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    Strategy

    List Decay

    By Carlos Gil, Founder & Editor, The Best Network · Updated

    The gradual rate at which an email list goes stale as addresses are abandoned and subscribers lose interest.

    People change jobs, abandon old addresses, lose interest, and stop opening. Combat list decay with regular verification, re-engagement campaigns, and aggressive sunset policies for long-inactive subscribers.

    Related terms

    List Hygiene

    The ongoing practice of removing invalid, inactive, and risky addresses from your email list.

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