{"id":24817,"date":"2019-10-07T16:01:30","date_gmt":"2019-10-07T15:01:30","guid":{"rendered":"https:\/\/academy.visiplus.com\/blog\/?p=24817"},"modified":"2019-11-27T16:15:48","modified_gmt":"2019-11-27T15:15:48","slug":"les-10-commandements-dune-newsletter-reussie","status":"publish","type":"post","link":"https:\/\/academy.visiplus.com\/blog\/articles-invites\/les-10-commandements-dune-newsletter-reussie-2019-10-07","title":{"rendered":"Les 10 commandements d\u2019une newsletter r\u00e9ussie"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Malgr\u00e9 votre implication et votre motivation \u00e0 communiquer concernant votre entreprise, vous savez que vous n\u2019\u00eates pas la priorit\u00e9 de vos clients. C\u2019est pourquoi vous devez mettre en place des techniques de communication et de marketing pour les atteindre avec la bonne information et au bon moment. Les newsletter sont parfaites pour cela ! Voici 10 astuces pour les rendre les plus efficaces possible.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>#1 &#8211; Personnalisez votre objet<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Votre mail est envoy\u00e9 et r\u00e9ceptionn\u00e9. Son pire sort est d\u2019\u00eatre plac\u00e9 dans la corbeille de votre destinataire. Pour \u00e9viter cela,&nbsp;<strong>optez pour un titre accrocheur, original voir m\u00eame dr\u00f4le<\/strong>. Privil\u00e9giez les questions ou l\u2019utilisation de chiffres (5 conseils pour&#8230;).&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tenez compte du support sur lequel votre newsletter sera re\u00e7ue. Selon qu\u2019il s\u2019agisse d\u2019un mobile ou d\u2019un ordinateur de bureau, <strong>un sujet trop long risque de ne pas \u00eatre vu enti\u00e8rement.\u00a0<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em><strong>L\u2019astuce chiffr\u00e9e<\/strong><\/em><strong>\u00a0: m\u00eame s\u2019il n\u2019y a pas de r\u00e8gle, ne d\u00e9passez pas 40-45 caract\u00e8res (espaces compris) dans vos titres.<\/strong><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2019\/11\/mot-spam-email.jpg\" alt=\"\" class=\"wp-image-24818\" width=\"600\" height=\"388\" srcset=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2019\/11\/mot-spam-email.jpg 600w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2019\/11\/mot-spam-email-300x194.jpg 300w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2019\/11\/mot-spam-email-555x360.jpg 555w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2019\/11\/mot-spam-email-360x233.jpg 360w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><figcaption>Source : codeur.com &#8211; les objets \u00e0 \u00e9viter<\/figcaption><\/figure><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>#2 &#8211; Faites simple<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Allez droit au but ! Communiquez vos\u00a0<strong>informations importantes en premier<\/strong>ou vous risquez de perdre vos destinataires sur la longueur.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/media.giphy.com\/media\/26gryHSL71CLdLK3m\/giphy.gif\" alt=\"\"\/><\/figure><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><em>L\u2019astuce efficace<\/em>\u00a0: utilisez le\u00a0<strong>gras<\/strong>,\u00a0<em>l\u2019italique<\/em>\u00a0ou une taille de caract\u00e8re diff\u00e9rente pour faire ressortir un mot ou une phrase.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">#3 &#8211; Parlez de vos clients<\/h2>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>Ce dont les gens pr\u00e9f\u00e8rent parler ? Eux-m\u00eames !<\/p><\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Parlez-leur des avantages pour EUX<\/strong>&nbsp;et non pour vous. Pr\u00e9f\u00e9rez \u00ab Un cadeau qui plaira \u00e0 vos clients \u00bb plut\u00f4t que \u00ab D\u00e9couvrez nos articles d\u2019Octobre \u00bb.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">#4 \u2013 Divisez pour mieux r\u00e9gner<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">De nombreux logiciel de cr\u00e9ation de newsletter propose de segmenter votre base de donn\u00e9es. Divisez-la par secteur, type de client, ville ou encore taille d\u2019entreprise. En recevant un message plus cibl\u00e9, vos destinataires seront\u00a0<strong>plus enclins \u00e0 ouvrir votre newsletter.<\/strong>\u00a0Voir m\u00eame \u00e0 aller sur votre site, convertir et partager l\u2019info \u00e0 son r\u00e9seau !<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2019\/11\/segmentation-base-client-1024x494.png\" alt=\"\" class=\"wp-image-24819\" width=\"846\" height=\"408\" srcset=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2019\/11\/segmentation-base-client-1024x494.png 1024w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2019\/11\/segmentation-base-client-300x145.png 300w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2019\/11\/segmentation-base-client-768x371.png 768w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2019\/11\/segmentation-base-client.png 1140w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2019\/11\/segmentation-base-client-360x174.png 360w\" sizes=\"auto, (max-width: 846px) 100vw, 846px\" \/><figcaption>Source : ateja.fr &#8211; Segmenter sa base de donn\u00e9es en fonction du cycle de vie du client <\/figcaption><\/figure><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">#5 \u2013 Personnalisez vos CTA<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">CT&#8230; quoi ? Les CTA, Call To Action, sont les boutons d\u2019actions de votre newsletter. Il peuvent \u00eatre divers et vari\u00e9s :<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>un bouton vers un article en ligne<\/li><li>un bouton vers vos infos de contact<\/li><li>un bouton vers un livre blanc<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Peut-importe leurs r\u00f4les, ils doivent \u00eatre\u00a0<strong>pr\u00e9sents et originaux<\/strong>\u00a0pour amener le clic. Pr\u00e9f\u00e9rez un \u00ab Je demande mon devis \u00bb plut\u00f4t qu\u2019un \u00ab Soumettre \u00bb. Un CTA personnalis\u00e9 (et bien plac\u00e9 dans votre newsletter) attirera davantage le clic.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">#6 &#8211; Choisissez vos images<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Vous avez certainement une charte graphique \u00e0 respecter, cela doit aussi \u00eatre appliqu\u00e9 dans vos newsletters. Si vous \u00eates un peu plus libres mais sans graphiste, utilisez une&nbsp;<strong>banque d\u2019images gratuites<\/strong>&nbsp;et libres de droits en ligne telle que&nbsp;<a href=\"https:\/\/pixabay.com\/fr\/\" target=\"_blank\" rel=\"noreferrer noopener\">Pixabay<\/a>&nbsp;ou encore&nbsp;<a href=\"https:\/\/www.pexels.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Pexels<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em><strong>L\u2019astuce ergonomie<\/strong><\/em><strong>\u00a0: dans vos images, le texte doit repr\u00e9senter 1\/3 de l\u2019espace, pas plus !<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Privil\u00e9giez aussi des formats d\u2019images l\u00e9gers. Sinon vous risquez de les voir mettre du temps \u00e0 s\u2019afficher au chargement de votre newsletter. Il existe des plateformes telles que&nbsp;<a href=\"https:\/\/tinypng.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">TinyPNG<\/a>&nbsp;pour&nbsp;<strong>r\u00e9duire le poids de votre image<\/strong>. Attention toutefois \u00e0 ne pas trop les r\u00e9duire pour ne pas perdre en qualit\u00e9.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">#7 &#8211; Utilisez des infographies<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Une suite d\u2019informations factuelles, quantitatives et pertinentes, souvent sous une forme dynamique et attractive : c\u2019est l\u2019infographie ! Elle est tr\u00e8s appr\u00e9ci\u00e9e car\u00a0<strong>claire et directe<\/strong>. Les chiffres ou donn\u00e9es importantes parlent d\u2019eux-m\u00eames. Cr\u00e9ez la v\u00f4tre sur\u00a0<a rel=\"noreferrer noopener\" href=\"https:\/\/infogram.com\/\" target=\"_blank\">InfoGram<\/a>\u00a0par exemple.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"930\" height=\"386\" src=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2019\/11\/pourquoi-creer-infographie.png\" alt=\"\" class=\"wp-image-24821\" srcset=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2019\/11\/pourquoi-creer-infographie.png 930w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2019\/11\/pourquoi-creer-infographie-300x125.png 300w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2019\/11\/pourquoi-creer-infographie-768x319.png 768w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2019\/11\/pourquoi-creer-infographie-360x149.png 360w\" sizes=\"auto, (max-width: 930px) 100vw, 930px\" \/><figcaption>Source : notuxedo.com &#8211; Pourquoi cr\u00e9er une infographie ?<\/figcaption><\/figure><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">#8 \u2013 Pas le droit \u00e0 l\u2019erreur !<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Bannissez les fautes d\u2019orthographe<\/strong>&nbsp;de vos newsletters et toute autre communication de votre soci\u00e9t\u00e9. Elles donnent l\u2019impression d\u2019un travail b\u00e2cl\u00e9 et d\u00e9cr\u00e9dibilisent votre message. N\u2019h\u00e9sitez pas \u00e0 relire plusieurs fois votre travail. Faites-le relire par des tiers pour vous assurer de ne rien laisser au hasard.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em><strong>L\u2019astuce pratique<\/strong><\/em><strong>\u00a0: testez votre newsletter dans son ensemble : envoyez-la \u00e0 un de vos coll\u00e8gue ou ami.<\/strong><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/media.giphy.com\/media\/rhnTF5JSqYLmM\/giphy.gif\" alt=\"Non\"\/><\/figure><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">#9 \u2013 Stop au harc\u00e8lement<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Nous recevons beaucoup (trop) de mails tous les jours, qu\u2019ils soient pro ou perso, personnalis\u00e9s ou non&#8230; N\u2019harcelez pas vos destinataires. Pr\u00e9f\u00e9rez un envoi seulement si vous avez des informations pertinentes pour lui. Ne lui envoyez jamais une newsletter pour ne rien dire en pensant d\u00e9velopper votre visibilit\u00e9.&nbsp;<strong>La qualit\u00e9 pr\u00e9vaut toujours sur la quantit\u00e9 !<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>L\u2019astuce indispensable<\/em>\u00a0: si vous avez assez de contenu, pr\u00e9f\u00e9rez un envoi r\u00e9gulier mais pas trop fr\u00e9quent : une newsletter hebdomadaire ou bimensuelle.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"678\" height=\"381\" src=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2019\/11\/spamming.jpg\" alt=\"\" class=\"wp-image-24823\" srcset=\"https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2019\/11\/spamming.jpg 678w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2019\/11\/spamming-300x169.jpg 300w, https:\/\/academy.visiplus.com\/blog\/wp-content\/uploads\/2019\/11\/spamming-360x202.jpg 360w\" sizes=\"auto, (max-width: 678px) 100vw, 678px\" \/><figcaption>Source : cnbc.com<\/figcaption><\/figure><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">#10 \u2013 Testez, testez et testez encore !<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Ce dernier conseil est primordial ! Votre newsletter, aussi parfaire qu\u2019elle soit apr\u00e8s avoir suivi tous nos conseils, ne sera jamais LA newsletter. Beaucoup de facteurs peuvent influer sur son taux d\u2019ouverture ou de clic.&nbsp;<strong>Testez les titres, les contenus, l\u2019ordre des infos, le jour\/l\u2019heure d\u2019envoi<\/strong>&#8230; Rien de mieux que&nbsp;<a href=\"https:\/\/analytics.google.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Google Analytics<\/a>&nbsp;pour cela !<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vous voil\u00e0 par\u00e9(e)s \u00e0 envoyer votre newsletter ! Efficace, courte, avec un sujet attrayant et des informations pertinente. N\u2019oubliez pas d\u2019analyser ses statistiques et de les comparer \u00e0 la pr\u00e9c\u00e9dente. Apprenez de vos erreurs et de vos cibles pour des newsletters toujours plus efficaces !<br><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00c0 propos : Pauline Corbeil<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Charg\u00e9e de Marketing et Communication depuis plus de 5 ans, Pauline poss\u00e8de une exp\u00e9rience transversalle et compl\u00e8te sur tous les domaines du marketing et de la communication online et offline. Elle met en place et g\u00e8re des strat\u00e9gies sur chaque canal pour faire conna\u00eetre ses deux marques au plus grand nombre, dans le secteur du B2B et pour certains clients finaux.\n\n<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Malgr\u00e9 votre implication et votre motivation \u00e0 communiquer concernant votre entreprise, vous savez que vous n\u2019\u00eates pas la priorit\u00e9 de vos clients. C\u2019est pourquoi vous devez mettre en place des techniques de communication et de&#8230;<\/p>\n","protected":false},"author":10,"featured_media":24824,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[853],"tags":[53,1063,1042],"class_list":["post-24817","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles-invites","tag-newsletter","tag-newsletter-efficace","tag-newsletter-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.9-RC5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Les 10 commandements d\u2019une newsletter r\u00e9ussie - VISIPLUS academy<\/title>\n<meta name=\"description\" content=\"Malgr\u00e9 votre implication et votre motivation \u00e0 communiquer concernant votre entreprise, vous savez que vous n\u2019\u00eates pas la priorit\u00e9 de vos clients. 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