Growth and Health

The Growth & Health report shows whether your audience is expanding or shrinking, what’s driving churn, and whether deliverability signals look safe. It’s built for quick diagnosis: "Are we growing?" and "If not, why?"

What you’ll learn

How your audience size is changing over 30 days, 90 days, and the past year
Whether churn is low, moderate, or a real problem
What’s causing churn (unsubscribes, hard bounces, complaints, or disengaged contacts)
How your deliverability health looks and whether action is recommended
Which insights Tarvent may surface for quick next steps
How to view this report for an audience or a group

At the top of the report, you’ll see quick actions to manage what you’re viewing:

View

Use the View selector to choose what you want to analyze:

Entire audience: shows growth and health across the full audience.
Specific group: shows growth and health for contacts inside one group.

Group availability (important)

Only groups that have been used within the last 30 days will be available for reporting. If a group hasn’t been used recently, it may not appear in the selector until the group is used again.

Refresh

Refreshes the report to pull the latest available data. This is helpful if you just imported contacts, sent a campaign, or made recent list changes.

Close

Closes the report and returns you to the previous screen.

Data availability

Growth & Health uses day-based and month-based reporting windows. Because data is processed in batches, report data is available through yesterday.

If you made changes today (imports, unsubscribes, list cleanup, sending activity), you may not see those reflected until the next processing cycle.

Overview

Growth & Health is designed to answer these questions:

Is the audience growing or shrinking?
Is churn low, moderate, or high?
What is causing churn (unsubscribes, bounces, complaints, or disengagement)?
Do deliverability signals suggest risk?

Headline metrics

The top section typically includes a quick snapshot:

Current size: total number of contacts in the audience
Active contacts: subscribed and deliverable contacts
30-day growth: net change over the last 30 days (new subscribers minus unsubscribes)
90-day growth: net change over the last 90 days
Annual growth: net change over the last 365 days

You may also see a quick Status indicator (for example, Excellent / Good / Fair / Poor) that summarizes the growth and churn signals at a glance.

Growth trend

The growth trend chart helps you spot direction and consistency, not just totals. It typically shows how the audience changed over time using:

Total contacts: the audience size each day
New contacts: contacts added
Lost contacts: contacts lost (from unsubscribes and other loss types)

How to read the chart

If total contacts climbs steadily, acquisition is outpacing churn.
If lost contacts spikes, check the churn breakdown for the cause.
If new contacts is flat while churn continues, growth can stall even with "normal" churn.

Note: because report data is available through yesterday, today’s changes may not appear in the trend yet.

Churn and churn breakdown

Monthly churn rate

Churn rate is the percentage of contacts lost over the last 30 days relative to the current audience size. Lower is better.

Churn health level

Churn health is categorized into levels so you can quickly understand severity:

Excellent: under 0.5%
Good: 0.5% to 1%
Fair: 1% to 2%
Poor: over 2%

Churn breakdown

The churn breakdown shows what’s driving losses. Depending on your data, you may see:

Unsubscribes: people choosing to leave
Hard bounces: invalid emails that can’t be delivered
Complaints: spam complaints (high impact on sender reputation)
Lost: contacts that became disengaged (for example, 90+ days inactive)

6-month churn trend

The churn trend chart helps you see whether churn is stable, improving, or worsening. Even "okay" churn can become a problem if the line keeps trending up month after month.

Deliverability

Deliverability summarizes whether inbox providers are likely to keep trusting your email. A healthy audience can still struggle if deliverability signals dip.

Deliverability health score

The deliverability health score is a 0 to 100 indicator. Higher scores are better.

Deliverability status

Tarvent also shows a status label:

Healthy: score 80 or higher
Monitor: score 60 to 79
Act Soon: score under 60

If deliverability status is Act Soon, address that early. Great content doesn’t help if messages don’t reach the inbox.

Insights

Insights are short, action-focused callouts that highlight what Tarvent thinks matters most right now. Not every audience will show the same insights, and they can change as your data changes.

Insight types

Critical: immediate attention recommended
Warning: early signals of risk
Success: positive momentum worth repeating
Info: helpful observations

What insights may appear

Growth insights

Audience is shrinking
Shown when net growth is negative over 30 days. Typically includes a growth rate and suggests improving acquisition and reducing churn factors.
Growth has stalled
Shown when net growth is close to flat over 30 days. Often suggests running acquisition campaigns.
Steady growth trend / Strong audience growth
Shown when net growth is clearly positive. Usually a "keep going" signal.
Strong annual growth
May appear when the audience grew substantially over the past year.

Churn insights

High churn rate
Shown when churn is well above healthy ranges. Often points to content quality, relevance, or sending frequency as starting points to review.
Churn rate above target
Shown when churn is moderate. Typically suggests monitoring closely and reviewing recent sends and subscriber feedback.
Healthy churn rate / Excellent retention
Shown when churn is low. Usually confirms you’re in a good spot.

Churn driver insights

Unsubscribes are the primary driver
May appear when unsubscribes make up most churn. Often suggests reviewing relevance and frequency and collecting feedback.
Hard bounces are significant
May appear when hard bounces are high. Often suggests improving email validation at signup and doing list cleanup.
Spam complaints detected
May appear if complaints occurred. Complaints have a high impact on sender reputation and should be addressed quickly.
Disengaged contacts are the primary driver
May appear when "lost" contacts make up a large portion of churn. Often suggests a re-engagement campaign for inactive subscribers.

Deliverability insights

Deliverability requires attention
May appear when deliverability status is Act Soon. Often suggests reviewing bounce rates, complaints, and sending practices.
Deliverability score: Monitor
May appear when the status is Monitor. Often suggests maintaining list hygiene and watching trends.
Excellent deliverability
May appear when deliverability health is very strong. Usually confirms your sender reputation is in good shape.
Deliverability dropped
May appear when deliverability score declined meaningfully over the period. Often suggests reviewing recent changes in list quality or sending behavior.

How to use this report

Start with the headline metrics to see whether growth and churn look healthy.
If growth is negative, check whether it’s caused by weak acquisition, high churn, or both.
Open churn breakdown to identify the primary driver (unsubscribes, bounces, complaints, or disengagement).
If complaints or bounces are high, address list quality and permission practices first.
If "lost" contacts are high, run a targeted re-engagement campaign before contacts become permanently inactive.
Use View for precision by checking important groups (buyers, members, VIPs) separately.
Refresh after major changes (imports, sends, cleanup) to see updated results.

FAQ

Why can I view this report for some groups but not others?

Group reports are only available for groups that have been used within the last 30 days. If a group hasn’t been used recently, the report won’t be available for that group.

Why don’t I see today’s changes in the report?

Report data is available through yesterday. Changes made today may not appear until the next processing cycle.

What does "Lost" mean in churn breakdown?

"Lost" represents contacts that became disengaged (for example, 90+ days inactive). They may still be subscribed, but they are not engaging with your emails.

What should I fix first: churn or deliverability?

If deliverability status is Act Soon or complaints are present, start there. Deliverability issues can reduce inbox placement and make every other fix less effective.

Why does Refresh not change anything sometimes?

Refresh pulls the latest available data, but if nothing new has been processed yet, the report may look the same until the next update cycle.