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Emailing : Les secrets d'une segmentation réussie

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Saviez-vous qu’un email dont l’objet est personnalisé a un taux d’ouverture supérieur de 29% par rapport à un email non-personnalisé ?

Chaque email devrait en fait être personnalisé en fonction des clics ou de l’historique d’achat de chaque client pour être vraiment pertinent. Dans ce slideshare, vous apprendrez à collecter des adresses emails (opt-in, double opt-in) puis à segmenter vos listes de contacts (par comportement, critères ou multi-critères) pour envoyer des emails extrêmement personnalisés.

Published in: Marketing
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Emailing : Les secrets d'une segmentation réussie

  1. 1. par Vincent Martinet, CEO de Emailing : Les secrets d’une segmentation réussie
  2. 2. Plan 1. Qu’est-ce que la segmentation ? 2. Les méthodes de collecte d’abonnés 3. La segmentation par critères 4. La segmentation comportementale 5. La segmentation multicritère 6. La mise à jour des contacts
  3. 3. Avant-propos : rappel de la loi C’est quoi l’Opt-in ? C’est le fait d’obtenir le consentement du destinataire pour lui envoyer des emails. Le consentement est obligatoire, “L'utilisation d'une case pré-cochée est à proscrire, car contraire à la loi.” (CNIL).
  4. 4. 1. Qu’est-ce que la segmentation ? Segmenter c’est identifier des contacts en sous-ensembles en fonction de critères. Les critères de segmentation choisis doivent permettre d’obtenir des segments de population homogènes, et de taille suffisante.
  5. 5. 1. Pourquoi segmenter ? Ce n’est pas pour vous, mais pour vos abonnés ! Mettez-vous à leur place. Segmenter pour adapter la pression marketing. Chaque email devient unique. Améliorer l’engagement des abonnés : ➔ meilleurs taux d’ouverture et taux de clic. ➔ meilleur ROI : augmenter le taux de conversion
  6. 6. 1. Pourquoi segmenter ? ➔ Définir des personas : Un persona est un personnage imaginaire représentant un groupe cible. ➔ Identifier votre coeur de cible. Il faut choisir des critères qui ont du sens pour votre activité.
  7. 7. 1. Pourquoi segmenter ? ➔ La segmentation est une des réponses aux objectifs que vous vous êtes fixés pour votre campagne d’emailing. ➔ La segmentation va vous aider à personnaliser et construire votre message.
  8. 8. 2. Les méthodes de collecte d’abonnés ● Opt-in vs double opt-in - Consentement de l’abonné = opt-in - Email de confirmation d’inscription = double opt-in = éviter les bounces
  9. 9. 2. Les méthodes de collecte d’abonnés
  10. 10. 2. Les méthodes de collecte d’abonnés
  11. 11. 2. Les méthodes de collecte d’abonnés
  12. 12. 2. Les méthodes de collecte d’abonnés
  13. 13. 2. Les méthodes de collecte d’abonnés
  14. 14. 3. La segmentation par critères ● Données démographiques Vous ne pouvez pas envoyer le même contenu à un homme qu’à une femme ou à un étudiant qu’à un retraité. Source: Nike
  15. 15. 3. La segmentation par critères ● Centres d’intérêt Les abonnés reçoivent des informations sur des produits qui les intéresse vraiment. Source: La Fnac
  16. 16. 3. La segmentation par critères ● Date d’inscription / date de premier achat Cela permet de différencier les prospects, des nouveaux clients et des clients historiques par exemple. Source: Birchbox
  17. 17. 4. La segmentation par comportement ● Fréquence d’achat Identifier les actifs et les inactifs sur votre site. Source: Voyages-SNCF
  18. 18. ● Pages visitées Suite à plusieurs visites sur l’annonce d’un logement en particulier, Airbnb envoie ce type d’email de relance. 4. La segmentation par comportement Source: Airbnb
  19. 19. ● Pages visitées Les suggestions sont hyper personnalisées avec la ville, les dates et le type de logement recherché. 4. La segmentation par comportement Source: Airbnb
  20. 20. ● Ouvertures Déterminez qui sont vos abonnés actifs en fonction de leurs ouvertures ou Identifiez les non-ouvreurs récurrents et pour leur envoyer des messages spécifiques afin de les réactiver 4. La segmentation par comportement
  21. 21. ● Liens cliqués Trackez les liens d’un emailing sur lesquels les abonnés cliquent pour identifier leurs centres d’intérêt. ➔Permet d’alléger le formulaire d’inscription. 4. La segmentation par comportement Source: Petit Bateau
  22. 22. 5. La segmentation multicritère ● Segmentation réunissant plusieurs critères Exemple pour un site e-commerce : cibler les femmes, de 25 à 50 ans. ● Segmentation combinant critères et comportements Exemple pour un site e-commerce : cibler les femmes, de 25 à 50 ans, qui ont acheté du parfum, de la marque X.
  23. 23. 6. La mise à jour des contacts
  24. 24. 6. La mise à jour des contacts Pour garder une liste de contacts qualifiée, il faut l’entretenir. Ne garder que les abonnés actifs pour un meilleur ROI. Les solutions d’emailing mettent automatiquement à jour vos contacts en : ● supprimant les invalides, plaintes spam, désabonnements ● ajoutant les nouveaux inscrits
  25. 25. Résumé ● La segmentation, c’est la clé ! ● Connaître et comprendre les abonnés ● Ne pas garder les abonnés inactifs
  26. 26. Merci d’avoir suivi ce webinaire Vous avez des questions ? vincent@simple-mail.fr Vous souhaitez en savoir plus ? http://simple-mail.fr http://blog.simple-mail.fr @SimpleMailfr 1 mois offert sur tout nouvel abonnement à SimpleMail depuis cet URL : http://bit.ly/moisoffert_webikeo

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