{"id":1739,"date":"2020-12-26T11:00:35","date_gmt":"2020-12-26T10:00:35","guid":{"rendered":"https:\/\/comeup.com\/experts\/?p=1739"},"modified":"2023-11-13T10:50:37","modified_gmt":"2023-11-13T09:50:37","slug":"quels-sont-les-principaux-indicateurs-de-le-mail-marketing","status":"publish","type":"post","link":"https:\/\/comeup.com\/experts\/quels-sont-les-principaux-indicateurs-de-le-mail-marketing\/","title":{"rendered":"Quels sont les principaux indicateurs de l&rsquo;e-mail marketing ?"},"content":{"rendered":"<p>Le marketing par e-mail est consid\u00e9r\u00e9 comme l&rsquo;une des principales strat\u00e9gies du marketing num\u00e9rique et l&rsquo;une des tactiques les plus pertinentes pour la conversion des prospects. Car, elle renforce l&rsquo;interaction entre l&rsquo;entreprise et ses clients potentiels, \u00e0 toutes les \u00e9tapes du processus de vente. Cependant, le suivi des indicateurs d&rsquo;e-mail marketing est essentiel pour que l&rsquo;entreprise sache si ses actions produisent ou non des r\u00e9sultats positifs. Nous allons vous d\u00e9crire ici les principaux indicateurs de marketing par courrier \u00e9lectronique.<\/p>\n<h2>Le taux d&rsquo;ouverture<\/h2>\n<p>Tout commence par l&rsquo;ouverture de votre e-mail. Vos prospects ouvrent-ils votre message ? En effet, le taux d&rsquo;ouverture indique le nombre de prospects qui ont ouvert votre e-mail. La premi\u00e8re conclusion que vous pouvez tirer d&rsquo;un bon taux d&rsquo;ouverture est que votre \u00e9quipe a \u00e9t\u00e9 en mesure de proposer un excellent sujet ou un gros titre d&rsquo;e-mail. Apr\u00e8s tout, personne n&rsquo;ouvre un e-mail d&rsquo;entreprise s&rsquo;il n&rsquo;est pas int\u00e9ress\u00e9 par le sujet, n&rsquo;est-ce pas ?<\/p>\n<p>Alors, pour cr\u00e9er un bon sujet, l&rsquo;astuce principale est\u00a0: faire une offre all\u00e9chante \u00e0 votre lead. Cette offre peut \u00eatre financi\u00e8re, mais elle peut aussi \u00eatre une solution aux besoins et envies de vos prospects.<\/p>\n<h2>Le taux de clics<\/h2>\n<p>Une fois que le lead a ouvert l&rsquo;e-mail, nous passons au deuxi\u00e8me indicateur : le faire cliquer sur votre <a href=\"https:\/\/www.inboundvalue.com\/blog\/call-to-action-definition-exemples\">CTA<\/a>. Le taux de clics est donc l&rsquo;un des indicateurs de marketing par e-mail les plus appropri\u00e9s pour mesurer :<\/p>\n<ul>\n<li>La qualit\u00e9 du contenu des e-mails ;<\/li>\n<li>Le potentiel de la proposition de valeur partag\u00e9e ;<\/li>\n<li>La qualit\u00e9 du CTA cr\u00e9\u00e9 ;<\/li>\n<li>La vraie motivation des leads.<\/li>\n<\/ul>\n<p>La formule de calcul du taux de clics est la suivante\u00a0: Taux de clics (%) = (nombre de clics\/nombre d&rsquo;e-mails envoy\u00e9s) x 100. L\u2019autre fa\u00e7on de calculer le TC est bas\u00e9e sur le nombre d&rsquo;e-mails ouverts, \u00e0 l&rsquo;exclusion des autres. Dans ce format, la formule serait : Taux de clics (%) = (nombre de clics\/nombre d&rsquo;e-mails ouverts) x 100.<\/p>\n<h2>Le taux de conversion<\/h2>\n<p>La conversion est l&rsquo;objectif ultime de toute strat\u00e9gie de marketing par e-mail. Cependant, toutes les strat\u00e9gies ne consid\u00e8rent pas la conversion d&rsquo;un prospect en client comme une conversion. Par exemple, si vous organisez un webinaire, la conversion que vous souhaitez est l&rsquo;abonnement du prospect aux \u00e9v\u00e9nements. C&rsquo;est pourquoi, il est important que lors de la planification de votre campagne marketing, vous d\u00e9finissiez l&rsquo;objectif de votre strat\u00e9gie.<\/p>\n<p>Une conversion peut \u00eatre comprise comme la r\u00e9alisation de l&rsquo;action que vous souhaitez que le lead entreprenne. Le suivi de votre taux de conversion montrera l&rsquo;efficacit\u00e9 de l&rsquo;ensemble de votre campagne. Il ne sert \u00e0 rien d&rsquo;avoir de grands nombres dans les autres indicateurs si lors de la conversion du prospect votre discours n&rsquo;est pas convaincant, votre page se bloque ou le syst\u00e8me de paiement est lent. En cas de faible taux de conversion, la recherche des raisons est la prochaine \u00e9tape \u00e0 franchir.<\/p>\n<h2>Le taux de d\u00e9sabonnement<\/h2>\n<p>Le nom de cet indicateur de marketing par e-mail est tr\u00e8s explicite. Chaque e-mail marketing que vous envoyez doit contenir un lien de d\u00e9sinscription. En cliquant sur cet emplacement, le lead vous informe qu&rsquo;il ne souhaite plus recevoir vos e-mails. Pourquoi cela est-ce possible\u00a0?<\/p>\n<p>Il existe de nombreuses raisons pour lesquelles un prospect peut d\u00e9cider ne plus recevoir vos e-mails. Mais, fondamentalement, toutes signifient qu&rsquo;il ne veut plus maintenir la relation avec votre entreprise, du moins pas via ce canal. Bien s\u00fbr, le taux de d\u00e9sabonnement est l&rsquo;un des indicateurs de marketing par e-mail les plus pertinents pour une entreprise, et peut en dire long sur l\u2019alignement entre votre contenu et les besoins de vos prospects.<\/p>\n<p><a href=\"https:\/\/comeup.com\/?utm_source=blog&amp;utm_medium=article&amp;utm_campaign=art26122020email-marketing\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3088\" src=\"https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/04\/Baseline-Mixte-300x67.png\" alt=\"D\u00e9couvrez vite ComeUp !\" width=\"985\" height=\"220\" srcset=\"https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/04\/Baseline-Mixte-300x67.png 300w, https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/04\/Baseline-Mixte-1024x229.png 1024w, https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/04\/Baseline-Mixte-768x172.png 768w, https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/04\/Baseline-Mixte.png 1340w\" sizes=\"auto, (max-width: 985px) 100vw, 985px\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le marketing par e-mail est consid\u00e9r\u00e9 comme l&rsquo;une des principales strat\u00e9gies du marketing num\u00e9rique et l&rsquo;une des tactiques les plus&hellip;<\/p>\n","protected":false},"author":6,"featured_media":3224,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[857,6],"tags":[213],"class_list":["post-1739","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles-blog-pour-les-clients-comeup","category-marketing-et-communication","tag-gestion-clientele"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.3.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>E-mail marketing : les principaux indicateurs | Experts ComeUp<\/title>\n<meta name=\"description\" content=\"Le marketing par e-mail est l&#039;une des tactiques les plus pertinentes pour la conversion des prospects. 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