{"id":5887,"date":"2023-06-21T09:54:28","date_gmt":"2023-06-21T07:54:28","guid":{"rendered":"https:\/\/blog.bancomail.com\/?p=5887"},"modified":"2025-06-16T14:03:36","modified_gmt":"2025-06-16T14:03:36","slug":"les-origines-de-lemail-marketing","status":"publish","type":"post","link":"https:\/\/www.bancomail.com\/blog\/fr\/les-origines-de-lemail-marketing\/","title":{"rendered":"Les origines de l&#8217;email marketing"},"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\/les-origines-de-lemail-marketing\/#Comment_tout_a_commence_debut_dune_nouvelle_ere\" >Comment tout a commenc\u00e9 : d\u00e9but d&#8217;une nouvelle \u00e8re<\/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\/les-origines-de-lemail-marketing\/#De_lordinateur_a_le-mail\" >De l&#8217;ordinateur \u00e0 l&#8217;e-mail<\/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\/les-origines-de-lemail-marketing\/#La_toute_premiere_campagne_dEmail-Marketing\" >La toute premi\u00e8re campagne d&#8217;Email-Marketing<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\" id=\"comment-tout-a-commence-debut-d-une-nouvelle-ere\"><span class=\"ez-toc-section\" id=\"Comment_tout_a_commence_debut_dune_nouvelle_ere\"><\/span>Comment tout a commenc\u00e9 : d\u00e9but d&#8217;une nouvelle \u00e8re<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Actuellement, plus de 300 milliards d&#8217;e-mails sont envoy\u00e9s chaque jour dans le monde et l&#8217;e-mail marketing ne cesse de se d\u00e9velopper. Les sp\u00e9cialistes du marketing adorent leurs campagnes d&#8217;e-mailing et les <a href=\"https:\/\/www.bancomail.com\/fr\/base-de-donnees\" target=\"_blank\" rel=\"noreferrer noopener\">bases de donn\u00e9es d&#8217;e-mails<\/a> sont conserv\u00e9es et enrichies. Presque toutes les personnes poss\u00e9dant un compte de messagerie \u00e9lectronique re\u00e7oivent quotidiennement des e-mails promotionnels. Mais revenons un instant sur les origines de ce ph\u00e9nom\u00e8ne. Quelles sont les racines et les origines des d\u00e9veloppements spectaculaires de ces derni\u00e8res ann\u00e9es et d\u00e9cennies ? Jetons un coup d&#8217;\u0153il aux d\u00e9buts de l&#8217;e-mail marketing.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"de-l-ordinateur-a-l-e-mail\"><span class=\"ez-toc-section\" id=\"De_lordinateur_a_le-mail\"><\/span>De l&#8217;ordinateur \u00e0 l&#8217;e-mail<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Le premier ordinateur commercial est apparu en 1951 avec l&#8217;&nbsp;\u00ab<a href=\"https:\/\/fr.wikipedia.org\/wiki\/UNIVAC_I\" target=\"_blank\" rel=\"noreferrer noopener\">Univac 1<\/a>\u00bb de la soci\u00e9t\u00e9 Remington Rand ; ce fut \u00e0 lui seul le d\u00e9but d&#8217;une v\u00e9ritable r\u00e9ussite, comme nous le savons tous tr\u00e8s bien aujourd&#8217;hui. Ce n&#8217;est que vingt ans plus tard, en 1971, que Raymond Tomlinson a envoy\u00e9 le premier e-mail. \u00c9tonnamment, M. Tomlinson avait d\u00e9velopp\u00e9 ce type de communication par int\u00e9r\u00eat personnel, dans le cadre d&#8217;un projet secondaire. C&#8217;est aussi surprenant qu&#8217;il ne s&#8217;agisse pas d&#8217;un projet officiel de son employeur.<\/p>\n\n\n\n<p>Au cours des sept ann\u00e9es qui ont suivi, l&#8217;e-mailing a continu\u00e9 \u00e0 se d\u00e9velopper sans rel\u00e2che, mais pendant ces sept ann\u00e9es, personne n&#8217;avait pens\u00e9 \u00e0 utiliser l&#8217;e-mail pour la publicit\u00e9. Cela semble aujourd&#8217;hui difficile \u00e0 comprendre, mais comme nous le savons tous, il faut du temps pour tout.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"la-toute-premiere-campagne-d-email-marketing\"><span class=\"ez-toc-section\" id=\"La_toute_premiere_campagne_dEmail-Marketing\"><\/span>La toute premi\u00e8re campagne d&#8217;Email-Marketing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Le fabricant d&#8217;ordinateurs de l&#8217;\u00e9poque, DEC (<a href=\"https:\/\/fr.wikipedia.org\/wiki\/Digital_Equipment_Corporation\" target=\"_blank\" rel=\"noreferrer noopener\">Digital Equipment Corporation<\/a>), proposait des ordinateurs depuis 1957. Le nouveau d\u00e9veloppement baptis\u00e9 \u00abDECsystem-20T\u00bb devait finalement \u00eatre pr\u00e9sent\u00e9 au public en 1978, mais plusieurs personnes et entreprises, en particulier sur la c\u00f4te ouest des \u00c9tats-Unis, n&#8217;ont pas pu \u00eatre jointes ou ne l&#8217;ont \u00e9t\u00e9 que difficilement. Gary Thuerk, un employ\u00e9 de DEC, a d\u00e9cid\u00e9 d&#8217;envoyer un \u00abemail de masse\u00bb \u00e0 397 destinataires. Le contenu devait \u00eatre une invitation \u00e0 une pr\u00e9sentation de produit.<\/p>\n\n\n\n<p>Lors de la pr\u00e9paration, Gary a s\u00e9lectionn\u00e9 les destinataires sur un total d&#8217;environ 2 600 utilisateurs qui faisaient \u00e0 l&#8217;\u00e9poque partie de l&#8217; \u00abARPAnet\u00bb (<a href=\"https:\/\/fr.wikipedia.org\/wiki\/ARPANET\" target=\"_blank\" rel=\"noreferrer noopener\">Advanced Research Projects Agency Network<\/a>), et les a ensuite entr\u00e9s dans le programme d&#8217;envoi d&#8217;e-mails. Seuls le programme d&#8217;e-mail et son \u00e9diteur de texte furent utilis\u00e9s, alors que l&#8217;envoi \u00e0 un si grand nombre de destinataires n&#8217;\u00e9tait bien s\u00fbr pas encore con\u00e7u.<\/p>\n\n\n\n<p>L&#8217;envoi de cet e-mail n&#8217;est pas rest\u00e9 sans cons\u00e9quences, car sur 397 personnes, 40 ont finalement assist\u00e9 \u00e0 la pr\u00e9sentation du produit, ce qui a abouti \u00e0 des ventes spectaculaires d&#8217;une valeur de 12 millions de dollars. Mais la joie n&#8217;est pas rest\u00e9e intacte, car les reproches n&#8217;ont pas manqu\u00e9. Il s&#8217;agissait en effet du premier e-mail non sollicit\u00e9 au monde. Aucun des destinataires n&#8217;avait donn\u00e9 son <a href=\"https:\/\/www.bancomail.com\/fr\/base-de-donnees\/conformite-rgpd\" target=\"_blank\" rel=\"noreferrer noopener\">accord au pr\u00e9alable, selon les crit\u00e8res actuels<\/a>.<\/p>\n\n\n\n<p>Bien que de tels r\u00e9sultats soient difficilement envisageables de nos jours avec seulement 397 destinataires, chez Bancomail, nous soutenons volontiers toutes les entreprises qui souhaitent utiliser les avantages de l&#8217;email marketing pour d\u00e9velopper leurs activit\u00e9s. Avec notre base de donn\u00e9es de plus de 11 millions de contacts <a href=\"https:\/\/www.bancomail.com\/fr\/base-de-donnees\/conformite-rgpd\" target=\"_blank\" rel=\"noreferrer noopener\">conformes au RGPD<\/a>, nous offrons des possibilit\u00e9s dont vous ne pouviez que r\u00eaver en 1978. <strong>Profitez donc sans h\u00e9siter des opportunit\u00e9s de notre \u00e9poque pour assurer le succ\u00e8s de votre entreprise.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Comment tout a commenc\u00e9 : d\u00e9but d&#8217;une nouvelle \u00e8re Actuellement, plus de 300 milliards d&#8217;e-mails sont envoy\u00e9s chaque jour dans le monde et l&#8217;e-mail marketing ne cesse de se d\u00e9velopper. Les sp\u00e9cialistes du marketing adorent leurs campagnes d&#8217;e-mailing et les bases de donn\u00e9es d&#8217;e-mails sont conserv\u00e9es et enrichies. Presque toutes les personnes poss\u00e9dant un compte&#8230;<\/p>\n","protected":false},"author":27,"featured_media":5925,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1326],"tags":[6510,6506,6503,6501],"post_template":[],"top_category":[],"class_list":["post-5887","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-histoires-inspirantes-sur-les-specialistes-du-marketing","tag-digital-equipment-corporation-fr","tag-histoire-du-marketing-par-e-mail","tag-origines-du-spam","tag-premier-email-de-masse"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Les origines de l&#039;email marketing - Bancomail Blog<\/title>\n<meta name=\"description\" content=\"Le marketing par courrier \u00e9lectronique est aujourd&#039;hui l&#039;un des principaux moyens d&#039;attirer de nouveaux clients, mais comment cela a-t-il commenc\u00e9 ?\" \/>\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\/les-origines-de-lemail-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Les origines de l&#039;email marketing - 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