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Comment envoyer une campagne d'emailing ?

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Comment envoyer une campagne d'emailing ?

  1. 1. Module 5 : Comment envoyer une campagne d’emailing ? #EmailingSummerCamp
  2. 2. Emailing Summer Camp 2014 - Comment envoyer une campagne d’emailing ? - p.2/20 1 - Objet de l’email : penser efficacité 2 - Tester pour viser la performance 3 - Personnaliser ses campagnes emailing 4 - Optimiser sa délivrabilité Sommaire
  3. 3. Objet de l’email : penser efficacité
  4. 4. Emailing Summer Camp 2014 - Comment envoyer une campagne d’emailing ? - p.4/20 Objet de l’email : penser efficacité
  5. 5. Emailing Summer Camp 2014 - Comment envoyer une campagne d’emailing ? - p.5/20 Votre objet doit être optimisé pour : • Passer les filtres anti-SPAM • Interpeller vos destinataires • Pousser à l’ouverture de l’email • Inviter au clic Votre objet doit DIRE et non VENDRE ce qu’il y a dans votre email ! Exemple : “-50% sur votre hôtel en Grèce” plutôt que “Envolez-vous vers un pays chargé d’histoire” Objet de l’email : penser efficacité
  6. 6. Emailing Summer Camp 2014 - Comment envoyer une campagne d’emailing ? - p.6/20 Objet de l’email : penser efficacité Mais... attention aux mots SPAM (gratuit, offert...) !!
  7. 7. Emailing Summer Camp 2014 - Comment envoyer une campagne d’emailing ? - p.7/20 Objet de l’email : penser efficacité Votre objet doit être : • Clair • Court • Efficace
  8. 8. Tester pour viser la performance
  9. 9. Emailing Summer Camp 2014 - Comment envoyer une campagne d’emailing ? - p.9/20 Afin de vous assurer un meilleur taux d’ouverture, testez vos objets ! Test A/B : Objet n°1 envoyé à 10% de la base Objet n°2 envoyé à 10% de la base Envoi de l’objet générant le plus d’ouvertures au restant de la base Tester pour viser la performance
  10. 10. Emailing Summer Camp 2014 - Comment envoyer une campagne d’emailing ? - p.10/20 Autre possibilités de test A/B : • Nom du sendeur (l’envoyeur) • Jour et heure d’envoi de la campagne Quand faire un test A/B ? Dès que votre base de données est suffisamment importante pour que les retours soient pertinents ! Tester pour viser la performance
  11. 11. Personnaliser ses campagnes emailing
  12. 12. Emailing Summer Camp 2014 - Comment envoyer une campagne d’emailing ? - p.12/20 Personnaliser ses campagnes
  13. 13. Emailing Summer Camp 2014 - Comment envoyer une campagne d’emailing ? - p.13/20 Personnaliser ses campagnes emailing Possibilités de personnalisation : • Nom, prénom du destinataire dans l’objet et / ou dans le corps de l’email • Prénom du consommateur final (animal de compagnie...) • Informations liées à une commande • Informations liées à une date (anniversaire, date depuis dernier achat...) Vous pouvez personnaliser votre emailing avec tous les champs que vous aurez renseigné dans votre base de données. => Importance d’une base bien pensée en amont et bien structurée !
  14. 14. Emailing Summer Camp 2014 - Comment envoyer une campagne d’emailing ? - p.14/20 Autre possibilité de personnalisation : l’utilisation de symboles dans l’objet Les symboles peuvent générer un meilleur taux d’ouverture. Mais utilisez-le uniquement si c’est pertinent et cohérent avec votre image de marque ! Préférez la méthode du copier/coller pour intégrer un symbole dans l’objet Personnaliser ses campagnes emailing
  15. 15. Emailing Summer Camp 2014 - Comment envoyer une campagne d’emailing ? - p.15/20 Les symboles sont bien interprétés par la plupart des clients email : Personnaliser ses campagnes emailing
  16. 16. Emailing Summer Camp 2014 - Comment envoyer une campagne d’emailing ? - p.16/20 Attention ! Quand vous personnalisez, anticipez toujours pour le cas où ça ne fonctionne pas ! • Le prénom de la personne n’est pas renseigné dans la base => ça va laisser un blanc dans mon email • Le symbole n’est pas interprété par le client email => je vais avoir un carré à la place Personnaliser ses campagnes emailing
  17. 17. Optimiser sa délivrabilité
  18. 18. Emailing Summer Camp 2014 - Comment envoyer une campagne d’emailing ? - p.18/20 Optimiser sa délivrabilité Délivrabilité = le motc-lé en emailing ! Gardez en tête les bonnes pratiques... Source : Dolist
  19. 19. Emailing Summer Camp 2014 - Comment envoyer une campagne d’emailing ? - p.19/20 Pour router vos campagnes, utilisez un routeur professionnel : Serveur personnel => risque de blacklistage Avantage d’un routeur pro : • Envoi par paquets • Connaît les filtres anti-SPAM • Gère les blacklistages Un bon routeur vous alertera ou bloquera vos campagnes si il repère quelque chose d’anormal (fort taux de désinscription, grand nombre d’adresses invalides...) Optimiser sa délivrabilité
  20. 20. Prochain module : Comment passer les filtres anti-spam ? mardi 12 août 11h @43degres #EmailingSummerCamp Merci !

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