The numbers are typically against you. According to most online sources, each year you will only keep 70% of your subscriber base, while the other 30% will change their email address or just stop checking it altogether. Welcome to List Churn, notorious for list devastation and one of the many causes of: Lower Deliverability Decreased Click-Throughs Open Rate Shrinkage And general bad overall performance rates. List Churn is expensive. Because, you’ll want to replace those lost (30%) email addresses. And normally, you do that with acquisition campaigns, which costs time and money. Can you stop List Churn in its tracks? Probably not, because; People like to move, travel and experience. They may change their Hotmail for a Gmail email address or change jobs that offer a company email. Whatever the case may be at some point the email address you have for these estimated 30% of subscribers becomes invalid. It’s not them, but maybe it’s you. You’re sending too many emails or