Discovered our churn rate dropped 3% after adding a single onboarding email

I was digging through Mixpanel last Wednesday to figure out why Q3 looked better than Q2. Turned out the email our dev team added in June that just says "here's a 2 minute video on the reporting dashboard" cut our 30 day drops by 3%. Nobody in ops had even flagged it. Anyone else find a tiny change like this that moved numbers way more than expected?

3 comments

3 Comments

emmam892d ago

Clicked around our own Mixpanel after reading this and found the exact same thing with a "3 tips for using the search bar" email we sent out back in March. Boosted our 7 day retention by like 4% and nobody noticed until I just checked. Makes you wonder how many other random wins are hiding in the data.

lunah122d ago

Found the same thing with a welcome flow we set up forever ago. @emmam89 it was basically a "here's how to set up your profile" email that nobody thought would do much but it bumped day 3 activation by like 5%. Totally buried in our old campaigns too. We had just assumed it was doing nothing because we never checked. Makes me think half our best improvements are just sitting there in old tests we forgot about.

davidkim2d ago

That mixpanel deep dive sounds like a goldmine. @lunah12 i was just reading something from that customer.io blog about how automated emails like that often outperform the flashy campaigns we spend weeks on. Their data showed a 2% lift from a simple "find your reports faster" email too, almost identical to what you're seeing. Honestly makes me think we're all sitting on a pile of these small wins buried in old flows we set up and forgot about. The reporting dashboard one specifically probably works because it solves that "i know the data is here somewhere" frustration people get around week 2. Might need to go audit our own old emails this weekend and see what else is hiding.