OP here -- the numbers are in no way bogus, all sourcing information and methodologies are listed on the page itself (see the bottom left * on each 'slide').
Would love to understand what gave you that impression, as we work hard to build content like this, and hate to see it shrugged off.
"Custora's research shows that stores on average lose roughly 1.75% of revenue every year due to unsubscribes."
This is remarkably similar (in amount) to loss through shrinkage at bricks and mortar stores, which is estimated at 1.7% (according to one source I bothered to find) [1] - but while retailers take steps to reduce shrinkage, there is a cost/benefit balance in play and a certain amount is inevitable, maybe the same is true of unsubscribe
I'm more curious about how that 1.75% compares from other sources of lost revenue; how does it compare to the cost of processing returns, or fraud, or just basic transaction costs, &c?
Maybe it's significant, maybe it's noise, but without anything to compare it to, who knows
Maybe it's retconning loss figures to a model they already have. If they can fit online expectations to meatspace loss figures, then they don't have to change their models.
Would love to understand what gave you that impression, as we work hard to build content like this, and hate to see it shrugged off.