B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
20%
20% -- email address decay rate for B2B email marketing databases (2021)
Even when using confirmed opt-in, valid email addresses decay or turn bad at a rate of up to 20 percent or more per year.
- Applies even when using confirmed opt-in
- Stated as an industry estimate of 'up to 20 percent or more per year'
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
20%
Unit
Percentage
Data Vintage
2021
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
35
Freshness
95
Source
Programmatic B2B
Primary
Tier B
https://www.programmaticb2b.com/email-address-quality/ ↗
Source Article
The Remarkable Truth on B2B Email Address Quality - Programmatic B2B
The Remarkable Truth on B2B Email Address Quality
MARCH 3, 2021
Updated
Updated
Email address quality has never been more important than it is today. With ISPs and companies continuing to tighten the reins on which email communications get delivered and which get discarded, B2B marketers face diffic…
Original Research
Programmatic B2B
· Original study ↗
Methodology
Vendor/industry estimate cited by Programmatic B2B
Methodology documented
Segmentation
IndustryB2B
RoleAll marketers
Channelemail
Cite this stat
Plain Text
B2B email marketing databases: 20% email address decay rate. Source: Programmatic B2B (2021). Via Lighthouse Intelligence -- https://lighthousedata.io/data/email-database-annual-decay-rate
HTML Embed
<blockquote cite="https://lighthousedata.io/data/email-database-annual-decay-rate" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>20%</strong> -- email address decay rate for B2B email marketing databases<br><small>Source: Programmatic B2B (2021) · <a href="https://lighthousedata.io/data/email-database-annual-decay-rate" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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