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En e-mail, éviter l’envoi massif

Les campagnes e-mailings sont de plus en plus exploitées et pourtant, elles ont de moins en moins d’impact, dû à leur surexploitation commerciale. En effet, sur les 41,5 millions d’internautes français, chacun d’entre eux reçoit en moyenne 9 e-mails par jour.

En 2012, selon la SNCD, 126 milliards d’e-mails routés ont été envoyés, représentant un chiffre d’affaires de 94 millions d’euros pour 16 000 clients. Cependant nous constatons un ralentissement de la croissance des volumes envoyés avec une augmentation de 44% en 2010 contre 17% en 2011, puis 9% en 2012.

Cette sollicitation excessive provoque chez les internautes des comportements différents :
41,3% cherchent les liens de désinscription et 30,5% suppriment les e-mails sans même les consulter.

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C’est pour cela que 2/3 des internautes déclarent avoir au moins deux adresses e-mails et 15% d’entre eux en possèderaient au moins quatre pour des usages différents (personnel, professionnel, fidélisation, promotions etc.)

Les retours sur investissement sont très faibles dans le cas de campagnes indifférenciées, de l’ordre de 1% pour le BtoC et légèrement plus élevés pour le BtoB avec 3% en 2012.

Certains secteurs souffrent davantage de ce manque de retour : Banque, Finance, Assurance, Distribution, Médias… certainement dû au manque de personnalisation des campagnes. Les e-mails personnalisés (contenu + objet) sont plus performants avec un taux d’ouverture et de clic deux fois plus fort.

Ce canal reste pourtant le leader dans le domaine de la fidélisation et de la gestion de la relation client.

Ce ne sont pas les solutions qui manquent, en mode web ou serveurs, elles sont nombreuses, offrant chacune des avantages différents :

enveloppe bulle gain de temps, automatisation des envois,

templates déjà réalisés, trackings, blacklist, automatisation des relances…

Voici une liste bien loin d’être exhaustive des solutions accessibles en mode web ou serveur :

Rapidmails / Digitaleo/ Power E-mailing / E-target / Message Business / Sendblaster / Aweber / Ecircle /Experian / Sarbacane / Mailitude.

Évitez les campagnes massives non ciblées pour obtenir de meilleurs résultats !

Côté lecture, les tendances évoluent continuellement, 25% des e-mails sont consultés sur Smartphones et 6,2% sur tablettes numériques.

Adaptez et personnalisez vos campagnes afin d’impliquer au mieux vos lecteurs.

Clara EPIPHANE / Thomas CORDIER – article provenant du blog : armonydeveloppement.fr

About the author

François Huynh
Lecturer @ INSEEC Executive @NEOMA - Director of AD Avenue Group - Former Yahoo! @ad_avenue Website: https://ad-avenue.net
Some recent articles by François Huynh

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