{"id":1407,"date":"2018-04-02T09:48:12","date_gmt":"2018-04-02T07:48:12","guid":{"rendered":"http:\/\/www.rafflesmedia.fr\/?p=1407"},"modified":"2021-08-02T16:53:15","modified_gmt":"2021-08-02T14:53:15","slug":"campagne-emailing","status":"publish","type":"post","link":"https:\/\/www.convertize.com\/fr\/campagne-emailing\/","title":{"rendered":"Campagne Emailing d&rsquo;Acquisition : Quel Mod\u00e8le de R\u00e9mun\u00e9ration Choisir ? CPM, CPC ou CPA ?"},"content":{"rendered":"<span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Temps de lecture : <\/span> <span class=\"rt-time\">4<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span><div>\n<h4><img loading=\"lazy\" decoding=\"async\" class=\"alignright\" src=\"https:\/\/www.convertize.com\/wp-content\/uploads\/2013\/04\/20853.jpg\" alt=\"Campagne Emailing d'Acquisition\" width=\"323\" height=\"169\" \/>CPA, CPL, CPM Ces mots vous semblent familiers mais vous ne savez pas en quoi ils consistent exactement ? Si oui, vous n&rsquo;avez pas une id\u00e9e pr\u00e9cise de leur utilisation\u00a0? Retenez les\u00a0! Ils repr\u00e9sentent en r\u00e9alit\u00e9 un v\u00e9ritable enjeu de votre Campagne Emailing d&rsquo;acquisition.<\/h4>\n<p>Lorsque vous vous lancez dans l&#8217;emailing d&rsquo;acquisition, vous devez vous poser nombre de questions au pr\u00e9alable\u00a0: le choix d&rsquo;un prestataire, quelles bases de donn\u00e9es, le volume, la strat\u00e9gie \u00e0 adopter, mais surtout le mode de r\u00e9mun\u00e9ration. C&rsquo;est sur ce dernier point que nous allons nous attarder dans cet article.<\/p>\n<h2><strong>#1 Le syst\u00e8me de r\u00e9mun\u00e9ration\u00a0: cl\u00e9 de voute d&rsquo;une campagne\u00a0 emailing<\/strong>\u00a0<img loading=\"lazy\" decoding=\"async\" class=\"alignright\" src=\"https:\/\/www.convertize.com\/wp-content\/uploads\/2013\/04\/marketing-digital-cpc-cpl-cpa-cpm.jpg\" alt=\"Campagne Emailing d'Acquisition CPM CPA CPC\" width=\"400\" height=\"300\" \/><\/h2>\n<p>C&rsquo;est \u00e0 l&rsquo;annonceur de fixer la r\u00e9mun\u00e9ration des campagnes emailing. La difficult\u00e9 pour lui est de trouver la juste r\u00e9mun\u00e9ration qui lui permettra de s&rsquo;attirer les bases de donn\u00e9es les plus qualifi\u00e9es. En effet, les affili\u00e9s poss\u00e9dant ces bases sont les plus exigeants et les plus sollicit\u00e9s. Lorsqu&rsquo;une campagne emailing est tarif\u00e9e \u00e0 un trop faible niveau, l&rsquo;annonceur court le risque de la priver des bases les plus performantes. Les prestataires vont alors s\u00e9lectionner sur ce crit\u00e8re la r\u00e9mun\u00e9ration qu&rsquo;ils vont diffuser.<\/p>\n<\/div>\n<h2><strong>#2 Quels mod\u00e8les de r\u00e9mun\u00e9ration pour votre campagne emailing ?<\/strong><\/h2>\n<p>En plus du classique CPM (Co\u00fbt pour Mille) bien connu des m\u00e9dia existent des mod\u00e8les \u00e0 la performance. Les annonceurs peuvent choisir de payer un pourcentage sur les leads g\u00e9n\u00e9r\u00e9s, sur le nombre de contacts lou\u00e9s ou tout simplement au clic. Nous trouvons des mod\u00e8les \u00e0 co\u00fbts fixes, \u00e0 co\u00fbts variables et les mod\u00e8les mixtes. Quels sont-ils et quelles sont leurs sp\u00e9cificit\u00e9s\u00a0?<\/p>\n<p><em><strong>Le mod\u00e8le \u00e0 co\u00fbts fixes :<\/strong><\/em><\/p>\n<ul>\n<li><strong>CPM (<\/strong><strong>Co\u00fbt Pour Mille)\u00a0<\/strong>C&rsquo;est le prix pour 1000 adresses lou\u00e9es. Il peut varier de 1,5 \u00e0 250 en fonction de la qualit\u00e9 de la base, du mod\u00e8le de recrutement des contacts, des crit\u00e8res de qualification\u0085Le principal avantage de ce type de r\u00e9mun\u00e9ration r\u00e9side dans la qualit\u00e9 de la base propos\u00e9e. En effet, choisir le CPM revient \u00e0 viser des contacts r\u00e9actifs qui apporteront un bon taux de clics et d&rsquo;ouverture et qui seront une source de business sur long terme. Lorsque vous payez au CPM, vous pouvez vous permettre de mettre en place de v\u00e9ritables plans d&rsquo;actions de communication e-mails.<\/li>\n<\/ul>\n<p><em>\u00a0<strong>Les mod\u00e8les \u00e0 co\u00fbts variables :<\/strong><\/em><\/p>\n<p>Les mod\u00e8les \u00e0 co\u00fbts variables consistent \u00e0 payer directement l&rsquo;\u00e9diteur en fonction de la performance, c&rsquo;est-\u00e0-dire au lead, au clic, \u00e0 la vente ou \u00e0 l&rsquo;ouverture.<\/p>\n<ul>\n<li><strong>CPC (Co\u00fbt Par Clic)\u00a0<\/strong>: Vous payez uniquement les personnes qui auront cliqu\u00e9 dans la <a href=\" https:\/\/www.convertize.com\/fr\/emailing-newsletters\/\">newsletter<\/a>.<\/li>\n<li><strong>CPL (Co\u00fbt par Lead)<\/strong>\u00a0: Vous payez au formulaire rempli. Le CPL varie en fonction du nombre de champs ou des crit\u00e8res requis.<\/li>\n<li><strong>CPA (Co\u00fbt par Acquisition)<\/strong>\u00a0: Vous payez les \u00e9diteurs en fonction des <a href=\" https:\/\/www.convertize.com\/fr\/taux-de-conversion\/\">conversions<\/a> g\u00e9n\u00e9r\u00e9es (ventes ou leads). Par exemple, 15% d&rsquo;une vente g\u00e9n\u00e9r\u00e9e.<\/li>\n<li><strong>CPO (Co\u00fbt par Ouverture)<\/strong>\u00a0: Vous payez le nombre d&rsquo;ouvertures. Seuls les ouvreurs sont pris en compte.<\/li>\n<li><strong>CPMO (Co\u00fbt par Mille Ouvertures)<\/strong>: Variable du CPO. Vous payez par 1000 ouvertures.<\/li>\n<\/ul>\n<p>Si vous \u00eates un annonceur et que vous cherchez \u00e0 ma\u00eetriser votre ROI, ces mod\u00e8les \u00e0 co\u00fbts variables sont conseill\u00e9s. En revanche ils restent \u00e0 \u00e9viter pour certaines probl\u00e9matiques. En effet, les types de bases qui acceptent ces mod\u00e8les ne sont pas forc\u00e9ment les plus qualifi\u00e9s et \u00e0 long terme les r\u00e9sultats des campagnes emailing risquent de s&rsquo;av\u00e9rer d\u00e9cevants.<\/p>\n<p>De plus, choisir ces modes de r\u00e9mun\u00e9ration revient \u00e0 shooter sur de gros volume pour un maximum de r\u00e9sultats. Cons\u00e9quence\u00a0: vous pourrez plus difficilement cibler vos prospects, et donc plus difficilement analyser les r\u00e9sultats.<\/p>\n<p><em><strong>Les mod\u00e8les mixtes :<\/strong><\/em><\/p>\n<p>Les mod\u00e8les mixtes allient performance et CPM :<\/p>\n<ul>\n<li><strong>CPM garanti<\/strong>\u00a0: L&rsquo;annonceur paye \u00e0 la performance mais assure \u00e0 l&rsquo;\u00e9diteur un CPM minimum quels que soient les r\u00e9sultats de la campagne emailing.<\/li>\n<li><strong>CPM + CPA<\/strong>\u00a0: Ce mod\u00e8le associe un CPM (en g\u00e9n\u00e9ral relativement peu \u00e9lev\u00e9) ainsi qu&rsquo;un mod\u00e8le \u00e0 la performance, souvent un CPA. Par exemple, payer un CPM de 3 + 20% CPA.<\/li>\n<\/ul>\n<p>Avec les mod\u00e8les mixtes, annonceurs et \u00e9diteurs trouvent leur compte\u00a0: l&rsquo;annonceur paie une r\u00e9mun\u00e9ration fixe relativement faible mais s&rsquo;assure tout de m\u00eame de communiquer sur des bases qualitatives. L&rsquo;\u00e9diteur quant \u00e0 lui est assur\u00e9 d&rsquo;\u00eatre r\u00e9mun\u00e9r\u00e9 quelque soit le succ\u00e8s de la campagne emailing.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/www.convertize.com\/wp-content\/uploads\/2013\/04\/Paiement-e-mailing-performance.png\" alt=\"Campagne Emailing d'Acquisition Performance\" width=\"400\" height=\"450\" \/><\/p>\n<p>Vous l&rsquo;aurez compris, le plus important avant de choisir un mod\u00e8le de r\u00e9mun\u00e9ration est de<strong> bien conna\u00eetre ses objectifs<\/strong> et <strong>son budget<\/strong>.<\/p>\n<p>Le choix ne doit \u00e9videmment pas \u00eatre d\u00e9finitif et doit \u00eatre repens\u00e9 apr\u00e8s chaque r\u00e9sultats. Revoir ses objectifs de campagne emailing c&rsquo;est revoir son mod\u00e8le de r\u00e9mun\u00e9ration.<\/p>\n<p><strong>L&#8217;email marketing est plein de solutions\u00a0: saisissez les\u00a0!<\/strong><\/p>\n<div class=\"social-btn\"><a class=\"col-1 sbtn s-twitter\" onclick=\"popupwindow('https:\/\/twitter.com\/intent\/tweet?text=Campagne%20Emailing%20d&rsquo;Acquisition%20:%20Quel%20Mod\u00e8le%20de%20R\u00e9mun\u00e9ration%20Choisir%20?%20CPM,%20CPC%20ou%20CPA%20?&amp;url=https%3A%2F%2Fwww.convertize.com%2Ffr%2Fcampagne-emailing%2F&amp;via=convertize','Twitter Follow','600','600')\" href=\"javascript:void(0);\" target=\"_blank\" rel=\"nofollow\"><span>Share on Twitter<\/span><\/a><a class=\"col-1 sbtn s-facebook\" onclick=\"popupwindow('https:\/\/www.facebook.com\/sharer\/sharer.php?u=https%3A%2F%2Fwww.convertize.com%2Ffr%2Fcampagne-emailing%2F','Facebook Follow','600','600')\" href=\"javascript:void(0);\" target=\"_blank\" rel=\"nofollow\"><span>Share on Facebook<\/span><\/a><a class=\"col-1 sbtn s-linkedin\" onclick=\"popupwindow('https:\/\/www.linkedin.com\/shareArticle?mini=true&url=https%3A%2F%2Fwww.convertize.com%2Ffr%2Fcampagne-emailing%2F&amp;title=Campagne%20Emailing%20d&rsquo;Acquisition%20:%20Quel%20Mod\u00e8le%20de%20R\u00e9mun\u00e9ration%20Choisir%20?%20CPM,%20CPC%20ou%20CPA%20?&amp;description=Quel%20mod\u00e8le%20de%20r\u00e9mun\u00e9ration%20choisir%20pour%20une%20campagne%20d'acquisition%20de%20traffic%20par%20Emailing:%20Co\u00fbt%20Pour%20Mille%20(CPM),%20Co\u00fbt%20par%20Clic%20(CPC),%20Co\u00fbt%20Par%20Action%20(CPA)','Linkedin Follow','600','600')\" href=\"javascript:void(0);\" target=\"_blank\" rel=\"nofollow\"><span>Share on Linkedin<\/span><\/a><\/div>","protected":false},"excerpt":{"rendered":"<p><span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Temps de lecture : <\/span> <span class=\"rt-time\">4<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span> CPA, CPL, CPM Ces mots vous semblent familiers mais vous ne savez pas en quoi ils consistent exactement ? Si oui, vous n&rsquo;avez pas une id\u00e9e pr\u00e9cise de leur utilisation\u00a0? Retenez les\u00a0! Ils repr\u00e9sentent en r\u00e9alit\u00e9 un v\u00e9ritable enjeu de votre Campagne Emailing d&rsquo;acquisition. Lorsque vous vous lancez dans l&#8217;emailing d&rsquo;acquisition, vous devez vous poser [&hellip;]<\/p>\n","protected":false},"author":19,"featured_media":19824,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[408],"tags":[432,73],"class_list":{"0":"post-1407","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-webmarketing","8":"tag-acquisition","9":"tag-emailing","10":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Campagne Emailing d&#039;Acquisition : CPM, CPC ou CPA ?<\/title>\n<meta name=\"description\" content=\"Quel mod\u00e8le de r\u00e9mun\u00e9ration choisir pour une campagne d&#039;acquisition de traffic par Emailing: Co\u00fbt Pour Mille (CPM), Co\u00fbt par Clic (CPC), Co\u00fbt Par Action (CPA)\" \/>\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.convertize.com\/fr\/campagne-emailing\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Campagne Emailing d&#039;Acquisition : CPM, CPC ou CPA ?\" \/>\n<meta property=\"og:description\" content=\"Quel mod\u00e8le de r\u00e9mun\u00e9ration choisir pour une campagne d&#039;acquisition de traffic par Emailing: Co\u00fbt Pour Mille (CPM), Co\u00fbt par Clic (CPC), Co\u00fbt Par Action (CPA)\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.convertize.com\/fr\/campagne-emailing\/\" \/>\n<meta property=\"og:site_name\" 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