{"id":4609,"date":"2011-04-27T14:27:45","date_gmt":"2011-04-27T13:27:45","guid":{"rendered":"http:\/\/www.ziserman.com\/blog\/?p=4609"},"modified":"2011-04-27T14:27:45","modified_gmt":"2011-04-27T13:27:45","slug":"rythme-des-newsletters-le-gouffre-entre-les-usa-et-la-france","status":"publish","type":"post","link":"https:\/\/www.ziserman.com\/blog\/2011\/04\/27\/rythme-des-newsletters-le-gouffre-entre-les-usa-et-la-france\/","title":{"rendered":"Rythme des newsletters : le gouffre entre les USA et la France !"},"content":{"rendered":"

Cet article est \u00e9crit par Christophe Davy<\/a>, dirigeant de Brand Online Commerce<\/a>, qui est \u00ab\u00a0l’invit\u00e9 permanent\u00a0\u00bb de Fran\u00e7ois sur ce blog.<\/em><\/p><\/blockquote>\n

\"David<\/a>(Photo leadpile.com)<\/em><\/p>\n

Cela faisait longtemps que je voulais prendre le temps d’effectuer un comparatif de la pression des campagnes emailing des belles marques entre la France et les USA<\/strong>, et je m’y colle enfin !<\/p>\n

Brand Online Commerce<\/a> ayant une activit\u00e9 r\u00e9partie entre l’Europe et les US, nous scrutons en permanence le e-commerce des belles marques des deux c\u00f4t\u00e9s de l’Atlantique. Nous sommes donc abonn\u00e9s \u00e0 de nombreuses newsletters, et il est \u00e9tonnant de constater l’\u00e9cart s\u00e9parant aujourd’hui la pression publicitaire tol\u00e9r\u00e9e aux USA de celle pratiqu\u00e9e en France<\/strong>.<\/p>\n

Je mets bien s\u00fbr de c\u00f4t\u00e9 les business du type vente-priv\u00e9e.com<\/a>, qui\u00a0 fonctionnent principalement sur l’emailing, et dont la nature m\u00eame du mod\u00e8le \u00e9conomique (telle vente commence \u00e0 telle heure) justifie un envoi massif d’emails aux abonn\u00e9s.<\/p>\n

Un bon petit indicateur valant mieux qu’un long discours, j’ai compt\u00e9 le nombre d’emails re\u00e7us durant l’ann\u00e9e 2010<\/strong> de la part d’un certain nombre de marques ayant un site e-commerce. Attention aux yeux…<\/p>\n

\"Campagnes<\/a>La campagne US pour laquelle j’ai re\u00e7u le plus d’emails en 2010 est celle de la marque de mode haut de gamme BCBG : 278 emails ! <\/strong>Presque un tous les jours ouvr\u00e9s ! La belle marque Chanel est, elle, \u00e0 plus d’un mail tous les trois jours !
\n<\/strong><\/p>\n

On constate ais\u00e9ment avec ce petit panel que la pression des campagnes emailing aux USA est tout simplement \u00e9norme<\/strong>. On comprend mieux pourquoi de plus en plus d’internautes pr\u00e9f\u00e8rent les m\u00e9canismes des r\u00e9seaux sociaux type Facebook (\u00eatre fan d’une page marque) \u00e0 l’abonnement \u00e0 une newsletter…<\/strong><\/p>\n

C\u00f4t\u00e9 France, il est int\u00e9ressant de constater que les belles marques plafonnent (pour le moment…) \u00e0 une grosse trentaines d’emails par an<\/strong>, soit entre deux et trois par mois. Mais de nombreuses marques envoient beaucoup moins de newsletters, parfois presqu’aucune, laissant dormir une base de donn\u00e9es d’emails pourtant tr\u00e8s int\u00e9ressante, car r\u00e9colt\u00e9e directement sur le site. Je n’ai ainsi re\u00e7u que 3 newsletters des Parfums Givenchy en 2010 !<\/p>\n

Lacoste m’ayant envoy\u00e9 34 newsletters en seulement 7 mois d’activit\u00e9 (le site a ouvert d\u00e9but juin 2010), on peut imaginer qu’en 2011 cette marque d\u00e9livrera un niveau de pression comparable \u00e0 ce qu’elle propose aux USA (60 \u00e0 70 emails), ouvrant la voie vers un peu plus de pression marketing sur les abonn\u00e9es fran\u00e7ais aux newsletters<\/strong>.<\/p>\n

Alors \u00e0 votre avis, la France va-t-elle coller au mod\u00e8le am\u00e9ricain d’ici quelques ann\u00e9es, ou restera-t-il toujours un gouffre entre les pratiques des deux pays ?
\n<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

Cet article est \u00e9crit par Christophe Davy, dirigeant de Brand Online Commerce, qui est \u00ab\u00a0l’invit\u00e9 permanent\u00a0\u00bb de Fran\u00e7ois sur ce blog. (Photo leadpile.com) Cela faisait longtemps que je voulais prendre le temps d’effectuer un comparatif de la pression des campagnes emailing des belles marques entre la France et les USA, et je m’y colle enfin […]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[2],"tags":[373,222,247,223],"class_list":["post-4609","post","type-post","status-publish","format-standard","hentry","category-e-commerce","tag-e-marketing","tag-europe","tag-france","tag-usa"],"yoast_head":"\nRythme des newsletters : le gouffre entre les USA et la France ! - 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\/2011\/04\/27\/rythme-des-newsletters-le-gouffre-entre-les-usa-et-la-france\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Rythme des newsletters : le gouffre entre les USA et la France ! - Ziserman.com\" \/>\n<meta property=\"og:description\" content=\"Cet article est \u00e9crit par Christophe Davy, dirigeant de Brand Online Commerce, qui est \u00ab\u00a0l’invit\u00e9 permanent\u00a0\u00bb de Fran\u00e7ois sur ce blog. (Photo leadpile.com) Cela faisait longtemps que je voulais prendre le temps d’effectuer un comparatif de la pression des campagnes emailing des belles marques entre la France et les USA, et je m’y colle enfin […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.ziserman.com\/blog\/2011\/04\/27\/rythme-des-newsletters-le-gouffre-entre-les-usa-et-la-france\/\" \/>\n<meta property=\"og:site_name\" content=\"Ziserman.com\" \/>\n<meta property=\"article:published_time\" content=\"2011-04-27T13:27:45+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/04\/DavidetGoliath-300x196.jpg\" \/>\n<meta name=\"author\" content=\"Christophe\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ziserman\" \/>\n<meta name=\"twitter:site\" content=\"@ziserman\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Christophe\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/2011\\\/04\\\/27\\\/rythme-des-newsletters-le-gouffre-entre-les-usa-et-la-france\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/2011\\\/04\\\/27\\\/rythme-des-newsletters-le-gouffre-entre-les-usa-et-la-france\\\/\"},\"author\":{\"name\":\"Christophe\",\"@id\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/#\\\/schema\\\/person\\\/930f90aefcb49223686bfe173dee694c\"},\"headline\":\"Rythme des newsletters : le gouffre entre les USA et la France !\",\"datePublished\":\"2011-04-27T13:27:45+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/2011\\\/04\\\/27\\\/rythme-des-newsletters-le-gouffre-entre-les-usa-et-la-france\\\/\"},\"wordCount\":480,\"commentCount\":16,\"publisher\":{\"@id\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/#\\\/schema\\\/person\\\/f9bae013e59005579f4b86f162f89c72\"},\"image\":{\"@id\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/2011\\\/04\\\/27\\\/rythme-des-newsletters-le-gouffre-entre-les-usa-et-la-france\\\/#primaryimage\"},\"thumbnailUrl\":\"http:\\\/\\\/www.ziserman.com\\\/blog\\\/wp-content\\\/uploads\\\/2011\\\/04\\\/DavidetGoliath-300x196.jpg\",\"keywords\":[\"e-marketing\",\"Europe\",\"France\",\"USA\"],\"articleSection\":[\"e-commerce\"],\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/2011\\\/04\\\/27\\\/rythme-des-newsletters-le-gouffre-entre-les-usa-et-la-france\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/2011\\\/04\\\/27\\\/rythme-des-newsletters-le-gouffre-entre-les-usa-et-la-france\\\/\",\"url\":\"https:\\\/\\\/www.ziserman.com\\\/blog\\\/2011\\\/04\\\/27\\\/rythme-des-newsletters-le-gouffre-entre-les-usa-et-la-france\\\/\",\"name\":\"Rythme des newsletters : le gouffre entre les USA et la France ! 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(Photo leadpile.com) Cela faisait longtemps que je voulais prendre le temps d’effectuer un comparatif de la pression des campagnes emailing des belles marques entre la France et les USA, et je m’y colle enfin […]","og_url":"https:\/\/www.ziserman.com\/blog\/2011\/04\/27\/rythme-des-newsletters-le-gouffre-entre-les-usa-et-la-france\/","og_site_name":"Ziserman.com","article_published_time":"2011-04-27T13:27:45+00:00","og_image":[{"url":"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/04\/DavidetGoliath-300x196.jpg","type":"","width":"","height":""}],"author":"Christophe","twitter_card":"summary_large_image","twitter_creator":"@ziserman","twitter_site":"@ziserman","twitter_misc":{"\u00c9crit par":"Christophe","Dur\u00e9e de lecture estim\u00e9e":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.ziserman.com\/blog\/2011\/04\/27\/rythme-des-newsletters-le-gouffre-entre-les-usa-et-la-france\/#article","isPartOf":{"@id":"https:\/\/www.ziserman.com\/blog\/2011\/04\/27\/rythme-des-newsletters-le-gouffre-entre-les-usa-et-la-france\/"},"author":{"name":"Christophe","@id":"https:\/\/www.ziserman.com\/blog\/#\/schema\/person\/930f90aefcb49223686bfe173dee694c"},"headline":"Rythme des newsletters : le gouffre entre les USA et la France !","datePublished":"2011-04-27T13:27:45+00:00","mainEntityOfPage":{"@id":"https:\/\/www.ziserman.com\/blog\/2011\/04\/27\/rythme-des-newsletters-le-gouffre-entre-les-usa-et-la-france\/"},"wordCount":480,"commentCount":16,"publisher":{"@id":"https:\/\/www.ziserman.com\/blog\/#\/schema\/person\/f9bae013e59005579f4b86f162f89c72"},"image":{"@id":"https:\/\/www.ziserman.com\/blog\/2011\/04\/27\/rythme-des-newsletters-le-gouffre-entre-les-usa-et-la-france\/#primaryimage"},"thumbnailUrl":"http:\/\/www.ziserman.com\/blog\/wp-content\/uploads\/2011\/04\/DavidetGoliath-300x196.jpg","keywords":["e-marketing","Europe","France","USA"],"articleSection":["e-commerce"],"inLanguage":"fr-FR","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.ziserman.com\/blog\/2011\/04\/27\/rythme-des-newsletters-le-gouffre-entre-les-usa-et-la-france\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.ziserman.com\/blog\/2011\/04\/27\/rythme-des-newsletters-le-gouffre-entre-les-usa-et-la-france\/","url":"https:\/\/www.ziserman.com\/blog\/2011\/04\/27\/rythme-des-newsletters-le-gouffre-entre-les-usa-et-la-france\/","name":"Rythme des newsletters : le gouffre entre les USA et la France ! 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