[{"data":1,"prerenderedAt":86},["ShallowReactive",2],{"blog-post-en-email-list-decay":3},{"post":4,"related":69,"locales":84},{"id":5,"title":6,"author":7,"body":8,"date":53,"description":54,"draft":55,"extension":56,"image":57,"meta":58,"navigation":59,"path":60,"readingMinutes":61,"seo":62,"stem":63,"tags":64,"updated":67,"__hash__":68},"blog_en\u002Fblog\u002Femail-list-decay.md","Before you email that old list","MailOK",{"type":9,"value":10,"toc":49},"minimark",[11,15,18,21,24,37,40,43,46],[12,13,14],"p",{},"The export still has the same number of rows. That doesn't mean you still have the same audience.",[12,16,17],{},"People change jobs. Mailboxes close. An address may keep accepting mail long after its owner stops reading it. Someone who wanted updates about a project two years ago may have no interest in what you're selling now.",[12,19,20],{},"A universal annual “decay rate” won't tell you how much of this has happened to your list. Its source, age and history matter more than an industry average.",[12,22,23],{},"Before restarting a dormant campaign, answer three questions:",[25,26,27,31,34],"ul",{},[28,29,30],"li",{},"Can you establish how these people subscribed and what they expected?",[28,32,33],{},"Have all unsubscribes, complaints and delivery failures been carried over?",[28,35,36],{},"Do you have recent evidence of a relationship, such as replies, purchases or account activity?",[12,38,39],{},"Then verify the addresses you're still considering. A check can catch some delivery problems before the send. It cannot tell you whether a former subscriber remembers you.",[12,41,42],{},"Don't send a “please confirm you still want our emails” campaign to the entire archive just because it sounds cautious. It is still an email campaign to the same uncertain list. Where you have no sound basis for contacting someone, leave them out.",[12,44,45],{},"If you resume, begin with people who have a clear, current connection to you. Explain why they're hearing from you and make leaving easy. Review the results before adding older contacts.",[12,47,48],{},"Also fix the maintenance process. Record bounces and opt-outs as they happen, and let subscribers update their details. Another verification run next quarter won't make up for ignoring those records today.",{"title":50,"searchDepth":51,"depth":51,"links":52},"",2,[],"2025-11-04","A dormant list needs a review of addresses, subscription history and whether the message still makes sense.",false,"md","\u002Fog\u002Fblog\u002Fen\u002Femail-list-decay.png",{},true,"\u002Fblog\u002Femail-list-decay",1,{"title":6,"description":54},"blog\u002Femail-list-decay",[65,66],"List hygiene","Deliverability",null,"9k4N7ZDaZuTkSxNJnVcPVhKCdikwfvts_bQ-D3THszk",[70,77],{"path":71,"title":72,"description":73,"date":74,"tags":75,"readingMinutes":61},"\u002Fblog\u002Fspreadsheet-in-spreadsheet-out","Keep a contact ID in your verification file","A simple export makes it easier to return each result to the right contact without exposing your whole CRM.","2026-07-29",[76,65],"Guides",{"path":78,"title":79,"description":80,"date":81,"tags":82,"readingMinutes":61},"\u002Fblog\u002Fthe-api-now-belongs-to-your-account","Before you connect an email verification API","Plan for unresolved checks, failed requests and changing addresses before putting verification into production.","2026-06-23",[83,76],"API",[85],"en",1790300926659]