Possible reasons for accelerated email list decay?

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Level 7 - Champion Alumni

Possible reasons for accelerated email list decay?

One of our regional offices is experiencing a list that is shrinking at above average speed.

Started with a total of: 25264

June 2016: 21005 mailable leads

November 2016:     18109 mailable leads (14% decay)

July 2017: 13708 mailable leads (24% decay)

Overall Yearly Decay: 35%

Benchmark: Yearly Database Decay = 25%

Right off the bat I am thinking bounces and unsubscribes, which I'll try to run some reports on. But was looking for other ideas (also suggested ways of running reports like this to do a suitable comparison)

Thank you!

1 REPLY 1
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Level 10 - Champion Alumni

Re: Possible reasons for accelerated email list decay?

how are you defining the list counts?

Do you have comms limits?

What is your delivery and inbox rates? Hard bounce rates? Are you auto-blocking hard bounces?