B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
22.5%
22.5% -- email database annual degradation rate for B2B email marketing databases (2026)
Email marketing databases naturally degrade by about 22.5% every year.
- Approximate figure ('about 22.5%')
Attribution:
View source
Lighthouse Research Team
Last verified:
·
How we verify data →
Source verified
Evidence graded
Value
22.5%
Unit
Percentage
Data Vintage
2026
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
cience.com
Primary
Tier C
https://www.cience.com/blog/data-decay-in-b2b-sales/ ↗
Source Article
7 Ways to Fight Data Decay in B2B Sales (2026) | CIENCE
Last Refreshed: March 2026 with updated statistics and tool information.
Data decay is the gradual degradation of database quality caused by outdated, incomplete, or inaccurate contact information: and it costs U.S. B2B companies $3.1 trillion per year in wasted resources and lost revenue. As the di…
Original Research
cience.com
· Original study ↗
Methodology
Annual natural degradation rate of email marketing databases
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
B2B email marketing databases: 22.5% email database annual degradation rate. Source: cience.com (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/email-database-degradation-annual
HTML Embed
<blockquote cite="https://lighthousedata.io/data/email-database-degradation-annual" 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 database annual degradation rate for B2B email marketing databases<br><small>Source: cience.com (2026) · <a href="https://lighthousedata.io/data/email-database-degradation-annual" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
Share
Use this data in your work
Copy the citation, embed the widget, or explore thousands more verified marketing statistics -- all free.