From a lexical point of view, " churn" means "to shake," while its French equivalent, "taux d'attrition," is more directly related to wear and tear. This connotation will make perfect sense once you understand what is at stake.  Thechurn rate is actually an indicator that is determined over a given period. It allows you to calculate the percentage of users who have unsubscribed in relation to the total number of users. It is therefore a key indicator for determining the relevance of campaigns and offers. This article explains how to manage your churn rate in order to embark on a process of continuous improvement.

Managing churn: a key performance indicator

Essential for guidingyour online loyalty strategy.Churnis therefore a keyperformance indicatorfor improvingcustomer relationsand turning your prospects into loyal members of your community.

Churn on your social media or in email marketing

Unsurprisingly, thechurn rateis an essential performance indicator for measuring your success onsocial media. It allows you to find out the number of users who have unsubscribed from your page over a given period, divided by the number of subscribers. The ratio resulting from this calculation will give you the attrition rate. This will enable you to modify and improve your strategy for acquiring new customers strategy via social media such as Instagram, Facebook, or Twitter.

Applicable to email marketing,the churn rate is also a way totrack the loyalty of your prospectsand customers, particularly through your newsletter subscriber list. This will let you know when and how many users have unsubscribed.

How to manage your churn strategy?

In order to implement adirect marketing strategy driven by performance indicators such as attrition rates, it is first and foremost essential to understand the results.

A high attrition rate will therefore reflecta high disengagement rate. This is not ideal in the context of a customer loyalty strategy. Before changing the direction of your strategy, you will need to identify the causes of this disengagement on the part of your customers.

This may be due to too many publications or emails. To a mismatch between the content produced and the expectations of customers and prospects. But also to poor management of social mediaand otherdigital communication channels.

Improving performance through customer retention

Therefore, to put an end to customer attrition, it is necessary to implement acustomer retention strategythat consists of turning prospects into regular customers. This involvesmeasuring customer satisfaction, reviewing your target profile, which may not reflect the reality of the market, identifying content that generates little or no interest, and perhaps developing yourdirect marketing, such as implementing more regular promotions, VIP offers, or gifts.

Here, the idea is topersonalize your workspace. The process is simple to implement and requires few resources. You can decorate your office space with plants, put photos or stickers on the walls, and even play soft music.

Workspaces should be designed to improve your employees' well-being at work.

By closely monitoringyour attrition rate, you will have access to a reliable indicator that will enable you toeffectively guide andmanage your strategy for acquiring new customers and building loyalty.