Part Three · Retention salt & drift
Field Report — Q4 2024 14 / 22
Insight · Cohort decay

Readers don't leave. They drift,
until the road forgets them.

Monthly opens for the Spring '23 cohort never crashed — they faded across nine months, the way coastal light goes soft. Cancellation is a quiet event, not a loud one.

roll 14 · take 02
Open rate by week since signup Spring '23 cohort · n = 12,480 subscribers
Spring '23 2022 benchmark
80% 60% 40% 20% 0% wk 1 wk 4 wk 8 wk 12 wk 16 wk 20 wk 28 wk 36 week 16 — the quiet begins 42% open · –29 pts still on the list 71% on day one
This is the Y Tu Mamá También design system, applied by Curio Design — a design-style library for AI agents. Full Y Tu Mamá También guide → designbycurio.com/learn/y-tu-mama-tambien-2001