Les mailings

Thèmes abordés

E-mailing, contenu du message, canal de diffusion, campagnes de phoning, message professionnel

Résumé du document

Importance des mailings:
-Les campagnes mailings : un outil très efficace pour diffuser un message professionnel,
-Permet d'acquérir de nouveaux clients,
-D'entretenir des relations avec les clients existants,
-Les internautes sont généralement plus réceptifs à ce canal de diffusion qu'aux classiques campagnes de phoning.

Extraits

[...] Importance des mailings Importance des E-mailings E-mail est peu coûteux E-mail est rapide E-mail est ciblé E-mail génère une réponse immédiate L'envoi des e-mails est instantané et les retours rapides: 80% de retour La cible est généralement réceptive L'impact est mesurable immédiatement grâce aux statistiques E-mailing à un effet viral Importance des E-mailings Exemple d'un bon Mailing 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Mailing pertinent Annonceur : Celio Cible : Client fidèle de Celio Type : E-mailing Objectifs : Créer du trafic, animer sa relation avec ses clients dossier marketing direct 2.jpg20100210-1nmcw8kjiinn5afp5t26fj43j5.jpg Description du mailing < number > Expéditeur clairement identifié Objet informatif, précis Adresse reply Expéditeur et objet dossier marketing direct fin.jpg Contenu informatif, très peu promo = promesse de l'objet est respectée Répartition image / texte équilibrée Lecture facile Message clairement identifié par le jeu des couleurs Celio parle de ses produits sans chercher à nous les vendre absolument Message promotionnel : l'offre « 15 euros sur l'achat de 2eme produit » Contenu du message Pied de page 20100210-1nmcw8kjiinn5afp5t26fj43j5.jpg Lien vers les points de ventes = permet de trouver rapidement son point de vente Tournure de phrase pour le désabonnement plus respectueux du client Exemple d'un mauvais mailing Pixmania_Panier.jpg Exemple d'un mauvais mailing Annonceur : PIXMANIA Cible : Clients de Pixmania Type : E-Mailing Objectif : Faire finaliser aux clients leur panier La phrase-objet de l'e-mail est générique et d'une platitude affligeante : "Finalisez votre commande". Le design de la newsletter ne se distingue pas du tout des newsletters "commerce" traditionnelles envoyées par Pixmania. [...]

[...] Contenu du message L'accroche "commerciale" est bien trop générique et impersonnelle > "Validez votre panier dès maintenant pour bénéficier des meilleures offres et des meilleurs prix du moment" . 5/Enfin, il n'est proposé aucun incentive particulier sur le produit mis au panier. Contenu du message Plus grave encore, on me dit que j'ai constitué un panier "récemment" . mais je n'ai aucun souvenir de la date de la mise au panier de l'article en question, mais celle-ci remonte à au moins . [...]