{"id":5719,"date":"2025-04-28T13:13:05","date_gmt":"2025-04-28T13:13:05","guid":{"rendered":"https:\/\/www.echobox.com\/resources\/?p=5719"},"modified":"2025-04-28T13:14:39","modified_gmt":"2025-04-28T13:14:39","slug":"le-groupe-sud-ouest-augmente-ses-abonnements-newsletter-de-pres-de-400-en-moins-dun-an-grace-a-echobox","status":"publish","type":"post","link":"https:\/\/www.echobox.com\/resources\/case-studies\/le-groupe-sud-ouest-augmente-ses-abonnements-newsletter-de-pres-de-400-en-moins-dun-an-grace-a-echobox\/","title":{"rendered":"Le Groupe Sud Ouest augmente ses abonnements newsletter de pr\u00e8s de 400% en moins d&#8217;un an gr\u00e2ce \u00e0 Echobox"},"content":{"rendered":"<h2>Introduction<\/h2>\n<p>Au cours des 38 derni\u00e8res ann\u00e9es, le Groupe Sud Ouest (GSO) s&#8217;est impos\u00e9 dans le paysage m\u00e9diatique fran\u00e7ais. Conglom\u00e9rat de m\u00e9dias couvrant la presse \u00e9crite et num\u00e9rique ainsi que la t\u00e9l\u00e9vision, GSO est l&#8217;un des plus grands \u00e9diteurs r\u00e9gionaux du pays, avec 24 marques ind\u00e9pendantes lues par un total combin\u00e9 d&#8217;environ 1,5 million de personnes.<\/p>\n<hr \/>\n<h3>D\u00e9fis \u00e0 relever<\/h3>\n<ul>\n<li>Augmenter le nombre d&#8217;abonn\u00e9s<\/li>\n<li>D\u00e9velopper l&#8217;offre de newsletters sans ressources suppl\u00e9mentaires<\/li>\n<li>Gagner du temps et rationaliser un flux de travail complexe<\/li>\n<\/ul>\n<h3>Approche<\/h3>\n<ul>\n<li>Utiliser l&#8217;automatisation d&#8217;Echobox Email pour produire plus de campagnes avec un minimum d&#8217;efforts suppl\u00e9mentaires<\/li>\n<li>Utiliser des optimisations intelligentes de l&#8217;IA pour augmenter organiquement les abonnements<\/li>\n<\/ul>\n<hr \/>\n<h2>Le d\u00e9fi<\/h2>\n<p>GSO souhaitait augmenter les abonnements payants gr\u00e2ce aux newsletters.<\/p>\n<p>Comme nous l&#8217;a expliqu\u00e9 Aur\u00e9lien Robert, Chef de Projet CRM &amp; Fid\u00e9lisation chez GSO, &#8220;nous avons beaucoup de contenu qui est tr\u00e8s local par nature. Nous voulions un moyen de maximiser la port\u00e9e de ce contenu avec le moins d&#8217;efforts possible. Le principal d\u00e9fi pour GSO \u00e9tait de r\u00e9ussir \u00e0 le faire \u00e0 grande \u00e9chelle.<\/p>\n<p>&#8220;D&#8217;une part, les newsletters avec ce contenu local peuvent \u00eatre r\u00e9ellement utiles \u00e0 nos lecteurs et peuvent cr\u00e9er un engagement vraiment profond. Mais ce contenu hyperlocal impose \u00e9galement des limites au nombre de lecteurs que nous pouvons cibler avec une seule campagne&#8221;. GSO avait donc besoin d&#8217;une solution qui l\u2019aide \u00e0 augmenter le volume de ses campagnes, tout en tenant compte du fait que les petites marques disposent de ressources limit\u00e9es.<\/p>\n<h2>Approche<\/h2>\n<p>Au d\u00e9but de l&#8217;ann\u00e9e 2022, GSO a commenc\u00e9 \u00e0 utiliser Echobox Email pour mettre en \u0153uvre l&#8217;automatisation de ses newsletters. Auparavant, ils avaient utilis\u00e9 Mailchimp pour l&#8217;ensemble de leurs titres, mais cela s&#8217;\u00e9tait av\u00e9r\u00e9 trop chronophage.<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-large wp-image-5724\" src=\"https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2025\/04\/Quote.png\" alt=\"\" width=\"770\" height=\"204\" srcset=\"https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2025\/04\/Quote.png 950w, https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2025\/04\/Quote-300x80.png 300w, https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2025\/04\/Quote-150x40.png 150w, https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2025\/04\/Quote-768x204.png 768w\" sizes=\"(max-width: 770px) 100vw, 770px\" \/><\/p>\n<p>&#8220;Notre strat\u00e9gie d&#8217;email n&#8217;aurait jamais fonctionn\u00e9 avec Mailchimp&#8221;, nous a dit Robert, &#8220;ce n&#8217;est tout simplement pas con\u00e7u pour les \u00e9diteurs. La croissance du nombre de newsletters que nous visons n&#8217;est vraiment pas viable avec une solution manuelle qui n\u00e9cessite de s\u00e9lectionner des articles, d&#8217;ins\u00e9rer des images, de r\u00e9diger des textes, de jouer avec des templates et tout le reste.&#8221; En automatisant la cr\u00e9ation des newsletters, GSO fait \u00e9voluer ses campagnes de newsletters sans engager de ressources suppl\u00e9mentaires dans le processus.<\/p>\n<p>Mais l&#8217;automatisation n&#8217;est qu&#8217;un d\u00e9but. Echobox Email fait plus que simplement alimenter et envoyer des emails:ce sont les optimisations de l&#8217;IA qui font vraiment la diff\u00e9rence.<\/p>\n<p>Echobox met \u00e0 la disposition des \u00e9diteurs plusieurs types d&#8217;optimisations bas\u00e9es sur l&#8217;IA, dont les trois plus importantes sont les suivantes:<\/p>\n<ul>\n<li>La personnalisation de la s\u00e9lection du contenu par abonn\u00e9 augmente les taux de clics uniques de 43% en moyenne<\/li>\n<li>La personnalisation de l\u2019ordre des contenus par abonn\u00e9 augmente les taux de clics uniques de 11% en moyenne<\/li>\n<li>La personnalisation des temps d\u2019envois par abonn\u00e9 augmente les taux d&#8217;ouverture de 52% en moyenne<img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-large wp-image-5723\" src=\"https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2025\/04\/Quote-1.png\" alt=\"\" width=\"770\" height=\"180\" srcset=\"https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2025\/04\/Quote-1.png 950w, https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2025\/04\/Quote-1-300x70.png 300w, https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2025\/04\/Quote-1-150x35.png 150w, https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2025\/04\/Quote-1-768x179.png 768w\" sizes=\"(max-width: 770px) 100vw, 770px\" \/>En janvier 2023, GSO menait quatre campagnes de newsletter par mois via Echobox. En novembre, le nombre de campagnes a tripl\u00e9 pour atteindre 12. Le nombre d&#8217;\u00e9ditions individuelles a quant \u00e0 lui tripl\u00e9 au cours de la m\u00eame p\u00e9riode. &#8220;Echobox nous a vraiment aid\u00e9 \u00e0 augmenter le nombre de newsletters que nous pouvons offrir&#8221;, a d\u00e9clar\u00e9 Aur\u00e9lien. &#8220;Avec un minimum d&#8217;efforts, nous avons pu grandement augmenter l\u2019impact de notre strat\u00e9gie de newsletter. Le retour sur investissement a \u00e9t\u00e9 fantastique.\u201d<\/li>\n<\/ul>\n<h2>R\u00e9sultats<\/h2>\n<p>Les r\u00e9sultats obtenus par GSO avec Echobox Email ont \u00e9t\u00e9 extraordinaires.<br \/>\n&#8220;Nos objectifs en mati\u00e8re d&#8217;abonn\u00e9s sont ambitieux&#8221;, a d\u00e9clar\u00e9 Robert, &#8220;mais nous avons \u00e9t\u00e9 surpris par l&#8217;efficacit\u00e9 avec laquelle Echobox nous a aid\u00e9 \u00e0 les atteindre. L&#8217;une de nos newsletters locales, Pr\u00e8s de chez moi, Bordeaux, est pass\u00e9e de z\u00e9ro \u00e0 plus de 14 000 abonn\u00e9s en l&#8217;espace de neuf mois. En 10 mois, nous avons obtenu environ 30% de la croissance du nombre d&#8217;abonn\u00e9s que nous avions obtenue en 10 ans avec notre ancienne solution d&#8217;email. Echobox y est pour beaucoup.\u201d<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-large wp-image-5722\" src=\"https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2025\/04\/Quote-2.png\" alt=\"\" width=\"770\" height=\"180\" srcset=\"https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2025\/04\/Quote-2.png 950w, https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2025\/04\/Quote-2-300x70.png 300w, https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2025\/04\/Quote-2-150x35.png 150w, https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2025\/04\/Quote-2-768x179.png 768w\" sizes=\"(max-width: 770px) 100vw, 770px\" \/><\/p>\n<p><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-large wp-image-5725\" src=\"https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2025\/04\/image-6-1-886x515.png\" alt=\"\" width=\"770\" height=\"448\" srcset=\"https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2025\/04\/image-6-1-886x515.png 886w, https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2025\/04\/image-6-1-300x174.png 300w, https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2025\/04\/image-6-1-150x87.png 150w, https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2025\/04\/image-6-1-768x447.png 768w, https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2025\/04\/image-6-1.png 946w\" sizes=\"(max-width: 770px) 100vw, 770px\" \/><\/p>\n<p>Au total, GSO a augment\u00e9 ses abonnements de pr\u00e8s de 400% en seulement 10 mois avec Echobox, tout en r\u00e9duisant d&#8217;environ 80% le temps que les \u00e9quipes consacrent \u00e0 la gestion des newsletters.<\/p>\n<h2>Conclusion<\/h2>\n<p>La mise en \u0153uvre d&#8217;Echobox Email par GSO au cours des derni\u00e8res ann\u00e9es s&#8217;est av\u00e9r\u00e9e extr\u00eamement fructueuse, et ils ont pr\u00e9vu d&#8217;augmenter encore le nombre de newsletters qu&#8217;ils envoient avec Echobox Email d&#8217;environ 50% au cours de l&#8217;ann\u00e9e \u00e0 venir.<\/p>\n<p>En fin de compte, ce succ\u00e8s a deux composantes: premi\u00e8rement, la capacit\u00e9 d&#8217;augmenter consid\u00e9rablement le nombre de newsletters qu&#8217;ils sont maintenant en mesure d&#8217;envoyer avec peu d&#8217;efforts suppl\u00e9mentaires gr\u00e2ce \u00e0 l&#8217;automatisation. Et deuxi\u00e8mement, la capacit\u00e9 \u00e0 d\u00e9velopper organiquement une base d&#8217;abonn\u00e9s solide dans un court laps de temps gr\u00e2ce \u00e0 l&#8217;optimisation de l&#8217;IA.<\/p>\n<p>GSO recommanderait-il Echobox \u00e0 d&#8217;autres \u00e9diteurs ? &#8220;Absolument&#8221;, r\u00e9pond Aur\u00e9lien. &#8220;Pour tout \u00e9diteur ayant des objectifs de croissance ambitieux, Echobox est une excellente solution. Elle est intelligente, simple et nous fait gagner \u00e9norm\u00e9ment de temps chaque jour.&#8221;<\/p>\n<p><a href=\"https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2025\/04\/bg-header-2.svg\"><img decoding=\"async\" loading=\"lazy\" class=\"alignnone size-large wp-image-5720\" src=\"https:\/\/www.echobox.com\/resources\/wp-content\/uploads\/2025\/04\/bg-header-2.svg\" alt=\"\" width=\"770\" height=\"191\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Introduction Au cours des 38 derni\u00e8res ann\u00e9es, le Groupe Sud Ouest (GSO) s&#8217;est impos\u00e9 dans le paysage m\u00e9diatique fran\u00e7ais. Conglom\u00e9rat de m\u00e9dias couvrant la presse \u00e9crite et num\u00e9rique ainsi que la t\u00e9l\u00e9vision, GSO est l&#8217;un des plus grands \u00e9diteurs r\u00e9gionaux du pays, avec 24 marques ind\u00e9pendantes lues par un total combin\u00e9 d&#8217;environ 1,5 million de<\/p>\n","protected":false},"author":7,"featured_media":5729,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false},"categories":[3],"tags":[8],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Le Groupe Sud Ouest augmente ses abonnements newsletter de pr\u00e8s de 400% en moins d&#039;un an gr\u00e2ce \u00e0 Echobox - Echobox Resources<\/title>\n<meta name=\"description\" content=\"Find out how one of France&#039;s biggest news publishers quadrupled their newsletters subscriptions in less than a year with AI-automation.\" \/>\n<meta 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