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Avant toute chose…
• Sans fichier client, dur de fidéliser !
• Objectifs : établir des relations individualisées et interactives
• Des données à collecter et à actualiser
• Un fichier à déclarer à la CNIL (www.cnil.fr)
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Les infos à collecter
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E-mailingBtoC : opt’in obligatoire
BtoB : contact sans accord autorisé à condition d’être en lien avec le secteur visé
Proposer la désinscription à la lettre(mentions bas de page)
Ne pas être vu comme spammer :Logiciel ou prestataire
Proposer la lecture dans un navigateur
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Réussir sa campagne emailing
1 objectif– Informer = newsletter– Acquérir des clients = prospection– Fidéliser vos clients = fidélisation– Recueillir des infos = qualification– Promouvoir un évènement = évènementielle– Diffuser un contenu « service » = traitement de la
prestation
2 Analyse des résultats– Taux d’ouverture– Taux de lecture– Taux de conversion (trafic, achat, lead)
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Sans fichier d’adresse…
• Moyens internes– Parrainage– Jeux concours– Formulaire(s) du site
• Moyens externes– Location ou achat d’emails– coregistration
Exemple : jeu concours sur site web + diffusion sur réseaux sociaux + supports spécialisés6000 adresses collectées
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Clients et Mobilité- Application ou site mobile- Créer du lien avec le client- Apporter un service à valeur ajouté sinon
ça ne sert à rien !- Compatibilité avec maximum d’OS
(iphone, Android, BlackBerry…)
Exemple : Ticketpass solution de billetterie en ligne proposera prochainement une version mobile.
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Blog d’entreprise
- Complémentaire au site- Mise à jour facile- Référencement naturel
- Attention à la mise à jour- Prévoir une ligne éditoriale
Ex : http://carnetdevoyage.raidoriental.com
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