{"id":7471,"date":"2020-07-13T13:55:40","date_gmt":"2020-07-13T13:55:40","guid":{"rendered":"https:\/\/honeypot-marketing.local\/?p=7471"},"modified":"2024-09-23T11:41:50","modified_gmt":"2024-09-23T15:41:50","slug":"au-dela-de-lemail-de-bienvenue","status":"publish","type":"post","link":"https:\/\/honeypotmarketing.com\/fr\/digital-marketing\/beyond-the-welcome-email\/","title":{"rendered":"Au-del\u00e0 de l&#039;e-mail de bienvenue : 10 fa\u00e7ons d&#039;am\u00e9liorer votre marketing par e-mail d\u00e8s aujourd&#039;hui"},"content":{"rendered":"<iframe width=\"100%\" height=\"315\" src=\"https:\/\/www.youtube.com\/embed\/bHNa0VqxsFU\" frameborder=\"0\" allow=\"accelerometer; autoplay; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><div itemscope itemtype=\"http:\/\/schema.org\/AudioObject\"><meta itemprop=\"name\" content=\"Beyond the Welcome Email: 10 Ways to Improve Your Email Marketing Today\" \/><meta itemprop=\"uploadDate\" content=\"2020-07-13T13:55:40-04:00\" \/><meta itemprop=\"encodingFormat\" content=\"audio\/mpeg\" \/><meta itemprop=\"duration\" content=\"PT10M12S\" \/><meta itemprop=\"description\" content=\"Hey everyone! We&#039;re taking a trip to the land of dinosaurs this week, and you&#039;re invited! No, wait, that&#039;s not right. It&#039;s more like back to the future, maybe. No, that&#039;s definitely not right. Whatever. What is beyond the welcome email? That is the q...\" \/><meta itemprop=\"contentUrl\" content=\"https:\/\/media.blubrry.com\/digital_marketing_honeypot\/mc.blubrry.com\/digital_marketing_honeypot\/live138-audio.mp3?awCollectionId=1033945&#038;aw_0_azn.pgenre=Business&#038;aw_0_1st.ri=blubrry&#038;aw_0_azn.pcountry=CA&#038;aw_0_azn.planguage=en-ca&#038;cat_exclude=IAB1-8%2CIAB1-9%2CIAB7-41%2CIAB8-5%2CIAB8-18%2CIAB11-4%2CIAB23%2CIAB24%2CIAB25%2CIAB26&#038;aw_0_cnt.rss=https%3A%2F%2Fhoneypotmarketing.com%2Ffeed%2Fpodcast%2F\" \/><meta itemprop=\"contentSize\" content=\"9.3\" \/><iframe src=\"https:\/\/player.blubrry.com\/?media_url=https%3A%2F%2Fmedia.blubrry.com%2Fdigital_marketing_honeypot%2Fmc.blubrry.com%2Fdigital_marketing_honeypot%2Flive138-audio.mp3%3FawCollectionId%3D1033945%26aw_0_azn.pgenre%3DBusiness%26aw_0_1st.ri%3Dblubrry%26aw_0_azn.pcountry%3DCA%26aw_0_azn.planguage%3Den-ca%26cat_exclude%3DIAB1-8%252CIAB1-9%252CIAB7-41%252CIAB8-5%252CIAB8-18%252CIAB11-4%252CIAB23%252CIAB24%252CIAB25%252CIAB26%26aw_0_cnt.rss%3Dhttps%253A%252F%252Fhoneypotmarketing.com%252Ffeed%252Fpodcast%252F&amp;modern=1&amp;podcast_link=https%3A%2F%2Fhoneypotmarketing.com%2Ffr%2Fdigital-marketing%2Fbeyond-the-welcome-email%2F#mode-Dark&border-FFAD00&progress-FF9400\" scrolling=\"no\" width=\"100%\" height=\"165\" frameborder=\"0\" id=\"blubrryplayer-1\" class=\"blubrryplayer\" title=\"Lecteur de podcast Blubrry\"><\/iframe><\/div><p class=\"powerpress_links powerpress_links_comfeedpodcast\" style=\"margin-bottom: 1px !important;\">Podcast: <a href=\"https:\/\/media.blubrry.com\/digital_marketing_honeypot\/mc.blubrry.com\/digital_marketing_honeypot\/live138-audio.mp3?awCollectionId=1033945&amp;aw_0_azn.pgenre=Business&amp;aw_0_1st.ri=blubrry&amp;aw_0_azn.pcountry=CA&amp;aw_0_azn.planguage=en-ca&amp;cat_exclude=IAB1-8%2CIAB1-9%2CIAB7-41%2CIAB8-5%2CIAB8-18%2CIAB11-4%2CIAB23%2CIAB24%2CIAB25%2CIAB26&amp;aw_0_cnt.rss=https%3A%2F%2Fhoneypotmarketing.com%2Ffeed%2Fpodcast%2F\" class=\"powerpress_link_pinw\" target=\"_blank\" title=\"Jouer dans une nouvelle fen\u00eatre\" onclick=\"return powerpress_pinw('https:\/\/honeypotmarketing.com\/fr\/?powerpress_pinw=7471-podcast');\" rel=\"nofollow\">Jouer dans une nouvelle fen\u00eatre<\/a> | <a href=\"https:\/\/media.blubrry.com\/digital_marketing_honeypot\/mc.blubrry.com\/digital_marketing_honeypot\/live138-audio.mp3?awCollectionId=1033945&#038;aw_0_azn.pgenre=Business&#038;aw_0_1st.ri=blubrry&#038;aw_0_azn.pcountry=CA&#038;aw_0_azn.planguage=en-ca&#038;cat_exclude=IAB1-8%2CIAB1-9%2CIAB7-41%2CIAB8-5%2CIAB8-18%2CIAB11-4%2CIAB23%2CIAB24%2CIAB25%2CIAB26&#038;aw_0_cnt.rss=https%3A%2F%2Fhoneypotmarketing.com%2Ffeed%2Fpodcast%2F\" class=\"powerpress_link_d\" title=\"T\u00e9l\u00e9charger\" rel=\"nofollow\" download=\"live138-audio.mp3?awCollectionId=1033945&amp;#038;aw_0_azn.pgenre=Business&amp;#038;aw_0_1st.ri=blubrry&amp;#038;aw_0_azn.pcountry=CA&amp;#038;aw_0_azn.planguage=en-ca&amp;#038;cat_exclude=IAB1-8%2CIAB1-9%2CIAB7-41%2CIAB8-5%2CIAB8-18%2CIAB11-4%2CIAB23%2CIAB24%2CIAB25%2CIAB26&amp;#038;aw_0_cnt.rss=https%3A%2F%2Fhoneypotmarketing.com%2Ffeed%2Fpodcast%2F\">T\u00e9l\u00e9charger<\/a><\/p><p class=\"powerpress_links powerpress_subscribe_links\">S&#039;abonner: <a href=\"https:\/\/honeypotmarketing.com\/fr\/feed\/podcast\/\" class=\"powerpress_link_subscribe powerpress_link_subscribe_rss\" target=\"_blank\" title=\"S&#039;abonner via RSS\" rel=\"nofollow\">RSS<\/a><\/p><p>Bonjour \u00e0 tous ! Nous partons en voyage au pays des dinosaures cette semaine, et vous \u00eates invit\u00e9s ! Non, attendez, ce n&#039;est pas \u00e7a. C&#039;est plut\u00f4t un retour vers le futur, peut-\u00eatre. Non, ce n&#039;est certainement pas \u00e7a. Peu importe. Qu&#039;y a-t-il au-del\u00e0 de l&#039;e-mail de bienvenue ? Telle est la question.<\/p>\n<p>Allons droit au but. Le marketing par e-mail n&#039;est PAS mort. Oui, vous avez bien entendu. Allez-y, les amis.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-7472\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/email-marketing-1552135128zak.jpg\" alt=\"le marketing par e-mail n&#039;est pas mort\" width=\"1920\" height=\"1217\" \/><\/p>\n<p>Regardez la vid\u00e9o ou le podcast ci-dessus o\u00f9 les abeilles discutent des nombreuses options disponibles pour le marketing par e-mail, et comment et pourquoi il est toujours bien vivant et dynamique.<\/p>\n<p><span data-preserver-spaces=\"true\">Abonnez-vous \u00e0 notre diffusion hebdomadaire en direct sur\u00a0<\/span><a target=\"_blank\" href=\"https:\/\/www.facebook.com\/events\/238401824042195\/\" class=\"_e75a791d-denali-editor-page-rtfLink\" rel=\"noopener noreferrer nofollow\"><strong><span data-preserver-spaces=\"true\">Facebook<\/span><\/strong><\/a><span data-preserver-spaces=\"true\">, ou emportez-le avec vous avec un podcast sur la plateforme de votre choix. Tenez-vous au courant des actualit\u00e9s, des tendances et des conseils du monde du marketing num\u00e9rique et participez \u00e0 la conversation.<\/span><\/p>\n<h2>Quoi de neuf?<\/h2>\n<p>Bien que le marketing par e-mail ne soit pas nouveau, ce que nous pouvons en faire change constamment, gr\u00e2ce \u00e0 de nouvelles innovations et de nouvelles technologies.<\/p>\n<p>Le contenu dynamique est un excellent moyen de capter l\u2019attention ou m\u00eame d\u2019encourager l\u2019engagement, par exemple en mettant en \u0153uvre une gamification qui r\u00e9compense les destinataires pour avoir jou\u00e9.<\/p>\n<p>Les gifs, les vid\u00e9os et m\u00eame les sondages et enqu\u00eates interactifs sont d\u2019excellents moyens d\u2019engager votre public.<\/p>\n<p>L&#039;interactivit\u00e9 et la personnalisation sont deux des tendances les plus populaires actuellement, et avec une approche unique et cr\u00e9ative, vous donnerez aux gens une excellente raison d&#039;ouvrir vos e-mails et d&#039;interagir avec votre marque.<\/p>\n<h3>Voici quelques statistiques amusantes sur les e-mails de HubSpot pour vous faire r\u00e9fl\u00e9chir\u00a0:<\/h3>\n<ul>\n<li>86% des consommateurs aimeraient recevoir un e-mail promotionnel de la part des marques auxquelles ils sont abonn\u00e9s au moins une fois par mois.<\/li>\n<li>78% des consommateurs se sont d\u00e9sabonn\u00e9s des listes parce qu&#039;une marque envoyait trop d&#039;e-mails.<\/li>\n<li>Les abonn\u00e9s aux e-mails sont 3 fois plus susceptibles de partager du contenu social que les autres.<\/li>\n<li>Pour 86% des professionnels, le courrier \u00e9lectronique est leur canal de communication privil\u00e9gi\u00e9.<\/li>\n<li>Les e-mails d\u00e9clench\u00e9s par une action sont 3 fois plus performants que les e-mails de maturation ou les campagnes goutte \u00e0 goutte.<\/li>\n<li>En mati\u00e8re d\u2019acquisition de clients, le courrier \u00e9lectronique est 40 fois plus efficace que Facebook et Twitter combin\u00e9s.<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-3740\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/gollum1.jpg\" alt=\"marketing par courriel\" width=\"650\" height=\"432\" \/><\/p>\n<h2>Qu&#039;est-ce qui fonctionne ?<\/h2>\n<p>En fin de compte, si vous pensez que le marketing par e-mail est mort, vous ne le faites probablement pas correctement.<\/p>\n<p>Le marketing par e-mail offre un retour sur investissement \u00e9lev\u00e9. En moyenne, chaque $1 d\u00e9pens\u00e9 en marketing par e-mail g\u00e9n\u00e8re un retour sur investissement de $38. Avec plus de 3,8 milliards d&#039;utilisateurs de messagerie \u00e9lectronique dans le monde, il s&#039;agit du canal marketing le plus utilis\u00e9 par les entreprises pour communiquer avec leur public.<\/p>\n<p>Des \u00e9tudes montrent que 81% des PME s&#039;appuient encore sur le courrier \u00e9lectronique comme principal canal d&#039;acquisition de clients, et 80% pour la fid\u00e9lisation.<\/p>\n<p>Selon le rapport 2019 d&#039;eMarketer, 911 000 utilisateurs d&#039;Internet envoient des e-mails, ce qui en fait l&#039;activit\u00e9 num\u00e9rique la plus populaire, surpassant m\u00eame la recherche et la vid\u00e9o.<\/p>\n<blockquote><p>Si vous n\u00e9gligez ce domaine de votre strat\u00e9gie marketing, en pensant que le courrier \u00e9lectronique est obsol\u00e8te, vous passez \u00e0 c\u00f4t\u00e9 d&#039;\u00e9normes opportunit\u00e9s, tout simplement.<\/p><\/blockquote>\n<p>Voyons donc ce qui se cache derri\u00e8re une campagne par e-mail et comment la faire fonctionner pour vous\u00a0:<\/p>\n<h3>Cr\u00e9er la feuille de route strat\u00e9gique<\/h3>\n<p>Tout d\u2019abord, commencez toujours par l\u00e0. Fixez-vous des objectifs SMART et choisissez vos outils. D\u00e9cidez de ce que vous voulez accomplir et \u00e9laborez une strat\u00e9gie. Voici quelques objectifs courants :<\/p>\n<ul>\n<li>Am\u00e9liorer l&#039;engagement<\/li>\n<li>G\u00e9n\u00e9rer du trafic vers votre site Web<\/li>\n<li>Augmenter le taux d&#039;ouverture de votre campagne<\/li>\n<li>Nourrir les abonn\u00e9s<\/li>\n<li>D\u00e9velopper votre liste de diffusion<\/li>\n<li>Promouvoir les ventes et la sensibilisation<\/li>\n<\/ul>\n<p>Vous devrez \u00e9galement d\u00e9cider des outils que vous allez utiliser, tels que <a href=\"https:\/\/www.hubspot.com\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>HubSpot<\/strong><\/a>, <a href=\"https:\/\/mailchimp.com\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Mailchimp<\/strong><\/a>, ou <a href=\"https:\/\/www.constantcontact.com\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Contact constant<\/strong><\/a> \u2013 pour n\u2019en citer que quelques-uns.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-7474\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/tools.jpg\" alt=\"outils de marketing par e-mail\" width=\"800\" height=\"300\" \/><\/p>\n<h3>Cr\u00e9ez une ligne d&#039;objet accrocheuse<\/h3>\n<p>Il s\u2019agit de l\u2019un des \u00e9l\u00e9ments les plus importants de votre e-mail. L\u2019objectif est d\u2019utiliser un langage clair, exploitable et attrayant, personnalis\u00e9 et align\u00e9 avec le corps de l\u2019e-mail.<\/p>\n<p>Par exemple, un message comme \u00ab Le marketing par e-mail n\u2019est PAS mort \u00bb est percutant et percutant, mais que propose-t-il ? Le lecteur aura-t-il envie d\u2019ouvrir l\u2019e-mail pour en savoir plus ?<\/p>\n<p>Une ligne d&#039;objet telle que \u00ab Au-del\u00e0 de l&#039;e-mail de bienvenue : 10 fa\u00e7ons d&#039;am\u00e9liorer votre marketing par e-mail d\u00e8s aujourd&#039;hui \u00bb donne au lecteur un meilleur aper\u00e7u du contenu de l&#039;e-mail et de ce qu&#039;il en retirera, l&#039;incitant ainsi davantage \u00e0 l&#039;ouvrir.<\/p>\n<p>Fait amusant : les \u00e9mojis de la ligne d&#039;objet ont entra\u00een\u00e9 une augmentation des taux d&#039;ouverture pour 56% de marques.<\/p>\n<h3>\u00c9crivez comme si vous \u00e9criviez \u00e0 un ami<\/h3>\n<p>Combien d&#039;e-mails recevez-vous par jour ? Combien sont r\u00e9ellement int\u00e9ressants ou agr\u00e9ables \u00e0 lire ? Je parie que pas tant que \u00e7a.<\/p>\n<p>Les entreprises se laissent trop souvent prendre au jeu du bingo des mots \u00e0 la mode, et leurs e-mails apparaissent comme robotiques, d\u00e9nu\u00e9s de r\u00e9elles qualit\u00e9s humaines, ressemblant \u00e0 un mod\u00e8le de manuel de langage d&#039;entreprise que personne ne veut absolument lire.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-5809\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/frustrated.png\" alt=\"marketing par courriel\" width=\"650\" height=\"366\" \/><\/p>\n<p>Avant de commencer \u00e0 \u00e9crire, pensez \u00e0 votre public : qui il est, ce qu\u2019il veut et ce qu\u2019il aime. Cela vous aidera \u00e0 r\u00e9diger un e-mail qui int\u00e9resse r\u00e9ellement votre public et qui lui apportera de la valeur. Donnez \u00e0 vos abonn\u00e9s une raison de vous faire confiance en adoptant une approche authentique et humaine.<\/p>\n<p>Consid\u00e9rez-le comme une conversation et ajustez votre ton en cons\u00e9quence.<\/p>\n<h3>Testez diff\u00e9rents styles \u2013 Tests A\/B<\/h3>\n<p>La derni\u00e8re chose que vous voulez faire est d&#039;envoyer un e-mail et de l&#039;oublier ensuite. Si vous voulez voir des r\u00e9sultats, vous devez tester et r\u00e9p\u00e9ter. Tester et r\u00e9p\u00e9ter. Encore et encore. Je ne saurais trop insister l\u00e0-dessus.<\/p>\n<p>Voici un \u00e9chantillon de certains des nombreux \u00e9l\u00e9ments de conception que vous pouvez tester (n&#039;oubliez pas de ne tester qu&#039;un seul \u00e9l\u00e9ment \u00e0 la fois)\u00a0:<\/p>\n<ul>\n<li>Objet<\/li>\n<li>Texte d&#039;aper\u00e7u<\/li>\n<li>Envoyer depuis l&#039;adresse<\/li>\n<li>Premi\u00e8re phrase d&#039;accroche<\/li>\n<li>Longueur de la copie<\/li>\n<li>Copier la langue<\/li>\n<li>Image du h\u00e9ros<\/li>\n<li>Copie de l&#039;appel \u00e0 l&#039;action<\/li>\n<li>Offre CTA<\/li>\n<li>Couleur CTA<\/li>\n<li>Fonction CTA<\/li>\n<li>Format de courrier \u00e9lectronique<\/li>\n<li>Heure d&#039;envoi<\/li>\n<li>Jour d&#039;envoi<\/li>\n<li>Appareil<\/li>\n<\/ul>\n<p>Vous devez \u00e9galement suivre, surveiller et collecter des donn\u00e9es sur votre campagne par e-mail pour mesurer ses r\u00e9sultats avec pr\u00e9cision. Vous pouvez am\u00e9liorer vos futures campagnes en analysant vos donn\u00e9es et en identifiant ce qui a bien fonctionn\u00e9 et ce qui n&#039;a pas trouv\u00e9 d&#039;\u00e9cho aupr\u00e8s des abonn\u00e9s.<\/p>\n<p>Quelques indicateurs cl\u00e9s de performance courants \u00e0 suivre pour mesurer le succ\u00e8s de votre marketing par e-mail\u00a0:<\/p>\n<ul>\n<li>Taux d\u2019ouverture \u2013 Le nombre d\u2019abonn\u00e9s qui ont ouvert votre e-mail.<\/li>\n<li>Taux de clics \u2013 Combien d\u2019utilisateurs ont cliqu\u00e9 sur un lien dans votre e-mail.<\/li>\n<li>Taux de rebond \u2013 Le nombre d\u2019utilisateurs qui ont cliqu\u00e9 sur votre e-mail.<\/li>\n<li>Taux de d\u00e9sabonnement \u2013 Le nombre d\u2019utilisateurs qui se sont d\u00e9sabonn\u00e9s de votre liste de diffusion.<\/li>\n<li>Taux de conversion \u2013 Le nombre d\u2019utilisateurs qui ouvrent l\u2019e-mail, cliquent sur un lien et effectuent l\u2019action pr\u00e9vue, comme t\u00e9l\u00e9charger un contenu ou effectuer un achat.<\/li>\n<li>Taux de croissance de la liste \u2013 La vitesse \u00e0 laquelle les gens entrent dans votre liste de diffusion.<\/li>\n<li>Taux de partage des e-mails \u2013 Le nombre de personnes qui transmettent votre e-mail.<\/li>\n<li>Score\/r\u00e9putation de l&#039;exp\u00e9diteur \u2013 La probabilit\u00e9 qu&#039;un fournisseur de messagerie bloque votre e-mail, le livre ou le marque comme spam.<\/li>\n<li>Vues de la page de destination<\/li>\n<li>Conversions de pages de destination<\/li>\n<li>Taux de conversion de la page de destination<\/li>\n<li>Temps moyen pass\u00e9 sur la page de destination<\/li>\n<\/ul>\n<p>Voici 4 exemples concrets de diff\u00e9rents types d&#039;e-mails de notre abeille toujours pleine de ressources, Courtney\u00a0: commerce \u00e9lectronique, vente flash, vente au d\u00e9tail physique et argumentaire de vente long<\/p>\n<h2>Commerce \u00e9lectronique<\/h2>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-7476 size-full\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/Email-Example-eCommerce-Retail-Flyer.gif\" alt=\"marketing par courriel\" width=\"1856\" height=\"1026\" \/><\/p>\n<h2>Vente Flash<\/h2>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-7489 size-large\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/Email-Example-Food-Flyer-b-224x1024.jpg\" alt=\"marketing par courriel\" width=\"224\" height=\"1024\" \/><\/p>\n<h2>Commerce de d\u00e9tail physique<\/h2>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-7486 size-large\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/Email-Example-Brick-and-Mortar-Retail-Promo-b-312x1024.jpg\" alt=\"marketing par courriel\" width=\"312\" height=\"1024\" \/><\/p>\n<h2>Argumentaire de vente long<\/h2>\n<h2><img decoding=\"async\" class=\"aligncenter wp-image-7488 size-large\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/Email-Example-non-profit-long-form-sales-389x1024.jpg\" alt=\"marketing par courriel\" width=\"389\" height=\"1024\" \/><\/h2>\n<p>Comme vous pouvez le constater, vos options de personnalisation peuvent \u00eatre tr\u00e8s vari\u00e9es. Gardez toujours \u00e0 l&#039;esprit les destinataires lorsque vous choisissez le style qui convient le mieux \u00e0 votre marque et \u00e0 votre public cible.<\/p>\n<h3>Optimiser pour le mobile<\/h3>\n<p>Les recherches montrent que plus de la moiti\u00e9 du trafic en ligne mondial provient d&#039;appareils mobiles. Google \u00e9tant en train de passer \u00e0 l&#039;indexation ax\u00e9e sur les appareils mobiles, il est de plus en plus important de veiller \u00e0 ce que vos e-mails soient optimis\u00e9s pour les utilisateurs en d\u00e9placement. C&#039;est ainsi que le monde \u00e9volue.<\/p>\n<p>Vous ne voulez pas risquer de manquer d&#039;\u00e9normes opportunit\u00e9s et, pire encore, d&#039;avoir une mauvaise image si votre e-mail semble \u00ab cass\u00e9 \u00bb sur mobile.<\/p>\n<p>Tout le contenu textuel et visuel doit s&#039;adapter parfaitement \u00e0 l&#039;\u00e9cran et \u00eatre facile \u00e0 parcourir. Utilisez un mod\u00e8le propre et r\u00e9actif qui fonctionne pour les appareils mobiles.<\/p>\n<h3>Personnalisation<\/h3>\n<p>Cela va de pair avec l\u2019\u00e9criture, comme si vous \u00e9criviez \u00e0 un ami, mais cela va au-del\u00e0 de cela.<\/p>\n<p>Les attentes des clients en mati\u00e8re d&#039;exp\u00e9rience personnalis\u00e9e avec les marques qu&#039;ils aiment n&#039;ont jamais \u00e9t\u00e9 aussi \u00e9lev\u00e9es, et si vous ne personnalisez pas vos e-mails avec l&#039;un des nombreux outils disponibles, vous ne vous d\u00e9marquerez pas dans le tsunami d&#039;e-mails qui inondent les bo\u00eetes de r\u00e9ception quotidiennement.<\/p>\n<blockquote><p>Selon Hubspot, les e-mails personnalis\u00e9s ont des taux d&#039;ouverture 26% plus \u00e9lev\u00e9s et un taux de clic am\u00e9lior\u00e9 de 14% par rapport aux autres.<\/p><\/blockquote>\n<p>Vous pouvez \u00e9galement utiliser l&#039;activit\u00e9 du site Web et l&#039;historique des achats pour am\u00e9liorer les conversions et le retour sur investissement. Les donn\u00e9es et les analyses sont inestimables lors de la cr\u00e9ation de strat\u00e9gies pour des campagnes r\u00e9ussies.<\/p>\n<p>Voici quelques autres fa\u00e7ons de personnaliser vos e-mails\u00a0:<\/p>\n<ul>\n<li>Ajoutez un champ pr\u00e9nom dans votre ligne d&#039;objet et\/ou votre message d&#039;accueil.<\/li>\n<li>Inclure des informations sp\u00e9cifiques \u00e0 la r\u00e9gion, le cas \u00e9ch\u00e9ant.<\/li>\n<li>Envoyez du contenu pertinent pour l\u2019\u00e9tape du cycle de vie de votre prospect.<\/li>\n<li>Envoyez uniquement des e-mails relatifs au dernier engagement qu&#039;un prospect a eu avec votre marque.<\/li>\n<li>\u00c9crivez sur des \u00e9v\u00e9nements pertinents et\/ou personnels, comme des jours f\u00e9ri\u00e9s ou des anniversaires sp\u00e9cifiques \u00e0 une r\u00e9gion.<\/li>\n<li>Terminez vos e-mails par une signature personnelle provenant d\u2019un humain (pas de votre entreprise).<\/li>\n<li>Utilisez un CTA pertinent pour une offre que le lecteur trouvera utile.<\/li>\n<li>N&#039;envoyez pas depuis une adresse e-mail donotreply@.<\/li>\n<\/ul>\n<h3>Cr\u00e9er une page de destination<\/h3>\n<p>Cr\u00e9er une page de destination ou un lead magnet est un excellent moyen de d\u00e9velopper votre liste de diffusion et de gagner de nouveaux clients potentiels. Il s&#039;agit simplement de quelque chose offert gratuitement en \u00e9change d&#039;une adresse e-mail.<\/p>\n<p>Voici quelques exemples de choses que vous pouvez donner gratuitement :<\/p>\n<ul>\n<li>Livre \u00e9lectronique<\/li>\n<li>Livre blanc<\/li>\n<li>Infographie<\/li>\n<li>Rapport ou \u00e9tude<\/li>\n<li>Liste de contr\u00f4le<\/li>\n<li>Mod\u00e8le<\/li>\n<li>Webinaire ou cours<\/li>\n<li>Outil<\/li>\n<\/ul>\n<h3>Segmentez votre liste<\/h3>\n<p>C&#039;est extr\u00eamement important et cela vous aidera \u00e0 vous connecter avec les prospects les plus int\u00e9ress\u00e9s par votre marque et susceptibles d&#039;\u00eatre convertis. C&#039;est \u00e9galement un excellent moyen de personnaliser vos e-mails et de les rendre plus pertinents pour les destinataires.<\/p>\n<p>Les gens s&#039;inscrivent pour diff\u00e9rentes raisons et ont des besoins diff\u00e9rents. Les moyens de segmenter vos listes ne sont limit\u00e9s que par les donn\u00e9es dont vous disposez, ce qui constitue une autre raison pour laquelle il est si important de conna\u00eetre votre public cible.<\/p>\n<p>Vous pouvez segmenter votre liste de plusieurs mani\u00e8res, en fonction des objectifs de votre campagne. Voici quelques-unes des plus courantes\u00a0:<\/p>\n<ul>\n<li>\u00c2ge<\/li>\n<li>Genre<\/li>\n<li>Comportement d&#039;achat<\/li>\n<li>Achats pass\u00e9s (engagement ant\u00e9rieur avec votre marque)<\/li>\n<li>Industrie<\/li>\n<li>Aimant principal<\/li>\n<li>Niveaux d&#039;engagement<\/li>\n<li>\u00c9tape du cycle de vie<\/li>\n<li>Langue<\/li>\n<li>Titre d&#039;emploi<\/li>\n<\/ul>\n<p>Plus vous segmentez vos listes de diffusion, plus votre message sera personnalis\u00e9 et pertinent pour votre public. Utilisez le scoring des prospects pour aider les gens \u00e0 progresser dans l&#039;entonnoir.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-7490\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/email-list-segmentation-1.png\" alt=\"marketing par courriel\" width=\"600\" height=\"421\" \/><\/p>\n<h2>Au-del\u00e0 de l&#039;e-mail de bienvenue<\/h2>\n<p>Campagne d&#039;e-mails pour paniers abandonn\u00e9s \u2013 On estime que jusqu&#039;\u00e0 80% de paniers sont abandonn\u00e9s avant l&#039;achat. Il s&#039;agit d&#039;une opportunit\u00e9 potentiellement \u00e9norme pour atteindre les personnes qui ont d\u00e9j\u00e0 manifest\u00e9 leur int\u00e9r\u00eat et leur intention d&#039;acheter.<\/p>\n<p>Campagne de promotion de produits par e-mail \u2013 Il est peu probable que vos clients consultent votre site Web quotidiennement. Informez-les des nouvelles promotions de produits, sinon ils risquent de ne jamais en \u00eatre inform\u00e9s et de passer \u00e0 c\u00f4t\u00e9.<\/p>\n<p>Campagne d\u2019e-mails d\u2019information \u2013 comme des annonces de nouveaux contenus, des mises \u00e0 jour de produits ou de services, ou un magazine num\u00e9rique ou une newsletter.<\/p>\n<p>Campagne d\u2019e-mails de d\u00e9veloppement de leads \u2013 il peut s\u2019agir d\u2019une s\u00e9rie d\u2019e-mails connect\u00e9s contenant du contenu utile et cibl\u00e9.<\/p>\n<p>Campagne d&#039;invitation \u00e0 un \u00e9v\u00e9nement \u2013 le courrier \u00e9lectronique peut \u00eatre tr\u00e8s efficace pour promouvoir un prochain \u00e9v\u00e9nement que vous organisez.<\/p>\n<p>Utilisation des r\u00e9seaux sociaux : gr\u00e2ce aux groupes LinkedIn, vous pouvez envoyer des e-mails directement dans la bo\u00eete de r\u00e9ception d&#039;un utilisateur LinkedIn. Instagram et d&#039;autres r\u00e9seaux sociaux sont \u00e9galement d&#039;excellents moyens de faire passer le message, de diriger les utilisateurs vers des liens vers votre page de destination ou d&#039;organiser une inscription \u00e0 un concours.<\/p>\n<p>Int\u00e9grez l&#039;automatisation du marketing par e-mail \u2013 Une fois que vous avez cr\u00e9\u00e9 des segments sp\u00e9cifiques, vous pouvez envoyer des e-mails automatis\u00e9s tr\u00e8s cibl\u00e9s. Par exemple, des r\u00e9pondeurs automatiques d\u00e9clench\u00e9s apr\u00e8s une action sp\u00e9cifique, comme le t\u00e9l\u00e9chargement d&#039;un livre blanc ou d&#039;un livre \u00e9lectronique.<\/p>\n<p>Voici un guide pratique de Visme, si vous cherchez \u00e0 cr\u00e9er un ebook\u00a0!<\/p>\n<p><a href=\"https:\/\/visme.co\/blog\/how-to-make-an-ebook\/\" target=\"_blank\" rel=\"noopener\"><strong>Comment cr\u00e9er un livre \u00e9lectronique en 8 \u00e9tapes<\/strong><\/a><\/p>\n<h3>Autres ressources :<\/h3>\n<ul>\n<li><a href=\"https:\/\/blog.hubspot.com\/marketing\/email-marketing-guide\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Le guide ultime du marketing par e-mail<\/strong><\/a> \u2013 Un article tr\u00e8s complet de Hubspot sur la fa\u00e7on de d\u00e9marrer avec le marketing par e-mail.<\/li>\n<li><a href=\"https:\/\/hny.pt\/email-marketing-2020\" target=\"_blank\" rel=\"noopener noreferrer nofollow\"><strong>Quoi de neuf en 2020 : conseils d&#039;experts pour un programme de marketing par e-mail r\u00e9ussi<\/strong><\/a> \u2013 Une lecture \u00e9clairante sur les tendances actuelles pour 2020.<\/li>\n<li><strong><a href=\"https:\/\/nealschaffer.com\/grow-email-list-instagram\/\" target=\"_blank\" rel=\"noopener noreferrer\">7 m\u00e9thodes \u00e9prouv\u00e9es pour d\u00e9velopper votre liste de diffusion avec Instagram<\/a><\/strong> \u2013 Comme le titre l\u2019indique\u2026<\/li>\n<li><a href=\"https:\/\/www.business.com\/articles\/boost-email-campaign-performance\/\" target=\"_blank\" rel=\"noopener noreferrer nofollow\"><strong>5 fa\u00e7ons d&#039;am\u00e9liorer votre marketing par e-mail<\/strong><\/a> \u2013 Une lecture facile avec quelques bons conseils.<\/li>\n<li><a href=\"https:\/\/mention.com\/en\/blog\/improve-email-marketing-campaigns\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>10 fa\u00e7ons cr\u00e9atives d&#039;am\u00e9liorer vos campagnes de marketing par e-mail<\/strong><\/a> \u2013 J\u2019adore les listes. Celle-ci est int\u00e9ressante.<\/li>\n<li><a href=\"https:\/\/www.lyfemarketing.com\/blog\/email-marketing-strategy\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>Comment planifier et ex\u00e9cuter une strat\u00e9gie de marketing par e-mail efficace<\/strong><\/a> \u2013 Une excellente lecture avec de nombreuses statistiques r\u00e9v\u00e9latrices.<\/li>\n<li><a href=\"https:\/\/optinmonster.com\/10-easy-ways-to-improve-your-email-open-rate\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>10 fa\u00e7ons simples d&#039;am\u00e9liorer le taux d&#039;ouverture de vos e-mails<\/strong><\/a> \u2013 Ouais. Encore des listes de douceurs.<\/li>\n<li><a href=\"https:\/\/mailchimp.com\/help\/about-the-canada-anti-spam-law-casl\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>\u00c0 propos de la Loi canadienne anti-pourriel (LCAP)<\/strong><\/a> \u2013 Consid\u00e9rez ceci comme un besoin de savoir. Lisez-le.<\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-7256\" src=\"https:\/\/honeypotmarketing.com\/wp-content\/uploads\/horizontal-logo-1.png\" alt=\"abeille pot de miel\" width=\"41\" height=\"49\" \/><\/p>","protected":false},"excerpt":{"rendered":"<p>Bonjour \u00e0 tous ! Nous partons en voyage au pays des dinosaures cette semaine, et vous \u00eates invit\u00e9s ! Non, attendez, ce n&#039;est pas \u00e7a. C&#039;est plut\u00f4t comme un retour vers le futur, peut-\u00eatre. Non, ce n&#039;est certainement pas \u00e7a. Peu importe. Qu&#039;y a-t-il au-del\u00e0 de l&#039;e-mail de bienvenue ? C&#039;est la question. Allons droit au but. Le marketing par e-mail n&#039;est PAS\u2026<\/p>","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"_uag_custom_page_level_css":"","_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","_monsterinsights_skip_tracking":false,"wpai_generated_summary":"","_kadence_starter_templates_imported_post":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","wpai_meta_description":"","footnotes":""},"categories":[55,40,46,48,42],"tags":[89,93,51,49,90],"class_list":["post-7471","post","type-post","status-publish","format-standard","hentry","category-content-marketing","category-digital-marketing","category-email-marketing","category-how-to","category-marketing","tag-digital-marketing","tag-digital-marketing-strategy","tag-email-marketing","tag-how-to","tag-marketing-tips"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 5.0.4 - aioseo.com -->\n\t<meta name=\"description\" content=\"Hey everyone! 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