{"id":241674,"date":"2025-01-07T11:12:51","date_gmt":"2025-01-07T11:12:51","guid":{"rendered":"https:\/\/new.adkomo.com\/key-email-marketing-developments-for-2025-what-marketers-should-expect\/"},"modified":"2026-04-20T09:05:54","modified_gmt":"2026-04-20T09:05:54","slug":"key-email-marketing-developments-for-2025-what-marketers-should-expect","status":"publish","type":"post","link":"https:\/\/www.adkomo.com\/fr\/key-email-marketing-developments-for-2025-what-marketers-should-expect\/","title":{"rendered":"Principaux d\u00e9veloppements du marketing par e-mail pour 2025 : \u00e0 quoi les marketeurs doivent-ils s\u2019attendre"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"241674\" class=\"elementor elementor-241674 elementor-3796\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a901825 e-flex e-con-boxed e-con e-parent\" data-id=\"a901825\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-eb7654f elementor-widget elementor-widget-text-editor\" data-id=\"eb7654f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Le marketing par e-mail continue d\u2019\u00e9voluer et, m\u00eame si 2025 apportera sans doute de nouveaux d\u00e9fis, les bases pos\u00e9es en 2024 ont d\u00e9j\u00e0 transform\u00e9 les strat\u00e9gies. Explorons les principaux changements auxquels les marketeurs devront se pr\u00e9parer pour l\u2019ann\u00e9e \u00e0 venir. <\/p><h4><strong>1. Les nouvelles normes de d\u00e9livrabilit\u00e9 de Yahoo et Google<\/strong><\/h4><p>Dans un secteur souvent d\u00e9pourvu de normes unifi\u00e9es, Yahoo et Google ont conjointement mis en place en 2024 des r\u00e8gles plus strictes en mati\u00e8re de d\u00e9livrabilit\u00e9 des e-mails. Ces exigences, entr\u00e9es en vigueur plus t\u00f4t cette ann\u00e9e, incluent : <\/p><ul><li><strong>Normes d\u2019authentification<\/strong> \u2013 Les marques doivent authentifier pleinement leurs e-mails, notamment en publiant des enregistrements DMARC avec au minimum une politique \u00ab none \u00bb (p=none), qui n\u2019applique aucune action de filtrage.<\/li><li><strong>Fonction de d\u00e9sinscription<\/strong> \u2013 Les marketeurs doivent inclure des en-t\u00eates list-unsubscribe pour permettre des liens de d\u00e9sinscription natifs dans les bo\u00eetes de r\u00e9ception.<\/li><li><strong>Traitement rapide des d\u00e9sinscriptions<\/strong> \u2013 Les demandes de d\u00e9sinscription doivent \u00eatre trait\u00e9es dans un d\u00e9lai de 48 heures.<\/li><li><strong>Taux de plaintes pour spam<\/strong> \u2013 Les recommandations de Google pr\u00e9conisent de maintenir les plaintes en dessous de 0,1 % et interdisent des taux soutenus sup\u00e9rieurs \u00e0 0,3 %.<\/li><\/ul><p> <\/p><p><strong>Impact sur 2025<\/strong><\/p><ol><li><strong>Microsoft pourrait suivre <\/strong>\u2013 Microsoft pourrait adopter des normes similaires, ce qui impacterait fortement les marketeurs B2B.<\/li><li><strong>Politiques DMARC plus strictes<\/strong> \u2013 L\u2019exigence actuelle p=none pourrait \u00e9voluer vers des politiques plus strictes comme p=quarantine ou p=reject, possiblement annonc\u00e9es en 2025 pour une application en 2026.<\/li><\/ol><h4><strong>2. Le d\u00e9clin du texte d\u2019aper\u00e7u<\/strong><\/h4><p>Le texte d\u2019aper\u00e7u a longtemps \u00e9t\u00e9 un outil cl\u00e9 pour renforcer les objets d\u2019e-mails, mais son importance diminue progressivement.<\/p><p><strong>\u00c9volutions en 2024 :<\/strong><\/p><ul><li><strong>Extraction automatique par Google<\/strong> \u2013 L\u2019IA analyse d\u00e9sormais les e-mails dans l\u2019onglet Promotions et extrait visuels, codes promo et dates d\u2019expiration pour remplacer le texte d\u2019aper\u00e7u. Cela am\u00e9liore la visibilit\u00e9 mais perturbe l\u2019attribution et produit des r\u00e9sultats incoh\u00e9rents. <\/li><li><strong>R\u00e9sum\u00e9s IA d\u2019Apple<\/strong> \u2013 Les r\u00e9sum\u00e9s g\u00e9n\u00e9r\u00e9s par l\u2019IA d\u2019Apple peuvent d\u00e9former le contenu, r\u00e9duisant le contr\u00f4le des marketeurs sur le message.<\/li><li><strong>Adoption par Yahoo<\/strong> \u2013 Yahoo utilise \u00e0 la fois des r\u00e9sum\u00e9s IA et l\u2019extraction automatique, tout en modifiant les liens avec des balises d\u2019affiliation, ce qui peut affecter l\u2019attribution des revenus.<\/li><\/ul><p><strong> <\/strong><\/p><p><strong>Impact sur 2025<\/strong><\/p><ul><li><strong>Adoption \u00e9largie des r\u00e9sum\u00e9s IA <\/strong>\u2013 Avec la mont\u00e9e en puissance des smartphones int\u00e9grant l\u2019IA, ces changements toucheront davantage d\u2019utilisateurs, probablement d\u2019ici 2026.<\/li><li><strong>Ajustements strat\u00e9giques<\/strong> \u2013 Les marketeurs devront :<ol><li>Se concentrer sur des objets d\u2019e-mails autonomes plut\u00f4t que sur le texte d\u2019aper\u00e7u.<\/li><li>Mettre en place du balisage schema dans les e-mails pour contrer l\u2019extraction automatique (au risque de nuire \u00e0 l\u2019esth\u00e9tique de la marque).<\/li><li>Tester des extensions du nom d\u2019exp\u00e9diteur pour transmettre plus d\u2019informations d\u00e8s le d\u00e9part.<\/li><\/ol><\/li><\/ul><h4><strong>3. Expansion et fragmentation de BIMI<\/strong><\/h4><p>BIMI (Brand Indicators for Message Identification) permet aux entreprises d\u2019afficher leur logo \u00e0 c\u00f4t\u00e9 du nom de l\u2019exp\u00e9diteur, renfor\u00e7ant visibilit\u00e9 et confiance.<\/p><p><strong>\u00c9volutions en 2024 :<\/strong><\/p><ul><li><strong>Support \u00e9largi de Google<\/strong> \u2013 Gmail accepte d\u00e9sormais \u00e0 la fois les certificats CMC (Common Mark Certificates) et les certificats plus stricts VMC (Verified Mark Certificates).<\/li><li><strong>Support d\u2019Apple<\/strong> \u2013 Avec la fonctionnalit\u00e9 Branded Mail d\u2019Apple Business Connect, Apple permet l\u2019utilisation de BIMI sans exiger de certificat.<\/li><\/ul><p><strong> <\/strong><\/p><p><strong>Impact sur 2025<\/strong><\/p><ul><li><strong>Adoption accrue<\/strong> \u2013 Ces \u00e9volutions facilitent la mise en place de BIMI et devraient acc\u00e9l\u00e9rer son adoption.<\/li><li><strong>Pression concurrentielle<\/strong> \u2013 Les marques qui n\u2019utilisent pas BIMI pourraient voir leurs taux d\u2019ouverture diminuer d\u2019ici 2026, \u00e0 mesure que la confiance se d\u00e9place vers les exp\u00e9diteurs certifi\u00e9s. Les marketeurs devraient saisir cette opportunit\u00e9 en 2025. <\/li><\/ul><h4><strong>4. La fonctionnalit\u00e9 \u201cHide My Email\u201d de Google<\/strong><\/h4><p>Apr\u00e8s le lancement par Apple de Hide My Email en 2021, qui permet de masquer son adresse e-mail r\u00e9elle, Google pr\u00e9pare une fonctionnalit\u00e9 similaire.<\/p><p><strong>Impact on 2025<\/strong><\/p><ul><li><strong>Effet limit\u00e9 sur les opt-ins<\/strong> \u2013 Cette fonctionnalit\u00e9 attire surtout les utilisateurs soucieux de leur vie priv\u00e9e, g\u00e9n\u00e9ralement moins enclins \u00e0 interagir avec des e-mails marketing.<\/li><li><strong>Renforcement des bonnes pratiques<\/strong> \u2013 Les marques privil\u00e9giant un consentement explicite et \u00e9vitant les inscriptions automatiques devraient \u00eatre peu affect\u00e9es.<\/li><\/ul><h4><strong>5. Les onglets Apple Mail<\/strong><\/h4><p>Apple Mail a introduit une interface \u00e0 onglets fin 2024, s\u2019alignant sur Gmail et Yahoo. Bien que cela rappelle le syst\u00e8me introduit par Gmail en 2013, les inqui\u00e9tudes des marketeurs sont probablement exag\u00e9r\u00e9es. <\/p><p><strong>Impact on 2025<\/strong><\/p><ul><li><strong>Pas d\u2019impact visible sur les ouvertures<\/strong> \u2013 Avec Mail Privacy Protection, le suivi des taux d\u2019ouverture reste peu fiable.<\/li><li><strong>Risques futurs li\u00e9s \u00e0 la cat\u00e9gorisation<\/strong> \u2013 Apple pourrait suivre Yahoo et Google en imposant du balisage schema et en modifiant les liens dans les e-mails promotionnels. Les marques devront surveiller ces \u00e9volutions. <\/li><\/ul><h4><strong>Conclusion<\/strong><\/h4><p>Alors que le marketing par e-mail continue d\u2019\u00e9voluer en 2025, les marketeurs devront s\u2019adapter \u00e0 des normes de d\u00e9livrabilit\u00e9 plus strictes, \u00e0 la diminution de l\u2019importance du texte d\u2019aper\u00e7u et \u00e0 l\u2019\u00e9mergence de fonctionnalit\u00e9s de bo\u00eete de r\u00e9ception pilot\u00e9es par l\u2019IA. L\u2019adoption de BIMI et la pr\u00e9paration \u00e0 un tri des e-mails am\u00e9lior\u00e9 par l\u2019IA seront essentielles pour rester comp\u00e9titif.<br>En anticipant ces tendances et en ajustant leurs strat\u00e9gies de mani\u00e8re proactive, les marques pourront p\u00e9renniser leurs performances dans un environnement e-mail en constante \u00e9volution.  <\/p><p>Source: <a href=\"https:\/\/www.marketingprofs.com\/articles\/2024\/52460\/email-marketing-current-trends-and-future-implications\">MarketingProfs<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Le marketing par e-mail continue d\u2019\u00e9voluer et, m\u00eame si 2025 apportera sans doute de nouveaux d\u00e9fis, les bases pos\u00e9es en 2024 ont d\u00e9j\u00e0 transform\u00e9 les strat\u00e9gies. Explorons les principaux changements auxquels les marketeurs devront se pr\u00e9parer pour l\u2019ann\u00e9e \u00e0 venir. 1. Les nouvelles normes de d\u00e9livrabilit\u00e9 de Yahoo et Google Dans un secteur souvent d\u00e9pourvu [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":241675,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[83],"tags":[98],"class_list":["post-241674","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualites-du-secteur","tag-email-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Principaux d\u00e9veloppements du marketing par e-mail pour 2025 : \u00e0 quoi les marketeurs doivent-ils s\u2019attendre - Adkomo<\/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:\/\/www.adkomo.com\/fr\/key-email-marketing-developments-for-2025-what-marketers-should-expect\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Principaux d\u00e9veloppements du marketing par e-mail pour 2025 : \u00e0 quoi les marketeurs doivent-ils s\u2019attendre - Adkomo\" \/>\n<meta property=\"og:description\" content=\"Le marketing par e-mail continue d\u2019\u00e9voluer et, m\u00eame si 2025 apportera sans doute de nouveaux d\u00e9fis, les bases pos\u00e9es en 2024 ont d\u00e9j\u00e0 transform\u00e9 les strat\u00e9gies. 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