{"id":4075,"date":"2020-01-28T18:36:48","date_gmt":"2020-01-28T16:36:48","guid":{"rendered":"https:\/\/blog.bancomail.com\/?p=4075"},"modified":"2025-06-19T10:14:13","modified_gmt":"2025-06-19T10:14:13","slug":"email-marketing-un-avenir-toujours-prometteur-au-dela-de-2020","status":"publish","type":"post","link":"https:\/\/www.bancomail.com\/blog\/fr\/email-marketing-un-avenir-toujours-prometteur-au-dela-de-2020\/","title":{"rendered":"Email Marketing &#8211; Un avenir (toujours) prometteur au-del\u00e0 de 2020"},"content":{"rendered":"\n<p>[summary_fr]<\/p>\n\n\n\n<p>En 1971, Ray Tomlinson, un programmeur travaillant sur un projet pour le MIT, que nous pourrions tout simplement appeler aujourd&#8217;hui \u00a0&#8220;Internet&#8221;, envoie le premier e-mail. Quelques ann\u00e9es plus tard, en 1978, Gary Thuerk &#8211; un employ\u00e9 de Digital Equipment Corporation &#8211; envoie la premi\u00e8re campagne d&#8217;e-mail marketing. Il n&#8217;y eut que 400 destinataires, mais le r\u00e9sultat fut surprenant et se traduisit par 13 millions de dollars de ventes.<\/p>\n\n\n\n<p>Aujourd&#8217;hui, l\u2019e-mail\nest sur le point f\u00eater son 50<sup>\u00e8me<\/sup> anniversaire, et bien que la\nplupart des technologies invent\u00e9es il y a un demi-si\u00e8cle semblent d\u00e9sesp\u00e9r\u00e9ment\nobsol\u00e8tes, l\u2019e-mail &nbsp;continue d&#8217;afficher\ndes r\u00e9sultats incroyablement \u00e9lev\u00e9s en termes de retour sur investissement par\nrapport aux autres (nouveaux) moyens de communication.<\/p>\n\n\n\n<p>Le monde compte\npr\u00e8s de 3 milliards d&#8217;utilisateurs de messagerie \u00e9lectronique, avec plus de 110\nmilliards d\u2019emails envoy\u00e9s chaque jour. Il n&#8217;est donc pas \u00e9tonnant que le\ncourrier \u00e9lectronique reste l&#8217;un des moyens les plus puissants dont disposent\nles entreprises pour commercialiser et lancer leurs produits. D&#8217;autres canaux\net technologies \u00e9voluent, mais la popularit\u00e9 du courrier \u00e9lectronique ne montre\naucun signe de ralentissement.<\/p>\n\n\n\n<p>Voici quelques\nraisons :<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_76 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\"><\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.bancomail.com\/blog\/fr\/email-marketing-un-avenir-toujours-prometteur-au-dela-de-2020\/#Cest_la_forme_de_communication_la_plus_utilisee\" >C&#8217;est la forme de communication la plus utilis\u00e9e<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.bancomail.com\/blog\/fr\/email-marketing-un-avenir-toujours-prometteur-au-dela-de-2020\/#Un_retour_sur_investissement_et_un_engagement_confirmes\" >Un retour sur investissement et un engagement confirm\u00e9s<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.bancomail.com\/blog\/fr\/email-marketing-un-avenir-toujours-prometteur-au-dela-de-2020\/#Le-mail_evolue_et_integre_de_nouvelles_technologies\" >L\u2019e-mail \u00e9volue et int\u00e8gre de nouvelles technologies<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.bancomail.com\/blog\/fr\/email-marketing-un-avenir-toujours-prometteur-au-dela-de-2020\/#Email_Succes\" >Email = Succ\u00e8s ?<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Cest_la_forme_de_communication_la_plus_utilisee\"><\/span>C&#8217;est la forme de communication la plus utilis\u00e9e<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>En plus d\u2019avoir un nombre d&#8217;utilisateurs qui d\u00e9passe celui de tout autre canal, une \u00e9tude du <a href=\"https:\/\/www.campaignmonitor.com\/blog\/email-marketing\/2019\/07\/new-insights-into-consumer-email-habits\/\">Campaign Monitor (juillet 2019)<\/a> reporte que plus de la moiti\u00e9 des utilisateurs interrog\u00e9s pr\u00e9f\u00e8rent recevoir des communications commerciales par e-mail, par rapport aux SMS ou aux notifications push. Les recherches semblent indiquer que cela s&#8217;applique \u00e0 diff\u00e9rents secteurs : le commerce de d\u00e9tail, les voyages et loisirs, les m\u00e9dias num\u00e9riques, les associations \u00e0 but non lucratif et le B2B, o\u00f9 son utilisation quotidienne atteint les plus hauts niveaux.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Un_retour_sur_investissement_et_un_engagement_confirmes\"><\/span>Un retour sur investissement et un engagement confirm\u00e9s<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>\u00c9tant donn\u00e9 le\nnombre d&#8217;utilisateurs qui affirment &nbsp;pr\u00e9f\u00e9rer le courrier \u00e9lectronique aux autres\ncanaux, il n&#8217;est pas surprenant que celui-ci offre un retour sur investissement\n(ROI) incroyablement \u00e9lev\u00e9.<\/p>\n\n\n\n<p>Selon une \u00e9tude d&#8217;<a href=\"https:\/\/optinmonster.com\/is-email-marketing-dead-heres-what-the-statistics-show\/\">Optin Monster (janvier 2020)<\/a>, l\u2019email marketing pourrait offrir un retour sur investissement allant jusqu&#8217;\u00e0 4400%.<\/p>\n\n\n\n<p>Un taux aussi\n\u00e9lev\u00e9 est certainement d\u00fb au fait que le prix d\u2019achats des listes et le co\u00fbt\nd&#8217;envoi ont un impact minimal sur le co\u00fbt global. Mais ce n&#8217;est pas tout : dans\nune campagne d&#8217;e-mailing bien cibl\u00e9e, le destinataire est l\u00e9gitimement\nint\u00e9ress\u00e9 par ce que vous proposez et sera donc plus enclin \u00e0 interagir avec\nvotre marque.<\/p>\n\n\n\n<p>Le regard\nalarmiste port\u00e9 sur la nouvelle r\u00e9glementation GDPR a fait craindre \u00e0 de\nnombreux sp\u00e9cialistes du marketing des effets n\u00e9gatifs sur leurs campagnes\nd&#8217;e-mailing, mais plus d&#8217;un an apr\u00e8s son introduction, on peut dire que le RGPD\n&nbsp;a apport\u00e9 tout sauf des effets n\u00e9gatifs.<\/p>\n\n\n\n<p>Les entreprises sont d\u00e9sormais tenues d&#8217;\u00eatre plus conscientes et plus rigoureuses lors de l&#8217;acquisition, l&#8217;utilisation et la gestion de leurs bases de donn\u00e9es de contacts. La m\u00eame transparence et la m\u00eame attention sont requises de la part des entreprises qui, comme <a href=\"https:\/\/www.bancomail.com\/fr\/\">Bancomail<\/a>, fournissent des listes de courrier \u00e9lectronique. Dans ce secteur, le <a href=\"https:\/\/www.bancomail.com\/fr\/fichier-email\/conformite-rgpd\">respect de la r\u00e9glementation<\/a> doit faire l&#8217;objet d&#8217;une <a href=\"https:\/\/www.bancomail.com\/fr\/fichier-email\/conformite-rgpd\">forme contractuelle<\/a> avec le client. C&#8217;est pr\u00e9cis\u00e9ment la qualit\u00e9 des contacts qui d\u00e9termine le succ\u00e8s de la campagne.<\/p>\n\n\n\n<p>Aujourd&#8217;hui, avec\nle RGPD, nous nous assurons que la pertinence entre le message et les\ndestinataires du courriel soit garantie, il est donc fort probable que les e-mails\ncontinuent \u00e0 avoir des taux d\u2019utilisation plus \u00e9lev\u00e9s que d\u2019autres formes de\ncommunication num\u00e9rique (la recherche d&#8217;OptinMonster montre un taux d\u2019utilisation\nmoyen de 22,86% par rapport \u00e0 la moyenne de 0,6% des principaux r\u00e9seaux\nsociaux).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Le-mail_evolue_et_integre_de_nouvelles_technologies\"><\/span>L\u2019e-mail \u00e9volue et int\u00e8gre de nouvelles technologies<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>\u00c0 presque\ncinquante ans, l\u2019e-mail &nbsp;ne serait plus aussi\nefficace s&#8217;il n&#8217;avait pas \u00e9volu\u00e9 avec le temps.<\/p>\n\n\n\n<p>La plupart des\ncourriers \u00e9lectroniques \u00e9tant accessibles depuis un t\u00e9l\u00e9phone portable, les\nmessages re\u00e7us deviennent de plus en plus contextuels. Les donn\u00e9es\ncomportementales et la g\u00e9olocalisation permettent de s&#8217;assurer que les\nconsommateurs re\u00e7oivent les derni\u00e8res nouvelles au moment o\u00f9 elles sont lues.\nL&#8217;hyperpersonnalisation et la micro-segmentation conduisent ainsi \u00e0 la SVC, single\nview of the customer, un r\u00e9f\u00e9rentiel client unique.&nbsp; La connaissance et l&#8217;intelligence\nartificielle se combinent pour aider les entreprises \u00e0 anticiper les besoins et\n\u00e0 les satisfaire gr\u00e2ce \u00e0 une personnalisation instantan\u00e9e et en constante\n\u00e9volution. L&#8217;email marketing &#8220;1 to many&#8221; devient &#8220;1 to 1&#8221;\naussi facilement qu&#8217;auparavant.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Email_Succes\"><\/span>Email = Succ\u00e8s ?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>S&#8217;il est \u00e9vident que\nl\u2019e-mail en soi continuera d&#8217;\u00eatre pertinent bien au-del\u00e0 de son 50<sup>\u00e8me<\/sup>\nanniversaire, il appartient aux entreprises individuelles d&#8217;en tirer profit et\nde l&#8217;exploiter.<\/p>\n\n\n\n<p>L\u2019e-mail est un\nexcellent outil de marketing, mais seulement si vous l&#8217;utilisez en tenant\ncompte des attentes de vos destinataires. Les professionnels du marketing\ndoivent s&#8217;assurer qu&#8217;ils ne gaspillent pas cette ressource, malgr\u00e9 ses\ncapacit\u00e9s d\u2019adaptation.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[summary_fr] En 1971, Ray Tomlinson, un programmeur travaillant sur un projet pour le MIT, que nous pourrions tout simplement appeler aujourd&#8217;hui \u00a0&#8220;Internet&#8221;, envoie le premier e-mail. Quelques ann\u00e9es plus tard, en 1978, Gary Thuerk &#8211; un employ\u00e9 de Digital Equipment Corporation &#8211; envoie la premi\u00e8re campagne d&#8217;e-mail marketing. Il n&#8217;y eut que 400 destinataires, mais&#8230;<\/p>\n","protected":false},"author":3,"featured_media":4049,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1360],"tags":[7289,6199,260,5451,4710,7287],"post_template":[],"top_category":[],"class_list":["post-4075","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tendances","tag-communication-numerique","tag-conformite-rgpd","tag--email-marketing","tag-engagement-utilisateur","tag-personnalisation","tag-retour-sur-investissement"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Email Marketing - Un avenir (toujours) prometteur au-del\u00e0 de 2020 - Bancomail Blog<\/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:\/\/www.bancomail.com\/blog\/fr\/email-marketing-un-avenir-toujours-prometteur-au-dela-de-2020\/\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Email Marketing - Un avenir (toujours) prometteur au-del\u00e0 de 2020 - Bancomail Blog\" \/>\n<meta property=\"og:description\" content=\"[summary_fr] En 1971, Ray Tomlinson, un programmeur travaillant sur un projet pour le MIT, que nous pourrions tout simplement appeler aujourd&#8217;hui \u00a0&#8220;Internet&#8221;, envoie le premier e-mail. Quelques ann\u00e9es plus tard, en 1978, Gary Thuerk &#8211; un employ\u00e9 de Digital Equipment Corporation &#8211; envoie la premi\u00e8re campagne d&#8217;e-mail marketing. Il n&#8217;y eut que 400 destinataires, mais...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.bancomail.com\/blog\/fr\/email-marketing-un-avenir-toujours-prometteur-au-dela-de-2020\/\" \/>\n<meta property=\"og:site_name\" content=\"Bancomail Blog\" \/>\n<meta property=\"article:published_time\" content=\"2020-01-28T16:36:48+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-06-19T10:14:13+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.bancomail.com\/blog\/wp-content\/uploads\/2020\/01\/email-marketing-2020.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"930\" \/>\n\t<meta property=\"og:image:height\" content=\"620\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Francesca Grillo\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Francesca Grillo\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minuti\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.bancomail.com\/blog\/fr\/email-marketing-un-avenir-toujours-prometteur-au-dela-de-2020\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.bancomail.com\/blog\/fr\/email-marketing-un-avenir-toujours-prometteur-au-dela-de-2020\/\"},\"author\":{\"name\":\"Francesca Grillo\",\"@id\":\"https:\/\/www.bancomail.com\/blog\/#\/schema\/person\/5c93f5e78feab639335c023002bd0ce3\"},\"headline\":\"Email Marketing &#8211; 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Quelques ann\u00e9es plus tard, en 1978, Gary Thuerk &#8211; un employ\u00e9 de Digital Equipment Corporation &#8211; envoie la premi\u00e8re campagne d&#8217;e-mail marketing. 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