B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
22.5%
22.5% -- email list decay rate for B2B email lists (2023)
A 2023 study by ZeroBounce found that the average email list decays at roughly 22.5% per year.
- roughly 22.5% per year
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
2023
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
ZeroBounce
Primary
Tier B
https://leadsblue.com/how-to-use-a-b2b-email-list-for-cold-email-outreach/ ↗
Source Article
How To Use A B2B Email List For Cold Email Outreach In 2026 — Complete Guide
Most cold email campaigns fail before the first message is even sent — because the list was never properly validated. A 2023 study by ZeroBounce found that the average email list decays at roughly 22.5% per year. Buy a list of 10,000 contacts in January, and by December you\’re effectively mailing t…
Original Research
ZeroBounce
· Original study ↗
Methodology
ZeroBounce study on email list decay
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
B2B email lists: 22.5% email list decay rate. Source: ZeroBounce (2023). Via Lighthouse Intelligence -- https://lighthousedata.io/data/email-list-decay-rate-2023
HTML Embed
<blockquote cite="https://lighthousedata.io/data/email-list-decay-rate-2023" 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 decay rate for B2B email lists<br><small>Source: ZeroBounce (2023) · <a href="https://lighthousedata.io/data/email-list-decay-rate-2023" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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