{"id":6711,"date":"2025-06-10T22:10:25","date_gmt":"2025-06-10T19:10:25","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/es\/?p=6711"},"modified":"2025-06-11T18:49:33","modified_gmt":"2025-06-11T15:49:33","slug":"4-techniques-de-personnalisation-qui-vont-au-dela-du-nom","status":"publish","type":"post","link":"https:\/\/masterbase.com\/fr\/4-tecnicas-de-personalizacion-que-van-mas-alla-del-nombre\/masterbase\/","title":{"rendered":"4 techniques de personnalisation qui vont au-del\u00e0 du nom"},"content":{"rendered":"<h2><strong style=\"font-size: inherit;\">Nous sommes \u00e0 l'\u00e8re de la personnalisation.<\/strong><\/h2>\n<h2><strong style=\"font-size: inherit;\">Chaque jour, nous avons de plus en plus de donn\u00e9es \u00e0 notre disposition, mais l'important est de savoir les utiliser et de profiter des opportunit\u00e9s qu'elles nous offrent.<\/strong><\/h2>\n<p><strong style=\"font-size: inherit;\"><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/cdn2.hubspot.net\/hubfs\/37780\/blog1.png?w=800\" alt=\"blog1\" \/><\/strong><\/p>\n<p><strong style=\"font-size: inherit;\"><!--more--><\/strong><\/p>\n<p>Aujourd'hui, les entreprises qui obtiennent les meilleurs taux d'ouverture, de clics et de conversion sont celles qui con\u00e7oivent des exp\u00e9riences r\u00e9ellement pertinentes pour chaque abonn\u00e9.<\/p>\n<p>Nous pr\u00e9sentons quatre techniques de personnalisation avanc\u00e9es, avec des exemples et des r\u00e9ussites, que vous pouvez appliquer dans vos prochaines campagnes.<\/p>\n<h2><strong>1. ciblage comportemental avanc\u00e9<\/strong><\/h2>\n<p>L'analyse de la mani\u00e8re dont vos utilisateurs interagissent avec vos produits, vos messages et votre site web vous permet de cr\u00e9er des segments plus pr\u00e9cis et plus efficaces (source : Marketing Week, 2024).<\/p>\n<h3><strong>Exemple :<\/strong><\/h3>\n<p>Un magasin d'articles de sport en ligne a constat\u00e9 qu'un groupe d'utilisateurs visitait r\u00e9guli\u00e8rement la cat\u00e9gorie des chaussures de sport. <em>piste<\/em>mais n'aboutit pas \u00e0 un achat. Un segment est cr\u00e9\u00e9 avec ces utilisateurs et un message leur est envoy\u00e9 pour comparer les mod\u00e8les, proposer des r\u00e9ductions exclusives et des t\u00e9moignages d'acheteurs satisfaits.<\/p>\n<h3><strong>Histoire d'une r\u00e9ussite :<\/strong><\/h3>\n<p><em>Adidas\u00ae a mis en \u0153uvre une strat\u00e9gie similaire avec sa ligne \"Ultraboost\". En segmentant les utilisateurs en fonction des produits visit\u00e9s et de leur historique de navigation, ils ont pu augmenter la conversion de 27% sur des campagnes personnalis\u00e9es.<\/em> (source : Marketing Week, 2024).<\/p>\n<h2><strong>2. Contenu dynamique adapt\u00e9 au profil de l'utilisateur<\/strong><\/h2>\n<p>Le contenu dynamique permet d'afficher, dans le m\u00eame mod\u00e8le de message, des images, du texte et des boutons personnalis\u00e9s pour chaque type d'utilisateur (source : Marketing Week, 2025).<\/p>\n<h3><strong>Exemple :<\/strong><\/h3>\n<p>Une universit\u00e9 proposant des programmes d'\u00e9tudes sup\u00e9rieures envoie le m\u00eame message \u00e0 ses contacts, mais ceux qui ont une formation technique voient un contenu sur les masters en ing\u00e9nierie, et ceux qui ont une formation commerciale re\u00e7oivent des informations sur divers programmes MBA. Tout est automatiquement adapt\u00e9 dans le m\u00eame envoi.<\/p>\n<h3><strong>Histoire d'une r\u00e9ussite :<\/strong><\/h3>\n<p><em>Netflix\u00ae utilise du contenu dynamique dans ses courriels pour afficher des couvertures personnalis\u00e9es de s\u00e9ries et de films, en fonction de ce que vous avez regard\u00e9. Cette technique a permis d'augmenter le CTR de ses campagnes d'e-mailing de plus de 40%.<\/em> (source : Marketing Week, 2024).<\/p>\n<h2><strong>3. Automatisation des messages d\u00e9clench\u00e9s par un \u00e9v\u00e9nement<\/strong><\/h2>\n<p>Les livraisons automatis\u00e9es bas\u00e9es sur le comportement de l'utilisateur (\u00e9galement appel\u00e9es messages \"d\u00e9clench\u00e9s\") sont essentielles pour rester pertinent.<\/p>\n<h3><strong>Exemple :<\/strong><\/h3>\n<p>Un site de commerce \u00e9lectronique met en place une s\u00e9rie de messages en cas d'abandon du panier. Apr\u00e8s 2 heures de fermeture sans achat, les utilisateurs re\u00e7oivent un rappel. Apr\u00e8s 24 heures, ils re\u00e7oivent une incitation sous la forme d'une r\u00e9duction de 10%. S'ils ach\u00e8tent, ils sont remerci\u00e9s par un guide d'utilisation du produit.<\/p>\n<h3><strong>Histoire d'une r\u00e9ussite :<\/strong><\/h3>\n<p><em>Amazon\u00ae utilise un r\u00e9seau complexe d'envois automatis\u00e9s bas\u00e9s sur des \u00e9v\u00e9nements : paniers abandonn\u00e9s, historique de recherche, changements de prix, etc. On estime que ces types de messages repr\u00e9sentent 35% de son chiffre d'affaires en mati\u00e8re de marketing par courrier \u00e9lectronique.<\/em> (source : Omnisend Benchmark Report, 2024).<\/p>\n<h2><strong>4. Personnalisation bas\u00e9e sur la localisation et le temps<\/strong><\/h2>\n<p>L'envoi de messages au moment optimal et l'adaptation de l'offre en fonction de la localisation de l'abonn\u00e9 am\u00e9liorent consid\u00e9rablement l'efficacit\u00e9.<\/p>\n<h3><strong>Exemple :<\/strong><\/h3>\n<p>Une cha\u00eene de restaurants envoie des promotions en fonction de la r\u00e9gion o\u00f9 vivent les clients. Ceux qui vivent dans des r\u00e9gions au climat chaud se voient proposer des boissons rafra\u00eechissantes \u00e0 midi ; ceux qui vivent dans des r\u00e9gions froides se voient proposer du caf\u00e9 chaud le matin. Le tout est automatis\u00e9 en fonction de l'adresse IP et du code postal.<\/p>\n<h3><strong>Histoire d'une r\u00e9ussite :<\/strong><\/h3>\n<p><em>Starbucks\u00ae adapte ses campagnes en fonction de la ville, de la m\u00e9t\u00e9o, des f\u00eates locales et de l'heure de la journ\u00e9e. Le nombre de coupons envoy\u00e9s par courrier \u00e9lectronique a ainsi augment\u00e9 de 18% en 2023.<\/em> (source : Starbucks Annual Marketing Report, 2024).<\/p>\n<h2><strong>Conclusion<\/strong><\/h2>\n<p>L'application de ces techniques avanc\u00e9es am\u00e9liore les indicateurs de votre campagne et renforce votre relation avec vos clients.<\/p>\n<p>N'oubliez pas que la personnalisation est plus qu'une tactique : c'est une fa\u00e7on de penser centr\u00e9e sur le client.<\/p>\n<p>Pour faire passer ces actions au niveau sup\u00e9rieur, envisagez d'utiliser MasterBase\u00ae, une plateforme de marketing par courriel de premier plan qui compte plus de 20 ans d'exp\u00e9rience dans plusieurs pays.<\/p>\n<p>MasterBase\u00ae vous permet d'automatiser, de segmenter et de personnaliser vos messages avec pr\u00e9cision, gr\u00e2ce \u00e0 sa technologie avanc\u00e9e et \u00e0 son support local sp\u00e9cialis\u00e9.<\/p>\n\n\n<figure class=\"wp-block-image aligncenter size-full is-resized\"><a href=\"https:\/\/smartview.masterbase.com\/v2\/657716034204f778572dd5ff\/?url=explote-el-poder-del-email-de-bienvenida\"><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" width=\"370\" height=\"237\" data-attachment-id=\"14954\" data-permalink=\"https:\/\/masterbase.com\/fr\/disena-una-serie-de-mensajes-de-bienvenida-con-masterbase\/masterbase\/explota-el-poder-del-email-de-bienvenida\/\" data-orig-file=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2023\/12\/Explota-el-poder-del-Email-de-Bienvenida.png?fit=370%2C237&amp;ssl=1\" data-orig-size=\"370,237\" 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  Explota el poder del Email de Bienvenida\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;ebook email&lt;br \/&gt; Explota el poder del Email de Bienvenida&lt;\/p&gt;\" data-large-file=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2023\/12\/Explota-el-poder-del-Email-de-Bienvenida.png?fit=370%2C237&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/masterbase.com\/es\/wp-content\/uploads\/2023\/12\/Explota-el-poder-del-Email-de-Bienvenida.png?resize=370%2C237&#038;ssl=1\" alt=\"ebook email Exploiter la puissance de l&#039;email de bienvenue\" class=\"wp-image-14954\" style=\"width:635px;height:auto\" srcset=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2023\/12\/Explota-el-poder-del-Email-de-Bienvenida.png?w=370&amp;ssl=1 370w, https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2023\/12\/Explota-el-poder-del-Email-de-Bienvenida.png?resize=300%2C192&amp;ssl=1 300w, https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2023\/12\/Explota-el-poder-del-Email-de-Bienvenida.png?resize=18%2C12&amp;ssl=1 18w\" sizes=\"(max-width: 370px) 100vw, 370px\" \/><\/a><figcaption class=\"wp-element-caption\">ebook email\n Exploiter la puissance de l'e-mail de bienvenue\n<\/figcaption><\/figure>","protected":false},"excerpt":{"rendered":"<p>La personnalisation du marketing par courrier \u00e9lectronique ne se limite plus \u00e0 saluer le destinataire par son nom.<\/p>","protected":false},"author":239642484,"featured_media":22641,"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":false,"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-6711","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 v27.6 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