{"id":6713,"date":"2025-04-10T19:36:26","date_gmt":"2025-04-10T16:36:26","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/?p=6713"},"modified":"2025-04-12T00:22:56","modified_gmt":"2025-04-11T21:22:56","slug":"pourquoi-lachat-dune-liste-de-contacts-est-toujours-une-mauvaise-idee","status":"publish","type":"post","link":"https:\/\/masterbase.com\/fr\/por-que-comprar-una-listas-de-contactos-es-siempre-una-mala-idea\/masterbase\/","title":{"rendered":"Pourquoi l'achat d'une liste de contacts est toujours une mauvaise id\u00e9e"},"content":{"rendered":"<p>Mais si cette pratique peut sembler utile \u00e0 court terme, elle peut avoir des cons\u00e9quences n\u00e9gatives irr\u00e9versibles pour votre marque et vos r\u00e9sultats.<\/p>\n<p>Si vous travaillez dans le domaine du marketing par courrier \u00e9lectronique, vous devez comprendre pourquoi cette strat\u00e9gie est, sans exception, une des plus efficaces au monde. <strong>tr\u00e8s mauvaise id\u00e9e<\/strong>.<\/p>\n<p><strong>Achat ou location d'une liste : comment faire ?<\/strong><\/p>\n<p>Avant d'aborder les raisons, clarifions les trois fa\u00e7ons les plus courantes de construire une base de donn\u00e9es :<\/p>\n<ol>\n<li><strong>Acheter une liste :<\/strong><br \/>De nombreuses entreprises vendent des bases de donn\u00e9es d'origine douteuse. La plupart n'ont pas le consentement explicite des contacts pour recevoir vos messages.<\/li>\n<li><strong>Louer une liste :<\/strong><br \/>Il s'agit d'une m\u00e9thode similaire \u00e0 l'achat, \u00e0 la diff\u00e9rence pr\u00e8s que le fournisseur envoie les campagnes pour vous. Ils vous proposent souvent la conception HTML et la livraison pour un prix \u00e9tonnamment bas.<\/li>\n<li><strong>Croissance organique (la seule option valable) :<\/strong><br \/>Il s'agit de construire votre base en <strong>opt-in<\/strong>Les contacts fournissent leurs donn\u00e9es en \u00e9change de quelque chose de valeur (contenu exclusif, participation \u00e0 un \u00e9v\u00e9nement, r\u00e9ductions, etc.) et vous autorisent explicitement \u00e0 leur envoyer des communications.<\/li>\n<\/ol>\n<ol>\n<li><strong> Vous \u00eates en infraction avec les lois sur la protection de la vie priv\u00e9e<\/strong><\/li>\n<\/ol>\n<p>Depuis la mise en \u0153uvre de la <strong>R\u00e8glement g\u00e9n\u00e9ral sur la protection des donn\u00e9es (RGPD)<\/strong> en Europe, l'achat ou la location de bases de donn\u00e9es de contacts sans consentement explicite est un d\u00e9lit. <strong>infraction grave<\/strong>.<\/p>\n<p>Et ce n'est pas seulement en Europe. Des pays comme le Br\u00e9sil (avec la LGPD), le Mexique, l'Argentine, la Colombie et le Chili ont renforc\u00e9 leur l\u00e9gislation. Aux \u00c9tats-Unis, des lois telles que la <strong>Loi CAN-SPAM<\/strong> interdire l'envoi de messages sans autorisation pr\u00e9alable claire.<\/p>\n<p>\ud83d\udd12 <strong>Que signifie le terme \"consentement\" ?<\/strong><br \/>Que la personne <strong>librement accept\u00e9<\/strong> recevoir vos messages. Le consentement donn\u00e9 \u00e0 un tiers n'est pas valable. Encore moins dans le cas d'une inscription achet\u00e9e o\u00f9 personne ne vous conna\u00eet.<\/p>\n<p>\ud83d\udc49 <strong>Exemple concret :<\/strong> En 2023, une entreprise fran\u00e7aise a \u00e9t\u00e9 condamn\u00e9e \u00e0 une amende de 250 000 euros pour avoir utilis\u00e9 une base de donn\u00e9es achet\u00e9e sans preuve de consentement. Il n'y a pas eu de violation de la s\u00e9curit\u00e9, juste une mauvaise pratique.<\/p>\n<ol start=\"2\">\n<li><strong> Ils ne vous connaissent pas et ne veulent pas entendre parler de vous.<\/strong><\/li>\n<\/ol>\n<p>Envoyer des messages \u00e0 une personne qui ne vous conna\u00eet pas revient \u00e0 t\u00e9l\u00e9phoner \u00e0 des inconnus pour leur vendre quelque chose. C'est envahissant, ennuyeux et contraire \u00e0 l'\u00e9thique.<\/p>\n<ul>\n<li>Nombreux sont ceux qui marqueront vos messages comme <strong>spam<\/strong>.<\/li>\n<li>Les autres seront licenci\u00e9s imm\u00e9diatement.<\/li>\n<li>Certains peuvent m\u00eame se plaindre aupr\u00e8s d'une autorit\u00e9 comp\u00e9tente en mati\u00e8re de donn\u00e9es.<\/li>\n<\/ul>\n<p>Cela nuit \u00e0 votre image de marque. Et le pire : vous perdez des opportunit\u00e9s avec des personnes qui <strong>oui<\/strong> vous auriez pu obtenir une autorisation... si vous aviez fait les choses correctement.<\/p>\n<p>\ud83c\udfaf <strong>La r\u00e9ussite n'est pas au rendez-vous :<\/strong><br \/>Fintech chilienne <strong>Fintual<\/strong> a d\u00e9velopp\u00e9 sa base de contacts de mani\u00e8re organique en utilisant un contenu de valeur (guides, simulateurs, blogs) pour inciter les utilisateurs \u00e0 s'inscrire. En moins d'un an, ils ont doubl\u00e9 leur taux d'ouverture sans acheter une seule adresse.<\/p>\n<ol start=\"3\">\n<li><strong> Vous portez atteinte \u00e0 votre r\u00e9putation en mati\u00e8re de transport maritime<\/strong><\/li>\n<\/ol>\n<p>Chaque fois que quelqu'un marque votre message comme spam, les fournisseurs de services tels que Gmail, Outlook ou Yahoo en prennent note.<\/p>\n<ul>\n<li>Si vous accumulez les rapports n\u00e9gatifs, votre domaine passe en <strong>listes noires<\/strong>.<\/li>\n<li>Vos taux de livraison chutent.<\/li>\n<li>M\u00eame les utilisateurs l\u00e9gitimes peuvent cesser de recevoir vos campagnes.<\/li>\n<\/ul>\n<p>\ud83d\udcc9 <strong>Cons\u00e9quence directe :<\/strong> Peu importe la qualit\u00e9 de votre campagne si elle n'atteint pas la bo\u00eete de r\u00e9ception, <strong>pas bon<\/strong>.<\/p>\n<p>\ud83d\udca1 Sur des plateformes telles que <strong>MasterBase<\/strong>La r\u00e9putation de l'envoi est soigneusement g\u00e9r\u00e9e. L'achat de listes va \u00e0 l'encontre de tout le syst\u00e8me de protection et des bonnes pratiques int\u00e9gr\u00e9es.<\/p>\n<ol start=\"4\">\n<li><strong> Vous en avez probablement souffert vous-m\u00eame<\/strong><\/li>\n<\/ol>\n<p>Avez-vous re\u00e7u un courriel d'une entreprise que vous ne connaissez pas, vous proposant un service que vous n'avez pas demand\u00e9 ?<\/p>\n<ul>\n<li>L'avez-vous ouvert ?<\/li>\n<li>L'avez-vous lu avec int\u00e9r\u00eat ?<\/li>\n<li>Ou l'avez-vous marqu\u00e9 comme un d\u00e9chet ?<\/li>\n<\/ul>\n<p>Vous \u00eates pass\u00e9 par l\u00e0. Vous savez ce que vous ressentez. Alors pourquoi le faire aux autres ?<\/p>\n<p>Le <strong>le marketing par courrier \u00e9lectronique fonctionne lorsqu'il est bas\u00e9 sur la confiance et la valeur<\/strong>pas dans l'interruption ou la tromperie.<\/p>\n<ol start=\"5\">\n<li><strong> Le retour sur investissement est plus faible qu'il n'y para\u00eet<\/strong><\/li>\n<\/ol>\n<p>L'achat d'une base semble bon march\u00e9. Mais les r\u00e9sultats sont m\u00e9diocres :<\/p>\n<ul>\n<li>Taux d'ouverture tr\u00e8s faible (moins de 5% en moyenne).<\/li>\n<li>Beaucoup de rebonds.<\/li>\n<li>Dommages collat\u00e9raux : mauvaise r\u00e9putation, blocages et perte de temps.<\/li>\n<\/ul>\n<p>\ud83d\udcca <strong>Fait :<\/strong> Selon une \u00e9tude men\u00e9e par DMA UK, les listes achet\u00e9es ont un rendement de <strong>7 fois moins<\/strong> que les listes construites de mani\u00e8re organique. Et le taux de d\u00e9sinscription peut atteindre <strong>20 fois plus grand<\/strong>.<\/p>\n<ol start=\"6\">\n<li><strong> Il existe de meilleurs moyens de d\u00e9velopper votre audience<\/strong><\/li>\n<\/ol>\n<p>Au lieu d'acheter, privil\u00e9giez les strat\u00e9gies d'acquisition bas\u00e9es sur <strong>contenu de valeur<\/strong>:<\/p>\n<ul>\n<li>Livres blancs<\/li>\n<li>Webinaires<\/li>\n<li>Cours gratuits<\/li>\n<li>Livres \u00e9lectroniques t\u00e9l\u00e9chargeables<\/li>\n<li>Consultations gratuites<\/li>\n<\/ul>\n<p>Chaque action par laquelle un utilisateur communique volontairement son adresse \u00e9lectronique est un germe de confiance.<\/p>\n<p>\ud83c\udf31 <strong>Exemple :<\/strong> L'\u00e9diteur de logiciels <strong>HubSpot<\/strong> n'a jamais achet\u00e9 de bases. Il a construit toute son audience avec du contenu utile, des guides et des outils gratuits. Aujourd'hui, il est un leader mondial de l'inbound marketing.<\/p>\n<p><strong>Conclusion<\/strong><\/p>\n<p>L'achat ou la location de listes de contacts est contraire \u00e0 la loi, porte atteinte \u00e0 votre marque, r\u00e9duit votre capacit\u00e9 de livraison et vous emp\u00eache d'obtenir de v\u00e9ritables r\u00e9sultats en mati\u00e8re de marketing par courrier \u00e9lectronique.<\/p>\n<p>Construire une base solide, \u00e0 partir de z\u00e9ro, demande du temps et des efforts. Mais c'est le seul moyen efficace et durable.<\/p>\n<p>Si vous \u00eates pr\u00eat \u00e0 faire du marketing par courriel de mani\u00e8re professionnelle, <strong>MasterBase<\/strong> est votre meilleur alli\u00e9. Avec plus de 20 ans d'exp\u00e9rience, une pr\u00e9sence dans de nombreux pays et une technologie avanc\u00e9e de gestion des contacts, de d\u00e9livrabilit\u00e9 et d'automatisation, elle vous aide \u00e0 \u00e9tablir des relations r\u00e9elles et durables avec vos publics.<\/p>\n\n\n<figure class=\"wp-block-image aligncenter size-full is-resized\"><a href=\"https:\/\/smartview.masterbase.com\/v2\/657716034204f778572dd5ff\/?url=lista-de-contactos-comprar-arrendar-construir\"><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" width=\"370\" height=\"240\" data-attachment-id=\"10240\" data-permalink=\"https:\/\/masterbase.com\/fr\/maximizando-el-potencial-del-email-marketing-la-ciencia-detras-de-la-higiene-de-datos-en-2024\/masterbase\/captura-de-pantalla-2024-02-16-151047\/\" data-orig-file=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2024\/02\/Captura-de-pantalla-2024-02-16-151047.png?fit=370%2C240&amp;ssl=1\" data-orig-size=\"370,240\" 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  lista de contacto\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2024\/02\/Captura-de-pantalla-2024-02-16-151047.png?fit=300%2C195&amp;ssl=1\" data-large-file=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2024\/02\/Captura-de-pantalla-2024-02-16-151047.png?fit=370%2C240&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/masterbase.com\/es\/wp-content\/uploads\/2024\/02\/Captura-de-pantalla-2024-02-16-151047.png?resize=370%2C240&#038;ssl=1\" alt=\"liste de contacts pour l&#039;ebook\" class=\"wp-image-10240\" style=\"width:548px;height:auto\" srcset=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2024\/02\/Captura-de-pantalla-2024-02-16-151047.png?w=370&amp;ssl=1 370w, https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2024\/02\/Captura-de-pantalla-2024-02-16-151047.png?resize=300%2C195&amp;ssl=1 300w, https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2024\/02\/Captura-de-pantalla-2024-02-16-151047.png?resize=18%2C12&amp;ssl=1 18w\" sizes=\"(max-width: 370px) 100vw, 370px\" \/><\/a><\/figure>","protected":false},"excerpt":{"rendered":"<p>Lorsqu'il s'agit de lancer des campagnes de marketing par courrier \u00e9lectronique rapidement et \u00e0 moindre co\u00fbt, l'achat ou la location d'une liste de contacts peut sembler la solution la plus pratique.<\/p>","protected":false},"author":239642484,"featured_media":22058,"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-6713","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>Por qu\u00e9 comprar una listas de contactos es siempre una mala idea - 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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