{"id":21952,"date":"2022-12-16T00:00:00","date_gmt":"2022-12-16T00:00:00","guid":{"rendered":"https:\/\/www.mailgun.com\/blog\/contacts-inactifs-liste-diffusion\/"},"modified":"2026-09-15T20:20:19","modified_gmt":"2026-09-15T20:20:19","slug":"contacts-inactifs-liste-diffusion","status":"publish","type":"blog","link":"https:\/\/www.mailgun.com\/fr\/blog\/deliverability\/contacts-inactifs-liste-diffusion\/","title":{"rendered":"Abonn\u00e9s inactifs\u00a0: voici ce que vous devez faire"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Imagine you\u2019ve been on that great first date. Everything went beautifully, and you think you\u2019ve found the partner of your dreams. It\u2019s been two weeks, and they haven\u2019t called you. You\u2019ll probably think that they\u2019re just not into you.<\/p>\n\n<p class=\"wp-block-paragraph\">The same principle holds true for your daily marketing campaigns. If your audience didn\u2019t open your welcome message or many follow-up emails with promotions and attractive discounts, maybe they just aren\u2019t that into you. And, if you\u2019re dealing with a high volume of inactive customers, here\u2019s your ultimate guide on how to cultivate positive user engagement with our top 10 tips.<\/p>\n\r\n    <nav data-content-type=\"longform\" class=\"toc-block longform-spacings px-5 py-6 px-md-6 px-lg-7 py-md-7 bg-light fs-sm rounded-lg\" aria-labelledby=\"toc-title-4376\"><p class=\"h5 m-0\" id=\"toc-title-4376\">Table des mati\u00e8res<\/p><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">01<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#how-can-i-know-if-a-subscriber-is-inactive\">How can I know if a subscriber is inactive?<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">02<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#why-do-people-sign-up-for-marketing-lists\">Why do people sign up for marketing lists?<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">03<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#when-should-you-remove-disengaged-users-from-your-email-list\">When should you remove disengaged users from your email list?<\/a><a class=\"scrollme link-body-color\" href=\"#anchor_1-abuse-or-spam-complaints\">1. Abuse or spam complaints<\/a><a class=\"scrollme link-body-color\" href=\"#anchor_2-spam-traps\">2. Spam traps<\/a><a class=\"scrollme link-body-color\" href=\"#anchor_3-email-hard-bounces\">3. Email hard bounces<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">04<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#anchor_10-best-practices-to-re-engage-inactive-email-subscribers\">10 best practices to re-engage inactive email subscribers<\/a><a class=\"scrollme link-body-color\" href=\"#anchor_1-perform-email-validations\">1. Perform email validations<\/a><a class=\"scrollme link-body-color\" href=\"#anchor_2-use-double-opt-in\">2. Use double opt-in<\/a><a class=\"scrollme link-body-color\" href=\"#anchor_3-provide-an-easy-way-to-unsubscribe\">3. Provide an easy way to unsubscribe<\/a><a class=\"scrollme link-body-color\" href=\"#anchor_4-send-re-engagement-campaigns\">4. Send re-engagement campaigns<\/a><a class=\"scrollme link-body-color\" href=\"#anchor_5-have-a-sunset-policy-in-place\">5. Have a sunset policy in place<\/a><a class=\"scrollme link-body-color\" href=\"#anchor_6-use-marketing-automation\">6. Use marketing automation<\/a><a class=\"scrollme link-body-color\" href=\"#anchor_7-create-conversations-with-your-users\">7. Create conversations with your users<\/a><a class=\"scrollme link-body-color\" href=\"#anchor_8-be-available-on-multiple-channels\">8. Be available on multiple channels<\/a><a class=\"scrollme link-body-color\" href=\"#anchor_9-lean-on-your-metrics-and-logs\">9. Lean on your metrics and logs<\/a><a class=\"scrollme link-body-color\" href=\"#anchor_10-make-it-easy-for-your-users-to-read-your-emails\">10. Make it easy for your users to read your emails<\/a><\/div><\/div><div class=\"d-flex mt-3\"><div class=\"w-auto fw-bold text-accent d-flex me-2\">05<\/div><div class=\"d-flex flex-column\"><a class=\"fw-bold scrollme link-body-color text-accent\" href=\"#find-the-perfect-match\">Find the perfect match<\/a><\/div><\/div><\/nav>\n<h2 class=\"wp-block-heading\">How can I know if a subscriber is inactive?<\/h2>\n\n<p class=\"wp-block-paragraph\">Nobody wants to be ghosted, but it\u2019s a sad reality in the email world. Inactive or disengaged subscribers are former fans who no longer interact with your emails. There\u2019s no one formula for how long a subscriber needs to be unresponsive to be considered \u201cinactive.\u201d However, a rough guideline is as follows: If a user hasn\u2019t opened your email or engaged with your brand in more than 90 days, it\u2019s probably time to let them go.<\/p>\n\n<h2 class=\"wp-block-heading\">Why do people sign up for marketing lists?<\/h2>\n\n<p class=\"wp-block-paragraph\">People join marketing mailing lists for many reasons. They may like your brand, products, or services, or it could simply be the 20% instant discount code you offered at the checkout. You want to leverage this initial relationship through positive engagement and avoid negative engagement. But what are these? Glad you asked:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><b>Positive engagement <\/b>occurs when users open your emails, click on your links, and respond to your messages. As you can imagine, this means a high open rate, click-through rate, and engagement rate.<\/li>\n\n\n\n<li><b>Negative engagement <\/b>occurs when users report your mail as spam, put your messages in the junk folder, or don\u2019t open your messages. This impacts your <a href=\"https:\/\/www.mailgun.com\/fr\/blog\/deliverability\/ameliorer-taux-de-livraison-des-emails\/\" target=\"_tabs\" rel=\"noopener noreferrer\">email deliverability<\/a>.<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">Remember, just because they signed up doesn\u2019t mean they\u2019ll want to stay signed up.<\/p>\n\n<h2 class=\"wp-block-heading\">When should you remove disengaged users from your email list?<\/h2>\n\n<p class=\"wp-block-paragraph\">If a recipient hasn\u2019t opened your emails in 90 days or more, maybe they\u2019re not the recipient of your dreams. In that case, it\u2019s time to remove them from your mailing list. Disengaged subscribers can be the root of many problems, including:<\/p>\n\n<h3 class=\"wp-block-heading\">1. Abuse or spam complaints<\/h3>\n\n<p class=\"wp-block-paragraph\">Disengaged users who don\u2019t want to receive your emails may report them as spam. When you receive a spam or abuse complaint, it looks like you\u2019re sending unwanted content to your subscribers. Since inbox service providers (ISPs) track how subscribers engage with your emails, too many abuse complaints can <a href=\"https:\/\/www.mailgun.com\/fr\/blog\/deliverability\/comment-retirer-ip-domaine-liste-blocage-email\/\" target=\"_tabs\" rel=\"noopener noreferrer\">land you on a blocklist<\/a> and impact your email deliverability.<\/p>\n\n<h3 class=\"wp-block-heading\">2. Spam traps<\/h3>\n\n<p class=\"wp-block-paragraph\">Sometimes, inactive user email addresses and other credentials are used as <a href=\"https:\/\/www.mailgun.com\/fr\/blog\/deliverability\/spam-traps-what-you-should-know\/\" target=\"_tabs\" rel=\"noopener noreferrer\">spam traps<\/a> to catch spammers and other malicious senders. If you get caught in one (or more), you risk damaging your reputation. A damaged <a href=\"https:\/\/www.mailgun.com\/fr\/blog\/deliverability\/comment-delivrer-un-email\/\" target=\"_tabs\" rel=\"noopener noreferrer\">sender reputation<\/a> means that ISPs are less likely to place your emails, and your messages might end up in a spam folder.<\/p>\n\n<h3 class=\"wp-block-heading\">3. Email hard bounces<\/h3>\n\n<p class=\"wp-block-paragraph\">There are two types of email bounces: <a href=\"https:\/\/www.mailgun.com\/fr\/blog\/deliverability\/rebonds-email-que-faire\/\" target=\"_tabs\" rel=\"noopener noreferrer\">soft bounces and hard bounces<\/a>. A soft bounce is a temporary delivery issue that will resolve over time. A hard bounce, on the other hand, is a permanent delivery problem.<\/p>\n\n<p class=\"wp-block-paragraph\">When you get a hard bounce on your email message, your email service provider (ESP) will usually indicate why your email couldn\u2019t be delivered. For instance, your user\u2019s email address might be an invalid or a nonexistent email address. Too many hard bounces give ISPs the impression that a large proportion of your mailing list is fake or inactive. This, in turn, looks like spammy behavior that can impact your deliverability and land you in a spam folder or, worse, on a blocklist.<\/p>\n\n<h2 class=\"wp-block-heading\">10 best practices to re-engage inactive email subscribers<\/h2>\n\n<p class=\"wp-block-paragraph\">There are several great practices that help you minimize negative engagement and maximize positive engagement, ensuring the good health of your email program. Here are the 10 best you can trust:<\/p>\n\n<h3 class=\"wp-block-heading\">1. Perform email validations<\/h3>\n\n<p class=\"wp-block-paragraph\"><a href=\"\/products\/inbox\/email-verification\/\" target=\"_tabs\" rel=\"noopener noreferrer\">Email verification<\/a> is a quick and easy way to scan your mailing list and take note of any addresses that are inactive, nonexistent, or otherwise deadweight on your list. This way, you can <a href=\"https:\/\/www.mailgun.com\/blog\/deliverability\/how-to-manage-your-email-list\/\" target=\"_tabs\" rel=\"noopener noreferrer\">keep your list clean<\/a> and focus on active subscribers.<\/p>\n\n<h3 class=\"wp-block-heading\">2. Use double opt-in<\/h3>\n\n<p class=\"wp-block-paragraph\">This practice is also pretty easy and a great way for you and your subscriber to double-check. Here, you have your subscriber type in their email address a second time to confirm their subscription. Through verification, they can ensure that their address is correct.<\/p>\n\n<h3 class=\"wp-block-heading\">3. Provide an easy way to unsubscribe<\/h3>\n\n<p class=\"wp-block-paragraph\">We talked about spam complaints above, but let\u2019s circle back. Users tend to mark unwanted email messages as spam, especially if they can\u2019t find an easy way to unsubscribe from your emails. The result looks the same from their end: Your messages no longer appear in their inbox. From a sender\u2019s perspective, the two actions have completely different consequences.<\/p>\n\n<p class=\"wp-block-paragraph\">When a user unsubscribes from your email, they\u2019re removed from your email list and don\u2019t receive future emails. There\u2019s no damage to your <a href=\"https:\/\/www.mailgun.com\/fr\/products\/inbox\/deliverability\/domain-reputation-check\/\" target=\"_tabs\" rel=\"noopener noreferrer\">IP and domain reputations<\/a>. However, when a user marks your message as spam, they stay on your mailing list, receive future email marketing campaigns, and their inbox service providers (ISPs) redirect your messages to their spam folder. This negatively impacts your sender reputation.<\/p>\n\n<h3 class=\"wp-block-heading\">4. Send re-engagement campaigns<\/h3>\n\n<p class=\"wp-block-paragraph\">If you notice that some of your subscribers are no longer engaging with you, create a quick re-engagement campaign that lets them know you miss them and invites them to stay connected. If they don\u2019t respond, you know it\u2019s safe to remove them from your list. But, if they do respond, great! You\u2019ve successfully re-engaged a subscriber.<\/p>\n\n<h3 class=\"wp-block-heading\">5. Have a sunset policy in place<\/h3>\n\n<p class=\"wp-block-paragraph\">Sometimes, when your subscriber doesn\u2019t exhibit interest in your brand despite repetitive emails, you just have to let them go. Maybe they\u2019re the ones that got away. Have <a href=\"https:\/\/www.mailgun.com\/fr\/blog\/deliverability\/politiques-de-sunset-destinataires-non-engages\/\" target=\"_tabs\" rel=\"noopener noreferrer\">a sunset policy<\/a> in place to dictate how you end things with your former subscriber on your own terms.<\/p>\n\n<h3 class=\"wp-block-heading\">6. Use marketing automation<\/h3>\n\n<p class=\"wp-block-paragraph\">Marketing automation is a powerful way that tracks customer behavior and the interface with your customer relationship management (CRM) tools to determine if your customer is engaged, losing interest, or completely disengaged. Take advantage of how <a href=\"https:\/\/www.mailgun.com\/fr\/blog\/email\/avantages-automatisation-emails\/\" target=\"_tabs\" rel=\"noopener noreferrer\">email automation tools<\/a> make it easy to <a href=\"https:\/\/www.mailgun.com\/fr\/solutions\/use-cases\/sending-email\/\" target=\"_tabs\" rel=\"noopener noreferrer\">send the perfect email<\/a> to your user depending on their interest level. Most importantly, re-engage users who are losing interest before they become completely disengaged.<\/p>\n\n<h3 class=\"wp-block-heading\">7. Create conversations with your users<\/h3>\n\n<p class=\"wp-block-paragraph\">That\u2019s right. Active engagement is a perfect way to stem the bleed of disengaged users. Specifically, we\u2019re referring to <a href=\"https:\/\/www.mailgun.com\/fr\/blog\/deliverability\/emails-noreply-impasse-communication-email\/\" target=\"_tabs\" rel=\"noopener noreferrer\">no-reply emails<\/a>. Ditch them. These shut down conversations with your consumers and prevent them from fully engaging with your product or business.<\/p>\n\n<h3 class=\"wp-block-heading\">8. Be available on multiple channels<\/h3>\n\n<p class=\"wp-block-paragraph\">Just as you should create active conversations with your users, make yourself available on multiple channels across social media. For instance, maybe your users prefer to see an Instagram story or TikTok video instead of an email newsletter about your latest product.<\/p>\n\n<h3 class=\"wp-block-heading\">9. Lean on your metrics and logs<\/h3>\n\n<p class=\"wp-block-paragraph\">Keep tabs on your marketing metrics and email logs to see how your emails perform. Simultaneously, if you have active social media channels, stay on top of those metrics to see how your target audience reacts to them.<\/p>\n\n<h3 class=\"wp-block-heading\">10. Make it easy for your users to read your emails<\/h3>\n\n<p class=\"wp-block-paragraph\">This is pretty simple, but if your users find it hard to read your emails (for any number of reasons), they\u2019re likely to check out. This means making your HTML email templates mobile-responsive, boosting email accessibility in terms of color, font, and alt text, and testing emails to ensure they will render as intended in the reader\u2019s inbox.<\/p>\n\n<h2 class=\"wp-block-heading\">Find the perfect match<\/h2>\n\n<p class=\"wp-block-paragraph\">There\u2019s no one quick fix or universal approach when it comes to keeping your mailing list clean and unengaged contacts out of your hair. However, taking note of best practices and tracking your subscribers\u2019 positive and negative engagement will ensure that you have a list of contacts that\u2019s increasingly interested in your band and content. And that\u2019s a great match!<\/p>\n\n<p class=\"wp-block-paragraph\">Ready to get sending? <a href=\"https:\/\/www.mailgun.com\/fr\/tarifs\/\" target=\"_tabs\" rel=\"noopener noreferrer\">Try out Mailgun<\/a> for free: See what we can do for your email campaign\u2019s deliverability and how our logs and analytics can keep your readers engaged.<\/p>\n\r\n    <aside data-content-type=\"longform\"  class=\"banner-block longform-spacings rounded-lg shadow-lg px-5 py-6 px-md-6 py-md-7 p-lg-7 bg-light\" data-theme=\"dark\" aria-labelledby=\"banner-block-block_83d28d66551a78af3c2597636071c3ba\">\r\n                    <p class=\"text-uppercase section-caption text-body-color\">\r\n                Sign Up            <\/p>\r\n                            <p class=\"h4 text-accent fw-bold\" id=\"banner-block-block_83d28d66551a78af3c2597636071c3ba\">\r\n                It&rsquo;s easy to get started. And it&rsquo;s free.            <\/p>\r\n                            <div class=\"mb-0 text-body-color\">\r\n                                    <div class=\"content-body mb-0 text-body-color\">See what you can accomplish with the world\u2019s best email delivery platform.<\/div>\r\n                            <\/div>\r\n        \r\n        <div class=\"text-start mt-5\"><a href=\"https:\/\/signup.mailgun.com\/new\/signup\"  class=\"btn btn-secondary\" >Get started<\/a><\/div>\r\n    <\/aside>\r\n\r\n","protected":false},"excerpt":{"rendered":"<p>Si votre message de bienvenue n&rsquo;est pas ouvert et que vos nombreux emails de relance contenant des promotions et des r\u00e9ductions int\u00e9ressantes ne suscitent pas l&rsquo;engagement de vos abonn\u00e9s, il est temps de changer de strat\u00e9gie. Peut-\u00eatre que l&rsquo;int\u00e9r\u00eat n&rsquo;est tout simplement plus l\u00e0. Comme en amour, deux options s&rsquo;offrent \u00e0 vous\u00a0: raviver la flamme ou passer \u00e0 autre chose.<\/p>\n","protected":false},"author":33,"featured_media":4376,"menu_order":0,"template":"","meta":{"_acf_changed":false,"footnotes":""},"blog_category":[21],"class_list":["post-21952","blog","type-blog","status-publish","has-post-thumbnail","hentry","blog_category-deliverability"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>R\u00e9engagez vos abonn\u00e9s inactifs avec ces bonnes pratiques - Transactional Email API Service For Developers | Mailgun<\/title>\n<meta name=\"description\" content=\"Comment vous assurer que vos abonn\u00e9s par email sont toujours int\u00e9ress\u00e9s par ce que vous proposez\u00a0? D\u00e9couvrez comment cultiver un engagement positif et g\u00e9rer les abonn\u00e9s inactifs.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mailgun.com\/fr\/blog\/deliverability\/contacts-inactifs-liste-diffusion\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"R\u00e9engagez vos abonn\u00e9s inactifs avec ces bonnes pratiques - Transactional Email API Service For Developers | Mailgun\" \/>\n<meta property=\"og:description\" content=\"Comment vous assurer que vos abonn\u00e9s par email sont toujours int\u00e9ress\u00e9s par ce que vous proposez\u00a0? 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