{"id":5253,"date":"2026-04-30T13:44:36","date_gmt":"2026-04-30T12:44:36","guid":{"rendered":"https:\/\/imagino.com\/fr\/?post_type=resources&#038;p=5253"},"modified":"2026-05-13T13:05:48","modified_gmt":"2026-05-13T12:05:48","slug":"pixel-tracking-email","status":"publish","type":"resources","link":"https:\/\/imagino.com\/fr\/resource\/pixel-tracking-email\/","title":{"rendered":"Pixel de tracking email : r\u00e8gles CNIL 2026 et consentement, pratiques"},"content":{"rendered":"<\/div><\/div><\/div>\n<section id=\"banner-short-6aa13e0dea396\" class=\"hero-legal-section u-gradient--pink-purple u-mb-20\">\n    <!--         todo class   -->    <div class=\"hero-legal-container__img\">\n        <!--            todo video line content-->\n        <div class=\"video-line video-blue-purple-thick\">\n            <video muted=\"\" playsinline=\"\" preload=\"metadata\" data-loading=\"lazy\">\n                <source type=\"video\/mp4; codecs=hvc1\"\n                    src=\"https:\/\/imagino.com\/fr\/wp-content\/themes\/imagino\/front\/dist\/img\/video\/swirl-1.mp4\">\n                <source type=\"video\/webm\"\n                    src=\"https:\/\/imagino.com\/fr\/wp-content\/themes\/imagino\/front\/dist\/img\/video\/swirl-1.webm\">\n            <\/video>\n        <\/div>\n    <\/div>\n    <div class=\"container\">\n        <div class=\"hero-legal-container\">\n                            <div class=\"hero-container__breadcrumbs\">\n                    <p id=\"breadcrumbs\" ><span><span><a href=\"https:\/\/imagino.com\/fr\/\">imagino<\/a><\/span><\/span><\/p>                <\/div>\n                            <div class=\"hero-legal-container__text\">\n                <div class=\"tl\">\n                    <h1>Pixels de tracking email : comment adapter vos campagnes aux r\u00e8gles CNIL 2026<\/h1>\n                <\/div>\n\n                <!-- to do $content[\"subtitle\"]                     -->\n                                    <div class=\"description\">\n                        Par Ariane Journiac, experte d\u00e9livrabilit\u00e9 chez imagino                    <\/div>\n                \n                            <\/div>\n\n        <\/div>\n    <\/div>\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-6aa13e0dec388\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n\r\n                            <div class=\"row-item\">\r\n                    <div class=\"item\">\r\n                                                                            <div class=\"item__content js-animate animate__fadeInUpSmall\">\r\n                                <p>Le 14 avril 2026, la <a href=\"https:\/\/www.cnil.fr\/fr\/recommandation-pixel-suivi-courriels\" target=\"_blank\" rel=\"noopener\">CNIL (Commission Nationale de l\u2019Informatique et des Libert\u00e9s) a publi\u00e9 une recommandation majeure concernant l\u2019utilisation des pixels de tracking dans les emails<\/a>. <strong>Cette prise de position clarifie les r\u00e8gles applicables et impacte directement les pratiques des \u00e9quipes CRM, marketing et data.<\/strong><\/p>\n<p>Voici ce qu\u2019il faut retenir pour adapter vos usages et rester conforme.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>Pour rappel, qu\u2019est-ce qu\u2019un pixel de tracking email ?<\/strong><\/p>\n<p><strong>Un pixel de tracking est une image invisible (g\u00e9n\u00e9ralement 1&#215;1 pixel) int\u00e9gr\u00e9e dans un email.<\/strong> Lorsqu\u2019un destinataire ouvre le message, ce pixel transmet diff\u00e9rentes informations \u00e0 l\u2019exp\u00e9diteur, telles que :<\/p>\n<ul>\n<li>l\u2019ouverture de l\u2019email<\/li>\n<li>la date et l\u2019heure de lecture<\/li>\n<li>le type d\u2019appareil utilis\u00e9<\/li>\n<li>une localisation approximative (via l\u2019adresse IP)<\/li>\n<\/ul>\n<p>Cette technologie est historiquement utilis\u00e9e pour mesurer le taux d\u2019ouverture des campagnes email.<\/p>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"text-section-6aa13e0decae2\" class=\"simple-text-section section-padding \">\r\n    <div class=\"container\">\r\n        <div class=\"simple-text-container\">\r\n\r\n                            <div class=\"row-item\">\r\n                    <div class=\"item\">\r\n                                                                            <div class=\"item__content js-animate animate__fadeInUpSmall\">\r\n                                <h2>Ce que dit la recommandation d\u2019avril 2026 de la CNIL sur les pixels de suivi<\/h2>\n<p>La CNIL distingue d\u00e9sormais clairement deux types d\u2019usages.<\/p>\n<ol>\n<li>\n<h3>Les usages exempt\u00e9s de consentement<\/h3>\n<\/li>\n<\/ol>\n<p>Certains usages restent autoris\u00e9s sans consentement pr\u00e9alable, notamment :<\/p>\n<ul>\n<li>mesurer la d\u00e9livrabilit\u00e9 des emails<\/li>\n<li>d\u00e9tecter les adresses inactives<\/li>\n<\/ul>\n<p>Ces usages doivent rester strictement techniques et non marketing.<\/p>\n<ol start=\"2\">\n<li>\n<h3>Les usages soumis \u00e0 consentement<\/h3>\n<\/li>\n<\/ol>\n<p>D\u00e8s lors que les donn\u00e9es issues du pixel sont utilis\u00e9es \u00e0 des fins marketing, un consentement explicite devient obligatoire.<\/p>\n<p>Cela inclut notamment :<\/p>\n<ul>\n<li>la <a href=\"https:\/\/imagino.com\/fr\/resource\/segmentation-client-marketing\/\">segmentation d\u2019audience\u00a0<\/a><\/li>\n<li>la personnalisation des contenus<\/li>\n<li>le lead scoring<\/li>\n<li>l\u2019optimisation des campagnes<\/li>\n<\/ul>\n<p>La CNIL rappelle \u00e9galement plusieurs principes cl\u00e9s des <a href=\"https:\/\/www.economie.gouv.fr\/entreprises\/gerer-son-entreprise-au-quotidien\/assurer-sa-cybersecurite-et-la-protection-de-ses\/le\" target=\"_blank\" rel=\"noopener\">RGPD<\/a> :<\/p>\n<ul>\n<li>finalit\u00e9 claire et d\u00e9termin\u00e9e<\/li>\n<li>minimisation des donn\u00e9es collect\u00e9es<\/li>\n<li>possibilit\u00e9 de retirer son consentement facilement<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h2>Comment se mettre en conformit\u00e9 avec la r\u00e9glementation CNIL<\/h2>\n<h3>Sur les nouveaux contacts<\/h3>\n<ul>\n<li>Informer clairement de l\u2019utilisation des pixels d\u00e8s la collecte<\/li>\n<li>Recueillir un consentement explicite (opt-in) pour les usages marketing<\/li>\n<li>\u00c9viter toute case pr\u00e9-coch\u00e9e<\/li>\n<\/ul>\n<h3>Sur vos bases existantes<\/h3>\n<p>Pour les bases existantes, la CNIL n&rsquo;impose pas de d\u00e9lai strict mais recommande d\u2019effectuer les actions suivantes :<\/p>\n<ul>\n<li>informer les contacts existants<\/li>\n<li>expliquer les usages des donn\u00e9es<\/li>\n<li>permettre un retrait simple du consentement<\/li>\n<\/ul>\n<h3>Sur vos outils et processus<\/h3>\n<p>Un audit de vos pratiques est indispensable afin de distinguer les usages n\u00e9cessitant un consentement.<\/p>\n<p>Identifiez si les donn\u00e9es d\u2019ouverture sont utilis\u00e9es dans :<\/p>\n<ul>\n<li>vos workflows automatis\u00e9s<\/li>\n<li>vos segmentations CRM<\/li>\n<li>vos sc\u00e9narios de personnalisation<\/li>\n<li>vos analyses de performance<\/li>\n<\/ul>\n<h2><\/h2>\n<h2>Concilier tracking email, performance et conformit\u00e9<\/h2>\n<p>L\u2019\u00e9volution r\u00e9glementaire port\u00e9e par la CNIL s\u2019inscrit dans une transformation des pratiques marketing : passer d\u2019un tracking syst\u00e9matique \u00e0 une utilisation plus responsable et ma\u00eetris\u00e9e de la donn\u00e9e.<\/p>\n<p>Chez imagino, ces enjeux sont int\u00e9gr\u00e9s depuis plusieurs mois dans notre r\u00e9flexion produit, avec pour objectif de permettre aux \u00e9quipes marketing de continuer \u00e0 activer leurs donn\u00e9es tout en respectant les exigences de conformit\u00e9.<\/p>\n<p>Cette approche repose sur une gestion unifi\u00e9e de la donn\u00e9e client et du consentement (<a href=\"https:\/\/imagino.com\/fr\/nos-solutions\/customer-engagement-platform\/\">Customer Engagement Platform<\/a>), afin d\u2019\u00e9viter les traitements isol\u00e9s et difficilement pilotables.<\/p>\n<p>Concr\u00e8tement, les \u00e9volutions en cours visent \u00e0 :<\/p>\n<ul>\n<li>int\u00e9grer le statut de consentement directement dans le <a href=\"https:\/\/imagino.com\/fr\/resource\/referentiel-client-unique\/\">profil client<\/a><\/li>\n<li>permettre une activation conditionn\u00e9e par le consentement dans les sc\u00e9narios marketing<\/li>\n<li>proposer des alternatives comme un tracking anonymis\u00e9 lorsque le consentement n\u2019est pas disponible<\/li>\n<li>maintenir des indicateurs agr\u00e9g\u00e9s pour continuer \u00e0 piloter la performance<\/li>\n<\/ul>\n<p>L\u2019objectif est de rendre la conformit\u00e9 op\u00e9rationnelle et automatis\u00e9e, sans complexifier les usages des \u00e9quipes marketing.<\/p>\n<p>Les \u00e9volutions n\u00e9cessaires sont d\u2019ores et d\u00e9j\u00e0 planifi\u00e9es et seront d\u00e9ploy\u00e9es d\u2019ici le troisi\u00e8me trimestre 2026, afin d\u2019anticiper pleinement les recommandations de la CNIL.<\/p>\n                            <\/div>\r\n                                            <\/div>\r\n                <\/div>\r\n\r\n\r\n                \r\n                    <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div>\r\n<section id=\"cta-panel-6aa13e0ded1cb\" class=\"speak-expert-section section-padding\">\r\n    <div class=\"container-large\">\r\n        <div class=\"speak-expert-container u-gradient--pink-purple gradient-vertical swirl-blue-purple-thick\">\r\n            <div class=\"speak-expert-container__img\">\r\n                <div class=\"video-line video-blue-purple-thick\">\r\n                    <video muted=\"\" playsinline=\"\" preload=\"metadata\" data-loading=\"lazy\">\r\n                        <source type=\"video\/mp4; codecs=hvc1\"\r\n                            src=\"https:\/\/imagino.com\/fr\/wp-content\/themes\/imagino\/front\/dist\/img\/video\/swirl-1.mp4\">\r\n                        <source type=\"video\/webm\"\r\n                            src=\"https:\/\/imagino.com\/fr\/wp-content\/themes\/imagino\/front\/dist\/img\/video\/swirl-1.webm\">\r\n                    <\/video>\r\n                <\/div>\r\n            <\/div>\r\n\r\n            \r\n            <div class=\"speak-expert-container__text\">\r\n                                    <h2 class=\"tl js-animate animate__fadeIn\">Echangez directement avec l&rsquo;un de nos experts pour en savoir plus ! <\/h2>\r\n                \r\n                <!-- button -->\r\n                                        <div class=\"control js-animate animate__fadeInUp\">\r\n                                    <a href=\"https:\/\/imagino.com\/fr\/contactez-nous\/\" target=\"\" class=\"btn--icon-left btn btn--gradient-pink\">\n                        Demandez \u00e0 \u00e9changer        <\/a>\n                        <\/div>\r\n                        \r\n                <!--  dropdown -->\r\n                \r\n            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section><div class=\"container\"><div class=\"page-text mx-auto \">\n\n<\/div><\/div><\/div><section id=\"faq-section-6aa13e0ded5d5\" class=\"faq-section section-padding\">\r\n    <div class=\"container\">\r\n        <div class=\"faq-container\">\r\n            <div class=\"faq-container__header js-animate animate__fadeIn\">\r\n                                    <h2 class=\"tl\"><span class=\"text-gradient--purple\">Questions fr\u00e9quences autour du pixel de tracking email<\/span><\/h2>\r\n                                            <\/div>\r\n\r\n            <div class=\"faq-container__lists\">\r\n                                                            <div class=\"item\">\r\n                            <div class=\"title\" role=\"button\" aria-expanded=\"false\" tabindex=\"0\">\r\n                                Ma configuration est-elle conforme ?                            <\/div>\r\n                            <div class=\"content\" role=\"region\">\r\n                                <div class=\"inner\">\r\n                                    <p>Tout d\u00e9pend de vos usages. Si le pixel est utilis\u00e9 uniquement \u00e0 des fins de d\u00e9livrabilit\u00e9, vous \u00eates d\u00e9j\u00e0 dans un cadre exempt\u00e9. En revanche, si les donn\u00e9es d\u2019ouverture alimentent vos actions marketing (segmentation, personnalisation\u2026), le consentement sera n\u00e9cessaire.<\/p>\n                                <\/div>\r\n                            <\/div>\r\n                        <\/div>\r\n                                            <div class=\"item\">\r\n                            <div class=\"title\" role=\"button\" aria-expanded=\"false\" tabindex=\"0\">\r\n                                Dois-je mettre en place de nouveaux opt-ins ?                            <\/div>\r\n                            <div class=\"content\" role=\"region\">\r\n                                <div class=\"inner\">\r\n                                    <p>Pour les nouveaux contacts, oui, en cas d&rsquo;usage marketing des donn\u00e9es d&rsquo;ouverture (segmentation, scoring, personnalisation), le consentement doit \u00eatre explicite et non pr\u00e9-coch\u00e9.<\/p>\n<p>Pour les bases existantes, la CNIL n&rsquo;impose pas de d\u00e9lai strict. Sa position est celle d&rsquo;une tol\u00e9rance pendant la p\u00e9riode de mise en conformit\u00e9, d\u00e8s lors que vous pouvez documenter la d\u00e9marche engag\u00e9e. La CNIL a d&rsquo;ailleurs reconnu publiquement que cette mise en conformit\u00e9 n\u00e9cessite des \u00e9volutions techniques importantes c\u00f4t\u00e9 routeurs et c\u00f4t\u00e9 marques, et ne peut donc pas \u00eatre instantan\u00e9e. Ce qui sera attendu en cas de contr\u00f4le, c&rsquo;est de pouvoir pr\u00e9senter un plan d&rsquo;action structur\u00e9 (inventaire des usages, calendrier des \u00e9volutions, information progressive des contacts) plut\u00f4t qu&rsquo;une conformit\u00e9 absolue \u00e0 une date pr\u00e9cise.<\/p>\n                                <\/div>\r\n                            <\/div>\r\n                        <\/div>\r\n                                            <div class=\"item\">\r\n                            <div class=\"title\" role=\"button\" aria-expanded=\"false\" tabindex=\"0\">\r\n                                Qui peut m\u2019accompagner ?                            <\/div>\r\n                            <div class=\"content\" role=\"region\">\r\n                                <div class=\"inner\">\r\n                                    <p>En tant que membre de l\u2019Alliance Digitale, nous relaierons les webinars organis\u00e9s par la CNIL et faisons \u00e9voluer notre produit pour r\u00e9pondre aux nouvelles exigences. En revanche, la mise en conformit\u00e9 op\u00e9rationnelle ne rel\u00e8ve pas de notre p\u00e9rim\u00e8tre. Si vous souhaitez un accompagnement d\u00e9di\u00e9, nous vous recommandons des experts reconnus comme IKUSITA et Badsender.<\/p>\n                                <\/div>\r\n                            <\/div>\r\n                        <\/div>\r\n                                                <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section>\r\n<script type=\"application\/ld+json\">{\n    \"@context\": \"https:\/\/schema.org\",\n    \"@type\": \"FAQPage\",\n    \"mainEntity\": [\n        {\n            \"@type\": \"Question\",\n            \"name\": \"Ma configuration est-elle conforme ?\",\n            \"acceptedAnswer\": {\n                \"@type\": \"Answer\",\n                \"text\": \"Tout d\u00e9pend de vos usages. Si le pixel est utilis\u00e9 uniquement \u00e0 des fins de d\u00e9livrabilit\u00e9, vous \u00eates d\u00e9j\u00e0 dans un cadre exempt\u00e9. 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En revanche, la mise en conformit\u00e9 op\u00e9rationnelle ne rel\u00e8ve pas de notre p\u00e9rim\u00e8tre. Si vous souhaitez un accompagnement d\u00e9di\u00e9, nous vous recommandons des experts reconnus comme IKUSITA et Badsender.\"\n            }\n        }\n    ]\n}<\/script><div class=\"container\"><div class=\"page-text mx-auto \">","protected":false},"excerpt":{"rendered":"<p>Pixels de suivi email : que dit la CNIL en 2026 ? Consentement, cas autoris\u00e9s, mise en conformit\u00e9 et bonnes pratiques pour vos campagnes marketing<\/p>\n","protected":false},"featured_media":5254,"template":"","meta":{"_acf_changed":false},"resources_category":[92,88],"resources_sector":[],"class_list":["post-5253","resources","type-resources","status-publish","has-post-thumbnail","hentry","resources_category-articles-de-blog","resources_category-contenus"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.4 (Yoast SEO v28.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Pixel de tracking email : r\u00e8gles CNIL 2026 et consentement, pratiques<\/title>\n<meta name=\"description\" content=\"Pixels de suivi email : que dit la CNIL en 2026 ? 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