Taux de réponse 2 à 3 fois plus élevé que pour un mailing postal, taux d’ouverture de près de 40%, les résultats des campagnes e-mailing ne cessent de progresser. Cette technique présente de nombreux avantages pour les entreprises, mais elle est régie par un cadre très strict.

Qu'est-ce que l'e-mail marketing ?

C’est la transposition à l’Internet du mailing postal. Il a pour but de renseigner les internautes destinataires sur une action commerciale ou un sujet d’actualité. L’e-mailing doit aussi générer du trafic, sur le site de la société expéditrice, au moyen de liens hypertextes.

Quel cadre juridique pour l'e-mail marketing ?

La Loi pour la Confiance dans l’Economie Numérique (LCEN) adoptée le 21 juin 2004 a modifié l’utilisation de l’e-mailing commercial. Les adresses utilisées doivent avoir été collectées directement auprès des destinataires. Excepté pour les adresses nominatives professionnelles (Voir dossier CNIL), il est obligatoire d’obtenir l’accord explicite d’une personne pour pouvoir la contacter (Opt-In), et elle doit pouvoir se désabonner à tout moment

Quels sont les avantages de l'e-mailing ?

Le coût d’une campagne de e-mailing est en moyenne 70 fois inférieur à un publipostage papier, le niveau de personnalisation du message est largement supérieur pour un coût identique, et enfin, le taux de contacts utiles est environ 20 fois plus élevé que pour un mailing traditionnel.

Second avantage, la réactivité des prospects est optimisée. 80% des réponses sont obtenues en 3 jours. Le taux d’ouverture atteint environ 40% et le taux de clic est désormais d’environ 12%.

La diversité des formats est un avantage important du e-mailing. En effet, que ce soit en texte, HTML, Flash, son ou vidéo, votre message pourra prendre différentes formes, avec un impact plus ou moins important. Mais certaines applications étant très longues à télécharger, l’internaute peut fermer le message sans même le lire.

Enfin la mesurabilité de votre campagne est améliorée. Vous pouvez avoir accès à un nombre important d’informations, telles que : le nombre d’e-mails envoyés, le nombre d’e-mails perdus, le taux d’ouverture, le nombre d’e-mails transmis, le taux de clics, le nombre de désabonnements…

Mais de plus en plus d’internautes sont équipés de solutions anti-spams, et ils n’hésitent plus à signaler les abus aux autorités.

Quelques chiffres ?

• Environ 40 milliards d’e-mails envoyés chaque jour dans le monde.

• Un internaute a en moyenne 2,1 adresses e-mails personnelles et 2,2 adresses professionnelles.

• Environ 25 millions d’€ investis dans les campagnes e-mailing en 2005 en France pour plus de 44,8 millions d'e-mails de prospection envoyés.

   

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