Subscriber Engagement Half-Life by @mailchimp
It's a never-ending story. Stay relevant alone won't keep your readers to slightly disappear. Click rates drop even from most active subscribers
Amplify’d from blog.mailchimp.com
After about 4 months, your average click rate for your average email subscriber drops to less than 1%.
We could talk about ways to keep people engaged longer, like sending more frequently (I think Mr. Zarrella recommends this in his presentation), sending less frequently, engaging with people on alternate channels (like Twitter and Facebook), and on and on. But 9.5 billion emails tell you something. You’ve basically got 4 months to entertain, delight, sell, and make your point to subscribers. More importantly, you need to do something awesome enough to keep feeding in new subscribers, because the churn might be faster than you think.
