{"id":5115,"date":"2023-01-12T10:53:57","date_gmt":"2023-01-12T08:53:57","guid":{"rendered":"https:\/\/blog.bancomail.com\/?p=5115"},"modified":"2025-06-19T13:46:57","modified_gmt":"2025-06-19T13:46:57","slug":"cessons-les-prejuges-sur-le-cold-email","status":"publish","type":"post","link":"https:\/\/www.bancomail.com\/blog\/fr\/cessons-les-prejuges-sur-le-cold-email\/","title":{"rendered":"Cessons les pr\u00e9jug\u00e9s sur le Cold-Email"},"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\/cessons-les-prejuges-sur-le-cold-email\/#Pourquoi_le_cold_email_marketing_professionnel_nest_PAS_du_spam\" >Pourquoi le cold email marketing professionnel n&#8217;est PAS du spam<\/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\/cessons-les-prejuges-sur-le-cold-email\/#Le_Cold-Email_est-il_du_%E2%80%9CSpam%E2%80%9D\" >Le Cold-Email est-il du &#8220;Spam&#8221; ?<\/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\/cessons-les-prejuges-sur-le-cold-email\/#Transparence_de_lemail_marketing\" >Transparence de l&#8217;email marketing<\/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\/cessons-les-prejuges-sur-le-cold-email\/#Ciblage_precisement_defini_pour_des_actions_marketing\" >Ciblage pr\u00e9cis\u00e9ment d\u00e9fini pour des actions marketing<\/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\/cessons-les-prejuges-sur-le-cold-email\/#Demande_de_%E2%80%9COpt-in%E2%80%9D_%E2%80%9CDouble_opt-in%E2%80%9D\" >Demande de &#8220;Opt-in&#8221; \/ &#8220;Double opt-in&#8221;<\/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\/cessons-les-prejuges-sur-le-cold-email\/#Option_%E2%80%9COpt-out%E2%80%9D_facilement_accessible\" >Option &#8220;Opt-out&#8221; facilement accessible<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.bancomail.com\/blog\/fr\/cessons-les-prejuges-sur-le-cold-email\/#Quantite_et_qualite_%E2%80%93_quelles_sont_les_differences\" >Quantit\u00e9 et qualit\u00e9 &#8211; quelles sont les diff\u00e9rences ?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.bancomail.com\/blog\/fr\/cessons-les-prejuges-sur-le-cold-email\/#Conclusion\" >Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\" id=\"pourquoi-le-cold-email-marketing-professionnel-n-est-pas-du-spam\"><span class=\"ez-toc-section\" id=\"Pourquoi_le_cold_email_marketing_professionnel_nest_PAS_du_spam\"><\/span>Pourquoi le cold email marketing professionnel n&#8217;est PAS du spam<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>&#8221; Cold !? &#8221; Pourquoi froid ? Il est peut-\u00eatre utile d&#8217;avoir d&#8217;abord un aper\u00e7u de la d\u00e9finition de l&#8217;email froid (cold email).<br>Pour r\u00e9sumer, il s&#8217;agit du premier e-mail envoy\u00e9 \u00e0 un client potentiel sans contact pr\u00e9alable, il n&#8217;y a pas (encore) de relation entre l&#8217;exp\u00e9diteur et le destinataire. Il s&#8217;agit donc du premier contact et, esp\u00e9rons-le, du d\u00e9but d&#8217;une relation commerciale florissante.<br>Malheureusement, le Cold-Email est parfois confondu avec le Spam, mais s&#8217;agit-il de la m\u00eame chose ?<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"le-cold-email-est-il-du-spam\"><span class=\"ez-toc-section\" id=\"Le_Cold-Email_est-il_du_%E2%80%9CSpam%E2%80%9D\"><\/span>Le Cold-Email est-il du &#8220;Spam&#8221; ?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>&#8220;Spam&#8221; \u2026 Le spam n&#8217;a gu\u00e8re besoin d&#8217;\u00eatre expliqu\u00e9, tout le monde le conna\u00eet, personne ne l&#8217;aime. Le &#8220;bombardement d&#8217;emails&#8221; avec des messages absolument inutiles qui remplissent chaque jour la messagerie. Cependant, le cold email marketing B2B professionnel n&#8217;est en aucun cas du spam, car il existe de nombreuses et s\u00e9rieuses diff\u00e9rences, que nous allons bri\u00e8vement passer en revue ci-dessous.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"transparence-de-l-email-marketing\"><span class=\"ez-toc-section\" id=\"Transparence_de_lemail_marketing\"><\/span>Transparence de l&#8217;email marketing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>La transparence est essentielle pour instaurer la confiance et la r\u00e9ceptivit\u00e9 du destinataire.<br>Cela commence par l&#8217;adresse de l&#8217;exp\u00e9diteur et l&#8217;objet de l&#8217;e-mail. Ceux-ci ne doivent absolument pas \u00eatre myst\u00e9rieux, mais parfaitement compr\u00e9hensibles, et indiquer clairement l&#8217;entreprise exp\u00e9ditrice. De cette fa\u00e7on, nous donnons au lecteur une orientation bien d\u00e9finie.<\/p>\n\n\n\n<p>Plus il y a de transparence, plus il y a de confiance et, par cons\u00e9quent, plus le taux d&#8217;ouverture de la campagne est \u00e9lev\u00e9.<\/p>\n\n\n\n<p>Une fois l&#8217;e-mail ouvert, la communication claire et transparente doit \u00e9galement se refl\u00e9ter dans le texte de l&#8217;e-mail et dans les coordonn\u00e9es de l&#8217;entreprise, qui doivent \u00eatre aussi compl\u00e8tes que possible.<\/p>\n\n\n\n<p>L&#8217;adresse postale de l&#8217;exp\u00e9diteur est une partie importante et n\u00e9cessaire des coordonn\u00e9es de l&#8217;entreprise. Ne l\u00e9sinez pas sur ces informations, car elles contribuent \u00e9galement \u00e0 \u00e9tablir une relation de confiance avec vos clients potentiels.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"ciblage-precisement-defini-pour-des-actions-marketing\"><span class=\"ez-toc-section\" id=\"Ciblage_precisement_defini_pour_des_actions_marketing\"><\/span>Ciblage pr\u00e9cis\u00e9ment d\u00e9fini pour des actions marketing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>L&#8217;une des plus grandes diff\u00e9rences entre le cold email marketing professionnel et le spam est sans aucun doute la s\u00e9lection pr\u00e9cise des destinataires, car on ne peut s&#8217;attendre \u00e0 un retour positif que si l&#8217;e-mail pr\u00e9sente un certain int\u00e9r\u00eat pour le destinataire.<\/p>\n\n\n\n<p>Un matelas confortable aura certainement peu de succ\u00e8s dans un garage automobile, mais beaucoup plus dans un h\u00f4tel de luxe.<\/p>\n\n\n\n<p>Les fournisseurs de bases de donn\u00e9es, comme <a href=\"https:\/\/www.bancomail.com\/fr\/\">Bancomail S.p.A.<\/a>, vous aideront \u00e0 d\u00e9finir et \u00e0 trouver la <a href=\"https:\/\/www.bancomail.com\/fr\/base-de-donnees\">cible parfaite<\/a> correspondant \u00e0 vos besoins.<\/p>\n\n\n\n<p>Par ailleurs, nous ne connaissons malheureusement que trop bien le spam. Presque tout est envoy\u00e9 \u00e0 tout le monde, sans logique ni raison.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"demande-de-opt-in-double-opt-in\"><span class=\"ez-toc-section\" id=\"Demande_de_%E2%80%9COpt-in%E2%80%9D_%E2%80%9CDouble_opt-in%E2%80%9D\"><\/span>Demande de &#8220;Opt-in&#8221; \/ &#8220;Double opt-in&#8221;<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Le premier e-mail doit \u00eatre un contact discret et soign\u00e9, une premi\u00e8re pr\u00e9sentation de l&#8217;entreprise. Pas plus, pas moins, puisque davantage est \u00e0 ce moment l\u00e9galement impossible.<\/p>\n\n\n\n<p>Ce premier e-mail doit offrir la possibilit\u00e9 d&#8217;un &#8220;opt-in&#8221;, ou encore mieux d&#8217;un &#8220;double-opt-in&#8221;, du destinataire. Ce dernier est le consentement du destinataire en deux temps. La divulgation de son adresse e-mail, puis la confirmation de celle-ci dans un e-mail suppl\u00e9mentaire qui lui est envoy\u00e9.<\/p>\n\n\n\n<p>Ce consentement est indispensable pour l&#8217;envoi d&#8217;autres e-mails de marketing, de newsletters, d&#8217;offres sp\u00e9ciales, etc. Avec le &#8220;Double-Opt-In&#8221;, nous pouvons \u00e9galement \u00eatre s\u00fbrs que nous avons re\u00e7u une adresse parfaitement valide.<\/p>\n\n\n\n<p>Le &#8220;spam&#8221;, en revanche, va g\u00e9n\u00e9ralement droit au but de mani\u00e8re tr\u00e8s intrusive, sans demander de consentement pr\u00e9alable.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"option-opt-out-facilement-accessible\"><span class=\"ez-toc-section\" id=\"Option_%E2%80%9COpt-out%E2%80%9D_facilement_accessible\"><\/span>Option &#8220;Opt-out&#8221; facilement accessible<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Le concept de l'&#8221;opt-out&#8221; est similaire \u00e0 celui de l'&#8221;opt-in&#8221;.<br>Un cold email professionnel offre toujours une fonction &#8220;opt-out&#8221; bien visible et facile \u00e0 utiliser. Si le destinataire ne souhaite plus recevoir de messages \u00e0 l&#8217;avenir, cela doit \u00eatre garanti de mani\u00e8re fiable et rapide et doit \u00e9galement \u00eatre document\u00e9. Il convient par ailleurs d&#8217;envoyer une confirmation de d\u00e9sinscription pour dissiper tout doute et \u00e9viter tout m\u00e9contentement.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"quantite-et-qualite-quelles-sont-les-differences\"><span class=\"ez-toc-section\" id=\"Quantite_et_qualite_%E2%80%93_quelles_sont_les_differences\"><\/span>Quantit\u00e9 et qualit\u00e9 &#8211; quelles sont les diff\u00e9rences ?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Le cold email utilise un langage convivial et tente de r\u00e9pondre aux besoins et d\u00e9sirs r\u00e9els du destinataire et du secteur concern\u00e9.<br>Avec le cold email, un seul email est envoy\u00e9 de mani\u00e8re cibl\u00e9e, tandis que le spam, au contraire, inonde le destinataire d&#8217;innombrables emails sans r\u00e9pondre aux besoins r\u00e9els du destinataire.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"conclusion\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span>Conclusion<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Les points \u00e9num\u00e9r\u00e9s ci-dessus montrent clairement les \u00e9normes diff\u00e9rences et indiquent sans ambigu\u00eft\u00e9 qu&#8217;il ne faut pas confondre le cold email avec le spam.<br>Le cold email professionnel est et reste une action marketing importante et l\u00e9gitime pour acqu\u00e9rir de nouveaux partenaires commerciaux et clients.<br>Pour trouver la liste de diffusion id\u00e9ale pour votre campagne de communication, un seul clic suffit : rendez-vous sur <a href=\"https:\/\/www.bancomail.com\/fr\/fichier-email\">Bancomail S.p.A<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pourquoi le cold email marketing professionnel n&#8217;est PAS du spam &#8221; Cold !? &#8221; Pourquoi froid ? Il est peut-\u00eatre utile d&#8217;avoir d&#8217;abord un aper\u00e7u de la d\u00e9finition de l&#8217;email froid (cold email).Pour r\u00e9sumer, il s&#8217;agit du premier e-mail envoy\u00e9 \u00e0 un client potentiel sans contact pr\u00e9alable, il n&#8217;y a pas (encore) de relation entre&#8230;<\/p>\n","protected":false},"author":27,"featured_media":5149,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1156],"tags":[7199,7191,7193,7196],"post_template":[],"top_category":[],"class_list":["post-5115","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategie","tag-communication-professionnelle","tag-conformite-marketing-email","tag-consentement-opt-in","tag-marketing-cible"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>le cold email marketing professionnel n&#039;est PAS du spam<\/title>\n<meta name=\"description\" content=\"Cold-E-Mail Marketing est une strat\u00e9gie marketing r\u00e9ussie et bien \u00e9tablie pour gagner de nouveaux clients. 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