{"id":16121,"date":"2024-09-15T09:54:00","date_gmt":"2024-09-15T07:54:00","guid":{"rendered":"https:\/\/www.mailsoar.com\/?p=16121"},"modified":"2026-10-05T15:00:40","modified_gmt":"2026-10-05T13:00:40","slug":"email-deliverability-kpis","status":"publish","type":"post","link":"https:\/\/www.mailsoar.com\/fr\/ressources\/guide\/email-deliverability-kpis\/","title":{"rendered":"Indicateurs cl\u00e9s de performance (KPI) relatifs \u00e0 la d\u00e9livrabilit\u00e9 des emails : le guide ultime"},"content":{"rendered":"<h2>\n\t\t\t\tSommaire\t\t\t<\/h2>\n<p>\t\t\t\t<svg aria-hidden=\"true\" viewBox=\"0 0 1000 1000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M500 975V858C696 858 858 696 858 500S696 142 500 142 142 304 142 500H25C25 237 238 25 500 25S975 237 975 500 763 975 500 975Z\"><\/path><\/svg>\t\t\t<\/p>\n<p>Qu&rsquo;il s&rsquo;agisse d&rsquo;un e-mail, d&rsquo;une newsletter ou d&rsquo;une campagne emailing, la cl\u00e9 du succ\u00e8s en termes de d\u00e9livrabilit\u00e9 r\u00e9side dans un suivi rigoureux des KPI. Ces indicateurs de performance vous permettent non seulement de mesurer l&rsquo;efficacit\u00e9 de vos campagnes, mais aussi d&rsquo;anticiper et de corriger les \u00e9ventuelles lacunes avant qu&rsquo;elles ne nuisent \u00e0 vos r\u00e9sultats. <\/p>\n<p>Ces m\u00e9triques vous donneront un aper\u00e7u de la sant\u00e9 de vos campagnes, vous permettant ainsi d&rsquo;identifier et de corriger les erreurs avant qu&rsquo;elles ne nuisent \u00e0 votre taux de d\u00e9livrabilit\u00e9.<\/p>\n<p>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"768\" height=\"768\" src=\"https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/08\/spamourai-MailSoar-KPIs-768x768.png\" alt=\"illustration of MailSoar&#039;s spamourai, which analyzes and audits email deliverability KPIs.\" srcset=\"https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/08\/spamourai-MailSoar-KPIs-768x768.png 768w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/08\/spamourai-MailSoar-KPIs-300x300.png 300w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/08\/spamourai-MailSoar-KPIs-1030x1030.png 1030w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/08\/spamourai-MailSoar-KPIs-80x80.png 80w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/08\/spamourai-MailSoar-KPIs-1536x1536.png 1536w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/08\/spamourai-MailSoar-KPIs-650x650.png 650w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/08\/spamourai-MailSoar-KPIs-1300x1300.png 1300w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/08\/spamourai-MailSoar-KPIs-24x24.png 24w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/08\/spamourai-MailSoar-KPIs-36x36.png 36w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/08\/spamourai-MailSoar-KPIs-48x48.png 48w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/08\/spamourai-MailSoar-KPIs.png 2048w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/p>\n<h2>Pourquoi les KPI sont-ils si importants ?<\/h2>\n<p>Les KPI, ou indicateurs cl\u00e9s de performance, sont des valeurs cl\u00e9s qui vous permettent de suivre vos principaux objectifs de performance. Ils doivent \u00eatre <b>sp\u00e9cifiques, mesurables, r\u00e9alisables, pertinents et limit\u00e9s dans le temps<\/b> (SMART). <\/p>\n<p>En les mesurant r\u00e9guli\u00e8rement, vous obtenez les informations n\u00e9cessaires pour prendre des d\u00e9cisions \u00e9clair\u00e9es et ajuster vos strat\u00e9gies en fonction des r\u00e9sultats obtenus. Cela vous permet \u00e9galement de comparer vos performances au fil du temps et d<b>&lsquo;am\u00e9liorer le taux de r\u00e9ussite<\/b> de vos campagnes. <\/p>\n<h2>KPI \u00e0 surveiller pour am\u00e9liorer la d\u00e9livrabilit\u00e9<\/h2>\n<p id=\"isPasted\">Si vous vous sentez un peu perdu parmi les nombreux indicateurs cl\u00e9s de performance (KPI) qui existent, pas de panique ! Voici les indicateurs les plus essentiels pour garantir la d\u00e9livrabilit\u00e9 de vos e-mails. <\/p>\n<h3>Taux de placement dans la bo\u00eete de r\u00e9ception (IPR)<br \/>\n<\/h3>\n<p>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"768\" height=\"777\" src=\"https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/08\/Spamourai-explains-KPIs-768x777.png\" alt=\"\" srcset=\"https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/08\/Spamourai-explains-KPIs-768x777.png 768w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/08\/Spamourai-explains-KPIs-297x300.png 297w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/08\/Spamourai-explains-KPIs-1018x1030.png 1018w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/08\/Spamourai-explains-KPIs-80x80.png 80w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/08\/Spamourai-explains-KPIs-24x24.png 24w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/08\/Spamourai-explains-KPIs-36x36.png 36w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/08\/Spamourai-explains-KPIs-48x48.png 48w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/08\/Spamourai-explains-KPIs.png 1397w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/p>\n<p><b>Le taux de placement dans la bo\u00eete de r\u00e9ception <\/b>(IPR) est sans aucun doute l&rsquo;un des indicateurs les plus pr\u00e9cis du succ\u00e8s de vos campagnes. Cet KPI repr\u00e9sente le pourcentage d&#8217;emails qui arrivent dans la bo\u00eete de r\u00e9ception, plut\u00f4t que dans les dossiers de courrier ind\u00e9sirable ou spam. <\/p>\n<p>Contrairement au taux de livraison, qui indique simplement si un email a \u00e9t\u00e9 accept\u00e9 par le serveur du destinataire, le RPI se concentre sur la destination finale de votre email. Les fournisseurs d&rsquo;acc\u00e8s \u00e0 Internet (FAI) ne communiquent pas directement ce taux, c&rsquo;est pourquoi nous utilisons des outils sp\u00e9cialis\u00e9s tels que <a href=\"https:\/\/glockapps.com\/email-deliverability-consulting\/\" target=\"_blank\" rel=\"noopener\">GlockApps<\/a>. Ces outils envoient une copie de votre email \u00e0 une liste de test et calculent le pourcentage de messages qui parviennent \u00e0 la bo\u00eete de r\u00e9ception.  <\/p>\n<p><strong>Un<\/strong> <b>bon RPI est sup\u00e9rieur ou \u00e9gal \u00e0 80 %<\/b>. Si votre taux est inf\u00e9rieur, cela peut indiquer plusieurs probl\u00e8mes potentiels, tels que : <\/p>\n<ul>\n<li><strong>Contenu non pertinent<\/strong> : si votre message ne correspond pas aux attentes de vos destinataires, ceux-ci seront plus enclins \u00e0 marquer vos emails comme spam.<\/li>\n<li><strong>R\u00e9putation de votre adresse IP ou de votre domaine<\/strong> : une mauvaise r\u00e9putation peut inciter les FAI \u00e0 envoyer vos e-mails dans les dossiers de courrier ind\u00e9sirable.<\/li>\n<li><strong>Adresses email invalides<\/strong> : envoyer r\u00e9guli\u00e8rement des emails \u00e0 des adresses invalides peut \u00e9galement nuire \u00e0 votre RPI.<\/li>\n<\/ul>\n<p>Pour am\u00e9liorer votre RPI, voici quelques mesures que vous pouvez prendre :<\/p>\n<p>\t\t\t<svg aria-hidden=\"true\" viewBox=\"0 0 384 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M336 0H48C21.5 0 0 21.5 0 48v416c0 26.5 21.5 48 48 48h288c26.5 0 48-21.5 48-48V48c0-26.5-21.5-48-48-48zM144 32h96c8.8 0 16 7.2 16 16s-7.2 16-16 16h-96c-8.8 0-16-7.2-16-16s7.2-16 16-16zm48 128c35.3 0 64 28.7 64 64s-28.7 64-64 64-64-28.7-64-64 28.7-64 64-64zm112 236.8c0 10.6-10 19.2-22.4 19.2H102.4C90 416 80 407.4 80 396.8v-19.2c0-31.8 30.1-57.6 67.2-57.6h5c12.3 5.1 25.7 8 39.8 8s27.6-2.9 39.8-8h5c37.1 0 67.2 25.8 67.2 57.6v19.2z\"><\/path><\/svg>\t\t\t<\/p>\n<p><strong>Authentification des emails<\/strong> : assurez-vous que vos emails sont authentifi\u00e9s \u00e0 l&rsquo;aide de protocoles tels que SPF, DKIM et DMARC. Ces protocoles aident les bo\u00eetes de r\u00e9ception \u00e0 identifier vos emails comme \u00e9tant l\u00e9gitimes et non comme du spam. Si vous souhaitez en savoir plus sur ces protocoles, vous pouvez lire notre article d\u00e9di\u00e9 \u00e0<a href=\"https:\/\/www.mailsoar.com\/fr\/ressources\/article\/authentification-emails-important\/\" target=\"_blank\" rel=\"noopener\"> l&rsquo;authentification des emails<\/a>.  <\/p>\n<p>\t\t\t<svg aria-hidden=\"true\" viewBox=\"0 0 512 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M80 368H16a16 16 0 0 0-16 16v64a16 16 0 0 0 16 16h64a16 16 0 0 0 16-16v-64a16 16 0 0 0-16-16zm0-320H16A16 16 0 0 0 0 64v64a16 16 0 0 0 16 16h64a16 16 0 0 0 16-16V64a16 16 0 0 0-16-16zm0 160H16a16 16 0 0 0-16 16v64a16 16 0 0 0 16 16h64a16 16 0 0 0 16-16v-64a16 16 0 0 0-16-16zm416 176H176a16 16 0 0 0-16 16v32a16 16 0 0 0 16 16h320a16 16 0 0 0 16-16v-32a16 16 0 0 0-16-16zm0-320H176a16 16 0 0 0-16 16v32a16 16 0 0 0 16 16h320a16 16 0 0 0 16-16V80a16 16 0 0 0-16-16zm0 160H176a16 16 0 0 0-16 16v32a16 16 0 0 0 16 16h320a16 16 0 0 0 16-16v-32a16 16 0 0 0-16-16z\"><\/path><\/svg>\t\t\t<\/p>\n<p><strong>Gardez votre liste propre <\/strong>: nettoyez r\u00e9guli\u00e8rement votre liste de contacts afin de supprimer les adresses inactives ou invalides. Cela am\u00e9liorera non seulement votre RPI, mais \u00e9galement vos taux d&rsquo;ouverture et de clic. Pour en savoir plus sur la mani\u00e8re de nettoyer efficacement votre liste, consultez notre guide sur le nettoyage des listes d&rsquo;adresses email.  <\/p>\n<p>\t\t\t<svg aria-hidden=\"true\" viewBox=\"0 0 640 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M128 352H32c-17.67 0-32 14.33-32 32v96c0 17.67 14.33 32 32 32h96c17.67 0 32-14.33 32-32v-96c0-17.67-14.33-32-32-32zm-24-80h192v48h48v-48h192v48h48v-57.59c0-21.17-17.23-38.41-38.41-38.41H344v-64h40c17.67 0 32-14.33 32-32V32c0-17.67-14.33-32-32-32H256c-17.67 0-32 14.33-32 32v96c0 17.67 14.33 32 32 32h40v64H94.41C73.23 224 56 241.23 56 262.41V320h48v-48zm264 80h-96c-17.67 0-32 14.33-32 32v96c0 17.67 14.33 32 32 32h96c17.67 0 32-14.33 32-32v-96c0-17.67-14.33-32-32-32zm240 0h-96c-17.67 0-32 14.33-32 32v96c0 17.67 14.33 32 32 32h96c17.67 0 32-14.33 32-32v-96c0-17.67-14.33-32-32-32z\"><\/path><\/svg>\t\t\t<\/p>\n<p><strong>Segmentation<\/strong> : divisez votre liste de marketing par email en segments en fonction de crit\u00e8res sp\u00e9cifiques tels que la r\u00e9gion, le secteur d&rsquo;activit\u00e9 ou les centres d&rsquo;int\u00e9r\u00eat. Cela vous permet de personnaliser vos campagnes et de rendre vos emails plus pr\u00e9cis pour chaque segment. Si vous avez besoin d&rsquo;aide pour la segmentation, n&rsquo;h\u00e9sitez pas \u00e0 nous contacter pour un audit de votre<a href=\"https:\/\/www.mailsoar.com\/fr\/solutions\/audit-delivrabilite\/\" target=\"_blank\" rel=\"noopener\"> strat\u00e9gie de marketing par email.<\/a>  <\/p>\n<h3>Taux de distribution<\/h3>\n<p>Le <strong>taux de livraison<\/strong> indique la proportion d&rsquo;e-mails accept\u00e9s par les serveurs des destinataires. Bien qu&rsquo;il s&rsquo;agisse d&rsquo;un bon indicateur de la r\u00e9putation de votre domaine et de la configuration de votre infrastructure, il ne garantit pas que les e-mails arriveront dans la bo\u00eete de r\u00e9ception principale. Il est essentiel pour \u00e9valuer le <strong>succ\u00e8s de vos campagnes.<\/strong>  <\/p>\n<p>La r\u00e9putation de l&rsquo;exp\u00e9diteur joue un r\u00f4le crucial dans cet KPI. Un taux de livraison sup\u00e9rieur \u00e0 97 % est consid\u00e9r\u00e9 comme bon. En revanche, si votre taux tombe en dessous de ce seuil, il est temps de proc\u00e9der \u00e0 une analyse approfondie des diff\u00e9rents m\u00e9triques afin d&rsquo;identifier et de corriger tout dysfonctionnement potentiel.  <\/p>\n<p>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"768\" height=\"432\" src=\"https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/MailSoar-delivery-rate-768x432.jpg\" alt=\"Delivery rate email deliverability kpi\" srcset=\"https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/MailSoar-delivery-rate-768x432.jpg 768w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/MailSoar-delivery-rate-300x169.jpg 300w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/MailSoar-delivery-rate-1030x579.jpg 1030w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/MailSoar-delivery-rate-1536x864.jpg 1536w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/MailSoar-delivery-rate-24x14.jpg 24w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/MailSoar-delivery-rate-36x20.jpg 36w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/MailSoar-delivery-rate-48x27.jpg 48w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/MailSoar-delivery-rate.jpg 1920w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/p>\n<h3>Taux de placement des spams<\/h3>\n<p>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"768\" height=\"432\" src=\"https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/MailSoar-spam-placement-rate-768x432.png\" alt=\"Spam placement rate email deliverability kpi\" srcset=\"https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/MailSoar-spam-placement-rate-768x432.png 768w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/MailSoar-spam-placement-rate-300x169.png 300w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/MailSoar-spam-placement-rate-1030x579.png 1030w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/MailSoar-spam-placement-rate-1536x864.png 1536w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/MailSoar-spam-placement-rate-24x14.png 24w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/MailSoar-spam-placement-rate-36x20.png 36w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/MailSoar-spam-placement-rate-48x27.png 48w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/MailSoar-spam-placement-rate.png 1920w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/p>\n<p>Le <strong>taux de placement dans les spams<\/strong> \u00e9value la proportion de vos e-mails qui finissent dans les dossiers spam des destinataires. Cet KPI est particuli\u00e8rement important, car un taux \u00e9lev\u00e9 peut nuire gravement \u00e0 vos efforts de communication. <\/p>\n<p>Pour calculer ce taux, divisez le nombre d&rsquo;e-mails arrivant dans le dossier spam par le nombre total d&rsquo;e-mails envoy\u00e9s. Un<strong> taux sup\u00e9rieur \u00e0 40 % est alarmant<\/strong> et n\u00e9cessite une r\u00e9vision imm\u00e9diate de votre contenu, de vos pratiques d&rsquo;envoi et de la qualit\u00e9 de votre liste de contacts. <\/p>\n<h3>Taux d&rsquo;engagement<\/h3>\n<p><strong>Le taux d&rsquo;engagement <\/strong>regroupe plusieurs indicateurs cl\u00e9s tels que le taux d&rsquo;ouverture, le taux de clics (CTR) et le taux de clics par ouverture (CTOR). Ces KPI vous donnent une id\u00e9e pr\u00e9cise de la mani\u00e8re dont vos destinataires interagissent avec vos emails. <\/p>\n<p>Il est essentiel de les suivre pour comprendre si vos campagnes attirent l&rsquo;attention de votre public. Un faible taux d&rsquo;engagement, par exemple, peut indiquer que votre contenu n&rsquo;est pas suffisamment attrayant ou que vos appels \u00e0 l&rsquo;action ne sont pas suffisamment convaincants. <\/p>\n<h3>Taux d&rsquo;ouverture des emails<\/h3>\n<p><strong>Le taux d&rsquo;ouverture <\/strong>est l&rsquo;un des indicateurs les plus basiques, mais aussi l&rsquo;un des plus r\u00e9v\u00e9lateurs. Il mesure le rapport entre le nombre d&rsquo;e-mails ouverts et le nombre total d&rsquo;e-mails envoy\u00e9s. <\/p>\n<p>Un <strong>taux d&rsquo;ouverture sup\u00e9rieur \u00e0 la moyenne <\/strong>indique que vos objets int\u00e9ressent vos destinataires. Pour am\u00e9liorer cet KPI, pensez \u00e0 tester diff\u00e9rents objets et \u00e0 envoyer vos e-mails \u00e0 des moments optimaux. <\/p>\n<p>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"768\" height=\"432\" src=\"https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/Open-rate-768x432.jpg\" alt=\"Open rate email deliverability kpi\" srcset=\"https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/Open-rate-768x432.jpg 768w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/Open-rate-300x169.jpg 300w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/Open-rate-1030x579.jpg 1030w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/Open-rate-1536x864.jpg 1536w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/Open-rate-24x14.jpg 24w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/Open-rate-36x20.jpg 36w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/Open-rate-48x27.jpg 48w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/Open-rate.jpg 1920w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/p>\n<h3>Taux de rebond<\/h3>\n<p>Le <strong>taux de rebond<\/strong> est le rapport entre le nombre d&rsquo;e-mails qui n&rsquo;ont pas pu \u00eatre remis \u00e0 leurs destinataires et le nombre total d&rsquo;envois. Il existe deux types de rebond : le<strong> hard bounce<\/strong> qui signifie que l&rsquo;adresse e-mail n&rsquo;est pas valide et ne pourra jamais recevoir de message, et le <strong>soft bounce<\/strong>, qui est souvent d\u00fb \u00e0 une bo\u00eete de r\u00e9ception pleine ou \u00e0 une erreur temporaire. <\/p>\n<p>Un<strong> taux de rebond inf\u00e9rieur \u00e0 0,2 %<\/strong> est g\u00e9n\u00e9ralement consid\u00e9r\u00e9 comme acceptable. Si votre taux de rebond est \u00e9lev\u00e9, vous devez nettoyer votre liste de contacts afin d&rsquo;\u00e9liminer les adresses invalides ou obsol\u00e8tes. Pour plus d&rsquo;informations sur la r\u00e9duction des rebonds, consultez notre guide sur les <a href=\"https:\/\/www.mailsoar.com\/fr\/ressources\/article\/reduire-taux-rebond-e-mails\/\" target=\"_blank\" rel=\"noopener\">taux de rebond dans le marketing par email.<\/a>  <\/p>\n<p>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"768\" height=\"432\" src=\"https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/MailSoar-bounce-rate-768x432.png\" alt=\"Bounce rate email deliverability kpi\" srcset=\"https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/MailSoar-bounce-rate-768x432.png 768w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/MailSoar-bounce-rate-300x169.png 300w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/MailSoar-bounce-rate-1030x579.png 1030w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/MailSoar-bounce-rate-1536x864.png 1536w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/MailSoar-bounce-rate-24x14.png 24w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/MailSoar-bounce-rate-36x20.png 36w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/MailSoar-bounce-rate-48x27.png 48w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/MailSoar-bounce-rate.png 1920w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><br \/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"768\" height=\"768\" src=\"https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/08\/spamourai-MailSoar-customer-768x768.png\" alt=\"Illustration of MailSoar&#039;s Spamourai, an email deliverability agency that helps customers improve their deliverability rate with an audit or coaching.\" srcset=\"https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/08\/spamourai-MailSoar-customer-768x768.png 768w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/08\/spamourai-MailSoar-customer-300x300.png 300w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/08\/spamourai-MailSoar-customer-1030x1030.png 1030w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/08\/spamourai-MailSoar-customer-80x80.png 80w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/08\/spamourai-MailSoar-customer-1536x1536.png 1536w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/08\/spamourai-MailSoar-customer-650x650.png 650w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/08\/spamourai-MailSoar-customer-1300x1300.png 1300w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/08\/spamourai-MailSoar-customer-24x24.png 24w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/08\/spamourai-MailSoar-customer-36x36.png 36w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/08\/spamourai-MailSoar-customer-48x48.png 48w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/08\/spamourai-MailSoar-customer.png 2048w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/p>\n<h3>Vous avez besoin d&rsquo;une aide professionnelle pour r\u00e9duire votre taux de rebond ?<br \/>\n<\/h3>\n<p>\t\t\t\t\t<a href=\"https:\/\/www.mailsoar.com\/fr\/contact\/\"><br \/>\n\t\t\t\t\t\t\t\t\tContactez les experts MailSoar<br \/>\n\t\t\t\t\t<\/a><\/p>\n<h3>Taux de refus ou de blocage des courriers \u00e9lectroniques<\/h3>\n<p>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"768\" height=\"432\" src=\"https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/Open-rate-1-768x432.png\" alt=\"Block rate calculation\" srcset=\"https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/Open-rate-1-768x432.png 768w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/Open-rate-1-300x169.png 300w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/Open-rate-1-1030x579.png 1030w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/Open-rate-1-1536x864.png 1536w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/Open-rate-1-24x14.png 24w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/Open-rate-1-36x20.png 36w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/Open-rate-1-48x27.png 48w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/Open-rate-1.png 1920w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/p>\n<p>Le <strong>taux de rejet ou de blocage des e-mails <\/strong>est un sous-ensemble du taux de rebond, qui calcule sp\u00e9cifiquement les e-mails rejet\u00e9s en raison de leur contenu ou de la mauvaise r\u00e9putation de votre domaine.<\/p>\n<p>Les causes peuvent \u00eatre multiples : utilisation excessive de mots consid\u00e9r\u00e9s comme du spam, pr\u00e9sence de liens provenant de domaines blacklist\u00e9s ou nombre \u00e9lev\u00e9 de plaintes pour spam. Pour calculer cet KPI, divisez le nombre d&#8217;emails bloqu\u00e9s par le nombre total d&#8217;emails envoy\u00e9s, puis multipliez par 100. <\/p>\n<h3>Taux de plaintes pour spam<\/h3>\n<p>Le <strong>taux de plaintes pour spam<\/strong> est un indicateur cl\u00e9, car il refl\u00e8te directement votre r\u00e9putation aupr\u00e8s des FAI. Un taux de plaintes pour spam \u00e9lev\u00e9 peut avoir des cons\u00e9quences d\u00e9sastreuses sur la d\u00e9livrabilit\u00e9 de vos e-mails. <\/p>\n<p>Si vous constatez une augmentation de ce taux, il est imp\u00e9ratif de revoir votre strat\u00e9gie d&rsquo;envoi, de r\u00e9\u00e9valuer votre contenu et d&rsquo;assurer une meilleure segmentation de votre audience afin d&rsquo;envoyer des messages plus cibl\u00e9s et personnalis\u00e9s.<\/p>\n<p>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"768\" height=\"432\" src=\"https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/MailSoar-spam-complaint-rate-768x432.png\" alt=\"Spam complaint rate email deliverability kpi\" srcset=\"https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/MailSoar-spam-complaint-rate-768x432.png 768w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/MailSoar-spam-complaint-rate-300x169.png 300w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/MailSoar-spam-complaint-rate-1030x579.png 1030w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/MailSoar-spam-complaint-rate-1536x864.png 1536w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/MailSoar-spam-complaint-rate-24x14.png 24w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/MailSoar-spam-complaint-rate-36x20.png 36w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/MailSoar-spam-complaint-rate-48x27.png 48w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/MailSoar-spam-complaint-rate.png 1920w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/p>\n<h3>Taux de d\u00e9sabonnement<\/h3>\n<p>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"768\" height=\"432\" src=\"https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/MailSoar-unsubscribe-rate-768x432.jpg\" alt=\"Unsubscribe rate email deliverability kpi\" srcset=\"https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/MailSoar-unsubscribe-rate-768x432.jpg 768w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/MailSoar-unsubscribe-rate-300x169.jpg 300w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/MailSoar-unsubscribe-rate-1030x579.jpg 1030w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/MailSoar-unsubscribe-rate-1536x864.jpg 1536w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/MailSoar-unsubscribe-rate-24x14.jpg 24w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/MailSoar-unsubscribe-rate-36x20.jpg 36w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/MailSoar-unsubscribe-rate-48x27.jpg 48w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/MailSoar-unsubscribe-rate.jpg 1920w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/p>\n<p>Le<strong> taux de d\u00e9sabonnement correspond au pourcentage<\/strong> de destinataires qui choisissent de se d\u00e9sabonner de votre liste de diffusion apr\u00e8s avoir re\u00e7u un email. Un faible taux de d\u00e9sabonnement est g\u00e9n\u00e9ralement un bon signe, mais s&rsquo;il chute soudainement, cela peut indiquer une baisse de la qualit\u00e9 de votre contenu ou un probl\u00e8me de d\u00e9livrabilit\u00e9. <\/p>\n<p>Il est important de surveiller le taux de d\u00e9sabonnement en conjonction avec d&rsquo;autres indicateurs, tels que le taux de placement dans la bo\u00eete de r\u00e9ception, afin d&rsquo;obtenir une vue d&rsquo;ensemble des performances de vos campagnes.<\/p>\n<h3>Taux de clics (CTR) et taux de clics par ouverture (CTOR)<\/h3>\n<p>Le <b>CTR<\/b> (taux de clics) et le <b>CTOR<\/b> (taux d&rsquo;ouverture) sont deux KPI essentiels pour mesurer l&rsquo;engagement de l&rsquo;audience. Le CTR mesure le pourcentage de personnes qui ont cliqu\u00e9 sur un lien dans votre email par rapport au nombre total d&#8217;emails envoy\u00e9s, tandis que le CTOR le mesure par rapport au nombre d&#8217;emails ouverts. <\/p>\n<p>Pour am\u00e9liorer le nombre de clics, concentrez-vous sur la personnalisation de vos campagnes, l&rsquo;optimisation de vos appels \u00e0 l&rsquo;action (CTA) et la cr\u00e9ation de contenus int\u00e9ressants et attrayants. Un <b>bon CTR se situe g\u00e9n\u00e9ralement entre 20 et 30 %<\/b>, mais cela peut varier en fonction de votre secteur d&rsquo;activit\u00e9. <\/p>\n<p>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"768\" height=\"432\" src=\"https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/MailSoar-click-through-rate-768x432.jpg\" alt=\"Click-through rate email deliverability kpi\" srcset=\"https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/MailSoar-click-through-rate-768x432.jpg 768w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/MailSoar-click-through-rate-300x169.jpg 300w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/MailSoar-click-through-rate-1030x579.jpg 1030w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/MailSoar-click-through-rate-1536x864.jpg 1536w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/MailSoar-click-through-rate-24x14.jpg 24w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/MailSoar-click-through-rate-36x20.jpg 36w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/MailSoar-click-through-rate-48x27.jpg 48w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/MailSoar-click-through-rate.jpg 1920w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><br \/>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"768\" height=\"432\" src=\"https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/Open-rate-768x432.png\" alt=\"Click to open rate email deliverability kpi\" srcset=\"https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/Open-rate-768x432.png 768w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/Open-rate-300x169.png 300w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/Open-rate-1030x579.png 1030w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/Open-rate-1536x864.png 1536w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/Open-rate-24x14.png 24w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/Open-rate-36x20.png 36w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/Open-rate-48x27.png 48w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2021\/09\/Open-rate.png 1920w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/p>\n<p dir=\"ltr\"><b>Le suivi de ces KPI <\/b>vous aidera \u00e0 maintenir et \u00e0 am\u00e9liorer la d\u00e9livrabilit\u00e9 de vos emails. Si vous avez <b>besoin d&rsquo;aide <\/b>pour optimiser vos campagnes et obtenir des r\u00e9sultats optimaux,<b> l&rsquo;\u00e9quipe d&rsquo;experts de MailSoar <\/b>est \u00e0 votre disposition. Contactez-nous pour d\u00e9couvrir comment nous pouvons vous aider \u00e0 atteindre vos objectifs.  <\/p>\n<p>\t\t\t\t\t<a href=\"https:\/\/www.mailsoar.com\/fr\/contact\/\"><br \/>\n\t\t\t\t\t\t\t\t\tContactez-nous maintenant<br \/>\n\t\t\t\t\t<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Sommaire Qu&rsquo;il s&rsquo;agisse d&rsquo;un e-mail, d&rsquo;une newsletter ou d&rsquo;une campagne emailing, la cl\u00e9 du succ\u00e8s en termes de d\u00e9livrabilit\u00e9 r\u00e9side [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":15316,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":"","_llm_markdown_disabled":false},"categories":[311],"tags":[317],"class_list":["post-16121","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing-performance","tag-guide"],"spectra_custom_meta":{"rank_math_internal_links_processed":["1"],"_elementor_edit_mode":["builder"],"_elementor_template_type":["wp-post"],"_elementor_version":["3.29.2"],"rank_math_primary_category":["1"],"_top_nav_excluded":[""],"_cms_nav_minihome":[""],"_wp_page_template":["default"],"rank_math_title":["KPI pour am\u00e9liorer la d\u00e9livrabilit\u00e9 des emails"],"rank_math_description":["Taux de d\u00e9livrabilit\u00e9, taux de rebond : ma\u00eetrisez les KPI essentiels de performance pour garantir l'efficacit\u00e9 de vos campagnes d'emailing. Optimisez d\u00e8s maintenant ! 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