B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
22%
22% -- email list decay rate for consumer email lists (2025)
Consumer email lists decay at an annual rate of 22% to 30% due to address changes, domain switches, and unsubscribes.
- Reported as a range of 22% to 30% per year
Attribution:
View source
Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
22%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
EmailDataGroup
Primary
Tier B
https://www.emaildatagroup.net/b2c-email-appending ↗
Source Article
B2C Email Appending
You have the customer. You don't have their email. That's revenue walking out the door.
Your CRM contains people who bought from you, signed up at your store, or responded to a past campaign. You know their name. You know their address. But their email? Gone, outdated, or never collected.
Most brand…
Original Research
EmailDataGroup
· Original study ↗
Methodology
Vendor-cited industry benchmark; range 22-30%, midpoint used
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
consumer email lists: 22% email list decay rate. Source: EmailDataGroup (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/consumer-email-list-decay-rate
HTML Embed
<blockquote cite="https://lighthousedata.io/data/consumer-email-list-decay-rate" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>22%</strong> -- email list decay rate for consumer email lists<br><small>Source: EmailDataGroup (2025) · <a href="https://lighthousedata.io/data/consumer-email-list-decay-rate" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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