{"id":4199,"date":"2017-05-16T10:00:30","date_gmt":"2017-05-16T08:00:30","guid":{"rendered":"http:\/\/blog.datananas.com\/fr\/?p=4199"},"modified":"2019-10-01T14:31:28","modified_gmt":"2019-10-01T12:31:28","slug":"campagne-emailing-de-prospection-inefficace-reagir","status":"publish","type":"post","link":"https:\/\/blog.datananas.com\/fr\/campagne-emailing-de-prospection-inefficace-reagir\/","title":{"rendered":"Campagne emailing de prospection inefficace\u2026 comment r\u00e9agir ?"},"content":{"rendered":"<p>Nous avons tous \u00e9t\u00e9 confront\u00e9 \u00e0 cette situation. Une campagne emailing de prospection durement \u00e9labor\u00e9e, un travail d\u2019\u00e9quipe efficace, un lancement dans les temps et pourtant votre campagne emailing ne fonctionne pas. Une semaine passe puis un mois sans que votre campagne ne performe. Vous doutez, vous vous questionnez et c\u2019est normal.<\/p>\n<p>Afin de vous aider \u00e0 r\u00e9agir efficacement et rapidement \u00e0 une campagne emailing de prospection inefficace, voici quelques conseils \u00e0 appliquer tr\u00e8s simplement dans le cadre du <a href=\"http:\/\/academy.datananas.com\/o\/modeles-d-emails-de-prospection?utm_source=blog&amp;utm_medium=campagne-emailing-de-prospection-inefficace-reagir&amp;utm_campaign=ebook28templates\">Lead Relationship Management<\/a>.<\/p>\n<p><!--more--><\/p>\n<div class=\"push-cta\">\r\n<div class=\"cta-title\">Appr\u00e9hendez les grandes r\u00e8gles de la r\u00e9daction d'emails de prospection !<\/div>\r\n<div class=\"cta-subtitle\">D\u00e9couvrez nos meilleurs contenus dans notre academy en ligne<\/div>\r\n<a id=\"cta-academy-regles-redaction-emails\" class=\"cta-button\" title=\"Consulter dans l'academy\" href=\"http:\/\/academy.datananas.com\/o\/grandes-regles-de-la-redaction-d-e-mails\">Consulter dans l'academy<\/a>\r\n<\/div>\r\n<script type=\"text\/javascript\">\r\n  var link = document.getElementById('cta-academy-regles-redaction-emails');\r\n  analytics.trackLink(link, 'blog-fr-cta-academy-regles-redaction-emails', {\r\n    pageTitle: document.title\r\n  });\r\n<\/script>\n<h2>D\u00e9finition d\u2019une campagne emailing<\/h2>\n<p>On peut d\u00e9finir une campagne emailing comme l\u2019envoi de boucles d\u2019emails \u00e0 caract\u00e8re commercial ou marketing \u00e0 des prospects via l\u2019utilisation de logiciels de Marketing Automation et de <a href=\"https:\/\/blog.datananas.com\/fr\/sales-force-automation\/\">Sales Force Automation<\/a>. Dans le cadre de cet article, nous nous int\u00e9resserons sp\u00e9cifiquement aux campagnes emailing de prospection B2B.<\/p>\n<p>Ainsi, une campagne emailing de prospection B2B a pour objectif de prendre contact avec des prospects gr\u00e2ce \u00e0 un logiciel d\u2019Outbound Sales. Chez Datananas, nous utilisons au quotidien une solution de<a href=\"https:\/\/blog.datananas.com\/fr\/le-lrm-revolutionne-le-metier-de-commercial\/\"> Lead Relationship Management<\/a> pour industrialiser notre prospection B2B en toute simplicit\u00e9.<\/p>\n<p>&nbsp;<\/p>\n<h2>Pourquoi votre campagne emailing de prospection est inefficace ?<\/h2>\n<p>Face \u00e0 une campagne emailing de prospection aux r\u00e9sultats d\u00e9cevants, nous vous recommandons d\u2019analyser votre strat\u00e9gie en vous posant, par exemple, les questions suivantes :<\/p>\n<blockquote>\n<ul>\n<li>Ai-je d\u00e9fini mon <a href=\"https:\/\/blog.datananas.com\/fr\/ideal-customer-profile\/\">Ideal Customer Profile<\/a> (ICP) avec minutie ?<\/li>\n<li>Ai-je \u00e9labor\u00e9 mes Buyer\u2019s Personae en cons\u00e9quence ?<\/li>\n<li>Ai-je \u00e9tabli les valeurs ajout\u00e9es de mon offre ?<\/li>\n<li>Ai-je r\u00e9dig\u00e9 soigneusement mes emails de prospection, de relance et de nurturing ?<\/li>\n<\/ul>\n<\/blockquote>\n<p>L\u2019ensemble de ces \u00e9l\u00e9ments est essentiel \u00e0 la r\u00e9ussite de votre campagne de prospection. Ne pas y pr\u00eater attention risque de rendre votre campagne emailing inefficace. Si vous souhaitez approfondir ces notions et tout conna\u00eetre des \u00e9tapes pour cr\u00e9er une campagne performante, n\u2019h\u00e9sitez pas \u00e0 consulter notre <a href=\"https:\/\/blog.datananas.com\/fr\/reussir-campagne-de-prospection-commerciale\/\">article sp\u00e9cialement d\u00e9di\u00e9<\/a> \u00e0 ce sujet.<\/p>\n<p>&nbsp;<\/p>\n<h2>Comment rem\u00e9dier \u00e0 une campagne emailing de prospection inefficace ?<\/h2>\n<p>&nbsp;<\/p>\n<h3>Analyser les indicateurs de performance de votre campagne emailing de prospection<\/h3>\n<p>Apr\u00e8s avoir minutieusement \u00e9labor\u00e9 votre campagne en d\u00e9finissant avec pr\u00e9cision vos cibles et en r\u00e9digeant avec soin vos emails de prospection et de relance, il convient d\u2019identifier les \u201cpain points\u201d (points de tensions) de votre campagne emailing de prospection en analysant les <a href=\"https:\/\/blog.datananas.com\/fr\/les-indicateurs-de-performance-commerciale-pour-evaluer-sa-prospection\/\">indicateurs de performance<\/a> :<\/p>\n<p><strong>Si votre <a href=\"https:\/\/blog.datananas.com\/fr\/mesurer-la-performance-des-emails-de-prospection\/\">taux de bounce<\/a> est trop \u00e9lev\u00e9<\/strong> :<\/p>\n<p>Le taux de bounce analyse le nombre d\u2019emails non d\u00e9livr\u00e9. Une des solutions possible pour rem\u00e9dier \u00e0 cette situation est d\u2019affiner et de nettoyer sa base prospects afin de s\u2019assurer de la qualit\u00e9 des adresses utilis\u00e9es (un outil comme Briteverify vous aidera dans cette d\u00e9marche).<\/p>\n<p><strong>Si votre taux de d\u00e9livrabilit\u00e9 est faible<\/strong> :<\/p>\n<p>Votre campagne emailing de prospection respecte-t-elle les <a href=\"https:\/\/blog.datananas.com\/fr\/5-conseils-pour-reussir-sa-prospection-commerciale-par-email\/\">cinq r\u00e8gles d\u2019or<\/a> de l\u2019\u00e9laboration d\u2019une campagne de prospection par emails ? (Si ce n\u2019est pas le cas, jettez-y un coup d\u2019oeil \ud83d\ude09 )<\/p>\n<p><strong>Si votre taux de spam est haut<\/strong> :<\/p>\n<p>V\u00e9rifiez que vous n\u2019utilisez pas un logiciel de Marketing Automation type Marketo, Hubspot ou Mailchimp pour votre campagne emailing de prospection. Nous conseillons fortement d\u2019utiliser un logiciel de Sales Force Automation pour cette pratique, sous peine d\u2019\u00eatre s\u00e9v\u00e8rement puni par la l\u00e9gislation. Vous trouverez toutes les informations n\u00e9cessaires par ici.<\/p>\n<p>Il peut exister de nombreuses autres raisons pour lesquelles votre campagne emailing de prospection peut \u00eatre inefficace. La prospection B2B par emails est un art, veillez donc \u00e0 bien ma\u00eetriser les best practices de l\u2019Outbound Sales en confiant cette t\u00e2che \u00e0 un <a href=\"https:\/\/blog.datananas.com\/fr\/customer-success-leads-qualifies\/\">commercial confirm\u00e9<\/a> et surtout \u00e0 organiser vos \u00e9quipes commerciales et marketing dans un process fluide. Nous ne le r\u00e9p\u00e9terons jamais assez, pr\u00e9f\u00e9rez la qualit\u00e9 \u00e0 la quantit\u00e9.<\/p>\n<p>&nbsp;<\/p>\n<h3>Fixer des objectifs r\u00e9alistes et atteignables<\/h3>\n<p>Un autre moyen tr\u00e8s efficace pour rem\u00e9dier \u00e0 une possible campagne emailing de prospection inefficace est de fixer en amont des <a href=\"https:\/\/blog.datananas.com\/fr\/activity-based-selling-la-methode-pour-organiser-son-equipe-commerciale\/\">objectifs r\u00e9alistes et atteignables<\/a>. De cette mani\u00e8re vous aurez \u00e9tabli au pr\u00e9alable une feuille de route claire qui vous aidera \u00e0 r\u00e9agir rapidement en cas de probl\u00e8me.<\/p>\n<p>Chez Datananas par exemple, nous avons l\u2019habitude d\u2019\u00e9tablir plusieurs typologies d\u2019objectifs :<\/p>\n<p><strong>Les r\u00e9sultats parfaits et atteignables<\/strong> : la performance id\u00e9ale (et atteignable) de notre campagne emailing de prospection.<\/p>\n<p><em>Ex : Atteindre un taux de clic de 4% sur la s\u00e9quence #2 d\u2019emails de nurturing 80 jours apr\u00e8s le lancement de la campagne emailing de prospection<\/em><\/p>\n<p><strong>Les r\u00e9sultats attendus<\/strong> : une pr\u00e9diction pr\u00e9cise et r\u00e9aliste de la performance de notre campagne emailing.<\/p>\n<p><em>Ex : Atteindre un taux de clic de 2% sur la s\u00e9quence #2 d\u2019emails de nurturing 100 jours apr\u00e8s le lancement de la campagne emailing de prospection<\/em><\/p>\n<p><strong>Les r\u00e9sultats observ\u00e9s<\/strong> : les performances r\u00e9elles que nous observons en temps r\u00e9el gr\u00e2ce \u00e0 nos indicateurs de performance.<\/p>\n<p>Concernant l\u2019optimisation des campagnes emailing de prospection, il n\u2019y a malheureusement pas de recette miracle. N\u2019h\u00e9sitez pas \u00e0 tester, exp\u00e9rimenter en appliquant les m\u00e9thodologies que nous vous avons expos\u00e9s tout au long de cet article. Si vous d\u00e9sirez aller encore plus loin et approfondir ce sujet, de nombreux conseils vous attendent dans notre academy!<\/p>\n<p>&nbsp;<\/p>\n<div class=\"push-cta\">\r\n<div class=\"cta-title\">Retrouvez nos meilleurs mod\u00e8les d'emails de prospection !<\/div>\r\n<div class=\"cta-subtitle\">Progressez \u00e0 votre rythme et acc\u00e9dez \u00e0 +10h de formation gratuitement<\/div>\r\n<a id=\"cta-academy-modeles-emails\" class=\"cta-button\" title=\"D\u00e9couvrir l'academy\" href=\"http:\/\/academy.datananas.com\/o\/modeles-d-emails-de-prospection\">D\u00e9couvrir l'academy<\/a>\r\n<\/div>\r\n<script type=\"text\/javascript\">\r\n  var link = document.getElementById('cta-academy-modeles-emails');\r\n  analytics.trackLink(link, 'blog-fr-content-cta-academy-modeles-emails', {\r\n    pageTitle: document.title\r\n  });\r\n<\/script>\n","protected":false},"excerpt":{"rendered":"<p>Nous avons tous \u00e9t\u00e9 confront\u00e9 \u00e0 cette situation. Une campagne emailing de prospection durement \u00e9labor\u00e9e, un travail d\u2019\u00e9quipe efficace, un lancement dans les temps et pourtant votre campagne emailing ne fonctionne pas. Une semaine passe puis un mois sans que votre campagne ne performe. Vous doutez, vous vous questionnez et c\u2019est normal. Afin de vous [&hellip;]<\/p>\n","protected":false},"author":16,"featured_media":4212,"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":"Other"},"categories":[7],"tags":[23,102,11,51,112,12],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v17.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Campagne emailing de prospection inefficace\u2026 comment r\u00e9agir ?<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez tous nos conseils pour rem\u00e9dier \u00e0 une campagne emailing de prospection B2B \u00a0inefficace et optimiser votre activit\u00e9 commerciale en cons\u00e9quence.\u00a0\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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