The short version
- Your people are following you toward rest and grief. New subscribers click on that writing more than anything else, and more than twice as often as on the course. The newest revenue is following the same way.
- Coming Home still earns the most, but it has earned less every year since 2020. Each launch costs you some of your longest subscribers.
- 31% of your buyers can't be connected to their email history. Fixing that is the first job, because every other finding gets sharper once it's done.
The door that built the business is closing.
Signups by source, share of each year
In 2022, more than half of your new subscribers came through a launch webinar. This year it's about 1 in 5. The growth is coming from podcast guest episodes and the free audio series, both of which you describe as side projects.
New people skip the course and go straight to your writing on rest and grief.
Share of clicks in each person's first 90 days
People who joined in 2023 spent their first 90 days clicking toward Coming Home. People who joined this year click on your rest and grief letters more than anything else, and more than twice as often as on the course. Opens are left out of this reading because Apple Mail records many emails as opened whether anyone read them or not.
Your longest subscribers go quiet during launches and don't fully come back.
Monthly click rate by when people joined
Every Coming Home launch pulls clicks down for people who joined before 2022, and each recovery stops a little lower. Unsubscribes from this group run 3.4 times higher in launch months. Newer subscribers barely react to launches, and their clicks keep climbing.
The people who stay are the ones who came in through rest.
What Coming Home buyers purchased next · 2,140 buyers
64% of Coming Home buyers never bought anything else. Of those who did, most went to the membership or to Rest as Practice, the live group you've run twice. Almost nobody bought the relaunch bundle.
What the path says about where you're going
Revenue by year, in thousands of dollars
Coming Home was built by the version of you who was teaching people how to leave what hurt them. The people arriving now want to learn how to stay: how to rest, and how to grieve without fixing it. In 2025 the rest work earned 63% as much as the course, with no launch, no webinar and no waitlist behind it.
Your business isn't declining. It's pointing somewhere, and the course is the part still facing the other way.
Fixes, in the order they matter
Ranked by how much each one distorts the reading
| Priority | What's wrong | Why it matters | Effort |
|---|---|---|---|
| 1 | 31% of Kajabi buyers don't match a Braze profilePeople checked out with a different email than the one they subscribed with. | A third of your buyers have no path behind them. Sections 4 and 5 are reading 69% of the story. | Medium |
| 2 | DMARC is set to monitor onlyYour domain asks inbox providers to take no action on failed checks. | Gmail and Yahoo have required stronger authentication from bulk senders since 2024. Placement is slipping, which looks like disinterest. | Low |
| 3 | 14,000 contacts with no click in 12 months still get every email | They pull every rate down and hurt inbox placement for everyone else. | Low |
| 4 | The tag "coming home" means 3 thingsIt's applied to buyers, waitlist signups and webinar registrants. | You can't tell interest from purchase, so launch results look better than they are. | Medium |
| 5 | No signup source for 38% of contacts who joined before 2023 | Section 1 can only compare years where the source was recorded. | High, partial fix only |
The limits, stated plainly
- 31% of buyersUnmatched purchases are left out until fix 1 is done.
- OpensExcluded on purpose. Apple Mail inflates them, so clicks and purchases carry this reading.
- People who listen but never subscribePodcast and Instagram audiences show up only once they join the list.
- Why people do what they doData shows movement, not motive. That's what the live session is for.
- Sources before 2023Missing for 38% of older contacts, so section 1 starts at 2022.
Questions to bring
- When did you last feel the way you felt writing Coming Home?
- What would Rest as Practice need to become if it were the main offer?
- Which of your longest subscribers do you most want to keep, and what would you say to them directly?