{"id":3866,"date":"2017-04-25T10:00:54","date_gmt":"2017-04-25T08:00:54","guid":{"rendered":"http:\/\/blog.datananas.com\/fr\/?p=3866"},"modified":"2019-10-01T13:24:11","modified_gmt":"2019-10-01T11:24:11","slug":"mesurer-la-performance-des-emails-de-prospection","status":"publish","type":"post","link":"https:\/\/blog.datananas.com\/fr\/mesurer-la-performance-des-emails-de-prospection\/","title":{"rendered":"Mesurer la performance des emails de prospection : quels indicateurs?"},"content":{"rendered":"

Mesurer la performance des emails de prospection commerciale s\u2019impose de plus en plus comme une pratique incontournable des directions commerciales et marketing. Chez Datananas, nous utilisons quotidiennement de nombreux indicateurs pour mesurer la performance de nos emails de prospection.<\/p>\n

Voici un tour d\u2019horizon des principaux indicateurs \u00e0 suivre dans le cadre du Lead Relationship Management<\/a> pour \u00e9valuer votre prospection commerciale.<\/p>\n

<\/p>\n

 <\/p>\n

Les indicateurs cl\u00e9s pour mesurer la performance des emails de prospection<\/h2>\n

 <\/p>\n

Taux de bounce<\/h3>\n

Le bounce (soft ou hard), ou rebond, d\u00e9crit la situation o\u00f9 votre email est envoy\u00e9 mais non remis. Utiliser par exemple un outil de marketing automation<\/strong>\u00a0pour solliciter une base de prospects qui n\u2019ont pas donn\u00e9 leur accord explicitement (Opt-out<\/strong>) pour faire partie d\u2019une liste de diffusion augmente le taux de bounce. Notez que vos emails peuvent \u00e9galement \u00eatre class\u00e9s en bounce si la r\u00e9putation de votre serveur emailing est mauvaise. Lorsque vos emails sont trop souvent cat\u00e9goris\u00e9s en spam par exemple.<\/p>\n

 <\/p>\n

Taux de d\u00e9livrabilit\u00e9<\/h3>\n

La solution emailing que vous choisirez influencera sensiblement cet indicateur cl\u00e9. La d\u00e9livrabilit\u00e9 et l\u2019efficacit\u00e9 d\u2019un serveur sont li\u00e9es \u00e0 une notion de r\u00e9putation. Pour limiter les risques, adoptez de bonnes pratiques lors de la r\u00e9daction de vos emails de prospection<\/a> et de relances (courts sans mise en forme, templates ou images).<\/p>\n

 <\/p>\n

Taux de spams<\/h3>\n

A l\u2019image du taux de d\u00e9livrabilit\u00e9, le taux de spam peut augmenter significativement si vos emails de prospection ne sont pas r\u00e9dig\u00e9s de fa\u00e7on rigoureuse. En ins\u00e9rant des images ou des mises en formes complexes dans le corps de vos emails, vous augmenterez la probabilit\u00e9 que vos emails terminent dans la bo\u00eete spam de vos prospects. Exit donc les logos, les plaquettes commerciales et le champ lexical de la gratuit\u00e9 : \u201coffre<\/strong>\u201d, \u201ccadeaux<\/strong>\u201d, \u201cpromo<\/strong>\u201d etc.<\/p>\n

NB<\/strong> : n\u2019oubliez pas qu\u2019en tombant de la bo\u00eete spam de vos prospects, vos emails influenceront n\u00e9gativement la r\u00e9putation du serveur et sa d\u00e9livrabilit\u00e9.<\/p>\n

 <\/p>\n

Taux d\u2019ouverture<\/h3>\n

Le taux d\u2019ouverture traduit la situation o\u00f9 l\u2019email a atteint la bo\u00eete de r\u00e9ception du prospect et a \u00e9t\u00e9 ouvert. Dans les faits, un pixel<\/strong> (une minuscule image blanche d\u2019un pixel sur un pixel) est ajout\u00e9 dans le corps de l\u2019email. Une fois l\u2019email charg\u00e9, le pixel fait remonter l\u2019information aupr\u00e8s de l\u2019outil d\u00e9tectant le taux d\u2019ouverture. Par ailleurs, l\u2019objet de l\u2019email<\/a> est d\u00e9cisif dans l\u2019ouverture de l\u2019email par votre prospect. Prenez donc le soin d\u2019\u00e9laborer des objets d\u2019email courts et personnalis\u00e9s.<\/p>\n

NB<\/strong> : notez une nouvelle fois qu\u2019un email trop lourd ne vous permettra pas de mesurer l\u2019efficacit\u00e9 des emails de prospection.<\/p>\n

 <\/p>\n

Taux de r\u00e9activit\u00e9<\/h3>\n

Le taux de r\u00e9activit\u00e9 consiste \u00e0 d\u00e9terminer le nombre d\u2019individus qui ont cliqu\u00e9 sur un lien ou un \u00ab\u00a0call-to-action<\/a>\u00a0\u00bb pr\u00e9sent dans un message, parmi l\u2019ensemble des individus ayant ouvert ce message.<\/p>\n

 <\/p>\n

Taux de clic<\/h3>\n

Cet indicateur est extr\u00eamement pertinent pour analyser la qualit\u00e9 et l\u2019efficacit\u00e9 de votre campagne de prospection. Il est r\u00e9v\u00e9lateur de l\u2019int\u00e9r\u00eat port\u00e9 par votre cible \u00e0 votre offre et \u00e0 votre contenu. Id\u00e9alement, vos emails de prospection ne doivent contenir qu\u2019un seul lien renvoyant \u00e0 un contenu particulier<\/a> (ebook, article, webinar, vid\u00e9o etc.)<\/p>\n

 <\/p>\n

Taux de r\u00e9ponse<\/h3>\n

Enfin, le taux de r\u00e9ponse constitue l\u2019indicateur le plus important de votre campagne de prospection. Elle est le reflet de l\u2019efficacit\u00e9 de toute votre strat\u00e9gie de prospection commerciale.
\nVous connaissez d\u00e9sormais les principaux indicateurs pour mesurer la performance des emails de prospection. Si vous d\u00e9sirez approfondir ce sujet et apprendre la r\u00e9daction optimale des emails de prospection B2B, n\u2019h\u00e9sitez pas \u00e0 consulter notre ebook d\u00e9di\u00e9, disponible d\u00e8s maintenant en t\u00e9l\u00e9chargement.<\/p>\n

\n

Ebook – Mod\u00e8les d’emails de prospection efficaces
\nConsulter dans l’academy<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Mesurer la performance des emails de prospection commerciale s\u2019impose de plus en plus comme une pratique incontournable des directions commerciales et marketing. Chez Datananas, nous utilisons quotidiennement de nombreux indicateurs pour mesurer la performance de nos emails de prospection. Voici un tour d\u2019horizon des principaux indicateurs \u00e0 suivre dans le cadre du Lead Relationship Management […]<\/p>\n","protected":false},"author":16,"featured_media":3882,"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":[7],"tags":[102,112,12],"yoast_head":"\nMesurer la performance des emails de prospection : quels indicateurs?<\/title>\n<meta name=\"description\" content=\"Retrouvez les principaux indicateurs \u00e0 suivre pour mesurer la performance des emails de prospection et optimiser l'activit\u00e9 commerciale des entreprises.\u00a0\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.datananas.com\/fr\/mesurer-la-performance-des-emails-de-prospection\/\" \/>\n<meta property=\"og:locale\" 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