{"id":2499,"date":"2016-11-10T10:00:17","date_gmt":"2016-11-10T09:00:17","guid":{"rendered":"http:\/\/blog.datananas.com\/fr\/?p=2499"},"modified":"2019-10-01T13:24:11","modified_gmt":"2019-10-01T11:24:11","slug":"statistiques-des-emails-de-prospection-analyser","status":"publish","type":"post","link":"https:\/\/blog.datananas.com\/fr\/statistiques-des-emails-de-prospection-analyser\/","title":{"rendered":"Statistiques des emails de prospection : comment les analyser ?"},"content":{"rendered":"<p>Le secret pour optimiser tr\u00e8s simplement vos emails de prospection est de savoir interpr\u00e9ter leurs r\u00e9sultats ! N\u2019ayez plus peur des statistiques des emails de prospection et du reporting marketing en adaptant vos outils en cons\u00e9quence : voici les indicateurs \u00e0 analyser.<\/p>\n<p><!--more--><\/p>\n<h2>Quels outils pour analyser les statistiques des emails de prospection\u00a0?<\/h2>\n<p>Pour s\u2019approprier les notions qui vont suivre, il suffit de suivre le cycle de vie de vos emails de prospection.<\/p>\n<p>Pensez \u00e0 adapter votre solution emailing selon la provenance des emails :<\/p>\n<blockquote>\n<ul>\n<li>Newsletter. Un email optin est un adh\u00e9rent \u00e0 votre liste de diffusion.<\/li>\n<li>Prospection. Un email non-optin n\u2019a pas donn\u00e9 son accord<\/li>\n<\/ul>\n<\/blockquote>\n<p>L\u2019erreur fatale est bien souvent d\u2019utiliser un outil d\u2019emailing destin\u00e9 aux newsletters (Mailchimp, Mailjet..) pour solliciter une base de prospection non-optin. Suivre les statistiques des emails de prospection est une \u00e9tape incontournables \u00e0 toute campagne de prospection B2B r\u00e9ussie.<\/p>\n<div class=\"push-cta\">\n<p>Ebook &#8211; Mod\u00e8les d&#8217;emails de prospection efficaces<\/p>\n<p>Consulter dans l&rsquo;academy<\/p>\n<\/div>\n<hr \/>\n<h2>L\u2019email est envoy\u00e9 mais non-remis<\/h2>\n<p><strong>TAUX DE BOUNCE<\/strong><\/p>\n<blockquote><p>Taux de bounce = nbr. d&#8217;emails non-d\u00e9livr\u00e9s \/ nbr. d&#8217;emails envoy\u00e9s<\/p><\/blockquote>\n<ul>\n<li>Hard bounce : Le probl\u00e8me est d\u00e9finitif et ne peut \u00eatre r\u00e9solu. (ex. : email inexistant)<\/li>\n<li>Soft Bounce : Le probl\u00e8me est temporaire (ex. : bo\u00eete email remplie)<\/li>\n<\/ul>\n<p>A noter : votre email peut \u00eatre class\u00e9 en <em>bounce<\/em> si la r\u00e9putation de votre serveur emailing est mauvaise et\/ou que le FAI du r\u00e9cepteur refuse tout email issu de votre part.<\/p>\n<h2>L\u2019email est bien d\u00e9livr\u00e9<\/h2>\n<hr \/>\n<p>&nbsp;<\/p>\n<p><strong>TAUX DE D\u00c9LIVRABILIT\u00c9<\/strong><\/p>\n<blockquote><p>Taux de d\u00e9livrabilit\u00e9 = (nbr. d\u2019emails envoy\u00e9s &#8211; nbr. de bounce) \/ nbr. d\u2019emails envoy\u00e9s<\/p><\/blockquote>\n<p>En partant du principe que l\u2019email du r\u00e9cepteur existe et que votre serveur emailing respecte les r\u00e8gles de l\u2019emailing, faut-il encore qu\u2019il re\u00e7oive bien votre email. Il s\u2019agit donc l\u00e0 d\u2019un indicateur clef quant au choix de votre solution d\u2019emailing, car toutes n\u2019ont pas les m\u00eames r\u00e9sultats.<\/p>\n<p>A noter : La d\u00e9livrabilit\u00e9 d\u2019un serveur est tr\u00e8s difficile \u00e0 v\u00e9rifier puisqu\u2019elle est li\u00e9e \u00e0 une notion de r\u00e9putation. Si vous avez un doute, il est peut-\u00eatre d\u00e9j\u00e0 trop tard. Essayez un autre serveur ou une <a href=\"https:\/\/blog.datananas.com\/fr\/comment-choisir-un-crm\/\">autre solution <\/a>pour comparer.<\/p>\n<hr \/>\n<p>&nbsp;<\/p>\n<p><strong>TAUX DE SPAM<\/strong><\/p>\n<blockquote><p>Taux de spam = nombre d&#8217;emails rapport\u00e9s comme spam \/ nombre d&#8217;emails d\u00e9livr\u00e9s<\/p><\/blockquote>\n<p>Cela signifie que l\u2019email est bien re\u00e7u par le destinataire mais il se trouve dans les spams ou certains r\u00e9cepteurs l\u2019ont class\u00e9 en spam manuellement.<\/p>\n<p>A noter : Se retrouver en spam a d\u2019importantes\u00a0<a href=\"https:\/\/blog.datananas.com\/fr\/7-erreurs-dans-vos-cold-emailings\/\">r\u00e9percussions sur la r\u00e9putation du serveur<\/a> et donc sur sa d\u00e9livrabilit\u00e9. N\u2019utilisez pas d\u2019outils faits pour solliciter des emails optin \u00e0 des fins de prospection, vous aurez de grandes chances de finir en spam.<\/p>\n<hr \/>\n<p>&nbsp;<\/p>\n<p><strong>TAUX D\u2019OUVERTURE<\/strong><\/p>\n<blockquote><p>Taux d\u2019ouverture = nombre d&#8217;emails ouverts \/ nombre d&#8217;emails d\u00e9livr\u00e9s<\/p><\/blockquote>\n<p>L\u2019email se trouve bien dans la bo\u00eete de r\u00e9ception et il a \u00e9t\u00e9 ouvert. Un pixel (une image blanche) est ajout\u00e9 dans le contenu de l\u2019email. D\u00e8s qu\u2019il est charg\u00e9, c\u2019est lui qui fait remonter l\u2019information aupr\u00e8s de l\u2019<a href=\"https:\/\/blog.datananas.com\/fr\/utiliser-sa-boite-email-comme-un-crm\/\">outil que vous aurez choisi<\/a>.<\/p>\n<p>A noter : Un email dont les images ne se chargent pas peut donc difficilement d\u00e9livrer une information pertinente. Faites simple et pr\u00e9f\u00e9rez le format brut plut\u00f4t que les gabarits d\u2019email. Les statistiques des emails de prospection s&rsquo;en trouveront largement am\u00e9lior\u00e9s.<\/p>\n<hr \/>\n<p>&nbsp;<\/p>\n<p><strong>TAUX DE CLIC<\/strong><\/p>\n<blockquote><p>Taux de clics = nombre de clics \/ nombre d\u2019emails d\u00e9livr\u00e9s<\/p><\/blockquote>\n<p>Prenez soin d\u2019analyser finement cet indicateur, il est souvent r\u00e9v\u00e9lateur de l\u2019int\u00e9r\u00eat port\u00e9 par votre cible.<\/p>\n<blockquote><p>Taux de clics global = (Nombre de clics \/ nombre de messages d\u00e9livr\u00e9s) X 100.<br \/>\nTaux de clics uniques = (Nombre de clics uniques \/ nombre de messages d\u00e9livr\u00e9s) X 100.<\/p><\/blockquote>\n<p>A noter : Dans l\u2019id\u00e9al, vos\u00a0emails de prospection ne <a href=\"https:\/\/blog.datananas.com\/fr\/cold-emailing-lerreur-qui-tue-votre-prospection-par-e-mail\/\">doivent contenir qu\u2019un seul lien<\/a> (ebook, ressources..)<\/p>\n<hr \/>\n<p>&nbsp;<\/p>\n<p><strong>TAUX DE R\u00c9ACTIVIT\u00c9<\/strong><\/p>\n<blockquote><p>Taux de r\u00e9activit\u00e9 = nombre d\u2019emails cliqu\u00e9s \/ nombre d\u2019emails ouverts<\/p><\/blockquote>\n<p>Peu d\u2019outils d\u2019emailing traditionnels proposent nativement cette fonctionnalit\u00e9. Elle est pourtant cruciale pour analyser la <a href=\"https:\/\/blog.datananas.com\/fr\/pourquoi-lautomatisation-est-un-levier-a-la-croissance-de-votre-business\/\">performance d\u2019une campagne<\/a> de prospection cold emailing 2.0. Vous connaissez d\u00e9sormais les meilleurs indicateurs, m\u00e9thodes et outils pour analyser les statistiques des emails de prospection. Passez maintenant au <a href=\"https:\/\/blog.datananas.com\/fr\/cold-calling-2-0-4-templates-de-mail\/\">contenu de vos emails<\/a>\u00a0!<\/p>\n<div class=\"push-cta\">\n<p>Ebook &#8211; Mod\u00e8les d&#8217;emails de prospection efficaces<\/p>\n<p>Consulter dans l&rsquo;academy<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Le secret pour optimiser tr\u00e8s simplement vos emails de prospection est de savoir interpr\u00e9ter leurs r\u00e9sultats ! N\u2019ayez plus peur des statistiques des emails de prospection et du reporting marketing en adaptant vos outils en cons\u00e9quence : voici les indicateurs \u00e0 analyser.<\/p>\n","protected":false},"author":1,"featured_media":2515,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"yasr_overall_rating":0,"yasr_post_is_review":"","yasr_auto_insert_disabled":"","yasr_review_type":""},"categories":[60],"tags":[102,108,167,32,11,112,12],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v17.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Statistiques des emails de prospection : comment les analyser ?<\/title>\n<meta name=\"description\" content=\"Le secret pour optimiser vos emails de prospection est de savoir interpr\u00e9ter leurs r\u00e9sultats. 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