Call-to-Action promotionnel dans les e-mailings pour des ‘moments de luxe’ à la demande : Résultats d’une expérimentation terrain randomisée à grande échelle
Restricted accessResearch articleFirst published online January, 2026
Call-to-Action promotionnel dans les e-mailings pour des ‘moments de luxe’ à la demande : Résultats d’une expérimentation terrain randomisée à grande échelle
L’e-mailing est un outil stratégique et les e-mails promotionnels doivent être optimisés, notamment pour inciter les clients à réagir via le bouton de call-to-action (CTA). Les effets de l’e-mailing promotionnel restent en particulier flous lorsque des services touristiques adoptent l’économie collaborative et les nouvelles formes d’accessibilité digitalisée pour proposer des ‘moments de luxe’ à la demande. Cette étude s’appuie sur deux études contextuelles et une expérimentation terrain randomisée à grande échelle, menée en partenariat avec une entreprise de location de bateaux entre particuliers, pour analyser les effets d’un call-to-action promotionnel dans les e-mails d’une plateforme d’économie collaborative proposant l’accès à des ‘moments de luxe’ dans le secteur du tourisme. Nous constatons un impact négatif du call-to-action promotionnel sur le taux de clic et un impact positif de l’engagement préalable et de l’utilisation multicanale des clients sur les indicateurs de performance des e-mails. Cette recherche contribue ainsi à l’étude des ‘moments de luxe’ touristiques via l’économie collaborative et des CTA dans les e-mails promotionnels, tant d’un point de vue théorique que managérial.
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