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Ouverture des emails en France en 2014

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Étude sur l'ouverture des emails en France en 2014.
Sur quels devices sont lus les emails ? Quels sont les clients de messagerie les plus utilisés ?

Published in: Marketing
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Ouverture des emails en France en 2014

  1. 1. Titre OUVERTURE DES EMAILS EN FRANCE EN 2014 C e s s t a t i s t i q u e s s o n t i s s u e s d e n o t r e p r o p r e o u t i l d e m e s u r e R e a c h t a g . L e s c h i f f r e s é v o q u é s s o n t u n e m o y e n n e d e s o u v e r t u r e s d e t o u t e s l e s c a m p a g n e s q u e n o u s a v o n s m e s u r é e s s u r l ' a n n é e 2 0 1 4 .
  2. 2. Répartition des ouvertures 2 Ordinateur 66% Smartphone 23% Tablette 11% +36% par rapport à 2013 +16% par rapport à 2013 -9% par rapport à 2013 En moyenne à 90% à 17% à 43% Les ex trêmes constatés selon les campagnes de 44% de 6% de 3%
  3. 3. Les internautes consultent-ils un email sur plusieurs types d'appareils ? 3 5%10%22%63% 5% des internautes lisent leurs emails sur plusieurs appareils. Ces multi-devices constituent une cible très engagée qui transforme plus. Les utilisateurs exclusifs de la tablette sont en forte progression : +33% par rapport à 2013 !
  4. 4. Répartition par client de messagerie 4 Par rapport à 2013, chute du webmail au profit des applications iOS et Android 1% 1% 5% 10% 11% 27% 45% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% THUNDERBIRD AUTRES CLIENT ANDROID OUTLOOK (LOGICIEL) APPLEMAIL / ENTOURAGE CLIENT IOS WEBMAIL  12%  23%  7%  21%  25%
  5. 5. Répartition des ouvertures par tranche horaire 5 6h 9h 9h 12h 12h 14h 14h 18h 18h 20h 20h 1h 1h 6h La tablette est leader à partir de 20h Le smartphone domine le midi tablette smartphoneordinateur
  6. 6. En synthèse L a c r o i s s a n c e d e l a c o n s u l t a t i o n s u r s m a r t p h o n e s e t t a b l e t t e s s e c o n f i r m e . T r è s n e t t e d i m i n u t i o n d u w e b m a i l (- 1 2 % ) q u i p a s s e e n d e s s o u s d e l a b a r r e d e s 5 0 % e t d u l o g i c i e l O u t l o o k ( - 7 % ) , a u p r o f i t d e s a p p l i c a t i o n s A n d r o i d / A p p l e / i O S . L e s i n t e r n a u t e s q u i c o n s u l t e n t e x c l u s i v e m e n t l e u r s e m a i l s s u r t a b l e t t e s o n t a u g m e n t é d e 3 3 % . L e s e g m e n t d e s o u v r e u r s m u l t i - d e v i c e e s t à s u r v e i l l e r e t e x p l o i t e r c a r i l e s t t r è s e n g a g é . A t t e n t i o n , l ’ o r d i n a t e u r r e s t e l e t e r m i n a l p r i n c i p a l d e c o n s u l t a t i o n d e s i n t e r n a u t e s .
  7. 7. Et pour vos campagnes, quels sont les chiffres ? 7 Vous souhaitez mesurer vos campagnes, obtenir une analyse personnalisée ou encore exploiter le segment des ouvreurs multi-devices ? Contactez-nous ! www.florenceconsultant.com www.reachtag.com Tel : 04 91 36 25 94
  8. 8. Qui sommes-nous ? Florence Consultant est un cabinet de conseil spécialisé en email marketing dirigé par Bruno Florence, auteur du blog Pignonsurmail.com Outre ses prestations de conseil, le cabinet a créé un cycle de formation Email Academy, entièrement dédié à l’emailing, que vous pouvez suivre en inter ou intra entreprise. Bruno Florence est également vice-président du SNCD et édite régulièrement une étude comparative des solutions d’emailing dont la prochaine sortie est prévue en juin 2015. www.florenceconsultant.com 8

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