Activity Churn Is What Matters

Activity churn is the best indicator of future problems. Typical churn stats use something like account cancellations as a measurement but cancellation is only ever a trailing indicator, it’s literally the last thing that happens.

When you identify previously active customers who are slipping, a well-timed personal email can help to re-engage them. The best case is that you recover a customer; the worst case is you learn why your users leave. Either of these leaves you in a better position than doing nothing.