Most mailing lists will produce an undeliverable mail rate from 25 – 10%. The performance of a list is measured by its response. For example, a list may produce a large number of undeliverable sends but it may also produce an acceptable number of responses if it is properly targeted.
Any quantity over 10% to 15% may be a cause for concern, but only if the list appears properly targeted and the response rate falls well below expectations.
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