{"id":12695,"date":"2017-09-13T09:03:17","date_gmt":"2017-09-13T08:03:17","guid":{"rendered":"https:\/\/academy.visiplus.com\/blog\/?p=12695"},"modified":"2019-10-28T10:45:31","modified_gmt":"2019-10-28T09:45:31","slug":"etude-return-path-20-des-emails-ne-touche-pas-la-boite-de-reception-voici-comment-corriger-cela","status":"publish","type":"post","link":"https:\/\/academy.visiplus.com\/blog\/relation-client-digitale\/e-crm-1\/etude-return-path-20-des-emails-ne-touche-pas-la-boite-de-reception-voici-comment-corriger-cela-2017-09-13","title":{"rendered":"\u00c9tude Return Path : 20% des emails n&rsquo;atteignent pas les bo\u00eetes de r\u00e9ception, voici comment corriger cela"},"content":{"rendered":"<p>Les nouvelles donn\u00e9es provenant de Return Path r\u00e9v\u00e8lent qu&rsquo;environ 20% des emails n&rsquo;arrivent pas jusqu&rsquo;aux bo\u00eetes de r\u00e9ception des consommateurs.<\/p>\n<p>S\u2019il y a bien une<a title=\"Email marketing : 6 choses que vous devez savoir avant d\u2019envoyer une newsletter\" href=\"https:\/\/academy.visiplus.com\/blog\/relation-client-digitale\/e-crm-1\/email-marketing-6-choses-que-vous-devez-savoir-avant-denvoyer-une-newsletter-2017-07-03\" target=\"_blank\" rel=\"noopener noreferrer\"> chose que vous devez savoir avant d\u2019envoyer une newsletter,<\/a> c\u2019est que 20% des emails n&rsquo;atteignent pas les bo\u00eetes de r\u00e9ception du consommateur (Return Path). C\u2019est un v\u00e9ritable probl\u00e8me, \u00e9tant donn\u00e9 que de plus en plus de consommateurs s&rsquo;inscrivent \u00e0 des newsletters, des emails promotionnels, et sont actifs sur le net.<\/p>\n<p>Un expert offre ses meilleurs conseils pour am\u00e9liorer votre placement dans les boites mails des internautes.<\/p>\n<h2>Maintenir une identit\u00e9 d&rsquo;envoi coh\u00e9rente<\/h2>\n<p><em>\u00ab L&rsquo;identit\u00e9 d\u2019email aide les fournisseurs de bo\u00eetes mails \u00e0 identifier la source d&rsquo;un courrier \u00e9lectronique. Les spammeurs ont tendance \u00e0 passer d&rsquo;une adresse IP \u00e0 une autre pour \u00e9chapper aux probl\u00e8mes de r\u00e9glementation, de sorte que les sp\u00e9cialistes du marketing doivent maintenir une adresse IP coh\u00e9rente le plus possible. L\u2019authentification d\u2019email (en mettant en \u0153uvre des normes comme SPF, DKIM, et DMARC) est une autre fa\u00e7on d&rsquo;\u00e9viter d&rsquo;\u00e9lever des drapeaux rouges et de s&rsquo;assurer que les fournisseurs de boites mails vous reconnaissent comme \u00e9tant un exp\u00e9diteur l\u00e9gitime \u00bb<\/em>, d\u00e9clare George Bilbrey, cofondateur et pr\u00e9sident, <a href=\"https:\/\/returnpath.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Return Path<\/a>.<\/p>\n<h2>S&rsquo;efforcer de garder une bonne r\u00e9putation<\/h2>\n<p><em>\u00ab La r\u00e9putation de l&rsquo;exp\u00e9diteur est l&rsquo;un des facteurs cl\u00e9s que les fournisseurs de bo\u00eetes mails consid\u00e8rent dans leurs d\u00e9cisions de filtrage spam \u00bb<\/em>, d\u00e9clare Bilbrey. <em>\u00ab Les sp\u00e9cialistes du marketing avec une r\u00e9putation exceptionnelle sont en mesure d&rsquo;atteindre leurs abonn\u00e9s de mani\u00e8re plus coh\u00e9rente, tandis que les exp\u00e9diteurs ayant une mauvaise r\u00e9putation ont du mal \u00e0 atteindre la bo\u00eete de r\u00e9ception. Gardez votre r\u00e9putation positive en gardant une liste d\u2019envoi propre et en suivant les meilleures pratiques d\u2019exp\u00e9dition d\u2019emails comme les boucles de r\u00e9troaction et la v\u00e9rification de vos blacklists. Gardez \u00e9galement \u00e0 l&rsquo;esprit que la r\u00e9putation n&rsquo;est pas statique, c\u2019est pourquoi vous devriez v\u00e9rifier r\u00e9guli\u00e8rement votre <a href=\"https:\/\/academy.visiplus.com\/formation-e-reputation.php\" target=\"_blank\" rel=\"noopener noreferrer\">e-r\u00e9putatio<\/a>n. \u00bb<\/em><\/p>\n<h2>Surveillez les param\u00e8tres d&rsquo;engagement des abonn\u00e9s<\/h2>\n<p><em>\u00ab De plus en plus, les principaux fournisseurs de bo\u00eetes mails comme Microsoft, Google et Yahoo prennent en compte l&rsquo;engagement des abonn\u00e9s dans le cadre de leur processus de filtrage. Les signaux d&rsquo;engagement (comme un abonn\u00e9 qui lit, r\u00e9pond ou supprime un message sans lire) permet aux fournisseurs emailing de d\u00e9terminer si l\u2019email est le bienvenu au niveau de l&rsquo;abonn\u00e9 individuel. Les sp\u00e9cialistes du marketing doivent surveiller ces mesures importantes pour mieux comprendre ce qui r\u00e9sonne avec leur public. Pour am\u00e9liorer l&rsquo;engagement, consid\u00e9rez des tactiques comme la segmentation et le ciblage des listes, la personnalisation, le <a href=\"https:\/\/academy.visiplus.com\/definitions\/ab-testing.php\" target=\"_blank\" rel=\"noopener noreferrer\">test A\/B<\/a> des emails et l&rsquo;optimisation lignes d\u2019objet \u00bb<\/em>, a d\u00e9clar\u00e9 Bilbrey.<\/p>\n<p>Vous souhaitez construire une relation durable avec vos clients par le bais de campagnes emailing interactives, tra\u00e7ables et peu co\u00fbteuses ? Renseignez-vous d\u00e8s \u00e0 pr\u00e9sent sur la <a href=\"https:\/\/academy.visiplus.com\/formation-email-marketing.php\" target=\"_blank\" rel=\"noopener noreferrer\">formation email marketing <\/a>d\u00e9di\u00e9e \u00e0 ce moyen de communication pl\u00e9biscit\u00e9 des internautes.<\/p>\n<h6>Source : http:\/\/www.bizreport.com<\/h6>\n","protected":false},"excerpt":{"rendered":"<p>Les nouvelles donn\u00e9es provenant de Return Path r\u00e9v\u00e8lent qu&rsquo;environ 20% des emails n&rsquo;arrivent pas jusqu&rsquo;aux bo\u00eetes de r\u00e9ception des consommateurs. S\u2019il y a bien une chose que vous devez savoir avant d\u2019envoyer une newsletter, c\u2019est&#8230;<\/p>\n","protected":false},"author":2,"featured_media":12697,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[127,154,762,316],"tags":[64,51,599],"class_list":["post-12695","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-e-crm-1","category-emailing","category-relation-client-digitale-1","category-relation-client-digitale","tag-email-marketing","tag-emailing-2","tag-formation-emailing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.9-RC5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00c9tude Return Path : 20% des emails n&#039;atteignent pas les bo\u00eetes de r\u00e9ception, voici comment corriger cela - VISIPLUS academy<\/title>\n<meta name=\"description\" content=\"Les nouvelles donn\u00e9es provenant de Return Path r\u00e9v\u00e8lent qu&#039;environ 20% des emails n&#039;arrivent pas jusqu&#039;aux bo\u00eetes de r\u00e9ception des consommateurs. 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