{"id":16213,"date":"2024-10-06T15:55:53","date_gmt":"2024-10-06T13:55:53","guid":{"rendered":"https:\/\/www.mailsoar.com\/?p=16213"},"modified":"2026-10-05T15:00:40","modified_gmt":"2026-10-05T13:00:40","slug":"parcours-email","status":"publish","type":"post","link":"https:\/\/www.mailsoar.com\/fr\/ressources\/guide\/parcours-email\/","title":{"rendered":"Comprendre le parcours d\u2019un email : de l\u2019envoi \u00e0 la bo\u00eete de r\u00e9ception"},"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>L\u2019email reste l\u2019un des canaux les plus efficaces du marketing digital, mais entre cliquer sur \u201cenvoyer\u201d et voir ce message atterrir dans la bo\u00eete de r\u00e9ception, il y a tout un monde lors du parcours d\u2019un email qui est souvent mal compris. <\/p>\n<p>Vous avez probablement d\u00e9j\u00e0 envoy\u00e9 une campagne d\u2019emailing parfaitement soign\u00e9e, mais les r\u00e9sultats n\u2019\u00e9taient pas \u00e0 la hauteur ? C\u2019est l\u00e0 que la d\u00e9livrabilit\u00e9 des emails entre en jeu. Elle joue un r\u00f4le dans l\u2019atteinte de vos objectifs de communication, mais peu savent r\u00e9ellement ce qu\u2019elle implique. Alors, comment faire pour que vos emails ne finissent pas dans le redout\u00e9 dossier spam ? Suivez le guide, on vous explique tout !    <\/p>\n<h2>L&rsquo;envoi d&rsquo;un email : ce qui se passe r\u00e9ellement<\/h2>\n<p>Une fois que vous avez r\u00e9dig\u00e9 votre email et que vous cliquez sur \u201cenvoyer\u201d, l\u2019aventure commence. Chaque email suit un parcours en plusieurs \u00e9tapes. \u00c0 chaque phase, des facteurs peuvent influencer son succ\u00e8s ou son \u00e9chec. Voici les diff\u00e9rentes \u00e9tapes du parcours d\u2019un email.   <\/p>\n<p>1. <b>L\u2019envoi via le serveur SMTP :<\/b> C\u2019est l\u2019\u00e9quivalent de votre bureau de poste mais num\u00e9rique. Votre email est d\u2019abord pris en charge par le serveur et le protocole SMTP (Simple Mail Transfer Protocol) de votre fournisseur de messagerie. Il re\u00e7oit votre email, v\u00e9rifie qu\u2019il est correctement structur\u00e9 et s\u2019assure que tout est en r\u00e8gle avant de le transmettre et qu\u2019il poursuit son voyage.  <\/p>\n<p>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"800\" height=\"800\" src=\"https:\/\/www.mailsoar.com\/wp-content\/uploads\/2024\/10\/Understanding-the-email-path-1030x1030.png\" alt=\"image showing the path of an email on the internet\" srcset=\"https:\/\/www.mailsoar.com\/wp-content\/uploads\/2024\/10\/Understanding-the-email-path-1030x1030.png 1030w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2024\/10\/Understanding-the-email-path-300x300.png 300w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2024\/10\/Understanding-the-email-path-80x80.png 80w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2024\/10\/Understanding-the-email-path-768x768.png 768w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2024\/10\/Understanding-the-email-path-650x650.png 650w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2024\/10\/Understanding-the-email-path-24x24.png 24w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2024\/10\/Understanding-the-email-path-36x36.png 36w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2024\/10\/Understanding-the-email-path-48x48.png 48w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2024\/10\/Understanding-the-email-path.png 1080w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/p>\n<p>2. <b>Le transit via les serveurs MTA<\/b> : Une fois valid\u00e9, l\u2019email passe par plusieurs serveurs interm\u00e9diaires appel\u00e9s MTA (Mail Transfer Agents). \u00c0 cette \u00e9tape du parcours, votre email peut \u00eatre retard\u00e9 ou soumis \u00e0 des v\u00e9rifications suppl\u00e9mentaires. Ce r\u00e9seau de serveurs fonctionne comme des interm\u00e9diaires, guidant votre email jusqu\u2019\u00e0 son serveur de destination. Tout comme les routes que prennent les colis physiques, certains chemins sont plus rapides, d\u2019autres prennent plus de temps.   <\/p>\n<p>3. <b>L\u2019arriv\u00e9e au serveur de r\u00e9ception<\/b> : Enfin, l\u2019email arrive chez le destinataire, mais il n\u2019est pas encore arriv\u00e9 \u00e0 bon port ! Les diff\u00e9rents fournisseurs de messagerie comme Gmail ou Outlook analysent chaque message \u00e0 travers une s\u00e9rie de filtres anti-spam. Ils examinent plusieurs facteurs, comme la<b> r\u00e9putation de l\u2019exp\u00e9diteur<\/b> ou le contenu du message, avant de d\u00e9cider si l\u2019email ira dans la bo\u00eete de r\u00e9ception ou dans le dossier spam.  <\/p>\n<p>Chaque \u00e9tape repr\u00e9sente un risque pour la d\u00e9livrabilit\u00e9 de vos emails. Un simple d\u00e9tail peut suffire \u00e0 envoyer vos messages dans les spams. <\/p>\n<h3>\n\t\t\t\t\t\t\tQui sont les gardiens du parcours email ?<br \/>\n\t\t\t\t\t<\/h3>\n<p>Comme nous venons de le voir, plusieurs acteurs entrent en jeu pour acheminer vos emails :<\/p>\n<ul>\n<li><strong>Le serveur SMTP<\/strong> : Responsable du bon d\u00e9marrage, c\u2019est lui qui s\u2019assure que votre email part avec toutes les informations n\u00e9cessaires.<\/li>\n<li><strong>Les serveurs MTA (Mail Transfer Agents)<\/strong> : Ces serveurs g\u00e8rent le transport de l\u2019email \u00e0 travers Internet et veillent \u00e0 ce qu\u2019il emprunte le chemin le plus efficace.<\/li>\n<li><strong>Les Fournisseurs de Services de Messagerie (ESP)<\/strong> : Gmail, Yahoo Mail, Outlook\u2026 Ce sont eux qui d\u00e9cident du sort de votre email en appliquant divers filtres pour prot\u00e9ger leurs utilisateurs contre les spams, les virus et les fraudes. <\/li>\n<\/ul>\n<p>Chaque acteur joue un r\u00f4le dans l\u2019acheminement de votre message, et une petite erreur \u00e0 l\u2019une de ces \u00e9tapes peut emp\u00eacher votre email d\u2019atteindre sa cible.<\/p>\n<p>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"800\" height=\"800\" src=\"https:\/\/www.mailsoar.com\/wp-content\/uploads\/2024\/10\/spamurai-expertise-1030x1030.png\" alt=\"Email deliverability expert working on a computer on the email KPI and email deliverability\" srcset=\"https:\/\/www.mailsoar.com\/wp-content\/uploads\/2024\/10\/spamurai-expertise-1030x1030.png 1030w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2024\/10\/spamurai-expertise-300x300.png 300w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2024\/10\/spamurai-expertise-80x80.png 80w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2024\/10\/spamurai-expertise-768x768.png 768w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2024\/10\/spamurai-expertise-1536x1536.png 1536w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2024\/10\/spamurai-expertise-650x650.png 650w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2024\/10\/spamurai-expertise-1300x1300.png 1300w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2024\/10\/spamurai-expertise-24x24.png 24w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2024\/10\/spamurai-expertise-36x36.png 36w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2024\/10\/spamurai-expertise-48x48.png 48w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2024\/10\/spamurai-expertise.png 2048w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/p>\n<h3>\n\t\t\t\t\t\t\tCombien de temps un e-mail met-il pour arriver \u00e0 destination ?<br \/>\n\t\t\t\t\t<\/h3>\n<p>Le temps qu\u2019un courrier \u00e9lectronique met pour atteindre la bo\u00eete de r\u00e9ception de son destinataire peut varier, mais en <strong>g\u00e9n\u00e9ral, il s\u2019agit de quelques secondes seulement<\/strong>. Cependant, plusieurs facteurs peuvent influencer ce d\u00e9lai. Si votre infrastructure est bien optimis\u00e9e et que la r\u00e9putation de votre domaine est solide, l\u2019email arrivera rapidement dans la <strong>bo\u00eete mail<\/strong> de votre destinataire.  <\/p>\n<h2>Optimiser la d\u00e9livrabilit\u00e9 : comment faire pour que vos emails atteignent leur cible ?<\/h2>\n<p>Pour assurer une bonne d\u00e9livrabilit\u00e9, il est essentiel de comprendre les crit\u00e8res sur lesquels les serveurs de r\u00e9ception se basent pour d\u00e9cider du sort de votre email.<\/p>\n<ul>\n<li><strong>\u00c9tablir une bonne r\u00e9putation d\u2019exp\u00e9diteur <\/strong>: Vos envois doivent respecter certaines r\u00e8gles pour que les serveurs de r\u00e9ception les jugent fiables. Cela inclut le respect des <a href=\"https:\/\/www.mailsoar.com\/fr\/ressources\/article\/authentification-des-emails\/\">protocoles d\u2019authentification<\/a> comme <strong>SPF, DKIM et DMARC<\/strong> (on y revient plus tard). De plus, si vos emails sont fr\u00e9quemment signal\u00e9s comme des spams, votre domaine pourrait \u00eatre blacklist\u00e9.  <\/li>\n<li><strong>Avoir une liste d\u2019abonn\u00e9s propre<\/strong> : Ne sous-estimez pas l\u2019importance de maintenir une liste de diffusion propre et actualis\u00e9e. Des <a href=\"https:\/\/www.mailsoar.com\/fr\/ressources\/article\/validation-email-bouncer\/\">outils comme Bouncer<\/a> (partenaire de MailSoar) vous permettent de v\u00e9rifier r\u00e9guli\u00e8rement vos listes et d\u2019\u00e9liminer les adresses inactives ou incorrectes.<\/li>\n<li><strong>Personnaliser vos envois <\/strong>: <a href=\"https:\/\/www.mailsoar.com\/fr\/ressources\/guide\/optimiser-listes-de-diffusion-emailing\/\">Segmenter votre audience<\/a> et envoyer des messages cibl\u00e9s permet non seulement d\u2019am\u00e9liorer les taux d\u2019engagement (taux d\u2019ouverture, clics), mais aussi de maintenir une bonne r\u00e9putation d\u2019exp\u00e9diteur.<\/li>\n<\/ul>\n<h2>Les protocoles d&rsquo;authentification : une cl\u00e9 pour \u00e9viter les Spams<\/h2>\n<ol>\n<li>C\u2019est ici que les choses se corsent un peu, mais ne vous inqui\u00e9tez pas, on vous explique tout.<\/li>\n<\/ol>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li><strong>SPF (Sender Policy Framework)<\/strong> : Ce protocole permet de v\u00e9rifier que l\u2019adresse IP utilis\u00e9e pour envoyer un email est autoris\u00e9e par le domaine d\u2019envoi. En clair, il garantit que personne n\u2019utilise votre domaine pour envoyer des emails \u00e0 votre insu. <\/li>\n<li><strong>DKIM (DomainKeys Identified Mail) <\/strong>: Imaginez DKIM comme une signature num\u00e9rique qui prouve que votre email n\u2019a pas \u00e9t\u00e9 modifi\u00e9 pendant son parcours. Cela permet au serveur de r\u00e9ception de v\u00e9rifier que le message est bien authentique. <\/li>\n<li><strong>DMARC (Domain-based Message Authentication, Reporting, and Conformance)<\/strong> : <a href=\"https:\/\/www.mailsoar.com\/fr\/ressources\/article\/securisez-vos-email-envoyes-avec-dmarc\/\">DMARC <\/a>combine SPF et DKIM pour offrir une protection suppl\u00e9mentaire. Il permet \u00e9galement de recevoir des rapports sur les tentatives de falsification d\u2019identit\u00e9 (spoofing) et de d\u00e9finir comment traiter les emails \u00e9chouant \u00e0 l\u2019authentification. <\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h3>POP et IMAP : les protocoles de r\u00e9ception des emails<\/h3>\n<p><strong>Les protocoles POP <\/strong>(Post Office Protocol) et <strong>IMAP <\/strong>(Internet Message Access Protocol) sont deux m\u00e9thodes utilis\u00e9es par les <strong>clients de messagerie<\/strong> pour g\u00e9rer <strong>l\u2019envoi <\/strong>et la <strong>r\u00e9ception <\/strong>des emails dans une bo\u00eete mail.<\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li><strong>POP <\/strong>: Ce protocole permet de t\u00e9l\u00e9charger les emails depuis un serveur de messagerie vers un appareil local, supprimant ensuite les messages du serveur. Il est souvent utilis\u00e9 lorsque les utilisateurs souhaitent consulter leurs emails sur un seul appareil. <\/li>\n<li><strong>IMAP <\/strong>: Contrairement au protocole POP, le protocole IMAP permet de synchroniser les emails entre plusieurs appareils tout en laissant une copie sur le serveur. Cela garantit que les utilisateurs peuvent consulter, <strong>modifier<\/strong>, et g\u00e9rer leurs emails depuis diff\u00e9rents appareils (ordinateur, smartphone, etc.), tout en conservant une gestion optimale de <strong>leur bo\u00eete mail<\/strong>. <\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>Utiliser ces protocoles de mani\u00e8re appropri\u00e9e dans votre <strong>client de messagerie<\/strong> am\u00e9liore <strong>l\u2019envoi <\/strong>et la <strong>r\u00e9ception<\/strong>, et influence indirectement l\u2019exp\u00e9rience de vos destinataires, ce qui est crucial pour la d\u00e9livrabilit\u00e9.<\/p>\n<h2>Comment am\u00e9liorer la d\u00e9livrabilit\u00e9 lors du parcours de l&#8217;email<\/h2>\n<ol>\n<li><strong>Segmentez vos envois<\/strong> : Envoyez des emails cibl\u00e9s et adapt\u00e9s aux int\u00e9r\u00eats de vos abonn\u00e9s. Une personnalisation intelligente peut consid\u00e9rablement am\u00e9liorer vos taux d\u2019ouverture et d\u2019engagement, ce qui, \u00e0 son tour, am\u00e9liore votre r\u00e9putation. <\/li>\n<li><strong>Analysez vos statistiques<\/strong> : Les taux d\u2019ouverture, les taux de clics, et les taux de rebond sont des indicateurs cl\u00e9s qui vous permettront d\u2019ajuster vos campagnes en temps r\u00e9el. Cela vous aidera \u00e0 identifier rapidement les probl\u00e8mes de d\u00e9livrabilit\u00e9 et \u00e0 les r\u00e9soudre avant qu\u2019ils n\u2019impactent vos r\u00e9sultats \u00e0 long terme. <\/li>\n<li><strong>Encouragez l\u2019engagement<\/strong> : Incitez vos abonn\u00e9s \u00e0 interagir avec vos emails, que ce soit en r\u00e9pondant \u00e0 des questions, en profitant de promotions exclusives, ou en ajoutant votre adresse email \u00e0 leur carnet de contacts. Un engagement \u00e9lev\u00e9 montre aux serveurs de r\u00e9ception que vos emails sont attendus et appr\u00e9ci\u00e9s. <\/li>\n<\/ol>\n<p>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"800\" height=\"800\" src=\"https:\/\/www.mailsoar.com\/wp-content\/uploads\/2024\/10\/spamourai-help-1-1030x1030.jpg\" alt=\"Picture of a spamourai help someone to optimize the email path\" srcset=\"https:\/\/www.mailsoar.com\/wp-content\/uploads\/2024\/10\/spamourai-help-1-1030x1030.jpg 1030w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2024\/10\/spamourai-help-1-300x300.jpg 300w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2024\/10\/spamourai-help-1-80x80.jpg 80w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2024\/10\/spamourai-help-1-768x768.jpg 768w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2024\/10\/spamourai-help-1-1536x1536.jpg 1536w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2024\/10\/spamourai-help-1-650x650.jpg 650w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2024\/10\/spamourai-help-1-1300x1300.jpg 1300w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2024\/10\/spamourai-help-1-24x24.jpg 24w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2024\/10\/spamourai-help-1-36x36.jpg 36w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2024\/10\/spamourai-help-1-48x48.jpg 48w, https:\/\/www.mailsoar.com\/wp-content\/uploads\/2024\/10\/spamourai-help-1.jpg 2048w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/p>\n<h2>Comment mailSoar peut vous aider \u00e0 optimiser votre d\u00e9livrabilit\u00e9<\/h2>\n<p>M\u00eame avec toutes ces bonnes pratiques, il peut \u00eatre difficile d\u2019assurer une d\u00e9livrabilit\u00e9 optimale. C\u2019est l\u00e0 que l\u2019expertise de MailSoar entre en jeu. Nous offrons un accompagnement personnalis\u00e9 pour vous aider \u00e0 chaque \u00e9tape, depuis l\u2019audit de votre infrastructure d\u2019emailing jusqu\u2019\u00e0 la configuration et la mise en \u0153uvre de recommandations techniques. Nous travaillons en \u00e9troite collaboration avec votre \u00e9quipe pour nous assurer que vos emails atteignent leur cible et que vos campagnes performent au mieux.   <\/p>\n<p>Notre <strong><a href=\"https:\/\/www.mailsoar.com\/fr\/solutions\/audit-delivrabilite\/\">service d\u2019audit de d\u00e9livrabilit\u00e9<\/a><\/strong>, par exemple, vous donne une vision claire de l\u2019\u00e9tat de votre r\u00e9putation d\u2019exp\u00e9diteur et vous offre des solutions sur mesure pour am\u00e9liorer vos performances. Avec nous \u00e0 vos c\u00f4t\u00e9s, vous pourrez vous concentrer sur la cr\u00e9ation de contenu captivant, pendant que nous nous assurons que vos emails \u00e9vitent le dossier spam. <\/p>\n<h3>Pourquoi la d\u00e9livrabilit\u00e9 est si importante ?<\/h3>\n<p>Lorsque vos emails arrivent dans la bo\u00eete de r\u00e9ception, c\u2019est l\u00e0 que la magie op\u00e8re : <strong>plus d\u2019ouvertures, plus de clics, plus de conversions<\/strong>. En revanche, un email qui atterrit dans les spams est non seulement inefficace, mais peut aussi nuire \u00e0 votre r\u00e9putation \u00e0 long terme. Si votre domaine est marqu\u00e9 comme non fiable, il devient encore plus difficile de revenir dans les bonnes gr\u00e2ces des serveurs de r\u00e9ception. <\/p>\n<h2>Mettez toutes les chances de votre c\u00f4t\u00e9<\/h2>\n<p>La d\u00e9livrabilit\u00e9 n\u2019est pas un sujet \u00e0 prendre \u00e0 la l\u00e9g\u00e8re, surtout si vous souhaitez maximiser les r\u00e9sultats de vos campagnes d\u2019emailing. En suivant ces bonnes pratiques et en faisant appel \u00e0 un accompagnement expert comme celui de MailSoar, vous augmenterez vos chances de voir vos emails atteindre la bo\u00eete de r\u00e9ception de vos abonn\u00e9s. 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En clair, il garantit que personne n\\u2019utilise votre domaine pour envoyer des emails \\u00e0 votre insu. <\\\/li><li><strong>DKIM (DomainKeys Identified Mail) <\\\/strong>: Imaginez DKIM comme une signature num\\u00e9rique qui prouve que votre email n\\u2019a pas \\u00e9t\\u00e9 modifi\\u00e9 pendant son parcours. Cela permet au serveur de r\\u00e9ception de v\\u00e9rifier que le message est bien authentique. <\\\/li><li><strong>DMARC (Domain-based Message Authentication, Reporting, and Conformance)<\\\/strong> : <a href=\\\"https:\\\/\\\/www.mailsoar.com\\\/fr\\\/?p=16107\\\">DMARC <\\\/a>combine SPF et DKIM pour offrir une protection suppl\\u00e9mentaire. 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