{"id":6720,"date":"2024-09-05T20:15:03","date_gmt":"2024-09-05T17:15:03","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/es\/?p=6720"},"modified":"2024-09-13T13:35:02","modified_gmt":"2024-09-13T10:35:02","slug":"pourquoi-les-messages-de-bienvenue","status":"publish","type":"post","link":"https:\/\/masterbase.com\/fr\/por-que-los-mensajes-de-bienveni\/masterbase\/","title":{"rendered":"Pourquoi les messages de bienvenue et d'apr\u00e8s-vente sont essentiels"},"content":{"rendered":"<h2>Les entreprises qui utilisent le marketing par courrier \u00e9lectronique pour envoyer des messages au bon moment et aux bonnes personnes ont beaucoup plus \u00e0 gagner, comme le montrent les \u00e9tudes.<\/h2>\n<h3><strong>Messages de bienvenue : essentiels pour toute campagne de marketing par courrier \u00e9lectronique<\/strong><\/h3>\n<p>Le message de bienvenue est le premier message qu'un abonn\u00e9 re\u00e7oit apr\u00e8s s'\u00eatre inscrit \u00e0 une liste de diffusion ou avoir effectu\u00e9 une action cl\u00e9, telle que l'achat d'un produit ou le t\u00e9l\u00e9chargement d'une ressource. Ce type de message est crucial car il marque le d\u00e9but de la relation entre l'entreprise et l'abonn\u00e9, donne le ton des communications futures et constitue une occasion id\u00e9ale de g\u00e9n\u00e9rer une premi\u00e8re impression positive.<\/p>\n<h2><strong>Avantages d'un message de bienvenue<\/strong><\/h2>\n<ul>\n<li><strong>La loyaut\u00e9 d\u00e8s le d\u00e9part :<\/strong> Les messages de bienvenue vous permettent d'initier la relation avec le client de mani\u00e8re amicale et personnalis\u00e9e. Ils cr\u00e9ent ainsi un sentiment d'engagement et de confiance d\u00e8s le premier contact.<\/li>\n<li><strong>Taux d'ouverture et de clics \u00e9lev\u00e9s :<\/strong> Des \u00e9tudes montrent que les messages de bienvenue ont, en moyenne, un taux d'ouverture de 50%, ce qui en fait l'un des messages les plus efficaces de toute strat\u00e9gie de marketing par courrier \u00e9lectronique.<\/li>\n<li><strong>Pr\u00e9sentation de la marque et des produits :<\/strong> Un message de bienvenue offre la possibilit\u00e9 de pr\u00e9senter votre entreprise, de mettre en avant vos principaux produits ou services et d'orienter les nouveaux abonn\u00e9s vers le contenu pertinent de votre site web.<\/li>\n<li><strong>Segmentation d\u00e8s le d\u00e9part :<\/strong> Gr\u00e2ce aux messages de bienvenue, vous pouvez \u00e9galement commencer \u00e0 collecter des donn\u00e9es suppl\u00e9mentaires qui vous permettront de mieux segmenter vos clients d\u00e8s le d\u00e9part, en personnalisant leurs interactions futures avec votre marque.<\/li>\n<\/ul>\n<h2><strong>Caract\u00e9ristiques d'un message de bienvenue<\/strong><\/h2>\n<ul>\n<li><strong>Message clair et concis :<\/strong> Expliquez qui vous \u00eates et quels sont les avantages que l'abonn\u00e9 peut attendre de votre marque. C'est \u00e9galement l'endroit id\u00e9al pour les remercier de leur adh\u00e9sion.<\/li>\n<li><strong>Appel \u00e0 l'action imm\u00e9diat :<\/strong> Encouragez les abonn\u00e9s \u00e0 passer \u00e0 l'\u00e9tape suivante, par exemple en compl\u00e9tant leur profil, en explorant le site web, en effectuant leur premier achat ou en suivant vos r\u00e9seaux sociaux.<\/li>\n<li><strong>Un design attrayant et coh\u00e9rent avec votre marque :<\/strong> Veillez \u00e0 ce que la conception du message soit visuellement attrayante et refl\u00e8te votre image de marque.<\/li>\n<li><strong>Offrir de la valeur :<\/strong> Une remise initiale, une ressource gratuite ou un acc\u00e8s exclusif sont d'excellents moyens d'accueillir les nouveaux abonn\u00e9s.<\/li>\n<\/ul>\n<h3><strong>Exemples de r\u00e9ussite d'entreprises utilisant des messages d'accueil<\/strong><\/h3>\n<ul>\n<li><strong>Casper :<\/strong> Le fabricant de matelas envoie un message de bienvenue simple mais efficace qui renforce sa proposition de valeur et encourage les abonn\u00e9s \u00e0 d\u00e9couvrir ses produits. Gr\u00e2ce \u00e0 un design \u00e9pur\u00e9 et \u00e0 un appel \u00e0 l'action clair, ils ont r\u00e9ussi \u00e0 augmenter leurs conversions initiales de 15%.<\/li>\n<li><strong>Netflix :<\/strong> Le g\u00e9ant du streaming utilise ses messages de bienvenue pour personnaliser l'exp\u00e9rience de l'utilisateur d\u00e8s le d\u00e9part. Netflix s'enquiert des pr\u00e9f\u00e9rences de visionnage des nouveaux abonn\u00e9s, ce qui lui permet d'offrir des recommandations plus pr\u00e9cises et d'augmenter la fid\u00e9lisation des utilisateurs de 20%.<\/li>\n<li><strong>Airbnb :<\/strong> Dans ses messages de bienvenue, Airbnb propose aux nouveaux utilisateurs un guide d'utilisation de la plateforme et des recommandations personnalis\u00e9es en fonction de leur localisation. Cela a entra\u00een\u00e9 une augmentation de 25% des r\u00e9servations de la part des nouveaux utilisateurs.<\/li>\n<\/ul>\n<p>En termes quantitatifs, les entreprises qui ont int\u00e9gr\u00e9 des messages de bienvenue font \u00e9tat d'une am\u00e9lioration significative de l'engagement des clients. Une \u00e9tude d'Experian montre que les taux d'ouverture de ces messages sont, en moyenne, quatre fois plus \u00e9lev\u00e9s que ceux des courriers promotionnels traditionnels, et que les taux de clics peuvent augmenter de 10%.<\/p>\n<h3><strong>Messages d\u00e9clench\u00e9s en fonction du cycle de vie du client<\/strong><\/h3>\n<p>Les messages temporis\u00e9s d\u00e9clench\u00e9s par certaines actions du client, comme un premier achat ou un nouvel achat, suscitent une excellente r\u00e9action de la part des consommateurs.<\/p>\n<p>Ils vous aident \u00e9galement \u00e0 savoir quoi envoyer ensuite, ce qui donne plus de coh\u00e9rence \u00e0 vos campagnes.<\/p>\n<p>Ces messages suivent ce que l'on appelle les \"strat\u00e9gies de cycle de vie du client\". Le type de campagne qui leur est destin\u00e9 d\u00e9pend de l'action g\u00e9n\u00e9r\u00e9e et du stade du client (nouveau, en croissance, mature, passif).<\/p>\n<p>Selon une \u00e9tude r\u00e9alis\u00e9e par <strong>eMarketer<\/strong>46% des entreprises tirent parti de ces strat\u00e9gies.<\/p>\n<p>78% des entreprises utilisent des programmes de bienvenue, suivis par 45% qui utilisent des programmes apr\u00e8s-vente. Viennent ensuite les campagnes de vente crois\u00e9e et de vente incitative et, avec 33%, les programmes d'activation passive de la client\u00e8le.<\/p>\n<p>Il ne fait aucun doute que la possibilit\u00e9 de d\u00e9clencher des messages en fonction du stade du client accro\u00eet la pertinence et la personnalisation de ces messages.<\/p>\n<h3><strong>Avantages pour les entreprises<\/strong><\/h3>\n<p>L'\u00e9tude montre clairement les avantages de ce type de strat\u00e9gie. 67% des entreprises d\u00e9clarent que leur principal effet est d'accro\u00eetre l'engagement de leur liste de contacts. Ensuite (55%), elles augmentent leurs taux d'ouverture et de clics, et 54%, la satisfaction et la fid\u00e9lisation des clients.<\/p>\n<p>Ils affirment \u00e9galement constater un effet direct sur les b\u00e9n\u00e9fices g\u00e9n\u00e9r\u00e9s, \u00e0 la fois par l'augmentation des ventes et par l'am\u00e9lioration des ventes, ce qui signifie \u00e9galement un meilleur retour sur investissement (ROI).<\/p>\n<p>Enfin, ce type de campagne de marketing par courrier \u00e9lectronique favorise \u00e9galement la diversit\u00e9 des communications, minimisant ainsi la fatigue de votre liste de contacts, car il laisse de c\u00f4t\u00e9 le monologue promotionnel, dont certaines entreprises abusent tant, et qui \u00e9puise la relation avec vos clients.<\/p>\n<p><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\" 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\" class=\"wp-image-14954\" src=\"https:\/\/i0.wp.com\/masterbase.com\/es\/es\/es\/wp-content\/uploads\/2023\/12\/Explota-el-poder-del-Email-de-Bienvenida-300x192.png?resize=784%2C502&#038;ssl=1\" alt=\"ebook email Exploiter la puissance de l&#039;email de bienvenue\" width=\"784\" height=\"502\" srcset=\"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, 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\" sizes=\"(max-width: 784px) 100vw, 784px\" \/><\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>Savoir quoi envoyer et \u00e0 qui est la cl\u00e9 d'une campagne de marketing par courriel r\u00e9ussie. Les messages de bienvenue et d'apr\u00e8s-vente sont plus utilis\u00e9s et plus efficaces. Font-ils partie de votre strat\u00e9gie ?<\/p>","protected":false},"author":239642484,"featured_media":16160,"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-6720","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 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Por qu\u00e9 los mensajes de bienvenida y post venta son claves - MasterBase\u00ae<\/title>\n<meta name=\"description\" content=\"Saber qu\u00e9 enviar y a qui\u00e9n es clave. 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