What Percentage of Small Business Contacts Remain Valid After 12 Months? | InfoGlobalData

Verify whether the person still works for the organization and whether the job title remains relevant.

Engagement

Track replies, clicks, conversions, and other meaningful actions rather than relying exclusively on opens.

Decay

Create a cohort of verified contacts and recheck the same records after three, six, and 12 months.

That produces an organization-specific decay curve, which can be much more useful than applying a general industry statistic to every database.

A Better Way to Conduct a 12-Month Decay Study

If a company wants to answer the title question for its own database, it can create a controlled longitudinal study.

Step 1: Establish the baseline

Select a representative sample of contacts from the Small Businesses Email Database and verify every record.

Step 2: Record additional attributes