{"id":116865,"date":"2015-06-11T00:00:00","date_gmt":"2015-06-10T22:00:00","guid":{"rendered":"https:\/\/www.mdirector.com\/2016\/07\/13\/7-exemples-de-campagnes-demail-marketing-a-succes\/"},"modified":"2023-06-27T09:42:58","modified_gmt":"2023-06-27T07:42:58","slug":"exemples-campagnes-email-marketing-succes","status":"publish","type":"post","link":"https:\/\/www.mdirector.com\/fr\/blog\/exemples-campagnes-email-marketing-succes\/","title":{"rendered":"7 exemples de campagnes d\u2019Email Marketing \u00e0 succ\u00e8s"},"content":{"rendered":"<div style=\"margin-top: 0px; margin-bottom: 0px;\" class=\"sharethis-inline-share-buttons\" ><\/div><p><link rel=\"preload\" as=\"image\" href=\"https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/04\/campagnes-demail-marketing-a-succes.jpg\" imagesizes=\"(max-width: 1100px) 100vw, 1100px\" \/><img decoding=\"async\" class=\"aligncenter size-full wp-image-18544\" src=\"https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/04\/campagnes-demail-marketing-a-succes.jpg\" alt=\"Campagnes d\u2019Email Marketing \u00e0 succ\u00e8s\" \/><\/p>\n<p><strong>Il est tr\u00e8s compliqu\u00e9 de conna\u00eetre des campagnes sp\u00e9cifiques d\u2019Email Marketing \u00e0 succ\u00e8s parce que les donn\u00e9es de ces campagnes sont rarement publi\u00e9es.<\/strong><\/p>\n<p>Cependant on peut bien apprendre du travail continu et quotidien que certains des entreprises qui utilisent beaucoup ce canal nous fournissent. En suivant les indications de ces envois et en analysant les consignes qu\u2019ils ont vous <strong>pourrez tirer des conclusions sur certains de campagnes d\u2019Email Marketing \u00e0 succ\u00e8s<\/strong>. Ci-dessous nous discutons 7 cas sp\u00e9cifiques de <a href=\"https:\/\/www.mdirector.com\/fr\/software-email-marketing\/\" target=\"_blank\" rel=\"noopener\">campagnes emailing<\/a> qu\u2019il vaut la peine analyser:<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_74 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\">INDEX DES MATI\u00c8RES<\/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.mdirector.com\/fr\/blog\/exemples-campagnes-email-marketing-succes\/#1-_BuzzFeed\" >1.- BuzzFeed<\/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.mdirector.com\/fr\/blog\/exemples-campagnes-email-marketing-succes\/#2-_Oferplan\" >2.- Oferplan<\/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.mdirector.com\/fr\/blog\/exemples-campagnes-email-marketing-succes\/#3-_Fnac\" >3.- Fnac<\/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.mdirector.com\/fr\/blog\/exemples-campagnes-email-marketing-succes\/#4-_Uncommon_Goods\" >4.- Uncommon Goods<\/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.mdirector.com\/fr\/blog\/exemples-campagnes-email-marketing-succes\/#5-_Twitter\" >5.- Twitter<\/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.mdirector.com\/fr\/blog\/exemples-campagnes-email-marketing-succes\/#6-_Warby_Parker\" >6.- Warby Parker<\/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.mdirector.com\/fr\/blog\/exemples-campagnes-email-marketing-succes\/#7-_Le_Globe_Trotteur\" >7.- Le Globe Trotteur<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.mdirector.com\/fr\/blog\/exemples-campagnes-email-marketing-succes\/#Voulez-vous_commencer_maintenant_un_envoi_massif_demail_efficace_Il_ne_faut_que_3_minutes_pour_vous_inscrire_a_MDirector\" >Voulez-vous commencer maintenant un envoi massif d\u2019email efficace? Il ne faut que 3 minutes pour vous inscrire \u00e0 MDirector<\/a><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"1-_BuzzFeed\"><\/span>1.- BuzzFeed<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-18554\" src=\"https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/04\/buzzfeed-newsletters-1.jpg\" alt=\"Campagnes d\u2019Email Marketing \u00e0 succ\u00e8s: BuzzFeed\" \/><\/p>\n<p>BuzzFeed est une des nouveaux magazines num\u00e9riques qui <strong>font acquisition de contacts en partageant contenu de forme presque scientifique<\/strong>. En effet, leur technique de cr\u00e9er des titres s\u00e9duisants est devenue fameuse.<\/p>\n<p>En ce qui concerne l\u2019 Email Marketing en plus d&rsquo;\u00e9tudier beaucoup les diff\u00e9rents objets de l\u2019email, BuzzFeed <strong>utilise la segmentation d\u2019une mani\u00e8re intense<\/strong>. Donc vous pouvez vous abonner \u00e0 des newsletter sur des sujets assez vari\u00e9s que livres, nourriture, politique, bricolage, c\u00e9l\u00e9brit\u00e9s ou un journal avec les informations qui sont publi\u00e9es tous les jours.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-18559\" src=\"https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/04\/buzzfeed-food-1.jpg\" alt=\"Campagnes d\u2019Email Marketing \u00e0 succ\u00e8s: BuzzFeed\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>De plus, une bonne pratique de BuzzFeed est <strong>qu\u2019ils communiquent le nombre et les jours que vous recevrez la newsletter<\/strong> de fa\u00e7on que l\u2019utilisateur est toujours inform\u00e9 des communications.<br \/>\nComme si cela ne suffisait pas, <strong>les emails de BuzzFeed son visuellement attrayants, brefs et ils exploitent leur savoir-faire avec des titres accrocheurs qui remplissent la mission premi\u00e8re de leurs campagnes<\/strong>: g\u00e9n\u00e9rer du trafic vers leurs site web pour continuer \u00e0 lire l\u00e0.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-18549\" src=\"https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/04\/buzzfeed4-1.jpg\" alt=\"Campagnes d\u2019Email Marketing \u00e0 succ\u00e8s: BuzzFeed\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"2-_Oferplan\"><\/span>2.- Oferplan<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><strong>L\u2019email est le canal principal pour un grand nombre d\u2019entreprises de \u201ccouponing\u201d<\/strong>, c\u2019est-\u00e0-dire les entreprises qui se d\u00e9dient \u00e0 obtenir des produits et services \u00e0 des prix tr\u00e8s r\u00e9duits qui s&rsquo;\u00e9changent avec coupons.<\/p>\n<p>Un exemple est Oferplan qui envoie un <strong>bulletin quotidien<\/strong> avec l\u2019offre du jour \u00e0 tous leurs abonn\u00e9s. Dans ce cas la fr\u00e9quence est un aspect essentiel, car il permet de maintenir la fid\u00e9lit\u00e9 de l\u2019utilisateur qui sait que chaque jour recevra sa dose d\u2019offres.<\/p>\n<p>Dans ce type de campagne <strong>les emails sont souvent simples<\/strong> et ils incluent une image, un titre et une br\u00e8ve description de chacune des offres afin d\u2019obtenir des conversions par les utilisateurs.<\/p>\n<p>De plus, en chaque offre se montre le prix r\u00e9el et la r\u00e9duction obtenue avec l\u2019un des \u00e9l\u00e9ments le plus important, <strong>le CTA, qui est habituellement un bouton avec une couleur distinctive et avec un texte qui incite au clic<\/strong>. Un exemple est le \u201cJe Prends\u201d utilis\u00e9 par Oferplan.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-18564\" src=\"https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/04\/oferplan-1.jpg\" alt=\"Campagnes d\u2019Email Marketing \u00e0 succ\u00e8s: Oferplan\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"3-_Fnac\"><\/span>3.- Fnac<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><strong>L\u2019une des caract\u00e9ristiques des campagnes d\u2019Email Marketing efficaces est qu\u2019ils se rapportent correctement avec d\u2019autres canaux num\u00e9riques<\/strong>. La newsletter pour les membres de Fnac, par exemple, le fait tr\u00e8s bien: en plus de faire r\u00e9f\u00e9rence aux diff\u00e9rents moments o\u00f9 nous nous trouvons, ils lancent de nombreuses initiatives et tirages qui sont g\u00e9r\u00e9s dans diff\u00e9rents espaces num\u00e9riques.<\/p>\n<p>Le concours Instagram dans l\u2019exemple montre cette fonctionnalit\u00e9 qu\u2019est aussi aid\u00e9e par <strong>l\u2019utilisation des ic\u00f4nes pour partager sur les r\u00e9seaux sociaux<\/strong> qui apparaissent en bonne place au pied de la newsletter.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-18569\" src=\"https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/04\/fnac-1.jpg\" alt=\"Campagnes d\u2019Email Marketing \u00e0 succ\u00e8s: Fnac\" \/><\/p>\n<p>&nbsp;<\/p>\n<h2><span class=\"ez-toc-section\" id=\"4-_Uncommon_Goods\"><\/span>4.- Uncommon Goods<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Une bonne campagne d\u2019Email Marketing devrait \u00eatre appuy\u00e9e par des \u201c<strong>preuves sociales<\/strong>\u201d , c\u2019est-\u00e0-dire ceux \u00e9l\u00e9ments qui nous indiquent que d\u2019autres utilisateurs ont d\u00e9j\u00e0 lu ou achet\u00e9 ce qu\u2019on montre et qui peuvent nous aider \u00e0 d\u00e9cider.<\/p>\n<p>Ce newsletter de Uncommon Goods est un bon exemple qui montre des t\u00e9moignages d\u2019autres utilisateurs pour garantir le succ\u00e8s de leur campagne d\u2019Email Marketing \u00e0 des dates pr\u00e9cises: la f\u00eate des m\u00e8res.<\/p>\n<p><strong>Les campagnes d\u2019Email Marketing \u00e0 succ\u00e8s prennent en compte que 8 de 10 d\u00e9cisions d\u2019achat sont influenc\u00e9s par le contenu g\u00e9n\u00e9r\u00e9 par d\u2019autres utilisateurs<\/strong>, dans la plupart des cas inconnus, mais qui ont des int\u00e9r\u00eats en commun avec l\u2019utilisateur.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-18574\" src=\"https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/04\/uncommon-goods-1.png\" alt=\"Campagnes d\u2019Email Marketing \u00e0 succ\u00e8s: Uncommon Goods\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"5-_Twitter\"><\/span>5.- Twitter<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Les principaux r\u00e9seaux sociaux ont compris l\u2019importance des \u201cpreuves sociales\u201d et ils <strong>cr\u00e9ent de plus en plus de campagnes marketing qui documentent simplement ce que les autres utilisateurs que nous suivons font<\/strong>.<\/p>\n<p>Par exemple les emails \u201cQu\u2019est ce qui passe sur Twitter\u201d ou \u201cPopulaire au sein de votre r\u00e9seau\u201d quiont \u00e9t\u00e9 exploit\u00e9s depuis longtemps par Twitter pour obtenir plus de trafic et un majeur engagement des utilisateurs.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-18579\" src=\"https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/04\/twitter-1.jpg\" alt=\"Campagnes d\u2019Email Marketing \u00e0 succ\u00e8s: Twitter\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"6-_Warby_Parker\"><\/span>6.- Warby Parker<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Les campagnes d\u2019Email Marketing \u00e0 succ\u00e8s ne doivent pas \u00eatre toujours d\u2019acquisition ou de conversion. En fait, <strong>un type de campagnes tr\u00e8s rentables sont celles dans lesquels vous communiquez aux abonn\u00e9s qui depuis longtemps n\u2019interagissent pas avec votre marque.<\/strong><\/p>\n<p>Cet exemple de Warby Parker non seulement exploite cet aspect, mais relie parfaitement le monde en ligne avec l\u2019 offline dans le pied du message.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-18584\" src=\"https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/04\/warby-parker-1.png\" alt=\"Campagnes d\u2019Email Marketing \u00e0 succ\u00e8s: Warby Parker\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"7-_Le_Globe_Trotteur\"><\/span>7.- Le Globe Trotteur<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Nous ne pouvions pas terminer ce post sans mentionner un exemple personnel.<strong> Un type de campagne d\u2019Email Marketing qui fonctionnent tr\u00e8s bien sont celles qui montrent une gamme de produits avec le prix.<\/strong><\/p>\n<p>Parmi tous les secteurs il y en a certains dans lesquels ces messages fonctionnent le mieux. L\u2019un d\u2019eux est le secteur du voyage. Comme on le voit dans l\u2019exemple de notre coll\u00e8gue \u201c<a href=\"http:\/\/www.leglobetrotteur.fr\/\" target=\"_blank\" rel=\"noopener\">Le Globe-Trotteur<\/a>\u201d, un message simple avec une liste de voyages, des images et leurs prix sont suffisants pour attirer les utilisateurs.<\/p>\n<p>En outre, le \u201cCall to Action\u201d en bas, \u201ctrouvez-le i\u00e7i\u201d r\u00e9v\u00e8le le but ultime de ce type de newsletter: acqu\u00e9rir leads \u00e0 travers l\u2019email.<\/p>\n<p>Comme vous voyez les campagnes d\u2019Email Marketing \u00e0 succ\u00e8s ne doivent pas \u00eatre compliqu\u00e9es. Tout simplement il faut <strong>savoir exactement quel est le but que vous voulez atteindre et de maintenir une bonne consistance<\/strong> pour que les utilisateurs puissent vous communiquer si vous avez bien fait ou si vos campagnes ont besoin d\u2019une vidange.<\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-18589\" src=\"https:\/\/www.mdirector.com\/wp-content\/uploads\/2022\/04\/elviajerofisgon-1.jpg\" alt=\"Campagnes d\u2019Email Marketing \u00e0 succ\u00e8s: Le Globe Trotteur\" \/><\/p>\n<h4><\/h4>\n<h4><span class=\"ez-toc-section\" id=\"Voulez-vous_commencer_maintenant_un_envoi_massif_demail_efficace_Il_ne_faut_que_3_minutes_pour_vous_inscrire_a_MDirector\"><\/span>Voulez-vous commencer maintenant un envoi massif d\u2019email efficace? Il ne faut que 3 minutes pour vous inscrire \u00e0 MDirector<span class=\"ez-toc-section-end\"><\/span><\/h4>\n","protected":false},"excerpt":{"rendered":"<p>Il est tr\u00e8s compliqu\u00e9 de conna\u00eetre des campagnes sp\u00e9cifiques d\u2019Email Marketing \u00e0 succ\u00e8s parce que les donn\u00e9es de ces campagnes sont rarement publi\u00e9es. Cependant on peut bien apprendre du travail continu et quotidien que certains [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":16650,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","rating_form_position":"","rating_results_position":"","mr_structured_data_type":"","footnotes":""},"categories":[1896],"tags":[],"class_list":["post-116865","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>7 exemples de campagnes d\u2019Email Marketing \u00e0 succ\u00e8s<\/title>\n<meta name=\"description\" content=\"Il est tr\u00e8s compliqu\u00e9 de conna\u00eetre des campagnes sp\u00e9cifiques d\u2019Email Marketing \u00e0 succ\u00e8s parce que les donn\u00e9es de ces campagnes sont 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