B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
22.5%
22.5% -- email list degradation rate for consumer email lists (2025)
Consumer email lists degrade at an annual rate of 22.5% according to Marketing Sherpa research.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
22.5%
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
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
digitalfmcg.com
Primary
Tier C
https://www.digitalfmcg.com/blog/strategic-contact-database-management-in-the-fmcg-sector ↗
Source Article
Strategic contact database management in the FMCG sector
In the traditional FMCG marketing setup, there’s a whole wall of distributors and retailers standing between the manufacturer and the consumer. You knew how many pallets left the warehouse. You had no clue who picked your product off the shelf, when they did it, or what convinced them. In 2025, that…
Original Research
digitalfmcg.com
· Original study ↗
Methodology
Cited Marketing Sherpa research
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
consumer email lists: 22.5% email list degradation rate. Source: digitalfmcg.com (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/consumer-list-degradation-22-5
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<blockquote cite="https://lighthousedata.io/data/consumer-list-degradation-22-5" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>22.5%</strong> -- email list degradation rate for consumer email lists<br><small>Source: digitalfmcg.com (2025) · <a href="https://lighthousedata.io/data/consumer-list-degradation-22-5" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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