{"id":4108,"date":"2019-05-13T14:55:37","date_gmt":"2019-05-13T12:55:37","guid":{"rendered":"https:\/\/blog.bancomail.com\/?p=4108"},"modified":"2025-06-20T10:53:59","modified_gmt":"2025-06-20T10:53:59","slug":"cpm-ppc-et-cpc-vs-cold-emailing","status":"publish","type":"post","link":"https:\/\/www.bancomail.com\/blog\/fr\/cpm-ppc-et-cpc-vs-cold-emailing\/","title":{"rendered":"CPM, PPC et CPC vs Cold Emailing"},"content":{"rendered":"\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\/cpm-ppc-et-cpc-vs-cold-emailing\/#CPM_PPC_et_CPC_vs_Cold_Email_Marketing_avantages_du_Cold_Email_Marketing_et_pourquoi_ce_nest_pas_une_mauvaise_idee\" >CPM, PPC et CPC vs Cold Email Marketing : avantages du Cold Email Marketing et pourquoi ce n&#8217;est pas une mauvaise id\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\/cpm-ppc-et-cpc-vs-cold-emailing\/#Le_probleme_des_CPM_et_PPC\" >Le probl\u00e8me des CPM et PPC<\/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\/cpm-ppc-et-cpc-vs-cold-emailing\/#Lopportunite_du_Cold_Emailing\" >L&#8217;opportunit\u00e9 du Cold Emailing<\/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\/cpm-ppc-et-cpc-vs-cold-emailing\/#Malentendus_sur_le_Cold_Emailing\" >Malentendus sur le Cold Emailing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.bancomail.com\/blog\/fr\/cpm-ppc-et-cpc-vs-cold-emailing\/#Les_avantages_du_Cold_Emailing\" >Les avantages du Cold Emailing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.bancomail.com\/blog\/fr\/cpm-ppc-et-cpc-vs-cold-emailing\/#Donc_le_Cold_Emailing_gagne_en_tout_point\" >Donc le Cold Emailing gagne en tout point?<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"CPM_PPC_et_CPC_vs_Cold_Email_Marketing_avantages_du_Cold_Email_Marketing_et_pourquoi_ce_nest_pas_une_mauvaise_idee\"><\/span>CPM, PPC et CPC vs Cold Email Marketing : avantages du Cold Email Marketing et pourquoi ce n&#8217;est pas une mauvaise id\u00e9e.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Le monde de la publicit\u00e9 en ligne peut \u00eatre compliqu\u00e9, parfois m\u00eame laborieux. Il existe de nombreux canaux pour faire du Marketing et chacun pr\u00e9sente ses propres avantages et inconv\u00e9nients. Pour une nouvelle entreprise, cela peut \u00eatre extr\u00eamement difficile de choisir la meilleure approche, en \u00e9valuant le budget \u00e0 chaque action. L\u2019une des formes de publicit\u00e9 les plus courantes est la Paid Online Advertising qui se divise en CPM et PPC. Tous deux pr\u00e9sentent toutefois des contraintes qui peuvent \u00eatre g\u00eanantes pour les petites et moyennes entreprises.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Le_probleme_des_CPM_et_PPC\"><\/span>Le probl\u00e8me des CPM et PPC<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><strong>CPM = Co\u00fbt pour mille impressions. <\/strong> Autrement dit, pour chaque 1000 utilisateurs qui consultent l&#8217;annonce, une somme est vers\u00e9e \u00e0 la soci\u00e9t\u00e9 de publicit\u00e9 (par exemple, Google ou Facebook). Il s\u2019agit d\u2019une m\u00e9thode \u00e9conomique, facile \u00e0 financer, utilisable rapidement. Elle garantit que la publicit\u00e9 soit soumise \u00e0 un certain nombre d\u2019utilisateurs, mais n\u2019offre pas de garanties sur les r\u00e9sultats des consultations, ce qui rend difficile de d\u00e9terminer le succ\u00e8s du canal et de justifier l\u2019investissement.<\/p>\n\n\n\n<p><strong>PPC = pay per click<\/strong> (\u00e9galement connu sous le nom de CPC, co\u00fbt par clic). Dans ce cas, le co\u00fbt est calcul\u00e9 en fonction du nombre de clics effectu\u00e9s sur une annonce, assurant ainsi un meilleur suivi des r\u00e9sultats de l\u2019action. Le co\u00fbt de chaque clic est d\u00e9fini par un montant sur le clic unique et un total journalier. Cependant, tous les concurrents ayant les m\u00eames mots-cl\u00e9s participent \u00e0 une ench\u00e8re, cr\u00e9ant une concurrence qui affecte le nombre de vues finales. Si le co\u00fbt mis\u00e9 n&#8217;est pas assez comp\u00e9titif, il y a un risque que votre annonce n&#8217;apparaisse pas ou peu.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Lopportunite_du_Cold_Emailing\"><\/span>L&#8217;opportunit\u00e9 du Cold Emailing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><strong>Le Cold Emailing est l&#8217;une des melleures m\u00e9thodes pour une conversion rapide et efficace des utilisateurs, et pourtant son application dans le marketing mixte est malmen\u00e9e<\/strong> : l&#8217;\u00e9quation \u00ab Cold Emailing = Spam \u00bb s&#8217;est r\u00e9pandue en raison de mauvaises pratiques et est peu repr\u00e9sentative d&#8217;un outil plus structur\u00e9 et plus sophistiqu\u00e9.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Malentendus_sur_le_Cold_Emailing\"><\/span>Malentendus sur le Cold Emailing <span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>L&#8217;email marketing est simple, mais il n&#8217;est pas pour tout le monde ! <strong>Avec peu de connaissances et trop de pr\u00e9cipitation, le cold emailing a \u00e9t\u00e9 mal utilis\u00e9 par des utilisateurs qui ont maladroitement envoy\u00e9 la m\u00eame communication en s\u00e9rie<\/strong>, en copier-coller, \u00e0 des milliers de destinataires sans se soucier des m\u00e9thodes appropri\u00e9es d&#8217;envoi et de ciblage du contenu. Les courriels de ce type, souvent envoy\u00e9s par l\u2019utilisateur en personne, entrent facilement en collision avec les filtres anti-spam des fournisseurs d&#8217;acc\u00e8s \u00e0 Internet et des clients de messagerie.<\/p>\n\n\n\n<p><strong>Le but de l&#8217;Email Marketing est de pouvoir instaurer une conversation directe avec des clients potentiels <\/strong>: pour cette raison, l&#8217;absence d&#8217;un vrai message ou la pauvret\u00e9 d&#8217;un contenu est  donc n\u00e9faste \u00e0 la r\u00e9alisation de cet objectif.<\/p>\n\n\n\n<p>La collecte d\u2019email de clients potentiels est une v\u00e9ritable activit\u00e9 de profilage, mais les envoyer &#8221; en masse&#8221; \u00e9quivaut \u00e0 du spam ! <strong>Une strat\u00e9gie efficace de cold emailing exige donc une analyse compl\u00e8te du public \u00e0 contacter ainsi qu\u2019une capacit\u00e9 \u00e0 introduire un sujet de mani\u00e8re directe et appropri\u00e9e<\/strong>. C&#8217;est pourquoi un facteur important pour susciter l&#8217;int\u00e9r\u00eat et garder l\u2019authenticit\u00e9, est de <a href=\"https:\/\/www.bancomail.com\/fr\/fichier-email\/exemple-database\">personnaliser l\u2019email avec les d\u00e9tails disponibles<\/a>. <a href=\"https:\/\/www.bancomail.com\/fr\/fichier-email\">Une bonne base de donn\u00e9es offre ces \u00e9l\u00e9ments<\/a>.<\/p>\n\n\n\n<p>L&#8217;un des malentendus qui a port\u00e9 atteinte \u00e0 la r\u00e9putation du Cold Emailing est li\u00e9 \u00e0 la mauvaise gestion de la qualit\u00e9 de nombreux fournisseurs sur le march\u00e9. <a href=\"https:\/\/www.bancomail.com\/fr\/fichier-email\/garantie\">Une base de donn\u00e9es de qualit\u00e9 doit \u00eatre garantie au client<\/a> que ce soit en terme de validit\u00e9, d&#8217;exactitude des adresses fournies ainsi que par rapport aux a<a href=\"https:\/\/www.bancomail.com\/fr\/fichier-email\/conformite-rgpd\">spects r\u00e9glementaires<\/a>, m\u00eame r\u00e9cemment appliqu\u00e9e.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Les_avantages_du_Cold_Emailing\"><\/span>Les avantages du Cold Emailing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Apr\u00e8s avoir identifi\u00e9 les fausses id\u00e9es faites sur le Cold Emailing et les contre-indications des autres outils de marketing, voyons en quoi l&#8217;Email Marketing peut \u00eatre b\u00e9n\u00e9fique :<\/p>\n\n\n\n<p> \u2022    <strong>C&#8217;est la forme de publicit\u00e9 payante la moins ch\u00e8re<\/strong> : si vous avez  choisi un bon fournisseur de base de donn\u00e9es qui peut vous offrir les garanties n\u00e9cessaires, vous avez alors un atout pr\u00e9cieux entre les mains, qui vous permettra d&#8217;envoyer, \u00e0 faible co\u00fbt, des messages persuasifs \u00e0 des cibles profil\u00e9es. Compte tenu du faible co\u00fbt, le r\u00e9sultat potentiel est tr\u00e8s \u00e9lev\u00e9.<br> \u2022    <strong>C\u2019est direct et sans interm\u00e9diaire<\/strong> : contrairement aux autres formes de publicit\u00e9 payante, un e-mail cr\u00e9e, par d\u00e9finition, un lien avec le lecteur en tendant \u00e0 l&#8217;impliquer. Il est plus facile d&#8217;entamer une conversation et de susciter l&#8217;int\u00e9r\u00eat avec un email qu&#8217;avec une publicit\u00e9 qui communique avec moins d&#8217;interaction et moins de personnalisation.<br> \u2022    <strong>Il est personnalisable en fonction du lecteur<\/strong> : si l\u2019e-mail, comme nous avons pu le voir au point pr\u00e9c\u00e9dent, est d\u00e9j\u00e0 un support personnel en soi, la possibilit\u00e9 d&#8217;ins\u00e9rer les informations du destinataire recueillies \u00e0 partir de la liste d\u2019e-mail achet\u00e9e ou extraite d&#8217;une recherche appropri\u00e9e, augmente cette capacit\u00e9. <u>Un e-mail personnalis\u00e9 est plus courtois, plus professionnel et plus fonctionnel \u00e0 l&#8217;attention du lecteur.<\/u><br> \u2022    <strong>Contrairement au spam, il est r\u00e9el:<\/strong> si le spam existe pour g\u00e9n\u00e9rer le plus grand nombre de vues, le cold emailing a \u00e9t\u00e9 cr\u00e9\u00e9 pour offrir de vrais produits aux lecteurs susceptibles d&#8217;\u00eatre int\u00e9ress\u00e9s.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Donc_le_Cold_Emailing_gagne_en_tout_point\"><\/span>Donc le Cold Emailing gagne en tout point?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Non, ce serait en effet d\u00e9cr\u00e9ter le Cold Emailing comme \u00e9tant le seul canal gagnant d&#8217;une strat\u00e9gie marketing, ou baser une campagne marketing uniquement de cette fa\u00e7on. Il est fondamental de diff\u00e9rencier les outils pour y parvenir : un plus grand nombre de canaux op\u00e9rationnels pour les objectifs \u00e0 atteindre et une bonne strat\u00e9gie bas\u00e9e sur le soutien de nombreux outils. Le cold emailing est l&#8217;un d&#8217;eux et constitue la clef pour commencer imm\u00e9diatement \u00e0 augmenter les ventes.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>CPM, PPC et CPC vs Cold Email Marketing : avantages du Cold Email Marketing et pourquoi ce n&#8217;est pas une mauvaise id\u00e9e. Le monde de la publicit\u00e9 en ligne peut \u00eatre compliqu\u00e9, parfois m\u00eame laborieux. Il existe de nombreux canaux pour faire du Marketing et chacun pr\u00e9sente ses propres avantages et inconv\u00e9nients. Pour une nouvelle&#8230;<\/p>\n","protected":false},"author":3,"featured_media":4022,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1156],"tags":[4863,5130,7261,7693],"post_template":[],"top_category":[],"class_list":["post-4108","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategie","tag-generation-de-leads","tag-personnalisation-des-emails","tag-publicite-payante","tag-strategie-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>CPM, PPC et CPC vs Cold Emailing - 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\/cpm-ppc-et-cpc-vs-cold-emailing\/\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"CPM, PPC et CPC vs Cold Emailing - Bancomail Blog\" \/>\n<meta property=\"og:description\" content=\"CPM, PPC et CPC vs Cold Email Marketing : avantages du Cold Email Marketing et pourquoi ce n&#8217;est pas une mauvaise id\u00e9e. 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