Five numbers. Averages are fine.
Reactivate
Your list grows by this much a year
+2,864
You add 16,800 a year and lose 13,936, which is 22% of your current list.
Show me where the revenue isThe frequency where you stop growing
At your loss rate, 4.8 a week is the point where what you lose matches what you add.
You are sending 4 a week, which is under it. There is room, though room is not the same as a reason.
About the complaints specifically
13% of the people you lose mark the message as spam rather than unsubscribing.
Those two are not equivalent. An unsubscribe removes one person. A complaint teaches the receiving provider something about every later message. That includes the ones people wanted.
- Lost every week
- 268
- 67 on an average send.
- Your list replaced in
- 53 mo
- At this loss rate, how long before nobody on it today is still there.
Everything here runs in your browser. Your numbers are never sent anywhere, not to me and not to anyone else.
How this is calculated, and what to put in
How this is calculated
Unsubscribes plus complaints gives what one send costs you. Multiply by sends a week, then by fifty two, and that is the yearly loss.
Against that sits what you add. Where the two meet is the break even frequency. It comes from your numbers, not from a rule of thumb.
Why complaints are counted separately
An unsubscribe and a complaint both remove a person. Both count toward the loss. They are not equivalent beyond that.
An unsubscribe removes one person. A complaint teaches the receiving provider something about every message you send afterwards. That includes the ones going to people who want them. So the tool calls it out when complaints are a big share of your loss.
What to put in
- Sends a week
- Campaigns you schedule. Leave automations out. They are triggered by behavior and carry a different cost.
- Unsubscribes and complaints on a typical send
- An average across recent sends. A single promotional peak distorts this. Take a normal month rather than your best one.
- New subscribers a month
- Everything arriving from every source. This is what the losses are measured against.
What to do with the answer
If you are past break even, the list is being spent rather than built. That is survivable for a quarter and expensive over a year. The people leaving already said yes once.
Before cutting frequency, look at what the sends are about. Sending less of the same thing helps slowly. Sending something worth receiving changes the arithmetic underneath this calculator.