How Email List Decay Costs Revenue

The Email Marketing Podcast with Fexingo: Newsletters, Open Rates, and Subscriber Growth · Sep 13, 2026 · 11m · transcript

Most marketers treat their email list as a static asset, but it is actually a depreciating one. In this episode of The Email Marketing Podcast, Lucas and Luna break down the hidden economics of list decay — that silent attrition where subscribers become inactive, bounce, or simply stop caring. We look at why even high-performing lists lose two to five percent of their active base annually and how this decay silently erodes your sender reputation with Gmail and Microsoft. Using concrete examples from mid-market SaaS companies, we show you how to calculate your own decay rate, identify the…