{"id":6323,"date":"2025-05-12T22:08:52","date_gmt":"2025-05-12T19:08:52","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/?p=6323"},"modified":"2025-05-14T01:34:51","modified_gmt":"2025-05-13T22:34:51","slug":"comment-ameliorer-le-parcours-du-client-grace-a-la-messagerie-transactionnelle-2","status":"publish","type":"post","link":"https:\/\/masterbase.com\/fr\/como-mejorar-el-viaje-del-cliente-con-mensajes-transaccionales-2\/masterbase\/","title":{"rendered":"Am\u00e9liorer le parcours du client gr\u00e2ce \u00e0 la messagerie transactionnelle"},"content":{"rendered":"<p>Les envois transactionnels sont importants. Une confirmation de vente, un message de bienvenue, une mise \u00e0 jour de commande, des d\u00e9tails d'exp\u00e9dition, voire un changement de mot de passe, sont tous, pour une raison ou une autre, des messages tr\u00e8s appr\u00e9ci\u00e9s par le destinataire. Et ce sont souvent les premiers messages qu'un abonn\u00e9 ou un client re\u00e7oit de votre entreprise.<\/p>\n<p>Mais en plus de fournir des informations pr\u00e9cieuses et attendues par le destinataire, il y a une autre raison qui les rend particuli\u00e8rement importantes pour l'exp\u00e9diteur. Et quelle est cette raison ? Ils sont plus efficaces que les campagnes de messagerie de masse.<\/p>\n<p>En effet, un message de bienvenue peut g\u00e9n\u00e9rer jusqu'\u00e0 320 % de revenus suppl\u00e9mentaires par rapport aux campagnes promotionnelles. Il n'est donc pas \u00e9tonnant que les courriers transactionnels aient un taux de clics 7 \u00e0 8 fois sup\u00e9rieur \u00e0 celui de l'e-mail marketing et g\u00e9n\u00e8rent jusqu'\u00e0 6 fois plus de revenus.<\/p>\n<h2><strong>Pourquoi, alors, n'utilise-t-on pas davantage ces messages ? Il y a plusieurs raisons \u00e0 cela :<\/strong><\/h2>\n<ul>\n<li>Parce que l'envoi du message est d\u00e9clench\u00e9 dans un environnement con\u00e7u pour les transactions commerciales (comme une plateforme de commerce \u00e9lectronique) et non dans une plateforme de marketing, et que les messages sont donc souvent tr\u00e8s limit\u00e9s en termes de format et de conception.<\/li>\n<li>Parce qu'ils sont guid\u00e9s par des donn\u00e9es qui se trouvent \u00e9galement dans ce syst\u00e8me transactionnel, ce qui signifie tr\u00e8s probablement qu'ils ont moins de flexibilit\u00e9 pour segmenter leur public.<\/li>\n<li>Parce qu'ils appartiennent aux op\u00e9rations ou \u00e0 l'informatique plut\u00f4t qu'au marketing. Les exp\u00e9diteurs du type \"noreply@...\" en sont un signe \u00e9vident. Il s'agit d'une mauvaise pratique.<\/li>\n<\/ul>\n<p>Il peut y avoir d'autres raisons pour lesquelles les messages transactionnels sont d\u00e9courag\u00e9s. Il y a souvent une certaine nervosit\u00e9 \u00e0 m\u00e9langer des messages de marketing et de vente avec des communications de service ou fonctionnelles.<\/p>\n<p>Ces raisons sont compr\u00e9hensibles dans une certaine mesure, mais elles ne doivent pas devenir un obstacle.<\/p>\n<p>Nous savons que les messages transactionnels sont gagnants. En tant que sp\u00e9cialiste du marketing, ils m\u00e9ritent donc d'\u00eatre pris en compte. Beaucoup.<\/p>\n<h3><strong>Voici un aper\u00e7u rapide de chacun de ces types de messages :<\/strong><\/h3>\n<ol>\n<li>\n<h3><strong> Messages de bienvenue<\/strong><\/h3>\n<\/li>\n<\/ol>\n<p>Il s'agit du message le plus important que vous enverrez et donc de la premi\u00e8re impression que votre public aura de votre marque.<\/p>\n<p>Si vous cliquez ici, vous pouvez lire un article de notre blog qui donne plus de d\u00e9tails sur son importance et sur la fa\u00e7on de travailler avec MasterBase\u00ae.<\/p>\n<p>Un mauvais message de bienvenue est une mauvaise pr\u00e9sentation de votre entreprise. Les meilleurs exemples de programmes de bienvenue, en revanche, mettent l'accent sur les points cl\u00e9s \u00e0 communiquer au lecteur :<\/p>\n<ul>\n<li>Qu'il a pris une bonne d\u00e9cision, qu'il est appr\u00e9ci\u00e9 par votre entreprise et ce qu'elle repr\u00e9sente en tant que marque\/entreprise.<\/li>\n<li>Qu'il est en bonne compagnie.<\/li>\n<li>Ce qu'ils peuvent attendre de votre entreprise. C'est l'occasion de confirmer la proposition qui a convaincu le lecteur de s'abonner ou d'effectuer son premier achat.<\/li>\n<\/ul>\n<p><strong>\ud83d\udfe2<\/strong><strong> Histoire d'une r\u00e9ussite :<\/strong><\/p>\n<p>Une institution financi\u00e8re a int\u00e9gr\u00e9 un courriel de bienvenue contenant une vid\u00e9o de 30 secondes et des liens utiles vers ses services les plus populaires. R\u00e9sultat : le taux d'activation des comptes a augment\u00e9 de 62 % au cours des 7 premiers jours et les demandes d'assistance initiales ont diminu\u00e9 de 30 %.<\/p>\n<ol start=\"2\">\n<li>\n<h3><strong> Messages de confirmation<\/strong><\/h3>\n<\/li>\n<\/ol>\n<p>Ces messages vont de la double confirmation de <em>opt-in<\/em> en passant par l'achat et l'exp\u00e9dition, jusqu'aux r\u00e9cup\u00e9rations et aux changements de mot de passe.<\/p>\n<p>Ils ont tous une fonction bien pr\u00e9cise, celle de confirmer que l'\u00e9v\u00e9nement en question s'est produit (par exemple, votre commande a \u00e9t\u00e9 re\u00e7ue ou exp\u00e9di\u00e9e). Les bons programmes, entre autres, disent au lecteur :<\/p>\n<ul>\n<li>Vous avez pris une bonne d\u00e9cision, qui est appr\u00e9ci\u00e9e par votre entreprise et ce qu'elle repr\u00e9sente en tant que marque\/entreprise.<\/li>\n<li>Qu'il est en bonne compagnie.<\/li>\n<li>que votre entreprise fournit. Profitez-en pour confirmer la proposition qui a convaincu le lecteur de s'abonner ou d'effectuer son premier achat.<\/li>\n<\/ul>\n<p><strong>\ud83d\udfe2<\/strong><strong> Histoire d'une r\u00e9ussite :<\/strong><\/p>\n<p>Une soci\u00e9t\u00e9 de services logistiques a automatis\u00e9 les confirmations de commande et de livraison avec des messages personnalis\u00e9s et des liens de suivi. Cela a permis de r\u00e9duire de 45 % le nombre de tickets d'assistance li\u00e9s \u00e0 l'\u00e9tat des commandes et d'augmenter la satisfaction des clients (NPS) de plus de 12 points.<\/p>\n<ol start=\"3\">\n<li>\n<h3><strong> Messages de rappel<\/strong><\/h3>\n<\/li>\n<\/ol>\n<p>Ces messages diff\u00e8rent des messages d'accus\u00e9 de r\u00e9ception en ce sens qu'ils n\u00e9cessitent souvent, mais pas toujours, une action de la part du lecteur.<\/p>\n<p>Il s'agit notamment des v\u00e9rifications, des renouvellements de produits ou de services, des r\u00e9servations et de la fin des p\u00e9riodes d'essai. Les meilleurs messages de rappel ciblent les \u00e9l\u00e9ments suivants :<\/p>\n<ul>\n<li>Que l'action demand\u00e9e est importante pour recevoir le mat\u00e9riel qu'ils ont demand\u00e9.<\/li>\n<li>Cette action est n\u00e9cessaire et parfois urgente.<\/li>\n<\/ul>\n<p><strong>\ud83d\udfe2<\/strong><strong> Histoire d'une r\u00e9ussite :<\/strong><\/p>\n<p>Une plateforme de gestion d'\u00e9v\u00e9nements a automatis\u00e9 des rappels \u00e9chelonn\u00e9s (une semaine avant, trois jours avant et la veille). Les courriels comprenaient un bouton \"ajouter au calendrier\" et un contact pour les questions. R\u00e9sultat : la participation effective aux \u00e9v\u00e9nements en ligne a augment\u00e9 de 34 %.<\/p>\n<ol start=\"4\">\n<li>\n<h3><strong> Demande de messages<\/strong><\/h3>\n<\/li>\n<\/ol>\n<p>Le large \u00e9ventail de messages couverts par cette cat\u00e9gorie va de la demande d'informations en retour sur le service fourni \u00e0 l'interrogation sur les pr\u00e9f\u00e9rences du lecteur, en passant par les enqu\u00eates. Contrairement aux autres cat\u00e9gories, ces messages ne sont pas n\u00e9cessairement li\u00e9s \u00e0 une commande ou \u00e0 un \u00e9v\u00e9nement dont le lecteur a connaissance. Il s'agit donc de messages que le destinataire n'attend pas et qu'il ne reconna\u00eetra peut-\u00eatre pas lorsqu'il les verra dans sa bo\u00eete de r\u00e9ception. Un bon message de ce type dit au lecteur :<\/p>\n<ul>\n<li>Que vous voulez conna\u00eetre leur exp\u00e9rience. Mais attention : il n'y a rien de pire que de demander l'avis d'un client dont la commande s'est mal pass\u00e9e. Avant d'envoyer un tel message, il est essentiel que vous vous assuriez d'avoir exclu tous les clients qui se sont plaints ou ont exprim\u00e9 leur m\u00e9contentement.<\/li>\n<li>que vos commentaires sont importants et qu'ils se traduiront par un meilleur service. Faites \u00e0 l'avance la d\u00e9claration \"What's In It For Me\" (WIIFM).<\/li>\n<\/ul>\n<p><strong>\ud83d\udfe2<\/strong><strong> Histoire d'une r\u00e9ussite :<\/strong><\/p>\n<p>Une place de march\u00e9 r\u00e9gionale a envoy\u00e9 des enqu\u00eates de satisfaction apr\u00e8s livraison, mais a automatiquement filtr\u00e9 les cas de retours ou de r\u00e9clamations actifs. R\u00e9sultat : ils ont obtenu un taux de r\u00e9ponse de 47 %, et leurs informations ont \u00e9t\u00e9 utilis\u00e9es pour remanier la page produit la plus visit\u00e9e, ce qui a permis d'am\u00e9liorer le taux de conversion de 18 %.<\/p>\n<ol start=\"5\">\n<li>\n<h3><strong> Alertes \u00e0 l'abandon<\/strong><\/h3>\n<\/li>\n<\/ol>\n<p>Pour certains, ces messages peuvent \u00eatre de simples rappels, mais pour un bon sp\u00e9cialiste du marketing, ils sont beaucoup plus importants. Les sessions d'achat qui sont lanc\u00e9es et interrompues, les paniers d'achat qui sont abandonn\u00e9s, toutes les occasions manqu\u00e9es sont potentiellement importantes.<\/p>\n<p>Cela justifie bien plus qu'un simple rappel, et les chiffres le prouvent : environ 65 % des paniers sont abandonn\u00e9s. Or, gr\u00e2ce aux programmes de rappel, les ventes peuvent augmenter de 70 % pour les paniers abandonn\u00e9s et de 30 % pour les recherches interrompues (Source - Triggered Messaging 2014).<\/p>\n<p><strong>\ud83d\udfe2<\/strong><strong> Histoire d'une r\u00e9ussite :<\/strong><\/p>\n<p>Une marque d'articles de sport a d\u00e9velopp\u00e9 une s\u00e9rie de trois messages automatis\u00e9s de r\u00e9cup\u00e9ration des paniers abandonn\u00e9s. L'inclusion d'images de produits et d'une r\u00e9duction limit\u00e9e dans le temps a permis de r\u00e9cup\u00e9rer 29 % de ventes et d'augmenter le ticket moyen de 12 %.<\/p>\n<h2><strong>Conclusion<\/strong><\/h2>\n<p>Pour concevoir des messages transactionnels efficaces, il faut bien comprendre ce qu'ils sont, ce qui les diff\u00e9rencie des campagnes de marketing par courrier \u00e9lectronique traditionnelles, quels sont leurs avantages et quelles sont les meilleures pratiques.<\/p>\n<p>Et pour mettre en \u0153uvre tout cela avec contr\u00f4le, efficacit\u00e9 et \u00e9volutivit\u00e9, vous pouvez compter sur une plateforme sp\u00e9cialis\u00e9e. <strong>MasterBase<\/strong>avec plus de 20 ans d'exp\u00e9rience sur le march\u00e9 et une pr\u00e9sence dans de nombreux pays, vous permet d'automatiser ce type de messages de mani\u00e8re s\u00e9curis\u00e9e, personnalis\u00e9e et enti\u00e8rement tra\u00e7able.<\/p>\n\n\n<figure class=\"wp-block-image aligncenter size-full is-resized\"><a href=\"https:\/\/smartview.masterbase.com\/v2\/657716034204f778572dd5ff\/?url=estructura-de-un-mensaje-en-email-marketing\"><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" width=\"372\" height=\"237\" data-attachment-id=\"14081\" data-permalink=\"https:\/\/masterbase.com\/fr\/mejora-tus-tasas-de-apertura-utilizando-preencabezados\/masterbase\/captura-de-pantalla-2024-05-08-115813\/\" data-orig-file=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2024\/05\/Captura-de-pantalla-2024-05-08-115813.png?fit=372%2C237&amp;ssl=1\" data-orig-size=\"372,237\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"ebook email Estructura de un mensaje en Email Marketing\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2024\/05\/Captura-de-pantalla-2024-05-08-115813.png?fit=300%2C191&amp;ssl=1\" data-large-file=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2024\/05\/Captura-de-pantalla-2024-05-08-115813.png?fit=372%2C237&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/masterbase.com\/es\/wp-content\/uploads\/2024\/05\/Captura-de-pantalla-2024-05-08-115813.png?resize=372%2C237&#038;ssl=1\" alt=\"ebook email Structure d&#039;un message d&#039;email marketing\" class=\"wp-image-14081\" style=\"aspect-ratio:1.5696578097184677;width:724px;height:auto\" srcset=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2024\/05\/Captura-de-pantalla-2024-05-08-115813.png?w=372&amp;ssl=1 372w, https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2024\/05\/Captura-de-pantalla-2024-05-08-115813.png?resize=300%2C191&amp;ssl=1 300w, https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2024\/05\/Captura-de-pantalla-2024-05-08-115813.png?resize=18%2C12&amp;ssl=1 18w\" sizes=\"(max-width: 372px) 100vw, 372px\" \/><\/a><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>","protected":false},"excerpt":{"rendered":"<p>Les mailings transactionnels sont des messages de valeur qui constituent souvent le premier contact entre une entreprise et son client ou abonn\u00e9.<\/p>","protected":false},"author":239642484,"featured_media":22368,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_crdt_document":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1405],"tags":[],"class_list":["post-6323","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>C\u00f3mo mejorar el viaje del cliente con mensajes transaccionales - MasterBase\u00ae<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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