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A customer who got an email and stayed might have stayed anyway. Churn & retention → Email impact tells the two apart by comparing each email with a holdout group: eligible customers left out at random, who would otherwise have got it.
Email impact, with the totals and one email's outcomes numbered 1 and 2

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Choose the period

  • Decided in: emails sent, or held back, in the last 90 days, 180 days or year.
  • Outcome measured after: how long after each email to look at what the customer did: 30, 60 or 90 days.

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The totals

  • Emails sent and replies from customers.
  • Held back: customers in the holdout group.
  • MRR saved by email: the difference between the emailed and held-back groups’ saved rates, times the MRR of the emailed customers. It’s counted only when the difference is clear at 95% confidence, and shows ”—” until then.

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Each email

For Before it ends, Retention check-in and Cancellation feedback separately:
  • What the email did: sent, delivered, opened, clicked and replied (and, for feedback, survey answered). Delivery and opens come from Postmark’s reports; test emails never count.
  • What customers did: for the emailed and held-back groups, who kept their plan, reactivated, is still paying, or churned, and the share saved. Customers still within the measurement window show as in progress.
Without a holdout group, OneMRR shows the emailed group’s outcomes but says they might have stayed anyway. To measure properly, hold back a share of customers for each email in Automations.

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Not emailed any more

People who unsubscribed, whose address bounced, or who marked an email as spam. OneMRR checks this list before every customer email.