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)
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?