{"id":6583,"date":"2024-04-11T19:45:22","date_gmt":"2024-04-11T16:45:22","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/es\/?p=6583"},"modified":"2024-04-11T20:03:23","modified_gmt":"2024-04-11T17:03:23","slug":"comment-la-personnalisation-et-les-processus-automatises-peuvent-ameliorer-les-conversions","status":"publish","type":"post","link":"https:\/\/masterbase.com\/fr\/como-la-personalizacion-y-los-procesos-automatizados-pueden-mejorar-las-conversiones\/masterbase\/","title":{"rendered":"Comment la personnalisation et les processus automatis\u00e9s peuvent-ils am\u00e9liorer les conversions ?"},"content":{"rendered":"

<\/p>\n

Qu'est-ce que la personnalisation dans la messagerie \u00e9lectronique ?<\/h3>\n

Il s'agit d'une tactique de marketing qui, sur la base des donn\u00e9es de vos abonn\u00e9s, \u00e9labore des messages plus sp\u00e9cifiques, align\u00e9s sur chacun d'entre eux.<\/p>\n

Il s'agit de personnaliser le contenu en fonction des qualit\u00e9s uniques de vos abonn\u00e9s, telles que le nom, le sexe, la localisation, la date de naissance, mais aussi - et surtout - de leurs comportements (manifestation d'int\u00e9r\u00eats, achats r\u00e9cents, etc.).<\/p>\n

Compte tenu de la mani\u00e8re dont les messages marketing inondent les bo\u00eetes de r\u00e9ception des utilisateurs de courrier \u00e9lectronique, les messages personnalis\u00e9s sont beaucoup plus efficaces pour capter l'attention des destinataires, et donc plus performants.<\/p>\n

Les taux de clics sont 2,5 fois plus \u00e9lev\u00e9s et les chances de conversion sont 6 fois plus importantes. En outre, 73% des consommateurs d\u00e9clarent qu'ils pr\u00e9f\u00e8rent faire affaire avec des marques qui utilisent des informations personnelles pour am\u00e9liorer la pertinence de leur exp\u00e9rience.<\/strong> (Source : Experian).<\/span><\/p>\n

Il n'a jamais \u00e9t\u00e9 aussi facile qu'aujourd'hui d'offrir aux abonn\u00e9s la personnalisation dont ils ont envie, gr\u00e2ce \u00e0 MasterBase\u00ae<\/a> et son processus d'automatisation diff\u00e9renci\u00e9, qui extrait des donn\u00e9es de diff\u00e9rentes sources (web, CRM, ERP, feuille de calcul Excel) et cr\u00e9e des \u00e9tiquettes et des champs pour personnaliser le nom, le sujet et le contenu (y compris la copie, les images, les sections du contenu et plus encore).<\/p>\n

Qu'est-ce qu'un processus d'automatisation du marketing par courriel ?<\/h3>\n

Il se produit lorsque le logiciel, en coulisses, envoie automatiquement des campagnes \u00e0 vos clients et prospects selon les r\u00e8gles que vous avez d\u00e9finies.<\/p>\n

Dans les processus d'automatisation bas\u00e9s sur flux de travail<\/em> ou flux de travail (campagnes), les messages automatiques sont configur\u00e9s une seule fois et envoy\u00e9s avec un contenu et une pr\u00e9sentation donn\u00e9s, chaque fois qu'un abonn\u00e9 remplit une condition pr\u00e9d\u00e9finie.<\/p>\n

Dans le cas de MasterBase\u00ae, le flux est similaire, \u00e0 la diff\u00e9rence que le contenu n'est pas pr\u00e9\u00e9tabli, mais configur\u00e9 en fonction des conditions associ\u00e9es \u00e0 chaque contact sur la base d'un mod\u00e8le Get, Manage and Act, comme d\u00e9crit en d\u00e9tail dans l'article : Obtenir, g\u00e9rer et agir. Trois actions pour parvenir \u00e0 une v\u00e9ritable personnalisation 1-to-1.<\/em><\/strong><\/p>\n

Comment la personnalisation et l'automatisation permettent-elles d'augmenter les conversions ?<\/h3>\n

Une fois certains d\u00e9tails de la personnalisation et de l'automatisation mis en place, vous vous demandez peut-\u00eatre comment les revenus augmentent r\u00e9ellement. C'est une grande question. Voyons quelques r\u00e9ponses.<\/p>\n

    \n
  1. L'automatisation donne aux clients ce qu'ils veulent<\/strong>\n

    Le marketing par courrier \u00e9lectronique a le taux de conversion le plus \u00e9lev\u00e9 de toutes les strat\u00e9gies de marketing. En fait, pour chaque dollar d\u00e9pens\u00e9 en marketing par courrier \u00e9lectronique, le retour sur investissement moyen est de 38 dollars. Toutefois, ce type de retour sur investissement n'est possible que si les clients souhaitent recevoir des nouvelles de votre entreprise.<\/p>\n

    Si vous \u00eates une grande entreprise qui produit plusieurs types de contenu, comme BuzzFeed, par exemple, cela serait particuli\u00e8rement difficile sans l'automatisation. Pour attirer l'attention de vos abonn\u00e9s, vous devez savoir ce qu'ils veulent et le leur donner.<\/p>\n

    Imaginez le temps qu'il faudrait \u00e0 BuzzFeed pour communiquer s'il envoyait manuellement chaque message \u00e0 chaque client figurant sur ses 23 listes de contacts, au lieu d'utiliser les donn\u00e9es, la personnalisation et l'automatisation pour envoyer des messages pertinents.<\/p>\n

    En appliquant l'automatisation du marketing, vous utilisez des m\u00e9thodes \u00e9prouv\u00e9es, bas\u00e9es sur les donn\u00e9es et les actions des clients, qui se traduisent par des communications donnant aux abonn\u00e9s exactement ce qu'ils veulent.<\/p>\n<\/li>\n

  2. Une pertinence accrue se traduit par une augmentation des ventes<\/strong>\n

    Avec l'automatisation du marketing, vous avez non seulement la possibilit\u00e9 d'envoyer des messages personnalis\u00e9s qui se d\u00e9clenchent automatiquement, mais vous pouvez \u00e9galement cibler plus pr\u00e9cis\u00e9ment les meilleurs destinataires pour chaque envoi, gr\u00e2ce aux r\u00e8gles que vous avez d\u00e9finies.<\/p>\n

    La personnalisation de chacun de ces messages est vraiment payante. En fait, entre 70% et 94%, les sp\u00e9cialistes du marketing ont constat\u00e9 une augmentation de l'efficacit\u00e9 apr\u00e8s avoir utilis\u00e9 des techniques de personnalisation, rapporte Venture Beat.<\/p>\n

    Plus vos messages sont pertinents, plus vous avez de chances d'augmenter vos ventes.<\/p>\n<\/li>\n

  3. La personnalisation permet au client de se sentir sp\u00e9cial<\/strong>\n

    Nous avons mentionn\u00e9 pr\u00e9c\u00e9demment que 73% des consommateurs pr\u00e9f\u00e8rent faire des affaires avec des marques qui personnalisent, et 86% des consommateurs disent que la personnalisation joue un r\u00f4le important dans leurs d\u00e9cisions d'achat.<\/p>\n

    Malgr\u00e9 des statistiques convaincantes, 70% des marques ne personnalisent toujours pas leurs messages. C'est tr\u00e8s d\u00e9concertant quand on sait que les consommateurs d\u00e9pensent plus d'argent avec les marques qui envoient des messages personnalis\u00e9s qu'avec celles qui n'en envoient pas.<\/p>\n<\/li>\n<\/ol>\n\n\n

    \"\"<\/a><\/figure>","protected":false},"excerpt":{"rendered":"

    Les strat\u00e9gies de communication num\u00e9rique ont \u00e9volu\u00e9, passant de l'envoi de messages identiques et standardis\u00e9s \u00e0 tous les abonn\u00e9s, en croisant les doigts dans l'attente d'une conversion, \u00e0 l'envoi de messages opportuns, cibl\u00e9s et personnalis\u00e9s qui g\u00e9n\u00e8rent des revenus. Et tout cela par le biais d'un processus automatis\u00e9.<\/p>","protected":false},"author":239642484,"featured_media":13094,"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,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","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":[],"class_list":["post-6583","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing"],"yoast_head":"\nC\u00f3mo la personalizaci\u00f3n y los procesos automatizados pueden mejorar las conversiones - MasterBase\u00ae<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/masterbase.com\/fr\/comment-la-personnalisation-et-les-processus-automatises-peuvent-ameliorer-les-conversions\/base-principale\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"C\u00f3mo la personalizaci\u00f3n y los procesos automatizados pueden mejorar las conversiones - MasterBase\u00ae\" \/>\n<meta property=\"og:description\" content=\"Las estrategias para lograr el \u00e9xito en las comunicaciones digitales han evolucionado desde el env\u00edo de mensajes tipo, id\u00e9nticos, al total de los suscriptores y quedarse cruzando los dedos a la espera de una conversi\u00f3n, hacia el env\u00edo oportuno y focalizado de mensajes personalizados que disparan los ingresos. 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