{"id":12475,"date":"2017-03-15T07:00:33","date_gmt":"2017-03-15T14:00:33","guid":{"rendered":"https:\/\/blog.benchmarkemail.wpengine.com\/?p=4654"},"modified":"2020-06-05T17:18:32","modified_gmt":"2020-06-05T17:18:32","slug":"la-delivrabilite-en-emailing-criteres-generiques","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/fr\/blog\/la-delivrabilite-en-emailing-criteres-generiques\/","title":{"rendered":"La d\u00e9livrabilit\u00e9 en Emailing: crit\u00e8res g\u00e9n\u00e9riques"},"content":{"rendered":"

Avec ce premier article, nous souhaitons d\u00e9marrer une s\u00e9rie de posts d\u00e9di\u00e9e \u00e0 la compr\u00e9hension et \u00e0 l\u2019importance de l\u2019email marketing. Chez Benchmark Email nous souhaitons collaborer avec nos clients et les orienter vers la r\u00e9ussite en utilisant notre plateforme. Aujourd\u2019hui d\u00e9marrons avec un article g\u00e9n\u00e9rique pour introduire le concept de d\u00e9livrabilit\u00e9 y quels sont les indicateurs \u00e0 prendre en consid\u00e9ration.<\/span><\/p>\n

L\u2019Email Marketing, canal cl\u00e9 du marketing online<\/h2>\n

La meilleure illustration que nous pouvons faire pour introduire le terme de d\u00e9livrabilit\u00e9 c\u2019est \u00e0 travers un cas fictif, proche de ce \u00e0 quoi vous \u00eates confront\u00e9 chaque jour. Imaginons une entreprise qui, dans le cadre de ses campagnes d\u2019Email Marketing, n\u2019a pas suivi les recommandations que sa plateforme lui a fa\u00eete. Le Directeur Marketing de notre entreprise fictive prend note des recommandations envoy\u00e9es par l\u2019\u00e9quipe Marketing. <\/span><\/p>\n

La campagne en cours fait l\u2019\u00e9loge d\u2019un bon produit, le message est clair, adapt\u00e9 \u00e0 la cible, le planning de diffusion est structur\u00e9 et le design soign\u00e9. Que manque t-il alors ? Presque tous <\/span>les canaux multimedia ont fonctionn\u00e9 selon les pr\u00e9visions \u00e0 l\u2019exception d\u2019un\u2026 L\u2019emailing.<\/b><\/p>\n

Les leads g\u00e9n\u00e9r\u00e9s \u00e0 travers ce canal s\u2019\u00e9tant r\u00e9duits de mani\u00e8re continue au cours des 6 derniers mois alors que celui-ci \u00e9tait consid\u00e9r\u00e9 comme le canal star, comme le point cl\u00e9 dans le <\/span>funnel des ventes<\/b>. Il est donc primordial de retrouver un volume de leads raisonnable.<\/span><\/p>\n

Analyser la d\u00e9livrabilit\u00e9 des emails<\/h2>\n

Nous devons <\/span>trouver une solution<\/b> avant que le probl\u00e8me ne s\u2019aggrave et n\u2019impacte davantage le travail r\u00e9alis\u00e9 sur plusieurs ann\u00e9es. L\u2019un des membres de l\u2019\u00e9quipe pense que la baisse du nombre de leads est li\u00e9e \u00e0 <\/span>la mauvaise d\u00e9livrabilit\u00e9 <\/b>des emails \u00e0 travers leurs campagnes d\u2019email marketing.<\/span><\/p>\n

La d\u00e9livrabilit\u00e9 est un concept complexe et passionnant \u00e0 la fois. Il s\u2019agit de trouver comment <\/span>optimiser l\u2019arriv\u00e9e des emails<\/b> dans la bo\u00eete de r\u00e9ception et non dans le dossier spam. Autrement dit, r\u00e9pondre aux crit\u00e8res des fournisseurs de messagerie afin que son email atterrisse dans la bo\u00eete de r\u00e9ception.<\/span><\/p>\n

Dans cette entreprise fictive, au cours des derniers mois, les<\/span> plaintes pour spam<\/b> n\u2019ont pas \u00e9t\u00e9 suffisamment prises en compte et les listes n\u2019ont pas \u00e9t\u00e9 optimis\u00e9es. Le nombre de<\/span> rebonds<\/b> a donc \u00e9t\u00e9 particuli\u00e8rement \u00e9lev\u00e9 et cela a contribu\u00e9 a cr\u00e9\u00e9 une mauvaise r\u00e9putation et les r\u00e9sultats ont \u00e9t\u00e9 impact\u00e9s n\u00e9gativement.<\/span><\/p>\n

Facteur cl\u00e9 1: Votre r\u00e9putation d\u2019\u00e9metteur<\/h2>\n

La r\u00e9putation d\u2019une marque comme \u00e9metteur est intrins\u00e8quement li\u00e9e au <\/span>nom de domaine <\/b>avec lequel elle travaille. Ainsi, <\/span>chaque FAI conserve en m\u00e9moire l\u2019historique d\u2019activit\u00e9 de l\u2019\u00e9metteur<\/b>. Est-ce que vous avez peu ou beaucoup de plaintes comme spam li\u00e9es \u00e0 votre contenu ? Quel taux d\u2019ouverture avez-vous en moyenne ? Vos contacts interagissent-ils positivement \u00e0 vos emails ? Ce sont ces \u00e9l\u00e9ments l\u00e0 qu\u2019il faut prendre en compte pour mener \u00e0 bien sa r\u00e9flexion.<\/span><\/p>\n

Facteur cl\u00e9 2: Utiliser une liste d\u2019abonn\u00e9s saine<\/h2>\n

Envoyer une campagne \u00e0 des adresses qui contiennent des fautes d\u2019orthographe n\u2019est pas d\u2019une grande efficacit\u00e9. Il est donc tr\u00e8s conseill\u00e9 d\u2019utiliser le<\/span> double opt-in<\/b> pour valider l\u2019existence de l\u2019adresse renseign\u00e9e et l\u2019engagement de ses contacts.<\/span><\/p>\n

Pour cela il faut pr\u00e9voir une <\/span>segmentation appropri\u00e9e<\/b> issue d\u2019une bonne analyse et d\u2019une \u00e9tude des taux d’ouverture et de rebond. Cela permet de mieux conna\u00eetre et diff\u00e9rencier sa base de donn\u00e9es en fonction de l\u2019engagement de chaque utilisateur. Les utilisateurs qui ouvrent et lisent syst\u00e9matiquement les emails seront plus attentifs aux campagnes promotionnelles. Ainsi, seul le contenu pertinent que nous avons planifi\u00e9 pour chacune de nos cibles aura l\u2019impact et le rendement attendu.<\/span><\/p>\n

Facteur cl\u00e9 3: Une plateforme d\u2019Email Marketing de qualit\u00e9<\/h2>\n

Jusqu’\u00e0 pr\u00e9sent, nous avons \u00e9tudi\u00e9 des pratiques et techniques qui d\u00e9pendent enti\u00e8rement de l\u2019intervention directe de l\u2019\u00e9quipe marketing. Mais tout ce que nous avons \u00e9voqu\u00e9 d\u00e9pend \u00e9galement de l\u2019outil d\u2019email marketing retenu. Il est difficile d\u2019obtenir des r\u00e9sultats probants sans une <\/span>bonne plateforme d\u2019emailing<\/b>.<\/span><\/p>\n

Comment bien la choisir ? En premier lieu, il est indispensable que votre <\/span>prestataire d\u2019email marketing vous ai propos\u00e9 une infrastructure adapt\u00e9e<\/b>. Autrement dit, que son syst\u00e8me soit adapt\u00e9 \u00e0 votre volume d\u2019envoi et qu\u2019il ait une bonne r\u00e9putation d\u2019\u00e9metteur.<\/span><\/p>\n

Bas\u00e9 sur cela, et gr\u00e2ce \u00e0 un contenu pertinent et des listes de contact saines et qualifi\u00e9es, <\/span>le succ\u00e8s de la strat\u00e9gie d\u2019email marketing est garanti<\/b>.<\/span><\/p>\n

Chez Benchmark Email nous offrons l’infrastructure n\u00e9cessaire pour assurer le succ\u00e8s de vos campagnes d’email marketing. <\/b>
\n<\/b><\/p>\n

Nous nous attachons \u00e0 ce que nos clients respectent les bonnes pratiques pour que leur pourcentage de d\u00e9livrabilit\u00e9 soit maximal. Pour cela, nous v\u00e9rifions les listes de contact, l\u2019activit\u00e9 de nos clients ainsi que les campagnes planifi\u00e9es. Le but de cette d\u00e9marche est de maintenir un niveau \u00e9lev\u00e9 de r\u00e9putation en tant qu\u2019\u00e9metteur afin que vos emails parviennent bien en bo\u00eete de r\u00e9ception.<\/p>\n

Testez notre plateforme en cr\u00e9ant un compte <\/span>ici <\/span><\/a><\/p>\n

Cet article est le premier de notre s\u00e9rie sur la d\u00e9livrabilit\u00e9. Le prochain article d\u00e9crira<\/span> les avantages li\u00e9s \u00e0 l\u2019utilisation d\u2019une IP d\u00e9di\u00e9e<\/b> pour son Email Marketing<\/b><\/a>. Restez connect\u00e9 !<\/span><\/p>\n

Si vous aimez ce contenu, partagez-le sur les r\u00e9seaux sociaux, pour aider les marketeurs \u00e0 ma\u00eetriser l\u2019email marketing. Si vous avez besoin de conseils, laissez-nous un commentaire \u00e0 la fin de l\u2019article.<\/span><\/p>\n

Profitez du savoir-faire et des conseils de Benchmark Email !<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Avec ce premier article, nous souhaitons d\u00e9marrer une s\u00e9rie de posts d\u00e9di\u00e9e \u00e0 la compr\u00e9hension et \u00e0 l\u2019importance de l\u2019email marketing. Chez Benchmark Email nous souhaitons collaborer avec nos clients et les orienter vers la r\u00e9ussite en utilisant notre plateforme. Aujourd\u2019hui d\u00e9marrons avec un article g\u00e9n\u00e9rique pour introduire le concept de d\u00e9livrabilit\u00e9 y quels sont…<\/p>\n","protected":false},"author":301,"featured_media":12689,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[2186],"tags":[],"class_list":["post-12475","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-aller-plus-loin"],"yoast_head":"\nLa d\u00e9livrabilit\u00e9 en Emailing: crit\u00e8res g\u00e9n\u00e9riques - 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\/la-delivrabilite-en-emailing-criteres-generiques\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La d\u00e9livrabilit\u00e9 en Emailing: crit\u00e8res g\u00e9n\u00e9riques - Benchmark Email\" \/>\n<meta property=\"og:description\" content=\"Avec ce premier article, nous souhaitons d\u00e9marrer une s\u00e9rie de posts d\u00e9di\u00e9e \u00e0 la compr\u00e9hension et \u00e0 l\u2019importance de l\u2019email marketing. 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