{"id":28252,"date":"2021-11-30T13:50:55","date_gmt":"2021-11-30T13:50:55","guid":{"rendered":"https:\/\/brandfinity.ch\/2021\/11\/30\/digital-marketing-vs-marketing-online-marketing-copy\/"},"modified":"2026-01-12T08:51:20","modified_gmt":"2026-01-12T08:51:20","slug":"email-or-emailing-or-email-marketing-tools","status":"publish","type":"post","link":"https:\/\/brandfinity.ch\/en\/2021\/11\/30\/email-or-emailing-or-email-marketing-tools\/","title":{"rendered":"Email – or – Emailing"},"content":{"rendered":"

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E-mailing<\/h1>\n

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En quoi l\u2019E-mailing est int\u00e9ressant pour une entreprise\u00a0?<\/h2>\n

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On a tous d\u00e9j\u00e0 entendu parler de l\u2019e-mailing mais savez-vous \u00e0 quel point un simple courriel peut changer la routine professionnelle ?<\/p>\n

C\u2019est le moment de prendre quelques minutes et de faire un tour d\u2019horizon afin de savoir si vous auriez besoin de mettre en place un des outils du CRM (Customer Relationship Management) qui est l\u2019e-mail. Un syst\u00e8me de gestion de la relation clients (CRM) permet de mieux planifier, structurer et ex\u00e9cuter vos processus Marketing \/ de la relation clients. Et si vous avez d\u00e9j\u00e0 mis en place un CRM, vous connaissez la plus-value de cet outil.<\/p>\n

L\u2019e-mail est-il encore d\u2019actualit\u00e9\u00a0?<\/h2>\n

L’e-mail fait partie int\u00e9grante de la vie quotidienne en ligne. En 2020, le nombre d’utilisateurs d\u2019e-mail dans le monde s’\u00e9levait \u00e0 4 milliards et devrait atteindre 4,6 milliards d’utilisateurs en 2025 (Statista, 2021)<\/a>. Un march\u00e9 \u00e0 ne pas manquer. L\u2019e-mail est accessible en tout temps et depuis de nombreux appareils\u00a0: ordinateur, t\u00e9l\u00e9phone portable, tablette, etc. ce qui vous permet de vous connecter \u00e0 votre public en un instant. De plus, l\u2019e-mailing est le levier d\u2019acquisition le plus efficace et celui offrant le meilleur retour sur investissement (ROI). En effet, le ROI est de 28,5% (Chief Marketer)<\/a>, ce qui est d\u00fb \u00e0 la forte fid\u00e9lisation des lecteurs et la simplicit\u00e9 d\u2019utilisation.<\/p>\n

Les donn\u00e9es r\u00e9centes du secteur montrent que la tendance au mobile est \u00e9galement valable pour les e-mails : en d\u00e9cembre 2018, 43% des ouvertures d’e-mails se faisaient via le mobile. La part d’ouverture des clients de messagerie de bureau avait baiss\u00e9 \u00e0 18% et le webmail repr\u00e9sentait 39% des ouvertures.<\/p>\n

L\u2019e-mail reste donc un outil essentiel afin d\u2019attirer et fid\u00e9liser la client\u00e8le, cependant il est n\u00e9cessaire de s\u2019adapter aux changements et d\u2019utiliser les nouvelles strat\u00e9gies\u00a0comme par exemple, le Marketing automation. Il est \u00e9galement important d\u2019envoyer un message appropri\u00e9 \u00e0 la bonne personne plut\u00f4t que des envois en masse sans personnalisation, pour 59% des consommateurs l\u2019emailing influencent leurs d\u00e9cisions d\u2019achat (SaleCycle).<\/a><\/p>\n

La base de l\u2019e-mailing et pourquoi l\u2019utiliser\u00a0?<\/h2>\n

L’e-mailing vient de l\u2019anglais et d\u00e9signe une pratique du marketing direct qui est appliqu\u00e9e au web. Le support afin d\u2019envoyer le message publicitaire au destinataire est comme son nom l\u2019indique, l\u2019e-mail.<\/p>\n

Afin de vous faire une id\u00e9e plus pr\u00e9cise, voici quelques exemples d\u2019objectif d\u2019une campagne d\u2019e-mailing\u00a0: conqu\u00e9rir des prospects, fid\u00e9liser ses clients, faire conna\u00eetre un \u00e9v\u00e8nement, promouvoir un produit\/service, convertir les personnes qui n\u2019ont pas finaliser leur achat sur un site, ou bien plus encore. Afin de lancer une campagne d\u2019e-mailing, les quatre \u00e9tapes sont\u00a0: la cr\u00e9ation, le ciblage, l\u2019envoi et l\u2019analyse de performance.<\/p>\n

Alors pourquoi utiliser l\u2019e-mailing\u00a0? Gr\u00e2ce au CRM, vous avez \u00e0 disposition une base de donn\u00e9es d\u2019e-mails, que vous pouvez organiser en diff\u00e9rents segments. Au travers des fonctionnalit\u00e9s de Marketing automation vous pouvez d\u00e9l\u00e9guer des t\u00e2ches de routine quotidienne au syst\u00e8me. Vous pouvez alors personnaliser vos e-mails et leur donner une apparence attrayante, adapter le message et l’automatiser dans certains cas. Il ne vous restera plus qu\u2019\u00e0 lancer la campagne d\u2019e-mailing et suivre les performances.<\/p>\n

Vous pouvez \u00e9galement organiser vos p\u00e9riodes de publication, renvoyer un e-mail automatiquement lorsque ce dernier n\u2019a pas \u00e9t\u00e9 ouvert, etc. Les donn\u00e9es peuvent \u00eatre dynamiques, mais leur contenu est statique, ce qui permet d’activer les donn\u00e9es pour en faire du contenu personnalis\u00e9 et cela dans n’importe quel engagement client. Le contenu se connecte facilement aux donn\u00e9es pertinentes, o\u00f9 qu’elles se trouvent, et se met \u00e0 jour en fonction des interactions r\u00e9centes du destinataire.<\/p>\n

L\u2019e-mailing permet donc de communiquer directement avec les clients\/prospects, sans interm\u00e9diaires et de r\u00e9aliser des messages personnalis\u00e9s et en ad\u00e9quation avec leurs besoins. Par la suite, il est plus facile d\u2019analyser et d\u2019optimiser les campagnes et de mesurer le comportement des destinataires\u00a0: taux d\u2019ouverture, taux de clics, comportement d\u2019achat, etc. Ce qui permettra d\u2019optimiser le taux de conversion de clients potentiels ou par exemple de garantir une bonne exp\u00e9rience aux clients existants.<\/p>\n

Forces et faiblesses de l\u2019e-mailing<\/h2>\n

Les avantages de l\u2019e-mailing sont la rapidit\u00e9 (de mise en place et de r\u00e9ponse), la cr\u00e9ativit\u00e9, le contact direct avec la client\u00e8le\/les prospects, la personnalisation, la souplesse, la cr\u00e9ativit\u00e9 ainsi que le co\u00fbt mod\u00e9r\u00e9. Cela permet \u00e9galement de cibler correctement les destinataires et ainsi de renforcer le rapport avec le client et de potentiellement d\u00e9velopper des leads.<\/p>\n

Cependant, mal utilis\u00e9, il peut devenir inefficace. En effet, les e-mails risquent de passer directement dans les spams et nuire \u00e0 l’image de votre soci\u00e9t\u00e9.<\/p>\n

Quelques r\u00e8gles sont d\u00e8s lors \u00e0 suivre pour r\u00e9aliser de l\u2019e-mailing. Tout d\u2019abord il est important d\u2019utiliser les e-mails conform\u00e9ment aux exigences du GDPR (General Data Protection Regulation) pour l\u2019Europe et la loi sur la protection des donn\u00e9es<\/a><\/span> pour la Suisse, le client doit confirmer qu\u2019il est d\u2019accord de recevoir les emails. Il faut faire attention \u00e0 la fr\u00e9quence d\u2019envoi, cela doit rester dynamique sans devenir abusif. La cible et le message doivent \u00eatre bien d\u00e9finis ainsi que la configuration des e-mails afin d\u2019obtenir le meilleur r\u00e9sultat possible.<\/p>\n

Appuyez sur le bouton et d\u00e9tendez-vous, l’automatisation fera le reste<\/h2>\n

Apr\u00e8s la lecture de cet article, avez-vous d\u00e9j\u00e0 mis cet outil en place\u00a0? Saviez-vous que vous pouvez aller encore plus loin en cr\u00e9ant la logique du flux\u00a0? C\u2019est ce qui se passe apr\u00e8s que vous ayez appuy\u00e9 sur le bouton \u00ab\u00a0envoyer\u00a0\u00bb dans votre processus d’automatisation. Vous \u00eates curieux\u00a0? Nous sommes l\u00e0 pour vous\u00a0!<\/p>\n

Brandfinity est une agence sp\u00e9cialis\u00e9e dans le marketing digital, nous r\u00e9alisons des impl\u00e9mentations CRM personnalis\u00e9es selon vos besoins. Nous nous ferions un plaisir de r\u00e9pondre \u00e0 vos questions et d\u2019\u00e9changer sur tout type de projet afin de simplifier vos campagnes de marketing digital.<\/p>\n

Consultez ici (URL) notre tout dernier projet en lien avec l\u2019e-mailing et Inscrivez-vous \u00e0 notre newsletter et ne passez plus \u00e0 c\u00f4t\u00e9 de notre actualit\u00e9.<\/p>\n

 <\/p>\n

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Email and Email marketing automation tools.<\/p>\n","protected":false},"author":4,"featured_media":28261,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"793","footnotes":""},"categories":[13],"tags":[],"class_list":["post-28252","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"yoast_head":"\nEmail - Emailing - and Email Marketing<\/title>\n<meta name=\"description\" content=\"Email or Emailing? 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