TOOL

Email List Hygiene & Decay Forecaster

See how much a dirty email list is costing you. Enter your list stats below to project deliverability loss, wasted sends, and the ROI of cleaning your list.

50,000
2.0%
info
Percentage of emails that didn't reach the inbox. Keep below 2%. Above 5% harms sender reputation.
3.0%
info
Percentage of recipients who marked your email as spam. Keep below 0.05%. Above 0.1% can get you blocked.
0.08%
info
Average revenue each subscriber generates per month. Total email revenue divided by list size.
$0.50
$
Unhealthy Subscribers 1,540 3.1% of your list
Monthly Revenue Lost $770.00
Annual Revenue Lost $9,240.00
ROI of Cleaning 4,520%
Projected Subscribers (1 year) Without cleaning 59,330 After cleaning 57,720 Clean list = better deliverability & engagement

Why List Hygiene Matters

Your subscriber list naturally decays at about 22.5% per year (HubSpot) due to email address changes, job moves, and disengagement. When you add bounces and spam complaints, the cost compounds quickly.

A dirty list doesn't just waste sends — it actively harms your sender reputation. ISPs monitor bounce rates and spam complaints. If yours are too high, your deliverability drops and even your healthy subscribers stop seeing your emails in their inbox.

Key metrics to monitor:

  • Bounce rate: Keep below 2%. Above 5% signals a problem.
  • Spam complaint rate: Keep below 0.05%. Above 0.1% can get you blocked by ISPs.
  • Unengaged rate: Subscribers who haven't opened in 90+ days. Aim for under 30% of your list.

Use this forecaster alongside our email marketing ROI calculator to see the full picture. For a deeper dive into list cleaning strategies, read our list hygiene guide →