{"id":6719,"date":"2023-11-14T21:43:00","date_gmt":"2023-11-14T19:43:00","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/es\/?p=6719"},"modified":"2024-01-19T19:22:27","modified_gmt":"2024-01-19T17:22:27","slug":"le-danger-daugmenter-la-frequence-des-transports-maritimes","status":"publish","type":"post","link":"https:\/\/masterbase.com\/fr\/el-peligro-de-aumentar-la-frecuencia-de-envio\/masterbase\/","title":{"rendered":"Le danger d'augmenter la fr\u00e9quence des envois"},"content":{"rendered":"

De plus, que se passe-t-il si nous l'augmentons ?<\/strong>\u00a0Si nous le doublons ou le triplons ?<\/strong>\u00a0<\/strong><\/h2>\n

Si vous augmentez la fr\u00e9quence d'envoi de vos campagnes de marketing par courrier \u00e9lectronique, en passant d'une \u00e0 deux ou trois fois par semaine, vous augmenterez probablement vos ventes. Pourquoi serait-ce une mauvaise chose d'envoyer trop de messages ?<\/p>\n

Parce que vous risquez de perdre des clients.<\/strong><\/p>\n

Nous avons effectu\u00e9 le test suivant : nous avons envoy\u00e9 deux types de campagnes \u00e9quivalentes \u00e0 un segment de consommatrices de sous-v\u00eatements f\u00e9minins. Les campagnes contenaient une offre tr\u00e8s similaire.<\/p>\n

Sur un total de 3 000 enregistrements, le groupe A a re\u00e7u 6 campagnes de marketing par courrier \u00e9lectronique pour chaque adresse. Le groupe B a re\u00e7u 12 campagnes de marketing par courriel par adresse, sur une p\u00e9riode de 3 semaines.<\/p>\n

Nous avons constat\u00e9 que l'augmentation de la fr\u00e9quence d'envoi au groupe B a g\u00e9n\u00e9r\u00e9 11% de d\u00e9sinscription contre 5% pour le groupe A.<\/p>\n

Cependant, dans le groupe B, 15% des abonn\u00e9s ont achet\u00e9, contre 6% dans le groupe A.<\/p>\n

L'\u00e9tude de la qualit\u00e9 des d\u00e9sabonn\u00e9s du groupe B a r\u00e9v\u00e9l\u00e9 que nombre d'entre eux (70%) sont de bons clients et ont fait leurs achats en magasin, avant et apr\u00e8s le test. En d'autres termes, ils se sont d\u00e9sabonn\u00e9s de la liste de contacts, mais ont continu\u00e9 \u00e0 faire leurs achats en magasin.<\/p>\n

En ce qui concerne la qualit\u00e9 des d\u00e9sabonn\u00e9s, on a constat\u00e9 qu'ils avaient effectu\u00e9 des achats sup\u00e9rieurs \u00e0 la moyenne avant et apr\u00e8s le test, par rapport \u00e0 la moyenne du groupe A. En d'autres termes, ils \u00e9taient de bons acheteurs. En d'autres termes, il s'agissait de bons acheteurs.<\/p>\n

On peut donc en conclure que si la fr\u00e9quence des livraisons a permis d'augmenter les ventes pour la promotion en question, elle a entra\u00een\u00e9 une perte consid\u00e9rable d'abonn\u00e9s, dont plus de la moiti\u00e9 \u00e9taient de tr\u00e8s bons clients.<\/p>\n

Cela prouve la pertinence de l'adage \"Du pain pour aujourd'hui, de la faim pour demain\".<\/p>\n

Si vous augmentez la fr\u00e9quence de vos campagnes de marketing par courrier \u00e9lectronique, vous obtiendrez davantage de ventes, mais vous perdrez aussi beaucoup d'abonn\u00e9s.<\/p>\n

Il est important de conna\u00eetre la qualit\u00e9 de ceux qui choisissent de se d\u00e9sabonner. Si vous perdez de bons ou de meilleurs clients ...., cela vaut-il la peine d'augmenter la fr\u00e9quence des envois ?<\/p>\n

Comment conserver vos meilleurs clients ?<\/strong><\/h2>\n

Si vous effectuez ce test et que les r\u00e9sultats sont ceux indiqu\u00e9s, vous savez ce qu'il faut en d\u00e9duire.<\/p>\n

Une solution pour \u00e9viter cette fuite d'abonn\u00e9s (clients) pertinents consiste \u00e0 traiter ce segment d'acheteurs fr\u00e9quents et importants diff\u00e9remment des autres segments de votre base.<\/p>\n

La v\u00e9ritable machine qu'est parfois la g\u00e9n\u00e9ration de nouvelles campagnes nous emp\u00eache de voir qu'il existe diff\u00e9rents types d'acheteurs et qu'ils doivent \u00eatre trait\u00e9s diff\u00e9remment.<\/p>\n

Si des clients importants avaient \u00e9t\u00e9 exclus de cette augmentation de fr\u00e9quence, seule l'augmentation des ventes aurait pu \u00eatre obtenue, et non l'impact sur le d\u00e9sabonnement, et la tactique aurait pu \u00eatre soutenue.<\/p>\n

Ensuite, il sera possible de mesurer si 12 envois \u00e9taient suffisants ou si 20 \u00e9taient n\u00e9cessaires, mais cela fait l'objet d'un autre test int\u00e9ressant \u00e0 r\u00e9aliser et \u00e0 analyser.<\/p>\n

Conclusions<\/strong><\/h2>\n

En bref, les tests permettent de d\u00e9terminer clairement ce qui fonctionne et ce qui ne fonctionne pas dans vos campagnes de marketing par courriel.<\/p>\n

D'autre part, il n'existe pas de recette pour la fr\u00e9quence id\u00e9ale, l'essentiel \u00e9tant de conna\u00eetre son groupe cible et de savoir comment il r\u00e9agira.<\/p>\n

Enfin, l'augmentation de la fr\u00e9quence a des effets dont l'analyse peut jouer en faveur de vos objectifs commerciaux.<\/p>\n

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

Les sp\u00e9cialistes du marketing par courrier \u00e9lectronique se demandent souvent quelle est la fr\u00e9quence d'envoi id\u00e9ale.<\/p>","protected":false},"author":239642484,"featured_media":7734,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_crdt_document":"","_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":"","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":[1414],"class_list":["post-6719","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing","tag-email-marketing"],"yoast_head":"\nEl peligro de aumentar la 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