I have a very clean,
very focused mailing list.
These names were obtained via contests
and I only contact them
with contest news.
However, I still lose 1% of the list
every single month.
12% of those are from unsubscribes,
the rest are inactive emails.
What does this mean?
I have to continually add to it.
Even the best mailing lists lose participants.
Oh, and before buying a list,
I ALWAYS ask how old it is.