{"id":69270,"date":"2026-10-19T14:51:20","date_gmt":"2026-10-19T12:51:20","guid":{"rendered":"https:\/\/isarta.fr\/infos\/?p=69270"},"modified":"2026-10-29T15:49:17","modified_gmt":"2026-10-29T14:49:17","slug":"strategie-marketing-lindelogeable-newsletter","status":"publish","type":"post","link":"https:\/\/isarta.fr\/infos\/strategie-marketing-lindelogeable-newsletter\/","title":{"rendered":"Strat\u00e9gie marketing : l\u2019ind\u00e9logeable newsletter"},"content":{"rendered":"<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img decoding=\"async\" src=\"https:\/\/isarta.com\/infos\/wp-content\/uploads\/2026\/10\/9cca04c4e14615d8db6fb8d2f9908238a425e9a3c6c3821c66f5f8b0465511a6.jpeg\" alt=\"\"\/><figcaption class=\"wp-element-caption\">Fr\u00e9d\u00e9ric Gonzalo &#8211; Courtoisie<\/figcaption><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">19 octobre 2026<\/p>\n\n\n\n<p class=\"has-medium-font-size wp-block-paragraph\"><strong>Les sondages le confirment ann\u00e9e apr\u00e8s ann\u00e9e : la newsletter demeure un outil redoutable de marketing B2B. Penchons-nous sur cette strat\u00e9gie, avec chiffres et t\u00e9moignages \u00e0 l\u2019appui.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dans une <a href=\"https:\/\/www.cyberimpact.com\/fr\/blog\/statistiques-du-marketing-par-courriel-au-canada-en-2026#:~:text=Les%20organisations%20n'envoient%20pas%20des%20messages%20%C3%A0,plus%20solide.%20*%20Une%20d%C3%A9livrabilit%C3%A9%20plus%20stable.\" data-type=\"URL\" data-id=\"https:\/\/www.cyberimpact.com\/fr\/blog\/statistiques-du-marketing-par-courriel-au-canada-en-2026#:~:text=Les%20organisations%20n'envoient%20pas%20des%20messages%20%C3%A0,plus%20solide.%20*%20Une%20d%C3%A9livrabilit%C3%A9%20plus%20stable.\" target=\"_blank\" rel=\"noreferrer noopener\">analyse r\u00e9cente publi\u00e9e en avril 2026<\/a>, l\u2019entreprise Cyberimpact pr\u00e9sente des chiffres montrant que la newsletter n\u2019a rien perdu de son lustre comme strat\u00e9gie marketing. De 2024 \u00e0 2025, le taux d\u2019ouverture moyen a grimp\u00e9 de 40% \u00e0 44,43% dans les 12\u00a0000 organisations qui utilisent sa plateforme pour faire des campagnes de mailing.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Le mail \u00e9tant un canal que vous poss\u00e9dez, il offre un meilleur contr\u00f4le sur la livraison et la port\u00e9e \u2014 ce qui se traduit g\u00e9n\u00e9ralement par des performances sup\u00e9rieures \u00e0 celles des autres canaux marketing\u00a0\u00bb, fait-on valoir dans le rapport.<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Notons que, de 2024 \u00e0 2025, le taux de clic a lui l\u00e9g\u00e8rement baiss\u00e9 (de 3,13% \u00e0 2,24%). \u00a0<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Les gens sont de plus en plus s\u00e9lectifs dans la fa\u00e7on dont ils utilisent leur temps et leur attention en ligne. On observe d\u00e9j\u00e0 ce ph\u00e9nom\u00e8ne sur les r\u00e9seaux sociaux, et le mail n\u2019y \u00e9chappe pas. Les attentes envers les newsletters sont \u00e9lev\u00e9es, et plusieurs se d\u00e9sabonnent rapidement si le contenu ou la fr\u00e9quence ne leur convient pas. La barre est haute en mati\u00e8re de pertinence, de valeur et de timing,\u00a0\u00bb poursuit Cyberimpact.<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u00ab\u00a0L\u2019outil principal pour battre l\u2019algorithme\u00a0\u00bb<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00c0 titre de consultant en marketing Web, Fr\u00e9d\u00e9ric Gonzalo est depuis toujours un fervent d\u00e9fenseur, promoteur et utilisateur de la newsletter comme strat\u00e9gie de marketing num\u00e9rique.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Pour moi, \u00e7a demeure l\u2019outil principal pour battre l\u2019algorithme. C&rsquo;est une mani\u00e8re de garder le contact avec sa communaut\u00e9, de parler de ce qui se passe dans l&rsquo;actualit\u00e9 de son secteur, mais aussi de parler de ce qui se passe dans son entreprise.&nbsp;\u00bb<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Il donne un exemple simple, pour illustrer l\u2019efficacit\u00e9 redoutable de ce canal. Quand il annonce un nouveau webinaire dans sa newsletter, il voit g\u00e9n\u00e9ralement les premi\u00e8res inscriptions entrer dans les minutes qui suivent.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Il y a bien s\u00fbr un \u00e9quilibre \u00e0 avoir, quand on utilise ce genre d&rsquo;outils. Si on est archipromotionnel, les gens d\u00e9crochent. Qu&rsquo;on le soit une fois de temps en temps, je pense que les gens comprennent qu\u2019on ne fait pas du b\u00e9n\u00e9volat ou de la philanthropie. On a une entreprise \u00e0 faire rouler. Moi, j&rsquo;essaie d&rsquo;\u00eatre dans la g\u00e9n\u00e9rosit\u00e9,&nbsp;\u00bb assure-t-il.<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Pr\u00e9cisons qu\u2019une telle strat\u00e9gie se b\u00e2tit de longue haleine. Le consultant compte sur une base solide de 8\u00a0000 abonn\u00e9s (des restaurateurs, des h\u00f4teliers, des \u00e9coles, des entreprises, etc.) qu\u2019il a obtenue au fil de 15 ans d\u2019investissement de temps et d\u2019efforts pour \u00e9crire la newsletter en elle-m\u00eame, mais aussi pour faire la veille sectorielle qui permet de l\u2019alimenter.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Au d\u00e9but, Fr\u00e9d\u00e9ric Gonzalo \u00e9crivait g\u00e9n\u00e9ralement un article exclusif par newsletter \u2013 aujourd\u2019hui, faute de temps, il a orient\u00e9 le contenu de sa newsletter vers une veille sectorielle du marketing num\u00e9rique. Il partage les articles qui, selon lui, m\u00e9ritent l\u2019attention des marketeurs.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">L\u2019\u00e9t\u00e9 dernier, il a lanc\u00e9 un petit sondage pour mieux comprendre les attentes de son lectorat. Il a eu l\u2019heureuse surprise de d\u00e9couvrir qu\u2019une majorit\u00e9 d\u2019abonn\u00e9s le lisait depuis 5 \u00e0 10 ans.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">Ce qu\u2019ils aiment, c\u2019est que j\u2019explique pourquoi je relaie un article, que je leur explique pourquoi c\u2019est important pour eux, en tant que PME ou responsables d\u2019une organisation\u00a0\u00bb, a-t-il re\u00e7u comme commentaire, parmi les 300 r\u00e9pondants.<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Et c\u2019est tout le point d\u2019une newsletter B2B\u00a0: \u00e9tablir sa cr\u00e9dibilit\u00e9 aux yeux d\u2019un lectorat.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n<div class=\" content_cards_card content_cards_domain_formations-isarta-fr\">\n\t\t\t<div class=\"content_cards_image\">\n\t\t\t\t<a class=\"content_cards_image_link\" href=\"https:\/\/formations.isarta.fr\/cours\/creation-de-contenu-dinfolettre-et-demail-marketing\/70?utm_source=Isarta_Infos\" target=\"_blank\">\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/formations.isarta.com\/assets\/images\/05\/05085c_Creation-de-contenu-d-infolettre.jpeg\" alt=\"Formation webinaire: Cr\u00e9ation de contenu d&#039;infolettre et d&#039;email marketing\">\t\t\t\t<\/a>\n\t\t<\/div>\n\t\n\t<div class=\"content_cards_title\">\n\t\t<a class=\"content_cards_title_link\" href=\"https:\/\/formations.isarta.fr\/cours\/creation-de-contenu-dinfolettre-et-demail-marketing\/70?utm_source=Isarta_Infos\" target=\"_blank\">\n\t\t\tFormation webinaire: Cr\u00e9ation de contenu d'infolettre et d'email marketing\t\t<\/a>\n\t<\/div>\n\t<div class=\"content_cards_description\">\n\t\t<a class=\"content_cards_description_link\" href=\"https:\/\/formations.isarta.fr\/cours\/creation-de-contenu-dinfolettre-et-demail-marketing\/70?utm_source=Isarta_Infos\" target=\"_blank\">\n\t\t\t<p>Cr\u00e9ation de contenu d&#039;infolettre et d&#039;email marketing. Cr\u00e9ez une campagne d\u2019emailing performante : types de courriels, ton, structure, design et visuels pour vous d\u00e9marquer<\/p>\n\t\t<\/a>\n\t<\/div>\n\t<div class=\"content_cards_site_name\">\n\t\t<img decoding=\"async\" src=\"https:\/\/formations.isarta.fr\/icons\/favicon-16x16.png\" alt=\"formations.isarta.fr\" class=\"content_cards_favicon\"\/>\t\tformations.isarta.fr\t<\/div>\n<\/div>\n\n\n<div class=\" content_cards_card content_cards_domain_formations-isarta-fr\">\n\t\t\t<div class=\"content_cards_image\">\n\t\t\t\t<a class=\"content_cards_image_link\" href=\"https:\/\/formations.isarta.fr\/cours\/email-marketing-de-la-strategie-a-la-performance\/70?utm_source=Isarta_Infos\" target=\"_blank\">\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/formations.isarta.com\/assets\/images\/dd\/dddc13_Marketing-par-courriel.jpg\" alt=\"Formation webinaire: Email Marketing : de la strat\u00e9gie \u00e0 la performance\">\t\t\t\t<\/a>\n\t\t<\/div>\n\t\n\t<div class=\"content_cards_title\">\n\t\t<a class=\"content_cards_title_link\" href=\"https:\/\/formations.isarta.fr\/cours\/email-marketing-de-la-strategie-a-la-performance\/70?utm_source=Isarta_Infos\" target=\"_blank\">\n\t\t\tFormation webinaire: Email Marketing : de la strat\u00e9gie \u00e0 la performance\t\t<\/a>\n\t<\/div>\n\t<div class=\"content_cards_description\">\n\t\t<a class=\"content_cards_description_link\" href=\"https:\/\/formations.isarta.fr\/cours\/email-marketing-de-la-strategie-a-la-performance\/70?utm_source=Isarta_Infos\" target=\"_blank\">\n\t\t\t<p>Email Marketing : de la strat\u00e9gie \u00e0 la performance. D\u00e9veloppez des campagnes par courriel plus efficaces pour engager vos abonn\u00e9s, fid\u00e9liser votre client\u00e8le et am\u00e9liorer vos r\u00e9sultats<\/p>\n\t\t<\/a>\n\t<\/div>\n\t<div class=\"content_cards_site_name\">\n\t\t<img decoding=\"async\" src=\"https:\/\/formations.isarta.fr\/icons\/favicon-16x16.png\" alt=\"formations.isarta.fr\" class=\"content_cards_favicon\"\/>\t\tformations.isarta.fr\t<\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les sondages le confirment ann\u00e9e apr\u00e8s ann\u00e9e : la newsletter demeure un outil redoutable de marketing B2B. Penchons-nous sur cette strat\u00e9gie, avec chiffres et t\u00e9moignages \u00e0 l\u2019appui.<\/p>\n","protected":false},"author":73,"featured_media":69288,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[264,265,3],"tags":[],"class_list":["post-69270","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-caroussel","category-en-avant-isarta-emplois","category-articlesmarketing-communications"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Strat\u00e9gie marketing : l\u2019ind\u00e9logeable newsletter - Isarta Infos<\/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:\/\/isarta.fr\/infos\/strategie-marketing-lindelogeable-newsletter\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Strat\u00e9gie marketing : l\u2019ind\u00e9logeable newsletter - Isarta Infos\" \/>\n<meta property=\"og:description\" content=\"Les sondages le confirment ann\u00e9e apr\u00e8s ann\u00e9e : la newsletter demeure un outil redoutable de marketing B2B. Penchons-nous sur cette strat\u00e9gie, avec chiffres et t\u00e9moignages \u00e0 l\u2019appui.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/isarta.fr\/infos\/strategie-marketing-lindelogeable-newsletter\/\" \/>\n<meta property=\"og:site_name\" content=\"Isarta Infos\" \/>\n<meta property=\"article:published_time\" content=\"2026-10-19T12:51:20+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-10-29T14:49:17+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/isarta.fr\/infos\/wp-content\/uploads\/2026\/10\/Capture-decran-2026-10-29-a-15.48.33.png\" \/>\n\t<meta property=\"og:image:width\" content=\"984\" \/>\n\t<meta property=\"og:image:height\" content=\"574\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"K\u00e9vin Deniau\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@kdeniau\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"K\u00e9vin Deniau\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/strategie-marketing-lindelogeable-newsletter\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/strategie-marketing-lindelogeable-newsletter\\\/\"},\"author\":{\"name\":\"K\u00e9vin Deniau\",\"@id\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/#\\\/schema\\\/person\\\/281ad8aba4befeebd440f7646a846c19\"},\"headline\":\"Strat\u00e9gie marketing : l\u2019ind\u00e9logeable newsletter\",\"datePublished\":\"2026-10-19T12:51:20+00:00\",\"dateModified\":\"2026-10-29T14:49:17+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/strategie-marketing-lindelogeable-newsletter\\\/\"},\"wordCount\":678,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/strategie-marketing-lindelogeable-newsletter\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/wp-content\\\/uploads\\\/2026\\\/10\\\/Capture-decran-2026-10-29-a-15.48.33.png\",\"articleSection\":[\"Caroussel\",\"En Avant - Isarta Emplois\",\"Marketing &amp; Communication\"],\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/isarta.fr\\\/infos\\\/strategie-marketing-lindelogeable-newsletter\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/strategie-marketing-lindelogeable-newsletter\\\/\",\"url\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/strategie-marketing-lindelogeable-newsletter\\\/\",\"name\":\"Strat\u00e9gie marketing : l\u2019ind\u00e9logeable newsletter - Isarta Infos\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/strategie-marketing-lindelogeable-newsletter\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/strategie-marketing-lindelogeable-newsletter\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/wp-content\\\/uploads\\\/2026\\\/10\\\/Capture-decran-2026-10-29-a-15.48.33.png\",\"datePublished\":\"2026-10-19T12:51:20+00:00\",\"dateModified\":\"2026-10-29T14:49:17+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/strategie-marketing-lindelogeable-newsletter\\\/#breadcrumb\"},\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/isarta.fr\\\/infos\\\/strategie-marketing-lindelogeable-newsletter\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"fr-FR\",\"@id\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/strategie-marketing-lindelogeable-newsletter\\\/#primaryimage\",\"url\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/wp-content\\\/uploads\\\/2026\\\/10\\\/Capture-decran-2026-10-29-a-15.48.33.png\",\"contentUrl\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/wp-content\\\/uploads\\\/2026\\\/10\\\/Capture-decran-2026-10-29-a-15.48.33.png\",\"width\":984,\"height\":574},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/strategie-marketing-lindelogeable-newsletter\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Strat\u00e9gie marketing : l\u2019ind\u00e9logeable newsletter\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/#website\",\"url\":\"https:\\\/\\\/isarta.fr\\\/infos\\\/\",\"name\":\"Isarta Infos\",\"description\":\"L&#039;actualit\u00e9 du Web, du marketing et des communications en France. 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