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Database Decay Simulation

How Inbound Marketing Helps Overcome Database Decay

Email marketing databases naturally degrade by about 22.5% every year*. So it’s important to have a strategy to make up for these lost contacts.

Why do you lose so many contacts?

  • Contacts’ email addresses change as they move from one company to another
  • Others abandon that old AOL address they don’t really use
  • Unqualified leads opt out of your email communications

How does this impact your marketing activities?

Your list is going to get smaller every year if you don’t generate enough new leads to make up for this loss. Unless you are refreshing your contacts database with fresh leads every year, your marketing strategy will be based on a dying asset.

What can you do about it?

Database decay is a fact of marketing life. Even if you improve your unsubscribe rates, you can’t stop people from changing their email addresses. But all hope is not lost...

Companies implementing an inbound strategy marketing strategy typically double their website visitor traffic and double their conversion rates from website visitors. In 2014, more than twice as many marketers cited inbound (45%) as their primary source of leads versus outbound (22%)*.

Couple this with the fact that inbound tactics like blogging and social media cost 62% less than other lead generation methods, and you can see why generating a consistent flow of inbound leads is the best way to overcome database decay and a pre-requisite to running successful marketing automation campaigns.

Complete the exercise below to see how inbound marketing can help you overcome database decay.

1: How many contacts do you currently have?


2: Estimated # of monthly website visitors per month

Monthly visitors

3: Expected New Conversion Rate of Website Visitors with Inbound Marketing

% of visitors

4: Expected Increase in Website Visitors
with Inbound Marketing (% times current visitors)

  • Year 1
  • Year 2
  • Year 3

See how HubSpot can help you get more contacts.

Don't let database decay cripple your marketing efforts. HubSpot's all-in-one marketing software provides all the tools you need to drive more traffic to your website, and turn those visitors into database contacts.

* Sources