{"id":38,"date":"2020-12-10T16:19:50","date_gmt":"2020-12-10T15:19:50","guid":{"rendered":"https:\/\/blog.mailnjoy.com\/?p=38"},"modified":"2025-02-03T20:06:49","modified_gmt":"2025-02-03T19:06:49","slug":"communication-marketing-sms-vs-email","status":"publish","type":"post","link":"https:\/\/mailnjoy.com\/blog\/communication-marketing-sms-vs-email\/","title":{"rendered":"communication marketing : SMS vs Email"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_68_1 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title \" >Contenu \/ Content \/ Contenido<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/mailnjoy.com\/blog\/communication-marketing-sms-vs-email\/#Moyens_de_communication_digitaux\" title=\"Moyens de communication digitaux\">Moyens de communication digitaux<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/mailnjoy.com\/blog\/communication-marketing-sms-vs-email\/#SMS_Marketing\" title=\"SMS Marketing\">SMS Marketing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/mailnjoy.com\/blog\/communication-marketing-sms-vs-email\/#Email_Marketing\" title=\"Email Marketing\">Email Marketing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/mailnjoy.com\/blog\/communication-marketing-sms-vs-email\/#Conclusion_y_a_t-il_un_gagnant\" title=\"Conclusion : y a t-il un gagnant?\">Conclusion : y a t-il un gagnant?<\/a><\/li><\/ul><\/nav><\/div>\n\r\n<h2 class=\"wp-block-heading has-black-color has-text-color has-link-color wp-elements-aae4cd955bef51a9556384c6a03f8e5a\"><span class=\"ez-toc-section\" id=\"Moyens_de_communication_digitaux\"><\/span><strong>Moyens de communication digitaux<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n\r\n<p>&nbsp;<\/p>\r\n<p>&nbsp;<\/p>\r\n\r\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\r\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\r\n<p style=\"font-size: 18px;\">Afin de bien appr\u00e9hender la communication par email, nous allons nous pencher dans cet article sur le SMS, qui permet lui aussi des communications \u00e9crites et personnalis\u00e9es, et r\u00e9aliser une comparaison sur les principaux aspects techniques qui diff\u00e9rencient ces deux canaux marketing tr\u00e8s appr\u00e9ci\u00e9s.<\/p>\r\n<\/div><\/div>\r\n\r\n\r\n\r\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\"> <\/div><\/div>\r\n\r\n\r\n\r\n<p>&nbsp;<\/p>\r\n<\/div><\/div>\r\n\r\n\r\n<div class=\"wp-block-image is-resized\">\r\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"758\" height=\"186\" class=\"wp-image-46\" style=\"width: 497px; height: auto;\" src=\"https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2020\/12\/aa-1.png\" alt=\"email vs sms\" srcset=\"https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2020\/12\/aa-1.png 758w, https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2020\/12\/aa-1-300x74.png 300w\" sizes=\"(max-width: 758px) 100vw, 758px\" \/><\/figure><\/div>\r\n\r\n\r\n<p style=\"font-size: 18px;\">Les SMS commerciaux sont tr\u00e8s utilis\u00e9s et appr\u00e9ci\u00e9s. \u00c0 premi\u00e8re vue, il serait tentant de penser qu\u2019en dehors du prix unitaire et de la taille de leur contenu respectif, email et SMS sont relativement similaires. On pourrait \u00e9galement penser que la mani\u00e8re de lancer une campagne Emailing est identique \u00e0 celle d\u2019une campagne SMS\u2026 Or comme bien souvent, la v\u00e9rit\u00e9 est ailleurs et nous allons vous d\u00e9tailler o\u00f9 se situe ces principales diff\u00e9rences !<\/p>\r\n\r\n<p>&nbsp;<\/p>\r\n<p>&nbsp;<\/p>\r\n\r\n<h2 class=\"wp-block-heading has-black-color has-text-color has-link-color wp-elements-c6d1c54799cdab95da1f5074d8dc6cfc\"><span class=\"ez-toc-section\" id=\"SMS_Marketing\"><\/span><strong>SMS Marketing<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n\r\n<p>&nbsp;<\/p>\r\n<p>&nbsp;<\/p>\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"177\" class=\"wp-image-48\" src=\"https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2020\/12\/bb-1024x177.png\" alt=\"avantages inconv\u00e9nients SMS\" srcset=\"https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2020\/12\/bb-1024x177.png 1024w, https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2020\/12\/bb-300x52.png 300w, https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2020\/12\/bb-768x133.png 768w, https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2020\/12\/bb.png 1166w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\r\n\r\n\r\n<p style=\"font-size: 18px;\">Le <a href=\"https:\/\/info.digitaleo.fr\/sms-marketing\">SMS marketing<\/a> repose sur un m\u00e9canisme d\u2019arrangement financier entre :<\/p>\r\n\r\n\r\n\r\n<ul class=\"wp-block-list\">\r\n<li style=\"font-size: 18px;\">Un <em>agr\u00e9gateur tiers <\/em> (par exemple <a href=\"https:\/\/www.twilio.com\/fr-fr\/solutions\/text-marketing\">Twilio<\/a>) qui joue un r\u00f4le de tampon en recevant les demandes d\u2019envoi de SMS des annonceurs.<\/li>\r\n\r\n\r\n\r\n<li style=\"font-size: 18px;\">Les diff\u00e9rents <em>op\u00e9rateurs de t\u00e9l\u00e9phonie mobile<\/em> (en France donc Free, SFR, Orange, Bouygues, etc).<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p style=\"font-size: 18px;\">Lorsqu\u2019un annonceur demande l\u2019envoi de SMS vers ses prospects\/clients, l\u2019agr\u00e9gateur en re\u00e7oit l\u2019ordre et les route vers les diff\u00e9rents op\u00e9rateurs qui les envoient ensuite aux clients finaux. <br \/>Pour cela l&#8217;agr\u00e9gateur utilise des routes publicitaires l\u00e9gales sp\u00e9cifiques au travers de &#8220;short code&#8221; (de type 36XXX ou 38XXX), ce qui permet aux clients finaux de rep\u00e9rer d&#8217;un simple coup d\u2019\u0153il que l&#8217;\u00e9metteur du SMS est un professionnel et que le type du SMS est &#8220;commercial&#8221;<\/p>\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"alignright size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"306\" height=\"290\" class=\"wp-image-49\" src=\"https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2020\/12\/cc.png\" alt=\"R\u00e9partition profit op\u00e9rateur agr\u00e9gateur\" srcset=\"https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2020\/12\/cc.png 306w, https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2020\/12\/cc-300x284.png 300w\" sizes=\"(max-width: 306px) 100vw, 306px\" \/><\/figure><\/div>\r\n\r\n\r\n<p style=\"font-size: 18px;\">Ce m\u00e9canisme repose sur des accords financiers avec les op\u00e9rateurs qui r\u00e9cup\u00e8rent plus de 90 % du co\u00fbt du SMS factur\u00e9 ! Les 10 % restants sont pour l\u2019agr\u00e9gateur. Ce partage financier fait que les op\u00e9rateurs n\u2019ont aucun int\u00e9r\u00eat \u00e0 mettre en place des politiques ou des syst\u00e8mes antispam car ils sont les grands gagnants \u00e0 tous les coups !<\/p>\r\n\r\n\r\n\r\n<p style=\"font-size: 18px;\">Ces arrangements entre les partis font donc que le SMS est un moyen de communication pr\u00e9sentant l\u2019avantage d\u2019\u00eatre simple (pas de notion particuli\u00e8re \u00e0 comprendre pour envoyer correctement une campagne SMS, il \u00ab suffit \u00bb de payer), mais sur une taille tr\u00e8s limit\u00e9e (160 caract\u00e8res), sans image et \u00e0 un prix unitaire tr\u00e8s \u00e9lev\u00e9.<\/p>\r\n\r\n<p>&nbsp;<\/p>\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"281\" class=\"wp-image-50\" style=\"width: 718px; height: auto;\" src=\"https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2020\/12\/dd-1024x281.png\" alt=\"Acteurs sms marketing\" srcset=\"https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2020\/12\/dd-1024x281.png 1024w, https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2020\/12\/dd-300x82.png 300w, https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2020\/12\/dd-768x211.png 768w, https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2020\/12\/dd.png 1173w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\r\n\r\n\r\n<p style=\"font-size: 18px;\">A noter cependant que devant les co\u00fbts importants pour tout annonceur qui souhaiterait utiliser les SMS marketing, un march\u00e9 parall\u00e8le s&#8217;est d\u00e9velopp\u00e9 depuis plusieurs ann\u00e9es, ou des agr\u00e9gateurs &#8220;low cost&#8221; proposent d\u00e9sormais de router les SMS sans passer par la voie publicitaire officielle (via les short code), et ainsi d&#8217;envoyer les campagnes SMS directement au travers des batteries de cartes SIM standard (de type 06.xx.xx.xx.xx ou 07.xx.xx.xx.xx), afin d&#8217;\u00e9viter le co\u00fbt important pris par les op\u00e9rateurs, et ainsi diminuer le prix total de revient du SMS marketing.<br \/>Bien que ce proc\u00e9d\u00e9 soit encore tol\u00e9r\u00e9 dans une certaine mesure, il constitue un contournement de l&#8217;utilisation marketing des SMS au travers des cartes SIM des t\u00e9l\u00e9phones personnels, et peut-\u00eatre g\u00e9n\u00e9rateur de nombreux probl\u00e8mes pour l&#8217;annonceur (les clients n&#8217;ayant pas connaissance directement de l&#8217;aspect publicitaire du SMS avant ouverture car il n&#8217;est pas annonc\u00e9 clairement au travers des short code 36XXX ou 38XXX). De plus et au vu du manque \u00e0 gagner des op\u00e9rateurs sur les SMS marketing, il y a fort a parier que cette utilisation d\u00e9tourn\u00e9e du SMS marketing ne sera bient\u00f4t plus possible, ni m\u00eame l\u00e9gale. <br \/><br \/>En somme, le SMS pr\u00e9sente donc une utilit\u00e9 et une attractivit\u00e9 certaine, mais ne peut rarement se suffire \u00e0 lui-m\u00eame. D\u2019o\u00f9 le choix tr\u00e8s courant d\u2019adoption par les annonceurs de m\u00e9canismes multicanaux qui mixent \u00e0 la fois SMS et l\u2019email marketing.<\/p>\r\n\r\n<p>&nbsp;<\/p>\r\n<p>&nbsp;<\/p>\r\n\r\n<p class=\"has-black-color has-text-color has-medium-font-size\">\u00a0<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading has-black-color has-text-color has-link-color wp-elements-7b99b12a3a449d386cbce3c36533021b\"><span class=\"ez-toc-section\" id=\"Email_Marketing\"><\/span><strong>Email Marketing<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n\r\n<p>&nbsp;<\/p>\r\n<p>&nbsp;<\/p>\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"236\" class=\"wp-image-51\" src=\"https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2020\/12\/ee-1024x236.png\" alt=\"avantages inconv\u00e9nients email\" srcset=\"https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2020\/12\/ee-1024x236.png 1024w, https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2020\/12\/ee-300x69.png 300w, https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2020\/12\/ee-768x177.png 768w, https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2020\/12\/ee.png 1173w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\r\n\r\n\r\n<p style=\"font-size: 18px;\">Le monde de l\u2019emailing repose sur des concepts totalement diff\u00e9rents de ceux sur le SMS. Ces concepts peuvent lui donner une fausse image de particuli\u00e8re complexit\u00e9 pour ceux qui d\u00e9butent ou qui n\u2019ont pratiqu\u00e9 que des campagnes SMS.<\/p>\r\n\r\n\r\n\r\n<p style=\"font-size: 18px;\">Or, comme nous allons le voir par la suite, le juste mot serait plut\u00f4t qu\u2019il est \u00ab challengeant \u00bb, dans le sens o\u00f9 il n\u00e9cessite plus d\u2019implication de la part de l\u2019annonceur, et que les r\u00e9sultats peuvent varier grandement selon l\u2019investissement qui y est apport\u00e9.<\/p>\r\n\r\n\r\n\r\n<p style=\"font-size: 18px;\">Voyons maintenant sur quels m\u00e9canismes repose l\u2019emailing, via les diff\u00e9rents acteurs qui le composent.<br \/>\u00c0 la diff\u00e9rence du SMS, l\u2019agr\u00e9gateur d\u2019envoi (\u00e9galement appel\u00e9 \u00ab routeur d\u2019emails \u00bb) n\u2019est pas obligatoire, m\u00eame s\u2019il est majoritairement utilis\u00e9. Les op\u00e9rateurs finaux (tels que SFR, Orange, etc) sont remplac\u00e9s par les domaines de r\u00e9ception dont les principaux, pour ne citer qu\u2019eux, sont gmail, yahoo, outlook, laposte, etc.<\/p>\r\n\r\n\r\n<div class=\"wp-block-image is-resized\">\r\n<figure class=\"alignleft size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"249\" height=\"231\" class=\"wp-image-52\" style=\"width: 187px; height: auto;\" src=\"https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2020\/12\/ff.png\" alt=\"boite spam\" \/><\/figure><\/div>\r\n\r\n\r\n<p style=\"font-size: 18px;\">Contrairement aux op\u00e9rateurs mobiles qui r\u00e9cup\u00e8rent la tr\u00e8s grande majorit\u00e9 du co\u00fbt de chaque SMS envoy\u00e9, les domaines de r\u00e9ception ne touchent aucun revenu pour avoir achemin\u00e9 les emails dans les boites des destinataires.<\/p>\r\n\r\n<p>&nbsp;<\/p>\r\n\r\n<p style=\"font-size: 18px;\">C\u2019est dans cette diff\u00e9rence fondamentale que r\u00e9side la complexit\u00e9 de l\u2019emailing : il est beaucoup moins cher car ne repose pas sur un mod\u00e8le \u00e9conomique entre op\u00e9rateurs. Par contre, son tr\u00e8s faible co\u00fbt unitaire fait que d\u2019\u00e9normes quantit\u00e9s d\u2019emails sont envoy\u00e9s chaque jour. Parmi ceux-ci, une grande partie sont des spams ou autres emails ind\u00e9sirables.<\/p>\r\n\r\n<p>&nbsp;<\/p>\r\n<div class=\"wp-block-image is-resized\">\r\n<figure class=\"alignright size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"278\" height=\"241\" class=\"wp-image-53\" style=\"width: 194px; height: auto;\" src=\"https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2020\/12\/gg.png\" alt=\"cat\u00e9gories email\" \/><\/figure><\/div>\r\n\r\n\r\n<p style=\"font-size: 18px;\">Il est donc n\u00e9cessaire, lorsqu\u2019on d\u00e9sire r\u00e9aliser des campagnes d\u2019email marketing, de sortir du lot. Il est aujourd\u2019hui obligatoire de montrer que les campagnes que l\u2019on envoie sont l\u00e9gitimes, c\u2019est-\u00e0-dire autoris\u00e9es par ses clients et que ces derniers d\u00e9sirent r\u00e9ellement recevoir et lire l\u2019email. Faute de quoi ce dernier sera au mieux dirig\u00e9 vers une boite de spam, voire carr\u00e9ment rejet\u00e9.<\/p>\r\n\r\n<p>&nbsp;<\/p>\r\n\r\n<p style=\"font-size: 18px;\">Divers m\u00e9canismes ont ainsi \u00e9t\u00e9 d\u00e9velopp\u00e9s par les domaines de r\u00e9ception, afin de s\u00e9parer les spammeurs des d\u00e9marcheurs s\u00e9rieux. Tous ces m\u00e9canismes reposent sur la mise en place progressive d\u2019une r\u00e9putation qui est attach\u00e9e \u00e0 tout annonceur envoyant des campagnes d\u2019emailing. Il est important de noter que d\u00e8s lors que vous faites une campagne emailing, les diff\u00e9rents domaines de r\u00e9ception vont vous attribuer une note. Cette derni\u00e8re, bas\u00e9e sur diff\u00e9rents crit\u00e8res techniques (et d&#8217;engagement utilisateur) sera la cl\u00e9 de votre r\u00e9ussite, et pourra \u00eatre quantifi\u00e9e au travers des m\u00e9trique tels que les taux de r\u00e9ception \/ d\u2019ouverture \/ de clics de vos emails marketing. <br \/>Bien entendu, cette notation \u00e9volue au cours du temps (positivement ou n\u00e9gativement), et il est donc n\u00e9cessaire de continuer la mise en place des &#8220;best practices&#8221; sur la dur\u00e9e, afin de faire en sorte que la bonne r\u00e9putation atteinte au fil du temps, puisse perdurer.<br \/>Nous d\u00e9taillerons dans de prochains articles quels sont les principaux aspects qu&#8217;il faut prendre en compte afin de faire en sorte que la r\u00e9putation de votre domaine progresse et permettre ainsi de r\u00e9ussir vos emailing.<\/p>\r\n\r\n<p>&nbsp;<\/p>\r\n<p>&nbsp;<\/p>\r\n\r\n<p class=\"has-black-color has-text-color has-medium-font-size\">\u00a0<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading has-black-color has-text-color has-link-color wp-elements-881fb83edd0a97c7b43f7d98cf49435e\"><span class=\"ez-toc-section\" id=\"Conclusion_y_a_t-il_un_gagnant\"><\/span><strong>Conclusion<\/strong> : <strong>y a t-il un gagnant<\/strong>?<span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n\r\n\r\n\r\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1000\" height=\"667\" class=\"wp-image-73\" style=\"width: 384px; height: auto;\" src=\"https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2020\/12\/shutterstock_63777550.jpg\" alt=\"duel email sms\" srcset=\"https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2020\/12\/shutterstock_63777550.jpg 1000w, https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2020\/12\/shutterstock_63777550-300x200.jpg 300w, https:\/\/mailnjoy.com\/blog\/wp-content\/uploads\/2020\/12\/shutterstock_63777550-768x512.jpg 768w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/figure>\r\n\r\n\r\n\r\n<p style=\"font-size: 18px;\">Comme vous l&#8217;aurez d\u00e9j\u00e0 compris \u00e0 la lecture de cet article, il ne peut y avoir de &#8220;gagnant&#8221; dans ce match, car cela serait aussi subjectif que de pr\u00e9tendre que la nourriture sucr\u00e9e est meilleure (ou moins bonne) que la nourriture sal\u00e9e&#8230;cela d\u00e9pend surtout des go\u00fbts et des besoins de chacun. <br \/>Ici nous sommes dans la m\u00eame configuration o\u00f9 ces deux canaux sont tr\u00e8s appr\u00e9ci\u00e9s et permettent de toucher vos clients d&#8217;une mani\u00e8re qui est propre \u00e0 chacun, avec des avantages et des inconv\u00e9nients qui sont inh\u00e9rents a chacune des deux m\u00e9thodes.<br \/><br \/>Dans la pratique le choix le plus couramment utilis\u00e9 et qui permet d\u2019allier la force de ces deux outils de marketing, r\u00e9side dans le fait de travailler en multicanal, c&#8217;est \u00e0 dire \u00e0 utiliser \u00e0 la fois le SMS marketing et l&#8217;email marketing. Selon le type de campagne client, le contenu \u00e0 pr\u00e9senter, la longueur des informations \u00e0 transmettre, les choix pr\u00e9f\u00e9rentiels des diff\u00e9rents segments clients, le choix se portera alors tant\u00f4t sur le SMS et tant\u00f4t sur l&#8217;email.<br \/><br \/>Il faut bien entendu garder en t\u00eate que le setup cot\u00e9 SMS marketing est simple, mais qu&#8217;il conviendra par contre de travailler en amont la configuration technique de son domaine d&#8217;envoi sur la partie Emailing afin de pouvoir r\u00e9ellement en retirer tous les b\u00e9n\u00e9fices.<\/p>\r\n\r\n\r\n<hr class=\"wp-block-separator has-css-opacity\" \/>\r\n\r\n\r\n<p><em>\u00c0 suivre une suite d&#8217;articles sur les cl\u00e9s du succ\u00e8s dans l&#8217;email marketing.<\/em><\/p>\r\n","protected":false},"excerpt":{"rendered":"<p>Moyens de communication digitaux &nbsp; &nbsp; Afin de bien appr\u00e9hender la communication par email, nous allons nous pencher dans cet article sur le SMS, qui permet lui aussi des communications \u00e9crites et personnalis\u00e9es, et r\u00e9aliser une comparaison sur les principaux aspects techniques qui diff\u00e9rencient ces deux canaux marketing tr\u00e8s appr\u00e9ci\u00e9s. &nbsp; Les SMS commerciaux sont [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":63,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"no","_lmt_disable":"no","footnotes":""},"categories":[4],"tags":[],"class_list":["post-38","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>communication marketing : SMS vs Email<\/title>\n<meta name=\"description\" content=\"SMS vs Email : d\u00e9couvrez les diff\u00e9rences fondamentales entre SMS et Email marketing, au travers de leurs forces et 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