What is Email List Decay?
Quick Answer
The natural degradation of list quality over time as subscribers change jobs, email addresses, or interests.
Email lists decay at 22-25% per year naturally. Subscribers change email addresses, change jobs, become disengaged, or their addresses get deactivated. List decay causes rising bounce rates, falling open rates, and deliverability problems. Combat decay with regular list hygiene, re-engagement campaigns, list verification tools, and continuous list growth efforts. MisarMail automatically suppresses non-engaged contacts based on configurable inactivity thresholds.
Related Terms
The practice of regularly cleaning your email list by removing invalid, inactive, and unengaged subscribers.
Bounce RateThe percentage of emails that couldn't be delivered to the recipient's mailbox.
Re-engagement EmailAn email sent to inactive subscribers to win back their attention before removing them from your list.
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