Our most loyal users log in less than our churning ones.

We segmented 9,000 accounts by login frequency and compared to 12-month retention.

Daily logins: 41% retained
Weekly logins: 68% retained
Monthly logins: 79% retained
Quarterly logins: 71% retained

The users who logged in least were the most retained, up to a point. The daily users were often doing manual work that the product should have automated. The monthly users had set up automations, integrations, or notifications and only came back when something needed a human decision.

We had been treating login frequency as a health metric and using it to trigger "we miss you" emails. We were emailing our best users to tell them they were not using the product enough, when their lack of logins was the evidence that the product was working.

We stopped using login frequency as a retention signal and started using "automated actions completed per month" instead. The "we miss you" campaign was retired.

What are you measuring as engagement that is actually a sign your product is doing its job?