
03
The Retention Problem
Subscribers don't churn — they fade.
100%
75%
50%
25%
96%
48%
M1
M2
M3
M4
M5
M6
M7
M8
M9
M10
M11
M12
Months after subscribing
Measured as share of cohort opening at least one email per month