Say you have 2.5 million subscribers to your firm’s e-communication platform. How many of those are engaged and active? According to HubSpot, companies lose about 25% of their mailing list subscribers each year. In the case of this example, that’s 625,000 subscribers annually.
Inactive subscribers who no longer engage with your content contribute to mailing list decay. As that happens, you run a greater risk of damaging your sender reputation and email deliverability rates. This is why maximum mailing list retention should be a priority.
This article originally appeared in LMA’s official online content center, Strategies & Voices, and is published here with permission of the author and LMA.