Avenir de l’E-mailing : Ne pas prédire, Juste agir

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À ce qu’il parait l’e-mail est mort. Si certains voient déjà les bots de Facebook prendre le relais, il semblerait que l’e-mail n’ai pas dit son dernier mot.
Quels seraient les moyens de pérenniser l’e-mail face à cette concurrence ? Comment continuer à toucher des prospects ou à fidéliser par l’emailing ?

email et réseaux sociaux

Veille Technologique et Tendances Culturelles

De ci ou de là, les e-mails tendraient à devenir obsolètes. Vieillis par les réseaux sociaux comme SnapChat ou Facebook, les principales fonctions du “courriel” sont repris par cette nouvelle concurrence, de par la messagerie instantanée ou le transfert de fichiers, de manière personnelle ou professionnelle, notamment avec Slack.

Seulement les réseaux sociaux ne bénéficient pas toujours d’une bonne opinion public tandis que l’email est un outil standard et universel. Par exemple, Facebook a été victime de son succès fulgurant, début 2010, avec une trop forte activité de la part de la génération Y qui y voyait un moyen de rendre public un journal intime pas toujours intéressant. Résultat, le réseau social à été totalement délaissé par une partie des internautes jugeant Facebook trop narcissique.

 

L’email quant à lui, reste un outil fiable. Son seul ennemi est le spam. Mais la priorité des boîtes mails les plus utilisées est de les combattre, et ceci dit, elles le font de mieux en mieux.
De plus, il faut garder à l’esprit que le mail est l’outil de messagerie la plus performante en terme de transferts de fichiers direct.

 

“Faire entrer l’e-mail dans la pop culture”

L’avantage concurrentiel de l’email est son ancrage dans les mœurs comme étant un outil de communication indispensable et standardisé. En effet posséder une adresse mail est prioritaire et apporte plus de sérieux qu’un compte sur les réseaux sociaux. Facebook ou SnapChat qui restent plus personnels, ne sont pas encore assez considérés comme une plateforme essentielle.

La différence avec les réseaux sociaux est le “glamour”. Effectivement l’email ne fait pas vraiment rêver les internautes bien qu’il soit utilisé par la majorité des entreprises en B2C.
Difficile est l’attractivité d’un email lorsque l’on reçoit des centaines d’emails par semaine, dont la mise en forme et l’adaptation diffèrent selon les clients d’emailing.

L’objectif de l’emailing en 2017 est de se différencier, être plus familier et personnel. L’erreur serait de tomber dans le piège du “Spam-Style” avec un trop grand nombre de mots en majuscules et d’Emojis. Encore une fois, comme dans le référencement, l’emailing doit garder une certaine qualité pour les internautes pour passer au travers des bots anti-spam et arriver à bon port.

Emojis Emails GMAIL Android

L’ajout des Emojis dans l’objet a, cependant, rendu le mail plus “pop” et mobile friendly. Il permet de rendre l’accroche plus visuelle et explicite. Ces émoticônes japonais mis internationalement au goût du jour grâce au clavier Emoji de l’IPhone, ont une réelle place dans la pop culture. Leur déclinaison féminin et masculin, ainsi que dans toutes les couleurs de peaux en est la preuve. L’Emoji est personnel, standardisé dans le langage Unicode et accessible. Cela tombe bien, l’email l’est aussi !

 

 

Tantôt personnel, tantôt professionnel, l’email s’adresse à un plus large public, ce dernier difficilement “caricaturable” en un persona. Bien que l’agencement d’un email puisse se faire en html, rendre son contenu interactif est bien plu difficile que l’on ne croit. Cependant, une campagne e-mailing bien gérée possède un taux d’ouverture de conversion impressionnante.
Alors l’email, moyen efficace de communication ? Oui !

 

Pour aller plus loin : Les chiffres de l’emailing 2016

38 thoughts on “Avenir de l’E-mailing : Ne pas prédire, Juste agir

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