Vous envoyez des newsletters, des e-mails promotionnels, des messages de prospection. Votre liste de contacts s’est constitu\u00e9e au fil du temps \u2014 formulaires de contact, salons professionnels, cartes de visite collect\u00e9es, listes achet\u00e9es… Et vous vous demandez parfois si tout cela est vraiment en r\u00e8gle.<\/p>\n
La r\u00e9ponse honn\u00eate est : peut-\u00eatre pas enti\u00e8rement. Et les enjeux ne sont pas n\u00e9gligeables.
\nLa question centrale : d’o\u00f9 vient votre liste de contacts ?<\/p>\n
La lic\u00e9it\u00e9 de votre prospection par e-mail d\u00e9pend d’abord de la fa\u00e7on dont vous avez obtenu les coordonn\u00e9es de vos destinataires. Consentement explicitement recueilli ? Relation commerciale pr\u00e9existante ? Liste achet\u00e9e ou lou\u00e9e ? Collecte lors d’un \u00e9v\u00e9nement ?<\/p>\n
Chacun de ces cas ob\u00e9it \u00e0 des r\u00e8gles diff\u00e9rentes. Et certaines pratiques que beaucoup d’entreprises consid\u00e8rent comme normales \u2014 acheter une liste de contacts, collecter des e-mails sur LinkedIn, r\u00e9utiliser des adresses issues d’un ancienne base \u2014 sont en r\u00e9alit\u00e9 probl\u00e9matiques.
\nCe que les destinataires peuvent faire<\/p>\n
Tout destinataire peut se d\u00e9sabonner de vos communications \u00e0 tout moment. Mais il peut aussi signaler votre entreprise comme spammeur \u2014 ce qui peut d\u00e9clencher une plainte \u00e0 la CNIL. Et ces plaintes sont trait\u00e9es. En mati\u00e8re de prospection non sollicit\u00e9e, la CNIL est particuli\u00e8rement active.
\nLa distinction B2C \/ B2B : attention aux id\u00e9es re\u00e7ues<\/p>\n
On entend souvent que la prospection B2B est moins r\u00e9glement\u00e9e que la prospection B2C. C’est partiellement vrai, mais beaucoup plus nuanc\u00e9 qu’on ne le croit. Les r\u00e8gles varient, les exceptions ont leurs conditions, et une adresse e-mail professionnelle reste une donn\u00e9e personnelle si elle identifie une personne pr\u00e9cise.
\n\ud83d\udd0d V\u00e9rifiez vos pratiques
\nQuand avez-vous obtenu le consentement de vos contacts pour la premi\u00e8re fois ? Avez-vous une preuve de ce consentement ? Depuis combien de temps certains contacts sont-ils dans votre base sans activit\u00e9 ? Ces questions m\u00e9ritent des r\u00e9ponses document\u00e9es.
\nVotre base de contacts et vos pratiques d’e-mailing sont-elles conformes ?<\/p>\n
Me Mizrahi analyse votre situation marketing et vous indique comment s\u00e9curiser vos pratiques de prospection.<\/p>\n","protected":false},"excerpt":{"rendered":"
Vous envoyez des newsletters, des e-mails promotionnels, des messages de prospection. Votre liste de contacts s’est constitu\u00e9e au fil du […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"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":""},"categories":[63,3],"tags":[14,75,74,11],"class_list":["post-47","post","type-post","status-publish","format-standard","hentry","category-conformite-rgpd","category-rgpd-conformite","tag-consentement","tag-emailing","tag-prospection-btob","tag-rgpd"],"yoast_head":"\n