Your mailing list isn’t a static, unchanging thing. It can be too easy to forget sometimes that it can deplete due to attrition or the changing needs and circumstances of your audience, all while it quietly chugs away in the background of your outreach operations week over week.
Hubspot ran the numbers and discovered that your mailing list decays by about 22.5% year over year, due to a whole list of factors. Subscribers move to new jobs and new email address, companies rebrand or shift focus, interest wanes, and so on. It’s up to you and your business to renew, rebuild, and expand your mailing list to keep your subscribership robust while increasing your leads and outreach.