As inactive customers are more likely to churn, the Dormancy Rate metric gives your team insight into possible customer loss.
Dormancy Rate Formula
Dormancy Rate = (Number of dormant customers during a given period) / (Total number of active customers at the beginning of the period) x 100
By calculating and monitoring Dormancy Rate, businesses can identify trends in customer engagement, develop targeted reactivation strategies, and ultimately improve customer retention and revenue.
Example of KPI target
Marketing Manager, Support Manager
Rate of dormancy
Explore the comprehensive collection of digital marketing KPIs designed to drive your business toward growth and success. Enhance your strategic decision-making by examining the insightful list of metrics provided below.