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“30% of your house list change their email addresses annually or become inactive.”
This statistic, universally quoted by experts throughout the email marketing industry, refers to an infectious disease commonly known as “list churn.” And every email database suffers from it.
Why Should I Care?
List churn reduces your email program’s deliverability, open rates, click-throughs, and overall performance. The net results? Decreased revenues and profits. Ouch!
List churn also forces you to spend more of your marketing budget on costly customer acquisition campaigns because, with a 30% annual attrition rate, your house file is shrinking before your very (watery) eyes..
A study of the fifty top e-tailers' abilities to catch and correct email registration errors. This is the third in a series of examinations of the email validation practices of leading Internet retailers conducted by FreshAddress. The study found that none of the websites tested successfully blocked greater than 50% of the common, invalid email addresses tested, costing companies millions of dollars annually in lost revenues and wasted marketing dollars. (2,041 words)