Regardless of how engaged your constituents are with your mission, you can expect to lose at least one third to one half of your email database every year due to list churn. Do you make it easy for your subscribers to change their email address?
There are some great best practices here from Email Insider for implementing a change of address feature for your email subscribers.
Among the tips:
1. Make it obvious where someone needs to click to change their address
2. If possible, pre-populate your change of address web form with your subscriber’s information
3. Make sure to show a thank you/confirmation page and send an email to the subscriber’s new email address confirming the change.