{"id":111625,"date":"2019-01-08T20:00:00","date_gmt":"2019-01-09T01:00:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/re-comment-cesser-denvoyer-des-courriels-epouvantables\/"},"modified":"2024-12-21T05:52:21","modified_gmt":"2024-12-21T10:52:21","slug":"re-comment-cesser-denvoyer-des-courriels-epouvantables","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/blog\/strategy\/re-comment-cesser-denvoyer-des-courriels-epouvantables\/","title":{"rendered":"RE: Comment cesser d\u2019envoyer des courriels \u00e9pouvantables"},"content":{"rendered":"<p>Combien de courriels avez-vous re\u00e7us aujourd\u2019hui\u2009? Cet apr\u00e8s-midi\u2009? Ou m\u00eame au cours de la derni\u00e8re heure\u2009? Probablement plus que vous ne voulez en compter. Le r\u00eave <a href=\"https:\/\/www.youtube.com\/watch?v=z9UjeTMb3Yk\" target=\"_blank\" rel=\"noopener\">Bo\u00eete de r\u00e9ception z\u00e9ro<\/a> est d\u00e9finitivement mort.<\/p>\n<p>Consid\u00e9rez ce qui suit :<\/p>\n<ul>\n<li>Aujourd\u2019hui, il y a <strong>8 milliards d\u2019utilisateurs de messagerie dans le monde<\/strong>.<\/li>\n<li>Ce nombre devrait augmenter <strong>pour d\u00e9passer les 4,2 milliards d\u2019ici la fin de l\u2019ann\u00e9e 2022<\/strong>.<\/li>\n<li>Le trafic \u00e9lectronique mondial total \u00e9tait estim\u00e9 \u00e0 <strong>plus de 281 milliards de courriels par jour d\u2019ici fin 2018<\/strong>.<\/li>\n<li>Nous atteindrons plus de <strong>333 milliards de courriels par jour d\u2019ici la fin de 2022<\/strong>.<\/li>\n<\/ul>\n<p>L\u2019implication est claire : nous envoyons et recevons tous <em>\u00e9norm\u00e9ment<\/em> de courriels. Mais comment pouvons-nous nous assurer d\u2019envoyer des courriels que nos destinataires veulent r\u00e9ellement ouvrir et lire\u2009? Nous vous avons pens\u00e9 \u00e0 vous. Voici nos meilleurs conseils pour que le contenu de vos courriels soit remarqu\u00e9, lu et m\u00e8ne \u00e0 l\u2019action.<\/p>\n<ol>\n<li>\n<h2>Accrochez-les t\u00f4t<\/h2>\n<p>Les lignes d\u2019objet (bonnes et mauvaises) ont fait l\u2019objet de discussions, de tests et de tergiversations sans fin depuis l\u2019av\u00e8nement du marketing par courriel. Mais pourquoi devrions-nous nous en pr\u00e9occuper\u2009? Combien de pouvoir une ligne d\u2019objet a-t-elle r\u00e9ellement pour influer sur l\u2019efficacit\u00e9 d\u2019un courriel ou de son CTA\u2009? Beaucoup, en fait : <a href=\"https:\/\/www.convinceandconvert.com\/convince-convert\/15-email-statistics-that-are-shaping-the-future\/\" target=\"_blank\" rel=\"noopener\">35 % des destinataires de courrier \u00e9lectronique ouvrent un courrier \u00e9lectronique en fonction de la ligne d\u2019objet<\/a>.<\/p>\n<p>Gardant cela \u00e0 l\u2019esprit, il est utile de r\u00e9fl\u00e9chir longuement \u00e0 votre phras\u00e9, \u00e0 votre formatage, ainsi qu\u2019au ton emprunt\u00e9. Prenez en compte ces cinq recommandations bas\u00e9es sur les donn\u00e9es pour am\u00e9liorer vos lignes d\u2019objet (et, par extension, vos taux d\u2019ouverture et conversions) :<\/p>\n<ul>\n<li>Utilisez des mots qui <a href=\"https:\/\/www.campaignmonitor.com\/assets\/uploads\/2018\/05\/coschedule-email-subject-lines-words-increase-open-rates.jpg.png\" target=\"_blank\" rel=\"noopener\">ont fait la preuve qu\u2019ils augmentaient les taux d\u2019ouverture<\/a> \u2014 et \u00e9vitez les mots qui <a href=\"https:\/\/www.campaignmonitor.com\/assets\/uploads\/2018\/05\/coschedule-email-subject-lines-words-decrease-open-rates.jpg.png\" target=\"_blank\" rel=\"noopener\">d\u00e9clenchent les filtres anti-spam<\/a>.<\/li>\n<li>Essayez d\u2019utiliser des chiffres et\/ou des symboles dans votre ligne de sujet. Une \u00e9tude r\u00e9cente de YesWare indique que <a href=\"http:\/\/pages.yesware.com\/rs\/344-PYD-331\/images\/Email-Subject-Lines-That-Actually-Work.pdf\" target=\"_blank\" rel=\"noopener\">les taux d\u2019ouverture et de r\u00e9ponse des courriels sont plus \u00e9lev\u00e9s lorsqu\u2019il y a un nombre dans la ligne d\u2019objet<\/a>.<\/li>\n<li>Incluez au moins un emoji. Campaign Monitor signale que <a href=\"https:\/\/www.campaignmonitor.com\/resources\/guides\/using-emojis-and-symbols-in-email-marketing\/\" target=\"_blank\" rel=\"noopener\">les marques qui utilisent des \u00e9motic\u00f4nes dans les lignes d\u2019objet ont vu leurs taux uniques d\u2019ouverture augmenter de 56 %<\/a>.<\/li>\n<li>Gardez-la entre 17 et 24 caract\u00e8res. Avec autant de courriels ouverts sur des appareils mobiles (50 % de tous les courriels en fait), vous ne disposez que d\u2019un petit espace (par exemple, 35 \u00e0 38 caract\u00e8res en mode portrait iPhone) pour faire passer votre message.<\/li>\n<li>(Ce qui suit ne s\u2019applique qu\u2019en anglais) R\u00e9digez l\u2019objet en mode titre (majuscules au d\u00e9but de chaque mot). Cette m\u00eame \u00e9tude YesWare a r\u00e9v\u00e9l\u00e9 que <a href=\"http:\/\/pages.yesware.com\/rs\/344-PYD-331\/images\/Email-Subject-Lines-That-Actually-Work.pdf\" target=\"_blank\"\" rel=\"noopener\"\">les lignes d\u2019objet en mode titre sont les plus efficaces pour augmenter vos taux d\u2019ouverture et de r\u00e9ponse<\/a>.<\/li>\n<\/ul>\n<\/li>\n<li>\n<h2>\u266b Say my name, say my name&#8230; \u266b<\/h2>\n<p>De temps en temps, nous aimons tous nous sentir un peu sp\u00e9ciaux, m\u00eame lorsqu\u2019il s\u2019agit de manipuler quotidiennement des courriels. C\u2019est pourquoi la solution \u00ab\u2009taille unique\u2009\u00bb fait rarement l\u2019affaire \u00e0 l\u2019\u00e8re de la <strong>personnalisation du contenu<\/strong>. En fait, les courriels personnalis\u00e9s atteignent un taux d\u2019ouverture sup\u00e9rieur de 26 % en moyenne et les courriels personnalis\u00e9s am\u00e9liorent les taux de clic de 14 % en moyenne et les conversions de 10 %.<\/p>\n<p>Alors, que devriez-vous consid\u00e9rer comme premi\u00e8re (deuxi\u00e8me et troisi\u00e8me) \u00e9tape(s) pour personnaliser vos courriels\u2009?<\/p>\n<ul>\n<li><strong>Devenez \u00ab\u2009personnel\u2009\u00bb<\/strong>. D\u2019accord, cela est un peu \u00e9vident : les courriels contenant le pr\u00e9nom du destinataire dans la ligne objet <a href=\"https:\/\/offers.hubspot.com\/science-of-email-marketing-2014-report\" target=\"_blank\" rel=\"noopener\">atteignent des taux de clic plus \u00e9lev\u00e9s<\/a> que ceux qui ne l\u2019ont pas.<\/li>\n<li><strong>Soyez dynamique<\/strong>. Utilisez du contenu dynamique pour pr\u00e9senter diff\u00e9rents contenus \u00e0 diff\u00e9rents destinataires de votre courriel. Certains outils de messagerie vous permettent de cr\u00e9er diff\u00e9rentes versions de votre courriel et de personnaliser chaque \u00ab\u2009vue\u2009\u00bb pour diff\u00e9rents ensembles d\u2019abonn\u00e9s en fonction des informations dont vous disposez \u00e0 leur sujet (sexe, \u00e2ge, historique d\u2019achats, emplacement, etc.).<\/li>\n<li><strong>Automatisez<\/strong>. Bien que les robots ne puissent jamais remplacer compl\u00e8tement les humains (enfin, nous aimons bien le penser&#8230;), il y a des choses qu\u2019il vaut mieux laisser \u00e0 l\u2019automatisation. Lorsque votre utilisateur entreprend une action n\u00e9cessitant une r\u00e9ponse ou une action rapide et simple, envisagez d\u2019utiliser l\u2019automatisation \u00e0 base de d\u00e9clencheurs pour lui envoyer un courriel, lui servir une publicit\u00e9 ou mettre \u00e0 jour son profil. L\u2019automatisation \u00e0 base de d\u00e9clencheur convient parfaitement \u00e0 la logique IFTTT, par exemple : <em>l\u2019utilisateur effectue un achat &#038; gt;&gt; d\u00e9clencheur &#038; gt;&gt; re\u00e7u \u00e9lectronique envoy\u00e9 par courriel<\/em>.<\/li>\n<\/ul>\n<\/li>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Plus de nouvelles            <\/h2>\n            <p class=\"subtitle\">\n                Recevez des analyses exclusives sur les tendances cl\u00e9s du num\u00e9rique, directement par courriel.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69d8b83c8fa9c'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Courriel' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Soumettre<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69d8b83c8fa9c');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'abac2954-39ca-4f0f-a2d7-0f175625a82e';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/abac2954-39ca-4f0f-a2d7-0f175625a82e', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Merci de vous \u00eatre abonn\u00e9(e) !');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"Une erreur s'est produite lors de la soumission du formulaire.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 'abac2954-39ca-4f0f-a2d7-0f175625a82e'.trim() == event?.data?.id : false; \n\n        if( isFormCallback && isFormSubmitted && iscurrentForm ) {\n            console.log('event', event);\n            window.location.href = 'https:\/\/www.dacgroup.com\/fr-ca\/merci\/';\n        }\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SOUMETTRE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n<li>\n<h2>Allez droit au but<\/h2>\n<p>Selon le groupe Radicati, il y a eu <a href=\"https:\/\/www.radicati.com\/wp\/wpe-content\/uploads\/2018\/01\/Email_Statistics_Report,_2018-2022_Executive_Summary.pdf\" target=\"_blank\" rel=\"noopener\">281 milliards de courriels grand public et professionnels envoy\u00e9s <em>chaque jour<\/em> en 2018<\/a>, et ce nombre ne devrait que cro\u00eetre. C\u2019est beaucoup de bruit \u00e0 travers lequel se faire entendre. Alors, comment pouvons-nous nous assurer qu\u2019une fois que nous avons franchi l\u2019\u00e9tape Ouverture de courriel (wouhou\u2009!), la personne souhaitera r\u00e9ellement le lire et passer \u00e0 l\u2019action\u2009?<\/p>\n<p>Voici quelques astuces :<\/p>\n<ul>\n<li><strong>Rendez-le facile \u00e0 lire<\/strong>. Pensez en points, en petits paragraphes et soyez conscient des exigences de d\u00e9filement limit\u00e9es.<\/li>\n<li><strong>R\u00e9p\u00e9tez le CTA<\/strong>. Placez votre CTA (appel \u00e0 l\u2019action) au-dessus du pli (et avant vos points) pour donner au lecteur la possibilit\u00e9 d\u2019agir, puis r\u00e9p\u00e9tez-le \u00e0 la fin du courriel pour lui rappeler ce qu\u2019il doit faire.<\/li>\n<li><strong>Divisez pour vaincre<\/strong>. Utilisez des titres et du texte en gras, mais faites-le judicieusement. Aidez les lecteurs \u00e0 comprendre ce qui est important en d\u00e9coupant les informations et en facilitant la dissociation conceptuelle.<\/li>\n<\/ul>\n<\/li>\n<li>\n<h2>TESTEZ. TESTEZ. TESTEZ. D\u00e9ployez.<\/h2>\n<p>Une fois que votre courriel est pr\u00eat, l\u2019\u00e9tape suivante consiste \u00e0 le tester. Nous savons d\u00e9j\u00e0 que 50 % des courriels sont ouverts sur un appareil mobile, mais nous voyons trop souvent des courriels qui ne sont pas optimis\u00e9s pour ces appareils.<\/p>\n<p>Le meilleur moyen de vous assurer que votre communication par courriel fonctionne comme pr\u00e9vu est de tester, tester, tester&#8230; et tester \u00e0 nouveau. Des outils tels que Mailchimp vous guideront dans le processus de test, en activant les affichages Mobile et Bureau, tout en soulignant les \u00e9ventuels probl\u00e8mes de pourriels et de formatage sur les navigateurs et les appareils.<\/p>\n<p>En guise d\u2019alternative peu technique, vous pouvez tester votre courriel aupr\u00e8s d\u2019un lot de coll\u00e8gues volontaires. Envoyez-leur une version avant la communication officielle. Si vous obtenez des rapports sur des polices et caract\u00e8res bizarres, des liens rompus et des images pixellis\u00e9es, il est pr\u00e9f\u00e9rable de les r\u00e9soudre maintenant plut\u00f4t qu\u2019apr\u00e8s l\u2019envoi du courriel \u00e0 5 000 destinataires (ins\u00e9rer sueurs froides ici).<\/li>\n<\/ol>\n<p>Bien entendu, ces suggestions ne sont que le point de d\u00e9part du processus de r\u00e9daction et d\u2019envoi de<span style=\"text-decoration:line-through;\">bons<\/span> courriels de meilleure qualit\u00e9. Si vous souhaitez savoir comment une solide strat\u00e9gie de de marketing par courriel peut vous aider \u00e0 faire progresser votre entreprise en 2019,<a href=\"\/fr-ca\/entrez-en-contact\/\">nous prendrons plaisir \u00e0 en discuter avec vous<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Combien de courriels avez-vous re\u00e7us aujourd\u2019hui\u2009? Cet apr\u00e8s-midi\u2009? Ou m\u00eame au cours de la derni\u00e8re heure\u2009? Probablement plus que vous ne voulez en compter. Le r\u00eave Bo\u00eete de r\u00e9ception z\u00e9ro est d\u00e9finitivement mort. Consid\u00e9rez ce qui suit : Aujourd\u2019hui, il y a 8 milliards d\u2019utilisateurs de messagerie dans le monde. Ce nombre devrait augmenter pour [&hellip;]<\/p>\n","protected":false},"author":135,"featured_media":111617,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.78,"reading_level_needs_review":"0","footnotes":""},"categories":[2906],"tags":[1083,990,1144,1160],"class_list":["post-111625","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategy","tag-content-6","tag-digital-marketing-6","tag-email-strategy-6","tag-marketing-automation-3"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>RE: Comment cesser d&#039;envoyer des courriels \u00e9pouvantables | DAC<\/title>\n<meta name=\"description\" content=\"Comment cr\u00e9er des courriels que vos destinataires voudront ouvrir et lire ? 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