A Realistic Recovery Rate Range

There's no single recovery rate worth aiming at, because the number depends on who your customers are more than on the tool that emails them. Two subscription companies can run identical campaigns and post 20% and 80%.

What accounts measured this way look like

Across the accounts we measure with complete cohorts and all four outcomes counted, the median recovery rate sits around 50%, and it stays there at every volume we measured, from under 25 failed payments a month to thousands.

Numbers from other dashboards usually aren't comparable. Dropping cancellations alone can lift a rate 10–20 points with no change in outcomes, and leaving out in-progress campaigns or crediting only one vendor's retries skews it too. See Practices This Methodology Rejects.

A better question than "is this good?"

• Is it moving outside my band? See Natural Variance.
• What's my mix? First renewal customers, annual renewals and discount-acquired subscribers all recover differently. See What Moves a Recovery Rate.
• Am I near my ceiling? Every account has one. If you'd like a benchmarked view of where you sit, that's what an Advisory review delivers.

Previous: Save Rate