Contact Loss Rate Metric

The contact loss rate represents the percentage of contacts that were marked as inactive and can no longer receive messages from you as a result of the message or delivery.

What Does The Contact Loss Rate Represent?

The contact loss rate represents the percentage of contacts that were marked as inactive and can no longer receive marketing messages from you as a result of the email you sent them.
Tip: For more information on the inactive status type, see Contact Status

Why Is The Contact Loss Rate Important?

The contact loss rate is important because it points out potential problems in the targeting of your deliveries, and/or the design and content of your message. If you notice a high number under the contact loss rate, you should review both who you are sending to, and what you are sending them. There is a good chance you are either sending to a bad list or segment, or you're sending the wrong message to the wrong group of contacts.

Tip: For more specific information on why contacts are being lost, you can drill down to the metrics that describe how contacts are being lost. For more information on these metrics and how they are calculated, see From Complaint Metric, Unsubscribes Metric, and Inactive Due To Bounces Metric.

How Is The Contact Loss Rate Calculated?

(Contact Loss/Sent) * 100 = Contact Loss Rate

Tip: The Contact Loss metric is a total of all the metrics that describe how the contact was lost. For more information on the contact loss metric and how it is calculated, see Contact Loss Metric.