{"id":21596,"date":"2021-01-20T14:23:26","date_gmt":"2021-01-20T14:23:26","guid":{"rendered":"https:\/\/benchmarkemail.wpengine.com\/fr\/?p=21596"},"modified":"2022-10-11T12:55:05","modified_gmt":"2022-10-11T12:55:05","slug":"etude-cas-email-marketing-benchmark-kate-clothing","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/fr\/blog\/etude-cas-email-marketing-benchmark-kate-clothing\/","title":{"rendered":"\u00c9tude de Cas Email Marketing &#8211; Benchmark Email et Kate\u2019s Clothing"},"content":{"rendered":"<p>L&#8217;Email marketing est un outil tr\u00e8s puissant, et pourtant, tous les e-commerces n&#8217;en tirent pas vraiment le meilleur parti. C&#8217;est pourquoi nous vous pr\u00e9sentons aujourd&#8217;hui une \u00e9tude de cas sur de l&#8217;<a href=\"https:\/\/www.benchmarkemail.com\/fr\/features\/email-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Email marketing<\/a> bien fait.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-29900 size-full\" src=\"https:\/\/www.benchmarkemail.com\/fr\/wp-content\/uploads\/sites\/3\/2021\/01\/etude-de-cas-email-marketing-benchmark-email.webp\" alt=\"\" width=\"1200\" height=\"1200\" srcset=\"https:\/\/www.benchmarkemail.com\/fr\/wp-content\/uploads\/sites\/3\/2021\/01\/etude-de-cas-email-marketing-benchmark-email.webp 1200w, https:\/\/www.benchmarkemail.com\/fr\/wp-content\/uploads\/sites\/3\/2021\/01\/etude-de-cas-email-marketing-benchmark-email-300x300.webp 300w, https:\/\/www.benchmarkemail.com\/fr\/wp-content\/uploads\/sites\/3\/2021\/01\/etude-de-cas-email-marketing-benchmark-email-1024x1024.webp 1024w, https:\/\/www.benchmarkemail.com\/fr\/wp-content\/uploads\/sites\/3\/2021\/01\/etude-de-cas-email-marketing-benchmark-email-150x150.webp 150w, https:\/\/www.benchmarkemail.com\/fr\/wp-content\/uploads\/sites\/3\/2021\/01\/etude-de-cas-email-marketing-benchmark-email-768x768.webp 768w, https:\/\/www.benchmarkemail.com\/fr\/wp-content\/uploads\/sites\/3\/2021\/01\/etude-de-cas-email-marketing-benchmark-email-60x60.webp 60w, https:\/\/www.benchmarkemail.com\/fr\/wp-content\/uploads\/sites\/3\/2021\/01\/etude-de-cas-email-marketing-benchmark-email-120x120.webp 120w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/p>\n<p>Nous parlerons de la collaboration entre deux diff\u00e9rentes entreprises : Benchmark Email et Kate&#8217;s Clothing. Commen\u00e7ons par faire les pr\u00e9sentations :<\/p>\n<ul>\n<li>D&#8217;une part, nous avons <a href=\"https:\/\/www.benchmarkemail.com\/fr\/\" target=\"_blank\" rel=\"noopener noreferrer\">Benchmark Email<\/a>. Benchmark est une puissante solution en email marketing, avec une plateforme centr\u00e9e sur l&#8217;utilisateur qui vous permet de cr\u00e9er des campagnes facilement.<\/li>\n<li>D&#8217;autre part, nous avons <a href=\"https:\/\/www.katesclothing.co.uk\/\" target=\"_blank\" rel=\"noopener noreferrer\">Kate&#8217;s Clothing<\/a>, l&#8217;exemple parfait d&#8217;un e-commerce centr\u00e9 sur une niche. Il s&#8217;agit d&#8217;un magasin online de v\u00eatements alternatifs, proposant une gamme de styles allant du gothique au steampunk, en passant par le vintage et la maternit\u00e9.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-29902 size-full\" src=\"https:\/\/www.benchmarkemail.com\/fr\/wp-content\/uploads\/sites\/3\/2021\/01\/email-marketing-etude-de-cas.webp\" alt=\"\" width=\"1363\" height=\"547\" srcset=\"https:\/\/www.benchmarkemail.com\/fr\/wp-content\/uploads\/sites\/3\/2021\/01\/email-marketing-etude-de-cas.webp 1363w, https:\/\/www.benchmarkemail.com\/fr\/wp-content\/uploads\/sites\/3\/2021\/01\/email-marketing-etude-de-cas-300x120.webp 300w, https:\/\/www.benchmarkemail.com\/fr\/wp-content\/uploads\/sites\/3\/2021\/01\/email-marketing-etude-de-cas-1024x411.webp 1024w, https:\/\/www.benchmarkemail.com\/fr\/wp-content\/uploads\/sites\/3\/2021\/01\/email-marketing-etude-de-cas-768x308.webp 768w\" sizes=\"auto, (max-width: 1363px) 100vw, 1363px\" \/><\/p>\n<h2><\/h2>\n<h2>Pourquoi utilisent-ils l&#8217;Email marketing ?<\/h2>\n<p>&#8220;En tant que boutique en ligne, il est important de couvrir toutes les plateformes sociales afin non seulement de s&#8217;engager efficacement, mais aussi de convertir en ventes les Ads, les banni\u00e8res et les codes promotionnels &#8220;, nous a confi\u00e9 l&#8217;\u00e9quipe de Kate&#8217;s Clothing.<\/p>\n<p>&#8220;L&#8217;<a href=\"https:\/\/www.benchmarkemail.com\/fr\/email-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Email marketing<\/a> est un excellent moyen d&#8217;y parvenir, en utilisant des liens sur les textes et\/ou banni\u00e8res visuelles ; il permet \u00e0 nos clients\/abonn\u00e9s d&#8217;\u00eatre redirig\u00e9s directement vers le produit qu&#8217;ils souhaitent voir. L&#8217;email marketing permet \u00e9galement d&#8217;atteindre un autre type de public, qui n&#8217;est pas sur les r\u00e9seaux sociaux comme Facebook, mais qui peut facilement s&#8217;abonner \u00e0 notre newsletter via notre site web et b\u00e9n\u00e9ficier de promotions et des derni\u00e8res nouveaut\u00e9s&#8221;.<\/p>\n<p>&nbsp;<\/p>\n<h2>Que veulent-ils am\u00e9liorer et promouvoir avec l&#8217;Email marketing ?<\/h2>\n<p>Leurs newsletters ont trois objectifs principaux : faire des ventes suppl\u00e9mentaires, promouvoir les produits et diffuser toute information g\u00e9n\u00e9rale ou exclusive.<\/p>\n<p>&#8220;Notre newsletter hebdomadaire est une importante contribution pour nos ventes, nous constatons souvent un pic dans les commandes le jour o\u00f9 notre campagne est envoy\u00e9e. Le but de notre campagne hebdomadaire est vari\u00e9, allant d&#8217;une newsletter avec un code promotionnel exclusif \u00e0 un &#8220;coup de pouce&#8221; sur certains produits ou sur notre rubrique des soldes. Notre contenu est presque toujours diff\u00e9rent chaque semaine, et en cas de r\u00e9p\u00e9tition, notre mise en page\/banni\u00e8re\/formulation sera suffisamment diff\u00e9rente pour s\u00e9duire et engager notre audience&#8221;.<\/p>\n<h2><\/h2>\n<h2>Pourquoi ont-ils choisi Benchmark Email ?<\/h2>\n<p>&#8220;Trouver un service d&#8217;email marketing rentable est souvent notre gros objectif&#8221;, disent-ils.<\/p>\n<p>&#8220;Benchmark propose ses services \u00e0 un prix tr\u00e8s int\u00e9ressant, tout en offrant de nombreux avantages, tels que la flexibilit\u00e9, le support et une analyse saine et personnalis\u00e9e de nos r\u00e9sultats. De plus, l&#8217;outil est convivial et offre une repr\u00e9sentation visuelle de notre r\u00e9putation et de notre performance (clics, bounces, etc.), ainsi qu&#8217;un ensemble de ressources tr\u00e8s utiles.&#8221;<\/p>\n<p>&nbsp;<\/p>\n<h2>Envoi de codes promotionnels avec Benchmark Email<\/h2>\n<p>Lorsqu&#8217;on leur demande quel type de campagne leur r\u00e9ussit le mieux, celle des &#8220;codes promotionnels&#8221; leur vient rapidement \u00e0 l&#8217;esprit.<\/p>\n<p>&#8220;Nos newsletters promotionnelles fonctionnent \u00e0 merveille. Elles s&#8217;ouvrent g\u00e9n\u00e9ralement sur une ligne d&#8217;objet qui s&#8217;apparente \u00e0 &#8220;Votre bon de r\u00e9duction \u00e0 l&#8217;int\u00e9rieur&#8230;&#8221;. Avec ce type de formulation, nous incitons nos clients non seulement \u00e0 ouvrir notre campagne, mais aussi \u00e0 s&#8217;engager en termes de clics. Quelle que soit l&#8217;objet de notre bon de r\u00e9duction, nous incluons toujours une banni\u00e8re visuelle avec un lien sur notre site et, \u00e0 l&#8217;aide de quelques outils tr\u00e8s pratiques de Benchmark, nous pourrons mesurer le degr\u00e9 d&#8217;engagement de notre banni\u00e8re&#8221;.<\/p>\n<p>&#8220;Apr\u00e8s la publication d&#8217;une newsletter et sa diffusion pendant environ une journ\u00e9e, nous commen\u00e7ons \u00e0 examiner ses performances (en particulier les liens et les ouvertures) et obtenons une repr\u00e9sentation visuelle du pourcentage de personnes ayant cliqu\u00e9 sur chaque lien.&#8221;<\/p>\n<p>Jetez un coup d&#8217;\u0153il sur ces quelques exemples de codes promotionnels qu&#8217;ils ont envoy\u00e9s \u00e0 leurs clients :<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-29903 size-full\" src=\"https:\/\/www.benchmarkemail.com\/fr\/wp-content\/uploads\/sites\/3\/2021\/01\/email-marketing-pour-booster-ses-ventes.webp\" alt=\"\" width=\"876\" height=\"762\" srcset=\"https:\/\/www.benchmarkemail.com\/fr\/wp-content\/uploads\/sites\/3\/2021\/01\/email-marketing-pour-booster-ses-ventes.webp 876w, https:\/\/www.benchmarkemail.com\/fr\/wp-content\/uploads\/sites\/3\/2021\/01\/email-marketing-pour-booster-ses-ventes-300x261.webp 300w, https:\/\/www.benchmarkemail.com\/fr\/wp-content\/uploads\/sites\/3\/2021\/01\/email-marketing-pour-booster-ses-ventes-768x668.webp 768w\" sizes=\"auto, (max-width: 876px) 100vw, 876px\" \/><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-29904 size-full\" src=\"https:\/\/www.benchmarkemail.com\/fr\/wp-content\/uploads\/sites\/3\/2021\/01\/email-marketing-etude-de-cas-benchmark-2.webp\" alt=\"\" width=\"876\" height=\"762\" srcset=\"https:\/\/www.benchmarkemail.com\/fr\/wp-content\/uploads\/sites\/3\/2021\/01\/email-marketing-etude-de-cas-benchmark-2.webp 876w, https:\/\/www.benchmarkemail.com\/fr\/wp-content\/uploads\/sites\/3\/2021\/01\/email-marketing-etude-de-cas-benchmark-2-300x261.webp 300w, https:\/\/www.benchmarkemail.com\/fr\/wp-content\/uploads\/sites\/3\/2021\/01\/email-marketing-etude-de-cas-benchmark-2-768x668.webp 768w\" sizes=\"auto, (max-width: 876px) 100vw, 876px\" \/><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-29905 size-full\" src=\"https:\/\/www.benchmarkemail.com\/fr\/wp-content\/uploads\/sites\/3\/2021\/01\/email-marketing-etude-de-cas-benchmark-3.webp\" alt=\"\" width=\"876\" height=\"585\" srcset=\"https:\/\/www.benchmarkemail.com\/fr\/wp-content\/uploads\/sites\/3\/2021\/01\/email-marketing-etude-de-cas-benchmark-3.webp 876w, https:\/\/www.benchmarkemail.com\/fr\/wp-content\/uploads\/sites\/3\/2021\/01\/email-marketing-etude-de-cas-benchmark-3-300x200.webp 300w, https:\/\/www.benchmarkemail.com\/fr\/wp-content\/uploads\/sites\/3\/2021\/01\/email-marketing-etude-de-cas-benchmark-3-768x513.webp 768w\" sizes=\"auto, (max-width: 876px) 100vw, 876px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h2>Le pouvoir de la segmentation<\/h2>\n<p>&#8220;R\u00e9cemment, nous avons commenc\u00e9 \u00e0 segmenter nos abonn\u00e9s avec le classement des contacts (de 1 \u00e0 5 \u00e9toiles). L\u00e0 encore, \u00e0 l&#8217;aide des outils avanc\u00e9s de Benchmark, nous pouvons distinguer qui sont nos abonn\u00e9s les plus actifs dans nos campagnes, ceux qui s&#8217;engagent le plus et qui sont coh\u00e9rents dans leur d\u00e9marche (nos abonn\u00e9s 5 \u00e9toiles) et ceux qui ne s&#8217;engagent pas vraiment ou n&#8217;ouvrent pas nos emails r\u00e9guli\u00e8rement (1 ou 2 \u00e9toiles)&#8221;.<\/p>\n<p>&#8220;Depuis que nous avons fait cela, nous avons remarqu\u00e9 une \u00e9norme diff\u00e9rence. La majorit\u00e9 de nos emails sont maintenant envoy\u00e9s \u00e0 nos abonn\u00e9s 5 \u00e9toiles. <strong>Non seulement cela nous aide \u00e0 nous engager aupr\u00e8s des clients qui boostent nos ventes<\/strong>, mais cela nous permet \u00e9galement d&#8217;\u00e9viter d&#8217;\u00eatre marqu\u00e9s comme spam, ou encore de voir notre taux de d\u00e9sabonnement augmenter&#8221;.<\/p>\n<p>&#8220;Nos campagnes sont maintenant plus efficaces et nous ont permis d&#8217;atteindre un taux de rebond (bounces) de seulement 0,4% ! Notre liste globale d&#8217;abonn\u00e9s comporte un peu plus de 7.000 contacts, et bien que nous utilisions plus souvent nos segments d\u00e9sormais, nous continuons d\u2019envoyer des emails \u00e0 l\u2019ensemble de nos abonn\u00e9s. J&#8217;ai joint ci-dessous une capture d&#8217;\u00e9cran des chiffres de notre derni\u00e8re campagne envoy\u00e9e \u00e0 tous nos abonn\u00e9s. Les r\u00e9sultats montrent que nous sommes parvenus \u00e0 un taux de clics de plus de 35%, avec 746 clics et moins de 0,2% de taux de rebond et de d\u00e9sabonnement.&#8221;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-21602 aligncenter\" src=\"https:\/\/www.benchmarkemail.com\/fr\/wp-content\/uploads\/sites\/3\/2020\/11\/email-marketing-etude-de-cas-benchmark-4.png\" alt=\"\" width=\"571\" height=\"471\" srcset=\"https:\/\/www.benchmarkemail.com\/fr\/wp-content\/uploads\/sites\/3\/2020\/11\/email-marketing-etude-de-cas-benchmark-4.png 876w, https:\/\/www.benchmarkemail.com\/fr\/wp-content\/uploads\/sites\/3\/2020\/11\/email-marketing-etude-de-cas-benchmark-4-300x248.png 300w, https:\/\/www.benchmarkemail.com\/fr\/wp-content\/uploads\/sites\/3\/2020\/11\/email-marketing-etude-de-cas-benchmark-4-768x634.png 768w\" sizes=\"auto, (max-width: 571px) 100vw, 571px\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>L&#8217;Email marketing est un outil tr\u00e8s puissant, et pourtant, tous les e-commerces n&#8217;en tirent pas vraiment le meilleur parti. C&#8217;est pourquoi nous vous pr\u00e9sentons aujourd&#8217;hui une \u00e9tude de cas sur de l&#8217;Email marketing bien fait. Nous parlerons de la collaboration entre deux diff\u00e9rentes entreprises : Benchmark Email et Kate&#8217;s Clothing. Commen\u00e7ons par faire les pr\u00e9sentations&hellip;<\/p>\n","protected":false},"author":44,"featured_media":22965,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[2164,2169],"tags":[2256,2257,2258,2259],"class_list":["post-21596","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing","category-ecommerce","tag-etude-de-cas-email-marketing","tag-ventes","tag-promotion-de-produits","tag-diffusion-dinformations"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00c9tude de Cas Email Marketing - Benchmark Email et Kate\u2019s Clothing<\/title>\n<meta name=\"description\" content=\"Comment Kate&#039;s Clothing utilise l&#039;email marketing pour booster ses ventes, promouvoir ses produits et diffuser toute information g\u00e9n\u00e9rale ou exclusive.\" \/>\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\/etude-cas-email-marketing-benchmark-kate-clothing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00c9tude de Cas Email Marketing - Benchmark Email et Kate\u2019s Clothing\" \/>\n<meta property=\"og:description\" content=\"Comment Kate&#039;s Clothing utilise l&#039;email marketing pour booster ses ventes, promouvoir ses produits et diffuser toute information g\u00e9n\u00e9rale ou exclusive.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.benchmarkemail.com\/fr\/blog\/etude-cas-email-marketing-benchmark-kate-clothing\/\" \/>\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=\"2021-01-20T14:23:26+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-10-11T12:55:05+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.benchmarkemail.com\/fr\/wp-content\/uploads\/sites\/3\/2020\/11\/Etude-de-Cas-Email-Marketing.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1400\" \/>\n\t<meta property=\"og:image:height\" content=\"730\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Benchmark Team\" \/>\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=\"Benchmark Team\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 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\\\/etude-cas-email-marketing-benchmark-kate-clothing\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/fr\\\/blog\\\/etude-cas-email-marketing-benchmark-kate-clothing\\\/\"},\"author\":{\"name\":\"Benchmark Team\",\"@id\":\"https:\\\/\\\/www.benchmarkemail.com\\\/fr\\\/#\\\/schema\\\/person\\\/bb441e78bfef71cd3c31f51bbbbc627d\"},\"headline\":\"\u00c9tude de Cas Email Marketing &#8211; 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