{"id":6419,"date":"2021-07-15T13:17:46","date_gmt":"2021-07-15T13:17:46","guid":{"rendered":"https:\/\/www.casaneo.io\/?p=6419"},"modified":"2024-10-24T08:54:03","modified_gmt":"2024-10-24T08:54:03","slug":"comment-construire-un-emailing-efficace","status":"publish","type":"post","link":"https:\/\/www.casaneo.io\/fr\/creer-un-emailing-efficace\/","title":{"rendered":"Comment construire un emailing efficace ?"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">L\u2019emailing est, encore aujourd&#8217;hui, un canal int\u00e9ressant pour <\/span><b>convertir des prospects en clients ou pour fid\u00e9liser votre client\u00e8le existante.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">D\u2019ailleurs,<\/span><a href=\"https:\/\/mondedumail.com\/statistiques-emailing\/\" target=\"_blank\" rel=\"noopener\"> <span style=\"font-weight: 400;\">diff\u00e9rentes \u00e9tudes<\/span><\/a><span style=\"font-weight: 400;\"> sur l\u2019emailing indiquent :<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">Un ROI de 28,5% ;<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Un taux d\u2019ouverture moyen de 17,8% ;<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Un taux de clic de 4,3% ;<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Un taux de conversion de 1,22%.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">\u00c9videmment, cela implique de conna\u00eetre les bonnes pratiques li\u00e9es \u00e0 l\u2019emailing. C\u2019est d\u2019ailleurs l\u2019objet de notre article.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<h2><b>Construire une base de donn\u00e9es qualifi\u00e9e<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">C\u2019est un fait : le RGPD a oblig\u00e9 les professionnels de l\u2019email marketing \u00e0 changer leur fa\u00e7on de r\u00e9colter des contacts. En effet, aujourd\u2019hui, il est <\/span><b>obligatoire de poss\u00e9der l\u2019accord de la personne pour lui envoyer un email<\/b><span style=\"font-weight: 400;\"> (on parle de contacts opt-in).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ainsi, depuis l\u2019instauration du RGPD, il est devenu primordial de constituer une <\/span><b>liste de contact propre et pr\u00eate \u00e0 recevoir des emails de votre part.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">De ce fait, plut\u00f4t que d\u2019acheter des listes d\u2019email non qualifi\u00e9es, nous vous conseillons d\u2019<\/span><b>int\u00e9grer un formulaire sur votre site ou des contenus menant vers une <\/b><a title=\"optimiser sa landing page\" href=\"https:\/\/www.casaneo.io\/optimisation-landing-page\/\"><b>landing page<\/b><\/a> <span style=\"font-weight: 400;\">dont c\u2019est l\u2019objectif.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ce qui permettra, en prime, d\u2019obtenir de meilleurs r\u00e9sultats aussi bien au niveau du taux d\u2019ouverture que du taux de clic et de la d\u00e9livrabilit\u00e9 (donc de la mise en spam).<\/span><\/p>\n<h2><b>\u00a0<\/b><\/h2>\n<h2><b>D\u00e9finissez des objectifs pr\u00e9cis<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Comme pour toutes campagnes marketing, il est n\u00e9cessaire de <\/span><b>r\u00e9fl\u00e9chir \u00e0 un objectif pr\u00e9cis<\/b><span style=\"font-weight: 400;\"> pour votre campagne emailing. Est-ce :<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">Pour amener du trafic sur votre site ?<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Pour booster votre chiffre d\u2019affaires en mettant en avant votre catalogue ou vos nouvelles sorties ?<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Pour travailler sur votre branding ?<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Pour attirer de nouvelles cibles ?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Dans tous les cas, d\u00e9finir votre objectif avec pr\u00e9cision vous permettra de <\/span><b>cibler la bonne personne avec le bon message<\/b><span style=\"font-weight: 400;\"> et d\u2019\u00e9viter de vous \u00e9parpiller avec des emails qui ne sont pas du tout productifs.<\/span><\/p>\n<h2><b>\u00a0<\/b><\/h2>\n<h2><b>Cr\u00e9ez une v\u00e9ritable strat\u00e9gie de ciblage<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Pour que votre emailing soit efficace, il faut bien <\/span><a title=\"connaitre votre cible\" href=\"https:\/\/www.casaneo.io\/identification-cible-affiliation\/\"><b>connaitre vos cibles<\/b><\/a><b> afin de leur adresser le bon message au bon moment.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Pour cela, il est vivement recommand\u00e9 d\u2019\u00e9tablir des <\/span><b>personas marketing<\/b><span style=\"font-weight: 400;\"> de vos prospects ou de vos clients. Cela vous permettra de dresser des portraits-robots pr\u00e9cis et de savoir ce qu\u2019ils recherchent tout en vous int\u00e9ressant \u00e0 leurs attentes.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00c9videmment, pour envoyer des emails cibl\u00e9s, il sera n\u00e9cessaire de <\/span><b>segmenter votre base de donn\u00e9es<\/b><span style=\"font-weight: 400;\">. Cette segmentation peut se faire \u00e0 plusieurs niveaux :<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">Donn\u00e9es personnelles (g\u00e9ographique, sexe, \u00e2ge\u2026) ;<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Habitudes de consommation et de navigation ;<\/span><\/li>\n<li><span style=\"font-weight: 400;\">D\u00e9j\u00e0 client ou prospect ;<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Maturit\u00e9 et position au sein du tunnel de conversion : on ne s\u2019adresse pas de la m\u00eame fa\u00e7on \u00e0 un prospect en phase de recherche qu\u2019\u00e0 une personne en phase d\u2019achat.<\/span><\/li>\n<\/ul>\n<h2><b>\u00a0<\/b><\/h2>\n<h2><b>N\u2019oubliez pas d\u2019envoyer des emails responsive<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Aujourd\u2019hui, un internaute peut lire un email sur son ordinateur (avec des \u00e9crans de diff\u00e9rentes tailles), sur smartphone ou sur tablette.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">De ce fait, il est important de r\u00e9fl\u00e9chir \u00e0 la <\/span><b>charte graphique de ses emails<\/b><span style=\"font-weight: 400;\"> en vous int\u00e9ressant \u00e0 :<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">La disposition de chaque \u00e9l\u00e9ment ;<\/span><\/li>\n<li><span style=\"font-weight: 400;\">La pr\u00e9sence de Call To Action (CTA) ;<\/span><\/li>\n<li><span style=\"font-weight: 400;\">La facilit\u00e9 de lecture de votre email ;<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Etc.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Mais aussi, et surtout, au <\/span><b>c\u00f4t\u00e9 responsive de votre email<\/b><span style=\"font-weight: 400;\">. En d\u2019autres mots, cela signifie que vous devez \u00eatre s\u00fbr que tous les \u00e9l\u00e9ments de votre email s\u2019affichent bien sur tous les types d\u2019\u00e9crans, du plus petit au plus grand. Cela concerne autant le texte que tous les \u00e9l\u00e9ments graphiques et les CTA.<\/span><\/p>\n<h2><b>\u00a0<\/b><\/h2>\n<h2><b>Des envois au bon moment et \u00e0 la bonne personne<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Apr\u00e8s avoir \u00e9voqu\u00e9 l\u2019emailing dans la forme, entrons dans le d\u00e9tail. Aujourd\u2019hui, les internautes re\u00e7oivent un certain nombre d\u2019emails par jour. Et il est facile de tomber en spam en cas de mauvais usage de ce canal.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ainsi, <\/span><b>un bon email doit \u00eatre travaill\u00e9 avant m\u00eame son ouverture<\/b><span style=\"font-weight: 400;\">, au niveau :<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">Du <\/span><b>nom de l\u2019exp\u00e9diteur<\/b><span style=\"font-weight: 400;\"> : \u00e9vitez les \u00ab contact@&#8230;. \u00bb et pr\u00e9f\u00e9rez les exp\u00e9diteurs avec une v\u00e9ritable identit\u00e9 (non invent\u00e9e de pr\u00e9f\u00e9rence) ;<\/span><\/li>\n<li><span style=\"font-weight: 400;\">De l\u2019<\/span><b>objet<\/b><span style=\"font-weight: 400;\"> : clair, court et honn\u00eate ;<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Du <\/span><b>pr\u00e9-header<\/b><span style=\"font-weight: 400;\"> : cette ligne correspond au d\u00e9but de votre email. Il faut utiliser cet aper\u00e7u \u00e0 votre avantage pour donner envie \u00e0 votre contact d\u2019ouvrir votre email ;<\/span><\/li>\n<li><span style=\"font-weight: 400;\">De la <\/span><b>date d\u2019envoi<\/b><span style=\"font-weight: 400;\"> : \u00e0 vous de tester pour voir \u00e0 quel moment vos cibles sont les plus r\u00e9ceptives.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Une fois que votre contact a ouvert votre email, il faut lui donner envie de le lire. Ainsi, pour \u00e9viter de tomber dans les spams, il faut tenir la promesse faite dans l\u2019objet. Votre email doit donc concerner votre contact et <\/span><b>lui apporter la r\u00e9ponse \u00e0 ce qu\u2019il cherche au moment o\u00f9 il le cherche.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Cela peut \u00eatre, par exemple :<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">Un <\/span><b>guide shopping<\/b><span style=\"font-weight: 400;\"> durant la phase de recherche ;<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Un <\/span><b>code promo<\/b><span style=\"font-weight: 400;\"> ou un <\/span><b>bon pour une livraison gratuite<\/b><span style=\"font-weight: 400;\"> en phase d\u2019achat ;<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Un <\/span><b>contenu int\u00e9ressant<\/b><span style=\"font-weight: 400;\"> adapt\u00e9 aux besoins et envies de votre cible.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">En prime, n\u2019h\u00e9sitez pas \u00e0 <\/span><b>rajouter des images et des vid\u00e9os<\/b><span style=\"font-weight: 400;\"> voire des <\/span><b>emojis<\/b><span style=\"font-weight: 400;\"> (sans abus \u00e9videmment).<\/span><\/p>\n<h2><b>\u00a0<\/b><\/h2>\n<h2><b>Analyse et optimisation des r\u00e9sultats de vos campagnes<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Finalement, une bonne <\/span><a title=\"se lancer en affiliation\" href=\"https:\/\/www.casaneo.io\/debuter-en-affiliation-les-bases-a-connaitre\/\"><span style=\"font-weight: 400;\">campagne emailing<\/span><\/a><span style=\"font-weight: 400;\"> doit \u00eatre <\/span><b>analys\u00e9e et optimis\u00e9e en continu<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Pour commencer, il ne faut pas h\u00e9siter \u00e0 utiliser au maximum <\/span><b>l\u2019A\/B testing<\/b><span style=\"font-weight: 400;\"> en \u00e9tablissant des comparatifs mesurables entre vos diff\u00e9rents emails et observer les r\u00e9sultats.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Par exemple, vous pouvez cibler la m\u00eame cible avec deux messages diff\u00e9rents ou encore utiliser le m\u00eame message sur deux cibles ou \u00e0 des heures d\u2019envoi diff\u00e9rentes.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Le but \u00e9tant d\u2019affiner votre campagne au fil du temps afin de savoir ce qui fonctionne et ce qui ne fonctionne pas.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Vous avez besoin d\u2019aide pour cr\u00e9er et g\u00e9rer vos campagnes emailing ? Les \u00e9quipes <\/span><a title=\"accompagnement cr\u00e9ation emailing\" href=\"https:\/\/www.casaneo.io\/fr\/\"><span style=\"font-weight: 400;\">Casaneo<\/span><\/a><span style=\"font-weight: 400;\"> sont \u00e0 votre disposition pour vous accompagner et vous conseiller afin d\u2019<\/span><b>utiliser ce canal performant \u00e0 son plein potentiel.<\/b><\/p>\n<p>&nbsp;<\/p>\n        <div class=\"livreBlancBlock\" style=\"background-color:#F4F7FF\">\n                            <img decoding=\"async\" class=\"visuelLivreBlanc\" src=\"https:\/\/www.casaneo.io\/wp-content\/uploads\/2023\/11\/casaneo-vignette-website-800x400px_Plan-de-travail-1-copie-4.jpg\" alt=\"Livre blanc affiliation marketing Casaneo\" \/>\n                        <div>\n                                    <p class=\"titreLivreBlanc\" style=\"color:#132432\">L'Affiliation Marketing \u00e0 votre port\u00e9e<\/p>\n                                                    <span class=\"soustitreLivreBlanc\" style=\"color:#132432\">LES CL\u00c9S POUR PROFITER AU MIEUX DE CE LEVIER EN PLEIN ESSOR<\/span>\n                                                    <a class=\"boutonLivreBlanc\" href=\"https:\/\/www.casaneo.io\/fr\/guide\/l-affiliation-marketing-a-votre-portee\/\" target=\"blank\">T\u00e9l\u00e9chargez le guide !<\/a>\n                            <\/div>\n        <\/div>\n    \n","protected":false},"excerpt":{"rendered":"<p>L\u2019emailing est, encore aujourd&#8217;hui, un canal int\u00e9ressant pour convertir des prospects en clients ou pour fid\u00e9liser votre client\u00e8le existante. D\u2019ailleurs, diff\u00e9rentes \u00e9tudes sur l\u2019emailing indiquent : Un ROI de 28,5% ; Un taux d\u2019ouverture moyen de 17,8% ; Un taux de clic de 4,3% ; Un taux de conversion de 1,22%. \u00c9videmment, cela implique de [&hellip;]<\/p>\n","protected":false},"author":11,"featured_media":6420,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[79],"tags":[],"class_list":["post-6419","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-e-commerce"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Cr\u00e9er et construire un emailing efficace - Casaneo<\/title>\n<meta name=\"description\" content=\"Un emailing efficace peut transformer vos prospects en clients. 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