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In our previous post, we looked at attrition rates and we mentioned how the average attrition rate is about 15% per year. In other studies we have read, they say that B2B data decays faster than consumer data, at 30% a year compared with 7% with B2C. Any way you look at it, it is a lot.

Attrition will erode your database, if you let your database degrade that much you are wasting time and effort marketing to irrelevant, out of date contacts. Cleansing your data before you deploy a campaign also ensures you get lower bounceback rates, and higher open rates. So this is why we place such a high value on data cleansing at Jericho – and needless to say everyone else we know does as well.