{"id":9745,"date":"2024-02-12T12:12:01","date_gmt":"2024-02-12T10:12:01","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/?p=9745"},"modified":"2024-02-16T16:12:48","modified_gmt":"2024-02-16T14:12:48","slug":"maximiser-le-potentiel-de-lemail-marketing-la-science-derriere-lhygiene-des-donnees-en-2024","status":"publish","type":"post","link":"https:\/\/masterbase.com\/fr\/maximizando-el-potencial-del-email-marketing-la-ciencia-detras-de-la-higiene-de-datos-en-2024\/masterbase\/","title":{"rendered":"Maximiser le potentiel du marketing par courriel : la science derri\u00e8re l'hygi\u00e8ne des donn\u00e9es en 2024"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Comme son nom l'indique, l'hygi\u00e8ne des donn\u00e9es permet \u00e0 votre base de donn\u00e9es d'email marketing d'\u00eatre saine, propre et ordonn\u00e9e. Elle am\u00e9liore vos r\u00e9sultats et garantit que vos messages atteignent les bo\u00eetes de r\u00e9ception de vos destinataires.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Qu'est-ce que l'hygi\u00e8ne des donn\u00e9es dans le marketing par courriel ?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Comme toute bonne hygi\u00e8ne, l'\"hygi\u00e8ne des donn\u00e9es de marketing par courriel\" n'est pas une seule action, mais un ensemble d'actions, un plan en plusieurs \u00e9tapes visant \u00e0 am\u00e9liorer les campagnes de marketing par courriel d'une marque en mettant constamment \u00e0 jour et en rev\u00e9rifiant les informations relatives aux abonn\u00e9s.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dans leur forme la plus simple, les services d'hygi\u00e8ne des donn\u00e9es de marketing par courriel analysent les donn\u00e9es et suppriment les adresses de marketing par courriel non valides ou obsol\u00e8tes. Il s'agit d'un moyen de nettoyer, de maintenir et de valider les donn\u00e9es marketing.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les entreprises devraient \u00e9tablir des routines r\u00e9guli\u00e8res pour l'hygi\u00e8ne de leurs donn\u00e9es de marketing par courriel, et cette p\u00e9riodicit\u00e9 devrait \u00eatre au moins annuelle.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Pourquoi appliquer l'hygi\u00e8ne au marketing par courrier \u00e9lectronique ?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Il existe de nombreuses raisons de supprimer des enregistrements de vos listes de donn\u00e9es, les plus courantes \u00e9tant les suivantes :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Les messages rebondis (indiquant des adresses inexactes ou invalides).<\/li>\n\n\n\n<li>Donn\u00e9es inexactes (par exemple, adresses \u00e9lectroniques erron\u00e9es)<\/li>\n\n\n\n<li>Inactivit\u00e9<\/li>\n\n\n\n<li>Manque d'engagement (dans un d\u00e9lai raisonnable et d\u00e9tect\u00e9 par la non-ouverture des messages)<\/li>\n\n\n\n<li>Faible taux d'envoi (par exemple, rebondissements fr\u00e9quents et plaintes pour spam)<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Et vous n'\u00eates pas oblig\u00e9 de supprimer ces adresses \u00e9lectroniques tout de suite. Vous pouvez vous donner un peu de temps apr\u00e8s chaque r\u00e9vision pour relancer les destinataires non engag\u00e9s et reconqu\u00e9rir les abonn\u00e9s inactifs.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Quels sont les avantages de l'hygi\u00e8ne des donn\u00e9es de l'email marketing ?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les avantages pour votre propre gestion sont \u00e9vidents :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Vous vous d\u00e9barrassez des abonn\u00e9s d\u00e9sint\u00e9ress\u00e9s.<\/li>\n\n\n\n<li>Vous entretenez une base de fans r\u00e9ellement engag\u00e9e.<\/li>\n\n\n\n<li>Vous encouragez les bons comportements num\u00e9riques. <\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Mais une bonne hygi\u00e8ne des donn\u00e9es n'est pas seulement b\u00e9n\u00e9fique pour vous, elle l'est aussi pour vos abonn\u00e9s !<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Vous vous assurez que les informations concernant votre public sont \"propres\", c'est-\u00e0-dire qu'elles ne contiennent pas de donn\u00e9es erron\u00e9es.<\/li>\n\n\n\n<li>Corrigez les informations inexactes et obsol\u00e8tes. Outre les adresses \u00e9lectroniques, il convient de v\u00e9rifier les adresses postales, les noms et les pr\u00e9f\u00e9rences.<\/li>\n\n\n\n<li>En fin de compte, cela permet d'am\u00e9liorer vos messages de marketing \u00e9lectronique cibl\u00e9s et d'accro\u00eetre votre capacit\u00e9 \u00e0 utiliser des lignes d'objet personnalis\u00e9es.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">En attendant, les avantages de l'hygi\u00e8ne des donn\u00e9es pour votre entreprise sont tout aussi importants :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Il a plus de chances d'atteindre les bo\u00eetes de r\u00e9ception des abonn\u00e9s.<\/li>\n\n\n\n<li>Un avantage moins visible est la possibilit\u00e9 d'am\u00e9liorer la r\u00e9putation de votre entreprise en tant qu'exp\u00e9diteur. <\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Cet aspect un peu plus cach\u00e9 indique aux fournisseurs de services de marketing par courrier \u00e9lectronique si votre marque est digne de confiance, et les bo\u00eetes de r\u00e9ception sont organis\u00e9es en cons\u00e9quence. Les messages envoy\u00e9s par des comptes jouissant d'une bonne r\u00e9putation sont plac\u00e9s en t\u00eate de liste, tandis que ceux provenant de comptes \u00e0 la r\u00e9putation m\u00e9diocre sont souvent rel\u00e9gu\u00e9s dans le dossier \"spam\".<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les comptes ayant une mauvaise r\u00e9putation subissent un sort encore pire : ils sont inscrits sur une liste noire et leurs envois sont bloqu\u00e9s.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Une bo\u00eete de r\u00e9ception vide est la preuve concr\u00e8te d'une perte de revenus. Aucun fournisseur de services de messagerie \u00e9lectronique ne souhaite bloquer des contenus de valeur, mais il ne veut pas non plus que les utilisateurs se noient dans les escroqueries et le spam.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">C'est pourquoi nous avons mis en place ce syst\u00e8me de r\u00e9putation des exp\u00e9diteurs : il nous prot\u00e8ge, nous et nos consommateurs. Profitez-en !<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Conseils pour travailler sur l'hygi\u00e8ne des donn\u00e9es :<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong><\/strong><strong>N'achetez pas de listes de contacts<\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">En plus d'\u00eatre contraires \u00e0 l'\u00e9thique, ces strat\u00e9gies de croissance soi-disant \"faciles\" sont loin d'\u00eatre ce qu'elles pr\u00e9tendent \u00eatre, car ces listes sont remplies de personnes qui ne veulent rien avoir \u00e0 faire avec votre entreprise. En outre, la plupart d'entre elles contiennent des pi\u00e8ges \u00e0 spam et des courriels non valides.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">C'est une perte d'argent et un moyen s\u00fbr de ternir votre r\u00e9putation. En outre, de nombreux fournisseurs de services de messagerie bloqueront votre compte si vous utilisez des donn\u00e9es d'origine et de r\u00e9putation douteuses. Vous pouvez envoyer des courriels toute la journ\u00e9e, ils n'arriveront pas dans la bo\u00eete de r\u00e9ception !<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Attention aux contacts inactifs<\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Gardez un \u0153il sur vos abonn\u00e9s inactifs. Ne concentrez pas toute votre \u00e9nergie sur les abonn\u00e9s engag\u00e9s. Les utilisateurs inactifs et non engag\u00e9s sont tout aussi importants, car ils servent d'indicateurs de la r\u00e9ussite de chaque campagne de marketing par courriel.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">De plus, ils sont tout aussi importants que les clics r\u00e9guliers. Ils vous indiquent ce qui ne fonctionne pas. Et si vous avez besoin de plus d'informations, vous pouvez utiliser des formulaires web pour leur demander pourquoi ils ne sont pas int\u00e9ress\u00e9s par votre contenu.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Apprendre les bases de l'email marketing<\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Le suivi de vos indicateurs est l'une des nombreuses bonnes pratiques \u00e0 garder \u00e0 l'esprit lorsque vous commencez votre parcours d'email marketing.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Faire preuve de professionnalisme<\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Envoyez toujours des courriels \u00e0 partir d'une adresse professionnelle avec une authentification des messages bas\u00e9e sur le domaine. Plus pr\u00e9cis\u00e9ment, utilisez un nom d'exp\u00e9diteur et un domaine professionnels.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Un courriel envoy\u00e9 par \"info@example.com\" est plus fiable que \"steviefromsales@hotmail.com\".<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Strat\u00e9gies avanc\u00e9es pour le maintien de l'hygi\u00e8ne<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Audits d\u00e9taill\u00e9s :<\/strong> R\u00e9alisez r\u00e9guli\u00e8rement des audits approfondis pour identifier non seulement les adresses \u00e9lectroniques non valides, mais aussi les mod\u00e8les d'interaction faibles qui peuvent indiquer un d\u00e9sengagement.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Campagnes de r\u00e9engagement et de reconqu\u00eate :<\/strong> \u00c9laborer des strat\u00e9gies sp\u00e9cifiques pour r\u00e9activer les abonn\u00e9s inactifs en leur proposant un contenu exclusif ou des incitations pour raviver leur int\u00e9r\u00eat.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Retour d'information actif de la part des abonn\u00e9s :<\/strong> Mettre en place des m\u00e9canismes permettant d'obtenir un retour d'information direct de la part de vos abonn\u00e9s sur leurs pr\u00e9f\u00e9rences et leurs perceptions, afin de vous permettre d'adapter vos strat\u00e9gies de mani\u00e8re dynamique.<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Formation continue :<\/strong> Tenez vos abonn\u00e9s inform\u00e9s de la mani\u00e8re de g\u00e9rer leurs pr\u00e9f\u00e9rences d'abonnement et de la valeur ajout\u00e9e de vos courriels, afin de favoriser une base de donn\u00e9es plus engag\u00e9e et plus consciente.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Un regard sur l'avenir : l'hygi\u00e8ne des donn\u00e9es en 2024 et au-del\u00e0<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En 2024, l'hygi\u00e8ne des donn\u00e9es se positionne comme un \u00e9l\u00e9ment essentiel du succ\u00e8s de l'email marketing.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les entreprises qui adoptent une approche proactive et strat\u00e9gique ne se contenteront pas d'am\u00e9liorer leurs indicateurs actuels, elles seront \u00e9galement \u00e0 la pointe de l'efficacit\u00e9 de leurs communications num\u00e9riques et fixeront des normes plus \u00e9lev\u00e9es en mati\u00e8re d'interaction avec leur public.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><a href=\"https:\/\/masterbase.com\/fr\/es\/es\/es\/liste-de-contacts-achat-location-construction\/base-principale\/\"><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-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\/es\/es\/es\/wp-content\/uploads\/2024\/02\/Captura-de-pantalla-2024-02-16-151047.png?resize=370%2C240&#038;ssl=1\" alt=\"\" class=\"wp-image-10240\" 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>L'e-mail marketing est comme un v\u00e9hicule. C'est une machine efficace et extraordinaire qui n\u00e9cessite un entretien r\u00e9gulier, et l'hygi\u00e8ne des donn\u00e9es est un \u00e9l\u00e9ment essentiel de cet entretien.<\/p>","protected":false},"author":239642484,"featured_media":7732,"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":"{title}\n\n{excerpt}\n\n{url}","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":[1414,1421],"class_list":["post-9745","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing","tag-email-marketing","tag-higiene-de-datos"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Maximizar el potencial del Email Marketing: La ciencia detr\u00e1s de la higiene de datos en 2024 - 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\/maximiser-le-potentiel-de-lemail-marketing-la-science-derriere-lhygiene-des-donnees-en-2024\/base-principale\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Maximizar el potencial del Email Marketing: La ciencia detr\u00e1s de la higiene de datos en 2024 - MasterBase\u00ae\" \/>\n<meta property=\"og:description\" content=\"El email marketing es como un veh\u00edculo. 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