{"id":1212,"date":"2025-07-31T07:56:10","date_gmt":"2025-07-31T07:56:10","guid":{"rendered":"https:\/\/newblog.siteground.com\/fr\/?p=1212"},"modified":"2026-02-09T13:14:43","modified_gmt":"2026-02-09T13:14:43","slug":"nouveaute-champs-personnalises-email","status":"publish","type":"post","link":"https:\/\/fr.siteground.com\/blog\/nouveaute-champs-personnalises-email\/","title":{"rendered":"Pr\u00e9sentation des champs personnalis\u00e9s dans l\u2019e-mail : segmentation et conversions accrues"},"content":{"rendered":"\n<p>Vous avez du mal \u00e0 obtenir des taux d&#8217;ouverture et d&#8217;engagement \u00e9lev\u00e9s ? Ce n\u2019est pas votre fa\u00e7on d\u2019\u00e9crire qui pose probl\u00e8me, mais la pertinence de vos messages. Lorsque les e-mails ne correspondent pas aux centres d&#8217;int\u00e9r\u00eat de votre public, ils sont ignor\u00e9s. M\u00eame les sp\u00e9cialistes du marketing exp\u00e9riment\u00e9s sont confront\u00e9s \u00e0 ce d\u00e9fi.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-mais-lorsque-vos-e-mails-sont-pertinents-vous-pouvez\">Mais lorsque vos e-mails sont pertinents, vous pouvez :<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Augmenter les taux d\u2019ouverture de 29% et les taux de clics de 41% (Experian)<\/li>\n\n\n\n<li>Obtenir un taux de conversion jusqu&#8217;\u00e0 6 fois sup\u00e9rieur (Experian)<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-chaque-abonne-est-unique-alors-pourquoi-leur-envoyer-le-meme-e-mail-nbsp\">Chaque abonn\u00e9 est unique. Alors, pourquoi leur envoyer le m\u00eame e-mail?&nbsp;<\/h3>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-decouvrez-les-champs-personnalises-la-cle-pour-des-e-mails-plus-performants\"><span class=\"ez-toc-section\" id=\"Decouvrez_les_champs_personnalises_la_cle_pour_des_e-mails_plus_performants\"><\/span>D\u00e9couvrez les champs personnalis\u00e9s : la cl\u00e9 pour des e-mails plus performants<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"600\" src=\"https:\/\/newblog.siteground.com\/fr\/wp-content\/uploads\/sites\/6\/2025\/07\/inline_form_inscription.jpg\" alt=\"\" class=\"wp-image-1214\" \/><\/figure>\n\n\n\n<p>Nous avons ajout\u00e9 la possibilit\u00e9 de cr\u00e9er des <strong>champs personnalis\u00e9s<\/strong> dans vos campagnes de marketing par e-mail, pour vous aider \u00e0 envoyer des messages plus cibl\u00e9s, plus pertinents et plus efficaces.<\/p>\n\n\n\n<p>Consid\u00e9rez les champs personnalis\u00e9s comme un moyen d\u2019en apprendre davantage sur vos abonn\u00e9s que leurs simples coordonn\u00e9es de base. Ils vous permettent d&#8217;enregistrer et d&#8217;utiliser des informations suppl\u00e9mentaires sur vos abonn\u00e9s, bien au-del\u00e0 des champs par d\u00e9faut tels que le nom et l&#8217;adresse e-mail. Cela vous permet de cr\u00e9er des campagnes d&#8217;e-mailing plus cibl\u00e9es et plus pertinentes, ce qui m\u00e8ne \u00e0 un engagement et des conversions plus \u00e9lev\u00e9s.<\/p>\n\n\n\n<p>Vous pouvez ajouter des champs personnalis\u00e9s \u00e0 vos formulaires d&#8217;inscription \u00e0 l&#8217;aide du <a href=\"https:\/\/fr.wordpress.org\/plugins\/siteground-email-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">plugin SiteGround Lead Generation<\/a>. Vous pouvez \u00e9galement mettre \u00e0 jour manuellement le profil d&#8217;un contact d\u00e8s que vous apprenez quelque chose de nouveau \u00e0 son sujet.<\/p>\n\n\n\n<p>Ces champs s&#8217;int\u00e8grent parfaitement \u00e0 vos formulaires et campagnes existants, vous pouvez donc commencer \u00e0 personnaliser vos e-mails imm\u00e9diatement.<\/p>\n\n\n\n<p>Un bon point de d\u00e9part ? Choisissez une seule information que vous aimeriez conna\u00eetre, comme la localisation ou les centres d\u2019int\u00e9r\u00eat de vos abonn\u00e9s, ajoutez-la \u00e0 vos formulaires et constatez \u00e0 quel point c\u2019est simple et efficace. Vous pouvez toujours ajouter d&#8217;autres champs plus tard.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-que-pouvez-vous-faire-avec-les-champs-personnalises\"><span class=\"ez-toc-section\" id=\"Que_pouvez-vous_faire_avec_les_champs_personnalises\"><\/span>Que pouvez-vous faire avec les champs personnalis\u00e9s ?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"600\" src=\"https:\/\/newblog.siteground.com\/fr\/wp-content\/uploads\/sites\/6\/2025\/07\/inline_email_cible-1.jpg\" alt=\"\" class=\"wp-image-1220\" \/><\/figure>\n\n\n\n<p>Commencez \u00e0 personnaliser vos e-mails en quelques clics.<\/p>\n\n\n\n<p>Imaginez que vous teniez un blog culinaire et que vous envoyiez une newsletter. Plut\u00f4t que de partager les m\u00eames recettes \u00e0 tout le monde, vous pouvez demander \u00e0 vos abonn\u00e9s quelles sont leurs pr\u00e9f\u00e9rences culinaires lorsqu&#8217;ils s&#8217;inscrivent.&nbsp;<\/p>\n\n\n\n<p>Il suffit d&#8217;ajouter un champ personnalis\u00e9 \u00e0 votre formulaire avec la question : \u00ab Quelles recettes souhaitez-vous recevoir ? \u00bb Proposez ensuite des options telles que v\u00e9g\u00e9talien, repas rapides, cuisine gastronomique, etc.<\/p>\n\n\n\n<p>D\u00e9sormais, lorsque vous pr\u00e9parez votre newsletter, vous pouvez adapter le contenu aux centres d\u2019int\u00e9r\u00eat de vos diff\u00e9rents groupes d\u2019abonn\u00e9s. Vous proposez une recette v\u00e9gane ? Envoyez-la uniquement \u00e0 ceux qui ont choisi \u00ab V\u00e9g\u00e9talien \u00bb. Vous avez une id\u00e9e de repas pr\u00eat en 15 minutes ? Ciblez le groupe \u00ab Repas rapides \u00bb. Et si vous partagez un plat digne d\u2019un restaurant gastronomique, r\u00e9servez-le aux abonn\u00e9s qui aiment pr\u00e9parer ce type de plats chez eux.<\/p>\n\n\n\n<p>Par exemple, vous g\u00e9rez un studio de sport local et souhaitez tenir vos abonn\u00e9s inform\u00e9s des mises \u00e0 jour de votre programme. Ajoutez un champ personnalis\u00e9 \u00e0 votre formulaire d\u2019inscription avec la question: \u00ab Quel type d\u2019entra\u00eenement pr\u00e9f\u00e9rez-vous ? \u00bb et proposez des options comme yoga, musculation ou cardio. Plut\u00f4t que d\u2019envoyer une annonce g\u00e9n\u00e9rale sur votre nouveau programme, vous pouvez partager des mises \u00e0 jour cibl\u00e9es avec chaque groupe: les amateurs de yoga d\u00e9couvrent les nouvelles s\u00e9ances du matin, les passionn\u00e9s de musculation re\u00e7oivent les nouveaut\u00e9s c\u00f4t\u00e9 renforcement, et chacun re\u00e7oit des informations vraiment utiles, adapt\u00e9es \u00e0 ses objectifs.<\/p>\n\n\n\n<p>C\u2019est exactement ce que permettent les champs personnalis\u00e9s : donner du contexte \u00e0 vos e-mails, pour que chaque message semble \u00e9crit sp\u00e9cialement pour la personne qui le lit.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-commencer-a-utiliser-les-champs-personnalises-des-aujourd-hui\"><span class=\"ez-toc-section\" id=\"Commencer_a_utiliser_les_champs_personnalises_des_aujourdhui\"><\/span>Commencer \u00e0 utiliser les champs personnalis\u00e9s d\u00e8s aujourd\u2019hui<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Connectez-vous \u00e0 votre tableau de bord <strong>Marketing par e-mail \u2192 Contacts \u2192 Champs personnalis\u00e9s,<\/strong> cr\u00e9ez votre premier champ (cela ne vous prendra que 2 minutes) et commencez \u00e0 collecter les informations qui rendront vos e-mails plus pertinents. Besoin d\u2019un coup de main pour d\u00e9marrer? <a href=\"https:\/\/fr.siteground.com\/kb\/category\/email-marketing\/champs-personnalises\/\" target=\"_blank\" rel=\"noreferrer noopener\">Consultez notre guide complet sur les champs personnalis\u00e9s<\/a>.<\/p>\n\n\n\n<p>Les champs personnalis\u00e9s vous permettent d\u2019envoyer un contenu vraiment personnalis\u00e9 \u00e0 vos abonn\u00e9s. En ciblant pr\u00e9cis\u00e9ment ce qui int\u00e9resse votre audience, vos e-mails deviennent plus pertinents et sont plus ouverts, plus cliqu\u00e9s, et g\u00e9n\u00e8rent plus de conversions. Essayez d\u00e8s votre prochaine campagne et observez l&#8217;impact sur vos performances!<\/p>\n","protected":false},"excerpt":{"rendered":"Vous avez du mal \u00e0 obtenir des taux d'ouverture et d'engagement \u00e9lev\u00e9s ? Ce n\u2019est pas votre fa\u00e7on d\u2019\u00e9crire qui pose probl\u00e8me, mais la pertinence de vos messages. Lorsque les e-mails ne correspondent pas aux centres d'int\u00e9r\u00eat de votre public, ils sont ignor\u00e9s. M\u00eame les sp\u00e9cialistes du marketing exp\u00e9riment\u00e9s sont confront\u00e9s \u00e0 ce d\u00e9fi.&nbsp; Mais&hellip;","protected":false},"author":111,"featured_media":1213,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[11,4],"tags":[12],"class_list":["post-1212","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing","category-mises-a-jour-des-services","tag-user-area-display"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.2 (Yoast SEO v24.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Pr\u00e9sentation des champs personnalis\u00e9s dans l\u2019e-mail : segmentation et conversions accrues<\/title>\n<meta name=\"description\" content=\"Collectez d\u00e9sormais les pr\u00e9f\u00e9rences de vos abonn\u00e9s pour envoyer des e-mails cibl\u00e9s qui augmentent l&#039;engagement et les 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