Glossary
List decay
Your list rots ~2% a month even if you do nothing wrong.
People change jobs (work addresses die), abandon inboxes, and churn interests. Industry estimates put natural decay around 20–30% per year — meaning a list untouched for two years is roughly half fiction.
Decay is invisible in subscriber counts and very visible in bounce rates, spam placement, and the widening gap between 'subscribers' and revenue.
In ListFunnel
Validation catches the dead addresses; dormant tiers catch the dead interest. Both are one screen in ListFunnel, not an annual archaeology project.
Related terms