{"id":2063,"date":"2009-11-04T22:37:08","date_gmt":"2009-11-04T20:37:08","guid":{"rendered":"http:\/\/www.ziserman.com\/blog\/?p=2063"},"modified":"2009-11-04T22:37:08","modified_gmt":"2009-11-04T20:37:08","slug":"uniformiser-le-traitement-des-emails","status":"publish","type":"post","link":"https:\/\/www.ziserman.com\/blog\/2009\/11\/04\/uniformiser-le-traitement-des-emails\/","title":{"rendered":"Uniformiser le traitement des emails ?"},"content":{"rendered":"<p>Habituellement, on s\u00e9pare les emails en plusieurs cat\u00e9gories :<\/p>\n<ul>\n<li>Il y a les emails transactionnels, ceux qu&rsquo;on envoie lors d&rsquo;une commande ;<\/li>\n<li>Il y a les emails marketings, qu&rsquo;on envoie pour \u00ab\u00a0faire de la pub\u00a0\u00bb.<\/li>\n<\/ul>\n<p>Les emails transactionnels sont bien souvent envoy\u00e9s depuis plusieurs endroits :<\/p>\n<ul>\n<li>Module e-commerce ;<\/li>\n<li>Plate forme logistique ;<\/li>\n<li>Transporteur et plate forme de paiement parfois.<\/li>\n<\/ul>\n<p>Pour les emails marketing, on passe souvent par une solution d\u00e9di\u00e9e, type emailvision.<\/p>\n<p>Maintenant, si on veut affiner sa politique d&#8217;email, on va vouloir faire du marketing plus fin, ou \u00ab\u00a01-2-1\u00a0\u00bb (prononcer ouane tou ouane) :<\/p>\n<ul>\n<li>Envoyer un email apr\u00e8s la commande, pour proposer des avantages cl\u00e9s suite \u00e0 une commande ;<\/li>\n<li>Proposer une offre, li\u00e9 aux achats, peu de temps apr\u00e8s la commande ;<\/li>\n<li>&#8230;.<\/li>\n<\/ul>\n<p>C&rsquo;est bien du marketing \u00e7a, mais cela ne rentre plus dans la logique des \u00ab\u00a0newsletter\u00a0\u00bb classique. Ce sont des emails, envoy\u00e9s \u00e0 un client particulier, pour r\u00e9pondre \u00e0 un besoin sp\u00e9cifique.<\/p>\n<p>Donc, pour envoyer ces diff\u00e9rents type d&#8217;emails, on s&rsquo;appuie sur diff\u00e9rents outils.<\/p>\n<p>Mais pour le client, tout cela, c&rsquo;est de la communication qui vient d&rsquo;un seul acteur : l&rsquo;entreprise.<\/p>\n<p>Il s&rsquo;attend donc \u00e0 ce que ces emails soient coh\u00e9rents, sur le fond, la forme.<\/p>\n<p>C&rsquo;est pour \u00e7a que je pousse, quand c&rsquo;est possible, \u00e0 unifier le traitement des emails, au sein d&rsquo;un unique outil : une base CRM.<\/p>\n<p>Le gain est \u00e9vident :<\/p>\n<ul>\n<li>Les templates des emails sont facile \u00e0 harmoniser ;<\/li>\n<li>Facile aussi d&rsquo;avoir une vue claire sur l&rsquo;ensemble des emails envoy\u00e9s \u00e0 un client ;<\/li>\n<li>Facile aussi de mettre des r\u00e8gles m\u00e9tiers claires, qui vont concerner l&rsquo;ensemble des emails.<\/li>\n<\/ul>\n<p>Mais ce choix \u00e0 un cout : il faut alimenter cette brique CRM avec l&rsquo;ensemble des composants qui veulent envoyer un email, pour que l&#8217;email parte bien de cette brique l\u00e0.<\/p>\n<p>Certaines solutions mettent d\u00e9j\u00e0 en place cette logique, comme <a title=\"Aller sur le site d'Oxatis, qui propose une solution SAAS e-commerce\" href=\"http:\/\/www.oxatis.com\/\" target=\"_blank\">Oxatis<\/a>.<\/p>\n<p>Pour ceux qui se construisent leur plateforme e-commerce, on peut tout \u00e0 fait brancher la brique e-commerce avec un module CRM. Exemple : Prestashop et Sugar CRM.<\/p>\n<p>C&rsquo;est d&rsquo;ailleurs une excellente architecture, qui permet d&rsquo;aller beaucoup plus loin, en alimentant le CRM avec pas mal d&rsquo;\u00e9v\u00e8nements Web&#8230; Mais \u00e7a, c&rsquo;est un autre sujet !<\/p>\n<p>J&rsquo;en avais d\u00e9j\u00e0 parl\u00e9 <a title=\"Aller sur l'autre billet qui parle de ce sujet\" href=\"http:\/\/www.ziserman.com\/blog\/2009\/05\/21\/emails-et-e-commerce\/\" target=\"_blank\">ici<\/a>, mais c&rsquo;est un sujet qui me semble m\u00e9riter plusieurs couches ;).<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Habituellement, on s\u00e9pare les emails en plusieurs cat\u00e9gories : Il y a les emails transactionnels, ceux qu&rsquo;on envoie lors d&rsquo;une commande ; Il y a les emails marketings, qu&rsquo;on envoie pour \u00ab\u00a0faire de la pub\u00a0\u00bb. Les emails transactionnels sont bien souvent envoy\u00e9s depuis plusieurs endroits : Module e-commerce ; Plate forme logistique ; Transporteur et [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[2],"tags":[379,156,371,373],"class_list":["post-2063","post","type-post","status-publish","format-standard","hentry","category-e-commerce","tag-araok","tag-crm","tag-e-commerce","tag-e-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Uniformiser le traitement des emails ? - Ziserman.com<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ziserman.com\/blog\/2009\/11\/04\/uniformiser-le-traitement-des-emails\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Uniformiser le traitement des emails ? - Ziserman.com\" \/>\n<meta property=\"og:description\" content=\"Habituellement, on s\u00e9pare les emails en plusieurs cat\u00e9gories : Il y a les emails transactionnels, ceux qu&rsquo;on envoie lors d&rsquo;une commande ; Il y a les emails marketings, qu&rsquo;on envoie pour \u00ab\u00a0faire de la pub\u00a0\u00bb. 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