{"id":12977,"date":"2025-06-26T03:05:02","date_gmt":"2025-06-26T03:05:02","guid":{"rendered":"https:\/\/www.mailgun.com\/state-of-email-deliverability\/chapter\/constitution-hygiene-liste\/"},"modified":"2026-03-05T14:02:36","modified_gmt":"2026-03-05T14:02:36","slug":"constitution-hygiene-liste","status":"publish","type":"soed-chapter","link":"https:\/\/www.mailgun.com\/fr\/state-of-email-deliverability\/chapter\/constitution-hygiene-liste\/","title":{"rendered":"Constitution et hygi\u00e8ne des listes de contacts"},"content":{"rendered":"
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Key findings on list building and hygiene<\/h3> <\/div>\r\n \r\n

Your email list is an invaluable asset. It\u2019s how your organization connects with people through a top communication channel. Many businesses would grind to a halt without email, and around 75% consumers prefer email<\/a> for business communication.<\/p>

Important assets like your contact database need to be protected and treated with care. That includes how you build your email list as well as how you manage and maintain it. As your list grows, so does your business. And as a business grows so does its email database.<\/p>

In this chapter, we\u2019ll find out if senders realize just how important list building and hygiene are to email deliverability.<\/p><\/div> <\/div>\r\n \r\n

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40%<\/div>\r\n
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of senders are using a double opt-in method to confirm new contacts.<\/p> <\/div>\r\n <\/div>\r\n <\/div>\r\n\r\n

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9.4%<\/div>\r\n
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of senders have purchased a list or scraped the web for email address in the last two years.<\/p> <\/div>\r\n <\/div>\r\n <\/div>\r\n\r\n

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39%<\/div>\r\n
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of senders surveyed rarely or never conduct email list hygiene.<\/p> <\/div>\r\n <\/div>\r\n <\/div>\r\n\r\n

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47.5%<\/div>\r\n
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of senders who prioritize list hygiene say maintaining sender reputation is the biggest benefit.<\/p> <\/div>\r\n <\/div>\r\n <\/div>\r\n\r\n \r\n <\/div>\r\n\r\n\n\r\n <\/div>\r\n \r\n <\/div>\r\n\r\n \r\n <\/div>\r\n <\/div>\r\n <\/div>\r\n <\/section>\r\n\r\n

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How does your email list impact deliverability?<\/h2> <\/div>\r\n \r\n

Why would mailbox providers care about the database you use to send email messages? What does your list of contacts have to do with achieving inbox placement? Here\u2019s the answer… The quality of your list and the way your contacts engage with your emails send signals about what kind of sender you are<\/b>.<\/p>

Imagine a parent checking out a teenager\u2019s bedroom. If it\u2019s a mess of fast-food wrappers, dirty laundry, and unfinished homework, that parent might assume the teenager is lazy and irresponsible. Maybe that teenager doesn\u2019t deserve certain privileges.<\/p>

Likewise, to earn the privilege of reaching inboxes, you\u2019ve got to keep your act clean.<\/p><\/div> <\/div>\r\n \r\n

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Email list building best practices:<\/b><\/p>

1. Get explicit consent from contacts before adding them to your marketing list.<\/p>

2. Keep subscribers engaged and spam complaints low to show your emails are wanted.<\/p>

3. Use email validation to avoid addresses with typos, outdated contacts, and spam traps.<\/p>

4. Regularly conduct email list hygiene to strategically segment, reactivate, or remove unengaged subscribers.<\/p><\/div>\r\n <\/div>\r\n\n\r\n <\/div>\r\n \r\n <\/div>\r\n\r\n \r\n <\/div>\r\n <\/div>\r\n <\/div>\r\n <\/section>\r\n\r\n

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