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Email list decay: inevitable but not necessarily bad

Email list decay: inevitable but not necessarily bad

Marketers and salespeople work hard to earn email addresses from prospects and leads with whom they’d like to communicate in order to educate them and to stay connected with them through their buying journey.

Plus, it feels good to see a list grow and thrive, especially if it has been cultivated organically and through efforts designed to attract engaged readers. Unfortunately, not all the names in a contact database remain valid as time goes on.