{"id":12081,"date":"2015-12-24T03:00:53","date_gmt":"2015-12-24T03:00:53","guid":{"rendered":"http:\/\/bme2.flywheelsites.com\/fr\/blog\/top-4-des-enjeux-emailing-auxquels-votre-entreprise-sera-confrontee-en-2016\/"},"modified":"2020-02-03T21:54:33","modified_gmt":"2020-02-03T21:54:33","slug":"top-4-des-enjeux-emailing-auxquels-votre-entreprise-sera-confrontee-en-2016","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/fr\/blog\/top-4-des-enjeux-emailing-auxquels-votre-entreprise-sera-confrontee-en-2016\/","title":{"rendered":"Top 4 des enjeux emailing auxquels votre entreprise sera confront\u00e9e en 2016"},"content":{"rendered":"<p>Avez-vous bien pr\u00e9par\u00e9 votre strat\u00e9gie d\u2019<a href=\"https:\/\/www-new.benchmarkemail.com\/fr\/\">Email marketing<\/a> pour 2016\u00a0? L\u2019ann\u00e9e qui vient de s\u2019\u00e9couler a confirm\u00e9 l\u2019av\u00e8nement un peu plus prononc\u00e9 des technologies portables. En 2016, les principaux challenges seront symbolis\u00e9s par la volont\u00e9 (1) d\u2019augmenter ses listes de contact, (2) conserver ses contacts, (3) comprendre la psychologie du t\u00e9l\u00e9phone mobile, de la vid\u00e9o et (4) actualiser ses pratiques afin d\u2019\u00eatre au c\u0153ur des pr\u00e9occupations des marketers.<\/p>\n<p>En amont, le d\u00e9fi principal auquel sont confront\u00e9s tous les marketers est l\u2019accroissement de leur liste de contact. Les lightboxes offrent une v\u00e9ritable alternative mais qu\u2019il faut savoir ma\u00eetriser. Mais au fait, qu\u2019est-ce qu\u2019une lightbox\u00a0? Les lightboxes ce sont ces fen\u00eatres qui s\u2019affichent en premier plan d\u2019une page web, et qui rendent l\u2019arri\u00e8re-plan fonc\u00e9, obligeant l\u2019internaute \u00e0 lire un minimum le contenu avant de d\u00e9cider d\u2019une action. Cette action justement, est souvent li\u00e9e \u00e0 l\u2019inscription \u00e0 une newsletter. Toutes ne sont pas identiques, les plus efficaces \u00e9tant celles qui ne d\u00e9rangent pas ou ne frustrent pas l\u2019internaute et qui au contraire, engendrent de l\u2019enthousiasme de la part du lecteur. Le design et la cr\u00e9ativit\u00e9 sont des \u00e9l\u00e9ments clefs pour r\u00e9ussir sa lightbox.<\/p>\n<p>Le challenge pour 2016 n\u2019est pas seulement d\u2019int\u00e9grer une lightbox mais \u00e9galement d\u2019afficher une identit\u00e9 visuelle forte et faire passer son message comme une invitation et non une promotion ou un simple spam.<\/p>\n<p>Le challenge suivant est de limiter au minimum le nombre de d\u00e9sabonnements \u00e0 ses listes. Pour cela il faut penser comme ses contacts. Pour capter l\u2019attention de votre audience, il est recommand\u00e9 d\u2019adapter son contenu aux smartphones et tablettes dont l\u2019utilisation est en constante progression. Cela passe par comprendre la psychologie du mobile.<\/p>\n<p>Il est tellement simple aujourd\u2019hui d\u2019acc\u00e9der \u00e0 ses emails sur son smartphone, peu importe le lieu o\u00f9 l\u2019on se trouve. La lecture de ses emails en faisant la queue ou en attendant le d\u00e9but d\u2019une r\u00e9union est tellement simple que les smartphones rendent intime la lecture des emails. Le mobile est devenu le meilleur moyen d\u2019engager ses contacts lors d\u2019un laps de temps r\u00e9duit.<\/p>\n<p>Le potentiel de la vid\u00e9o est \u00e9galement puissant. Elle est de plus en plus utilis\u00e9e sur Vine et m\u00eame Instagram. Pourquoi ne pas l\u2019int\u00e9grer \u00e0 vos campagnes Emailing\u00a0? Non seulement la vid\u00e9o est engageante car elle cultive une connexion plus intime avec son lecteur, mais son message est aussi plus simple \u00e0 r\u00e9diger qu\u2019une newsletter classique.<\/p>\n<p>Alors que l\u2019ann\u00e9e 2016 d\u00e9bute, il est important d\u2019avoir en t\u00eate ses objectifs marketing et commerciaux pour l\u2019ann\u00e9e \u00e0 venir. Les tendances et nouvelles pratiques aident \u00e0 concilier l\u2019atteinte de ces objectifs et \u00e0 rendre les processus plus simples pour vos \u00e9quipes.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Avez-vous bien pr\u00e9par\u00e9 votre strat\u00e9gie d\u2019Email marketing pour 2016\u00a0? L\u2019ann\u00e9e qui vient de s\u2019\u00e9couler a confirm\u00e9 l\u2019av\u00e8nement un peu plus prononc\u00e9 des technologies portables. En 2016, les principaux challenges seront symbolis\u00e9s par la volont\u00e9 (1) d\u2019augmenter ses listes de contact, (2) conserver ses contacts, (3) comprendre la psychologie du t\u00e9l\u00e9phone mobile, de la vid\u00e9o et&hellip;<\/p>\n","protected":false},"author":309,"featured_media":12082,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[2186],"tags":[],"class_list":["post-12081","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-aller-plus-loin"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Top 4 des enjeux emailing auxquels votre entreprise sera confront\u00e9e en 2016 - Benchmark Email<\/title>\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.benchmarkemail.com\/fr\/blog\/top-4-des-enjeux-emailing-auxquels-votre-entreprise-sera-confrontee-en-2016\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Top 4 des enjeux emailing auxquels votre entreprise sera confront\u00e9e en 2016 - Benchmark Email\" \/>\n<meta property=\"og:description\" content=\"Avez-vous bien pr\u00e9par\u00e9 votre strat\u00e9gie d\u2019Email marketing pour 2016\u00a0? 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En 2016, les principaux challenges seront symbolis\u00e9s par la volont\u00e9 (1) d\u2019augmenter ses listes de contact, (2) conserver ses contacts, (3) comprendre la psychologie du t\u00e9l\u00e9phone mobile, de la vid\u00e9o et&hellip;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.benchmarkemail.com\/fr\/blog\/top-4-des-enjeux-emailing-auxquels-votre-entreprise-sera-confrontee-en-2016\/\" \/>\n<meta property=\"og:site_name\" content=\"Benchmark Email en fran\u00e7ais\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/BenchmarkEmail\" \/>\n<meta property=\"article:published_time\" content=\"2015-12-24T03:00:53+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-02-03T21:54:33+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.benchmarkemail.com\/fr\/wp-content\/uploads\/sites\/3\/2020\/02\/email-challenges.png\" \/>\n\t<meta property=\"og:image:width\" content=\"600\" \/>\n\t<meta property=\"og:image:height\" content=\"375\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Shireen Qudosi\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@benchmarkemail\" \/>\n<meta name=\"twitter:site\" content=\"@benchmarkemail\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Shireen Qudosi\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/fr\\\/blog\\\/top-4-des-enjeux-emailing-auxquels-votre-entreprise-sera-confrontee-en-2016\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/fr\\\/blog\\\/top-4-des-enjeux-emailing-auxquels-votre-entreprise-sera-confrontee-en-2016\\\/\"},\"author\":{\"name\":\"Shireen Qudosi\",\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/fr\\\/#\\\/schema\\\/person\\\/c099dec3152d6e05d39399caed12b90e\"},\"headline\":\"Top 4 des enjeux emailing auxquels votre entreprise sera confront\u00e9e en 2016\",\"datePublished\":\"2015-12-24T03:00:53+00:00\",\"dateModified\":\"2020-02-03T21:54:33+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/fr\\\/blog\\\/top-4-des-enjeux-emailing-auxquels-votre-entreprise-sera-confrontee-en-2016\\\/\"},\"wordCount\":504,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/fr\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/fr\\\/blog\\\/top-4-des-enjeux-emailing-auxquels-votre-entreprise-sera-confrontee-en-2016\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.benchmarkemail.com\\\/fr\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2020\\\/02\\\/email-challenges.png\",\"articleSection\":[\"Aller plus loin\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.benchmarkemail.com\\\/fr\\\/blog\\\/top-4-des-enjeux-emailing-auxquels-votre-entreprise-sera-confrontee-en-2016\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/fr\\\/blog\\\/top-4-des-enjeux-emailing-auxquels-votre-entreprise-sera-confrontee-en-2016\\\/\",\"url\":\"https:\\\/\\\/www.benchmarkemail.com\\\/fr\\\/blog\\\/top-4-des-enjeux-emailing-auxquels-votre-entreprise-sera-confrontee-en-2016\\\/\",\"name\":\"Top 4 des enjeux emailing auxquels votre entreprise sera confront\u00e9e en 2016 - 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