{"id":6489,"date":"2025-12-09T21:42:00","date_gmt":"2025-12-09T19:42:00","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/es\/?p=6489"},"modified":"2025-12-11T16:43:40","modified_gmt":"2025-12-11T14:43:40","slug":"pourquoi-la-pertinence-est-la-cle-du-succes-de-lemail-marketing","status":"publish","type":"post","link":"https:\/\/masterbase.com\/fr\/por-que-la-relevancia-es-la-clave-para-el-exito-en-email-marketing\/masterbase\/","title":{"rendered":"Pourquoi la pertinence est la cl\u00e9 du succ\u00e8s en mati\u00e8re de marketing par courrier \u00e9lectronique"},"content":{"rendered":"

Pour \u00eatre un bon sp\u00e9cialiste du marketing par courrier \u00e9lectronique, la priorit\u00e9 est de s'assurer que vos messages sont pertinents pour vos abonn\u00e9s.<\/p>\n

<\/p>\n

Si vous voulez que votre liste diminue et s'\u00e9puise rapidement, envoyez des messages non pertinents. Il ne fait aucun doute que c'est ce que vous obtiendrez. En fait, une \u00e9tude men\u00e9e par le c\u00e9l\u00e8bre cabinet d'\u00e9tudes de march\u00e9 Forrester Research<\/a> a conclu que le manque de pertinence est la principale raison pour laquelle les gens se d\u00e9sabonnent d'une liste de diffusion.<\/p>\n

Pr\u00e8s de trois quarts des r\u00e9pondants ont indiqu\u00e9 qu'ils se d\u00e9sabonnent lorsqu'ils re\u00e7oivent des messages non pertinents. Ils ignorent tout simplement ces communications. Et il y a un sc\u00e9nario encore pire : recevoir des beaucoup, beaucoup<\/em> des messages non pertinents. Ils ne manqueront pas de se d\u00e9sabonner de ces envois ennuyeux.<\/p>\n

Qu'est-ce que la pertinence ?<\/strong><\/h3>\n

Quelle que soit la nature de votre activit\u00e9, la pertinence est la cl\u00e9 du succ\u00e8s en mati\u00e8re de marketing par courrier \u00e9lectronique. Lorsque vous \u00e9laborez des campagnes de marketing, pensez tout d'abord \u00e0 ce qui a motiv\u00e9 vos abonn\u00e9s \u00e0 s'inscrire, puis posez-vous des questions importantes :<\/p>\n

    \n
  • Quel est le lien entre le message que je cr\u00e9e et mes abonn\u00e9s ?<\/li>\n
  • Quelle valeur ce message apporte-t-il \u00e0 mes abonn\u00e9s ?<\/li>\n
  • Le message aide-t-il mes abonn\u00e9s \u00e0 r\u00e9soudre un probl\u00e8me ou est-ce que j'essaie simplement de leur vendre quelque chose ?<\/li>\n<\/ul>\n

    S'il ressort de cet exercice que le message que vous cr\u00e9ez n'offre aucune valeur r\u00e9elle \u00e0 vos abonn\u00e9s, il y a de fortes chances qu'il leur paraisse hors de propos.<\/p>\n

    Si vous souhaitez augmenter votre liste d'abonn\u00e9s ou simplement la maintenir \u00e0 son niveau actuel, il est essentiel que chaque message que vous leur envoyez soit aussi pertinent que possible.<\/p>\n

    \u00a0<\/strong><\/h3>\n

    Pourquoi la pertinence est-elle si importante ?<\/strong><\/h3>\n

    Comme nous l'avons vu plus haut, le manque de pertinence est la premi\u00e8re raison pour laquelle les gens abandonnent les listes de diffusion auxquelles ils se sont abonn\u00e9s. Si vous ne parvenez pas \u00e0 int\u00e9resser vos abonn\u00e9s, vous ne pouvez pas vous attendre \u00e0 ce qu'ils lisent vos messages, et encore moins \u00e0 ce qu'ils y r\u00e9pondent.<\/p>\n

    L'envoi de messages marketing pertinents \u00e0 votre base d'abonn\u00e9s permet d'am\u00e9liorer les taux de r\u00e9ponse, d'augmenter les ventes, de fid\u00e9liser vos abonn\u00e9s et, surtout, d'accro\u00eetre votre retour sur investissement.<\/p>\n

    Il y a une question que le public se pose et que vous ne pouvez pas vous permettre d'ignorer : \"Qu'est-ce que ce message peut m'apporter ?\"<\/p>\n

    Quelques conseils <\/strong>pour l'\u00e9laboration de messages pertinents :<\/strong><\/h3>\n
      \n
    • Concentrez-vous sur la r\u00e9solution d'un probl\u00e8me pour les abonn\u00e9s :<\/strong>Certes, vous avez un produit \u00e0 vendre, mais gardez l'attention de votre public sur la fa\u00e7on dont ce produit peut r\u00e9soudre un probl\u00e8me pour lui.<\/li>\n
    • Le message doit \u00eatre facile \u00e0 comprendre :<\/strong>\u00a0 La simplicit\u00e9 est essentielle, surtout dans un format court tel qu'un message \u00e9lectronique.<\/li>\n
    • Personnalisez vos messages :<\/strong>\u00a0 Faites-le en fonction de ce que vous savez de vos abonn\u00e9s. Plus vous exploitez ce que vous savez d'eux, plus vos messages seront pertinents pour eux.<\/li>\n
    • Segmentez vos listes autant que possible<\/strong>. Un message unique ne convient pas \u00e0 tous. En segmentant votre liste d'abonn\u00e9s en fonction de leurs pr\u00e9f\u00e9rences d\u00e9clar\u00e9es (informations explicites) et de leur comportement ant\u00e9rieur (informations implicites), il est plus facile de s\u00e9lectionner le contenu des futurs messages et de contribuer \u00e0 des campagnes pertinentes.<\/li>\n<\/ul>\n

      Pensez comme un client. Si vous \u00e9tiez abonn\u00e9 \u00e0 la lettre d'information d'un magasin, qu'aimeriez-vous savoir et que trouveriez-vous int\u00e9ressant ?<\/p>\n

      En vous mettant \u00e0 la place de vos clients, vous pouvez adapter vos messages \u00e0 ce qui compte vraiment pour eux.<\/p>","protected":false},"excerpt":{"rendered":"

      Pour \u00eatre un bon sp\u00e9cialiste du marketing par courrier \u00e9lectronique, la priorit\u00e9 est de s'assurer que vos messages sont pertinents pour vos abonn\u00e9s.<\/p>","protected":false},"author":239642484,"featured_media":7758,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_wpcom_ai_launchpad_first_post":false,"_jetpack_hide_featured_image":false,"_jetpack_featured_image_duplicate_dismissed":0,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"{title}\n\n{excerpt}\n\n{url}","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpas_customize_per_network":false,"jetpack_post_was_ever_published":false},"categories":[1405],"tags":[1414],"class_list":["post-6489","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing","tag-email-marketing"],"yoast_head":"\nPor 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