{"id":110858,"date":"2020-05-21T19:00:00","date_gmt":"2020-05-22T00:00:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/4-considerations-cles-sur-le-marketing-par-courrier-electronique-pendant-le-covid-19\/"},"modified":"2024-12-21T05:51:20","modified_gmt":"2024-12-21T10:51:20","slug":"4-considerations-cles-sur-le-marketing-par-courrier-electronique-pendant-le-covid-19","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/blog\/strategy\/4-considerations-cles-sur-le-marketing-par-courrier-electronique-pendant-le-covid-19\/","title":{"rendered":"4 consid\u00e9rations cl\u00e9s sur le marketing par courrier \u00e9lectronique pendant le COVID-19"},"content":{"rendered":"<p>En ces jours inhabituels de l&#8217;\u00e8re COVID-19, les sp\u00e9cialistes du marketing par courrier \u00e9lectronique d&#8217;innombrables industries se sont soudainement retrouv\u00e9s \u00e0 se poser les m\u00eames questions.<\/p>\n<ul>\n<li>Est-ce que mes campagnes doivent encore \u00eatre actives ?\n<li>Qu&#8217;est-ce qui peut \u00eatre commercialis\u00e9 ? Qu&#8217;est-ce qui ne l&#8217;est pas ?\n<li> Est-il appropri\u00e9 de faire du marketing ?\n<\/ul>\n<p>Les meilleures pratiques doivent \u00eatre maintenues dans toutes les disciplines du marketing, m\u00eame en temps de crise, de sorte que l&#8217;application syst\u00e9matique des meilleures pratiques en mati\u00e8re de courrier \u00e9lectronique <em>devrait<\/em> vous donner une indication claire de la mani\u00e8re de proc\u00e9der. (Notez que &#8220;proc\u00e9der&#8221; est sans aucun doute le terme cl\u00e9 ici : <a href=\"https:\/\/streetfightmag.com\/2020\/04\/10\/email-marketers-see-increase-in-engagement-during-covid-19-crisis\/\" target=\"_blank\" rel=\"noopener\">l&#8217;engagement par e-mail est en fait en augmentation pendant la COVID-19<\/a> et ses retomb\u00e9es g\u00e9n\u00e9ralis\u00e9es).<\/p>\n<p>In\u00e9vitablement, les d\u00e9tails des meilleures pratiques en mati\u00e8re de courrier \u00e9lectronique \u00e9voluent subtilement au fur et \u00e0 mesure de la progression de la pand\u00e9mie &#8211; comme le r\u00e9sume ce <a href=\"https:\/\/litmus.com\/blog\/best-practices-for-email-marketing-during-a-crisis-webinar-recording-qa\" target=\"_blank\" rel=\"noopener\">webinaire Litmus<\/a> &#8211; mais les grands principes restent les m\u00eames. Le courrier \u00e9lectronique continue \u00e0 offrir une relation de communication personnelle et personnalis\u00e9e que les autres formes de marketing ne peuvent tout simplement pas \u00e9galer. Cela en fait un moyen de communication adapt\u00e9 pour promouvoir les th\u00e8mes de la communaut\u00e9, du soutien et de la solidarit\u00e9.<\/p>\n<p>Mais \u00e0 c\u00f4t\u00e9 des informations pr\u00e9cieuses concernant les changements de politique et les op\u00e9rations commerciales, les destinataires s&#8217;attendent \u00e9galement \u00e0 un sentiment rassurant de &#8220;business as usual&#8221;. Dans cette optique, voici nos conseils pour votre strat\u00e9gie d&#8217;email marketing, alors que vous vous arr\u00eatez pour \u00e9valuer vos prochaines campagnes.<\/p>\n<ol>\n<li>\n<h2>Revoir vos programmes actuels<\/h2>\n<p>Commencez par v\u00e9rifier tous vos d\u00e9clencheurs de courrier \u00e9lectronique, en particulier ceux des campagnes de longue dur\u00e9e qui sont essentiellement sur pilote automatique. L&#8217;objet &#8220;Sortez et c\u00e9l\u00e9brez&#8221; d\u00e9clench\u00e9 par un anniversaire peut avoir sembl\u00e9 \u00e0 l&#8217;\u00e9poque toujours d&#8217;actualit\u00e9, mais pensez \u00e0 utiliser une alternative plus sobre pour le moment. Passez en revue chacun des d\u00e9clencheurs pour vous assurer que le contenu est adapt\u00e9 au climat actuel, et envisagez de suspendre enti\u00e8rement certains d\u00e9clencheurs si la campagne elle-m\u00eame fait fausse route.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-51527\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2024\/12\/email-flow-chart.jpg\" alt=\"Plan de coupe d'une jeune femme d'affaires m\u00e9connaissable travaillant sur une planche \u00e0 essuyer le verre dans son bureau\" width=\"612\" height=\"306\" \/><\/p>\n<p>Pendant que vous y \u00eates, regardez votre calendrier de production \u00e0 venir. Rep\u00e9rez les campagnes qui vous semblent d\u00e9plac\u00e9es ou g\u00eanantes, car elles doivent \u00eatre adapt\u00e9es. Un courriel ayant pour th\u00e8me &#8220;l&#8217;amusement estival&#8221;, par exemple, devrait devenir &#8220;l&#8217;amusement familial dans le jardin&#8221; ou quelque chose de similaire \u00e0 la <a href=\"\/fr-ca\/blog\/nos-adaptations-durables-creeront-la-nouvelle-norme\/\">nouvelle normale<\/a>. Passez en revue les textes et le contenu, v\u00e9rifiez s&#8217;il y a des r\u00e9f\u00e9rences d\u00e9plac\u00e9es et examinez attentivement les images. Une photo d&#8217;archive de 10 amis rassembl\u00e9s lors d&#8217;un \u00e9v\u00e9nement sportif devrait \u00eatre reconsid\u00e9r\u00e9e !<\/li>\n<li>\n<h2>Affinez votre ciblage<\/h2>\n<p>Nos strat\u00e9gies <a href=\"\/discover\/white-papers\/enterprise-to-local-digital-marketing-playbook\/\">d\u2019entreprises au local<\/a> sont fond\u00e9es sur le principe selon lequel l&#8217;endroit o\u00f9 vous vous trouvez est tout aussi important que la personne que vous \u00eates. Dans des moments comme celui-ci, l&#8217;emplacement ne pourrait pas \u00eatre plus important pour le ciblage de votre campagne de courrier \u00e9lectronique. Si vous vous trompez, vous risquez de perdre de pr\u00e9cieuses relations \u00e0 long terme avec vos clients.<\/p>\n<p>Pour vous assurer que votre ciblage est appropri\u00e9, faites des exceptions pour les r\u00e9gions et les groupes d\u00e9mographiques qui ont \u00e9t\u00e9 le plus durement touch\u00e9s par les r\u00e9cents \u00e9v\u00e9nements mondiaux. Soyez sensible aux zones et aux destinataires qui peuvent avoir besoin d&#8217;un ton diff\u00e9rent des autres. Il ne fait aucun doute que certaines parties de vos listes devront \u00eatre supprim\u00e9es ou fournies avec une copie alternative. Si vous \u00eates en mesure de maintenir la pertinence et le ciblage de vos campagnes, l&#8217;une des r\u00e8gles d&#8217;or du marketing par e-mail &#8211; ne pas trop envoyer &#8211; ne devrait pas poser de probl\u00e8me.<\/li>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Plus de nouvelles            <\/h2>\n            <p class=\"subtitle\">\n                Recevez des analyses exclusives sur les tendances cl\u00e9s du num\u00e9rique, directement par courriel.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69f83e81696c0'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Courriel' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Soumettre<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69f83e81696c0');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'abac2954-39ca-4f0f-a2d7-0f175625a82e';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/abac2954-39ca-4f0f-a2d7-0f175625a82e', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Merci de vous \u00eatre abonn\u00e9(e) !');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"Une erreur s'est produite lors de la soumission du formulaire.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 'abac2954-39ca-4f0f-a2d7-0f175625a82e'.trim() == event?.data?.id : false; \n\n        if( isFormCallback && isFormSubmitted && iscurrentForm ) {\n            console.log('event', event);\n            window.location.href = 'https:\/\/www.dacgroup.com\/fr-ca\/merci\/';\n        }\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SOUMETTRE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n<li>\n<h2>Soyez malin avec vos sujets<\/h2>\n<p>Partout dans le monde, les gens sont fatigu\u00e9s par la pand\u00e9mie. C&#8217;est pourquoi les sujets mentionnant directement &#8220;COVID-19&#8221;, &#8220;virus&#8221;, &#8220;coronavirus&#8221; et autres termes connexes sont de plus en plus souvent ignor\u00e9s.<\/p>\n<p>En revanche, on constate un app\u00e9tit croissant pour des solutions permettant de combler les vides r\u00e9sultant de diverses commandes et recommandations de rester \u00e0 la maison. Dans les contextes B2C, les mots suivants augmentent maintenant les taux de r\u00e9ponse :<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-51517\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2024\/12\/response-rate-words-1.jpg\" alt=\"Mots de la ligne objet qui augmentent les taux d'ouverture pendant COVID-19\" width=\"612\" height=\"312\" \/><\/li>\n<li>\n<h2>Continuer la conversation<\/h2>\n<p>M\u00eame les entreprises qui sont temporairement ferm\u00e9es &#8211; comme les gymnases et les spas &#8211; doivent maintenir une communication r\u00e9guli\u00e8re avec leur public. Utilisez le courrier \u00e9lectronique non seulement pour demander aux clients ce qu&#8217;ils attendent de vous, mais aussi pour r\u00e9pondre de mani\u00e8re proactive \u00e0 leurs pr\u00e9occupations, qu&#8217;elles concernent les remboursements en cas de d\u00e9faillance du service ou la mani\u00e8re dont les cha\u00eenes d&#8217;approvisionnement sont affect\u00e9es.<\/p>\n<p>De nombreux sp\u00e9cialistes du marketing se concentrent sur la fid\u00e9lisation plut\u00f4t que sur les ventes, comme l&#8217;a expliqu\u00e9 Andrea Dearden de David Lloyd Leisure lors de notre r\u00e9cente <a href=\"\/fr-ca\/blog\/recapitulation-de-la-table-ronde-les-responsables-marketing-partagent-leurs-connaissances-sur-la-pandemie\/\">table ronde virtuelle<\/a>. Tenir les clients au courant des projets de r\u00e9ouverture, expliquer les ajustements du service pour se conformer \u00e0 notre nouvelle r\u00e9alit\u00e9 quotidienne, et offrir un contenu utile (comme des plans d&#8217;entra\u00eenement \u00e0 domicile) en attendant.<\/p>\n<p>Quoi qu&#8217;il se passe d&#8217;autre dans le monde, ne perdez pas de vue que les relations sont comme des fleurs : elles ont besoin d&#8217;un arrosage r\u00e9gulier pour se d\u00e9velopper. Maintenez la conversation \u00e0 une \u00e9poque qui nous rappelle \u00e0 quel point la communaut\u00e9 est importante, qu&#8217;il s&#8217;agisse de la famille, des amis, des clients ou des consommateurs.<\/li>\n<\/ol>\n<p>Votre strat\u00e9gie en mati\u00e8re de courrier \u00e9lectronique doit-elle \u00eatre optimis\u00e9e de mani\u00e8re subtile ou compl\u00e8tement r\u00e9vis\u00e9e ? Notre \u00e9quipe de strat\u00e9gie de contenu aide les marques \u00e0 \u00e9tablir des liens significatifs avec les bonnes personnes au bon moment. Comme toujours, tout commence par une discussion amicale. Parlons-en.<\/p>\n<p><a class=\"btn blog-contact-btn\">ENTREZ EN CONTACT<\/a><\/p>\n<div id=\"pdfDownload\">\n\t\t\t\t\t<script>\n\t\t\t\t\t\twindow.hsFormsOnReady = window.hsFormsOnReady || [];\n\t\t\t\t\t\twindow.hsFormsOnReady.push(()=>{\n\t\t\t\t\t\t\thbspt.forms.create({\n\t\t\t\t\t\t\t\tportalId: 5408011,\n\t\t\t\t\t\t\t\tformId: \"64e2ab4c-3875-4e0c-9163-ad6fe2da7e6f\",\n\t\t\t\t\t\t\t\ttarget: \"#hbspt-form-1777876609000-2119356296\",\n\t\t\t\t\t\t\t\tregion: \"na1\",\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t})});\n\t\t\t\t\t<\/script>\n\t\t\t\t\t<div class=\"hbspt-form\" id=\"hbspt-form-1777876609000-2119356296\"><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>En ces jours inhabituels de l&#8217;\u00e8re COVID-19, les sp\u00e9cialistes du marketing par courrier \u00e9lectronique d&#8217;innombrables industries se sont soudainement retrouv\u00e9s \u00e0 se poser les m\u00eames questions. Est-ce que mes campagnes doivent encore \u00eatre actives ? Qu&#8217;est-ce qui peut \u00eatre commercialis\u00e9 ? Qu&#8217;est-ce qui ne l&#8217;est pas ? Est-il appropri\u00e9 de faire du marketing ? Les [&hellip;]<\/p>\n","protected":false},"author":203,"featured_media":110846,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.78,"reading_level_needs_review":"0","footnotes":""},"categories":[2906],"tags":[1552,1455,1144,1160],"class_list":["post-110858","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategy","tag-coronavirus-3","tag-covid-19-2","tag-email-strategy-6","tag-marketing-automation-3"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>4 consid\u00e9rations cl\u00e9s sur le marketing par courrier \u00e9lectronique pendant le COVID-19 | DAC<\/title>\n<meta name=\"description\" content=\"Outre les mises \u00e0 jour habituelles, les destinataires des e-mail marketing attendent des marques un sentiment rassurant de &quot;business as usual&quot;. 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