{"id":111627,"date":"2019-01-08T20:00:00","date_gmt":"2019-01-09T01:00:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/re-comment-arreter-denvoyer-des-e-mails-inefficaces\/"},"modified":"2024-12-21T05:52:21","modified_gmt":"2024-12-21T10:52:21","slug":"re-comment-arreter-denvoyer-des-e-mails-inefficaces","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/strategy\/re-comment-arreter-denvoyer-des-e-mails-inefficaces\/","title":{"rendered":"RE: Comment arr\u00eater d\u2019envoyer des e-mails inefficaces"},"content":{"rendered":"<p>Combien d\u2019e-mails avez-vous re\u00e7u aujourd\u2019hui ? Cet apr\u00e8s-midi ? Ou m\u00eame durant l\u2019heure \u00e9coul\u00e9e ? Probablement plus que ce que vous croyez. Le r\u00eave d\u2019une <a href=\"https:\/\/www.youtube.com\/watch?v=z9UjeTMb3Yk\" target=\"_blank\" rel=\"noopener\">Bo\u00eete de r\u00e9ception vide<\/a> est d\u00e9finitivement mort.<\/p>\n<p>Quelques chiffres \u00e0 conna\u00eetre :<\/p>\n<ul>\n<li>Il y existe actuellement <strong>3,8 milliards d\u2019utilisateurs d\u2019e-mails dans le monde <\/strong><\/li>\n<li>Ce nombre devrait augmenter <strong>pour d\u00e9passer 4,2 milliards d\u2019ici la fin de l\u2019ann\u00e9e 2022<\/strong><\/li>\n<li>En 2018, il est estim\u00e9 qu\u2019il a \u00e9t\u00e9 envoy\u00e9 chaque jour <strong>plus de 281 milliards d\u2019e-mails<\/strong><\/li>\n<li>D\u2019ici la fin de 2022, ce nombre attendra <strong>333 milliards d\u2019e-mails par jour<\/strong><\/li>\n<\/ul>\n<p>Les cons\u00e9quences sont claires : nous envoyons et recevons tous <em>beaucoup<\/em> d\u2019e-mails. Mais comment pouvons-nous nous assurer que les e-mails que nous envoyons seront ouverts et lus par les destinataires ? Voici nos meilleurs conseils pour que le contenu de vos e-mails soit remarqu\u00e9, lu et pris en compte.<\/p>\n<ol>\n<li>\n<h2>Attirez l\u2019attention<\/h2>\n<p>Les objets (bons et mauvais) ont \u00e9t\u00e9 sujets \u00e0 de nombreuses discussions et \u00e0 de nombreux tests depuis le d\u00e9but de l\u2019e-mail marketing. Pourquoi devrions-nous nous en pr\u00e9occuper ? Quelle est l\u2019influence des objets sur l\u2019efficacit\u00e9 ou le taux de clics d\u2019un e-mail ? Dans les faits, cette influence est importante : <a href=\"https:\/\/www.convinceandconvert.com\/convince-convert\/15-email-statistics-that-are-shaping-the-future\/\" target=\"_blank\" rel=\"noopener\">35% des destinataires ouvrent en effet un e-mail en fonction de l\u2019objet de ce dernier<\/a>.<\/p>\n<p>Conscient de cela, il est ainsi n\u00e9cessaire de bien pr\u00e9parer l\u2019objet de ses e-mails. Voici cinq recommandations pour am\u00e9liorer vos objets (et par extension, vos taux d\u2019ouverture et de conversion) : <\/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\">permettent d\u2019accro\u00eetre le taux d\u2019ouverture <\/a>\u2014et \u00e9vitez ceux qui peuvent <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\u00e9clencher les filtres anti-spams<\/a>.<\/li>\n<li>Essayez d\u2019utiliser des chiffres et\/ou symboles. Une \u00e9tude r\u00e9cente de YesWare a indiqu\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 taux d\u2019ouverture et de r\u00e9ponse sont plus \u00e9lev\u00e9s lorsqu\u2019un num\u00e9ro est pr\u00e9sent dans l\u2019objet<\/a>.<\/li>\n<li>Incluez au moins un emoji. <a href=\"https:\/\/www.campaignmonitor.com\/resources\/guides\/using-emojis-and-symbols-in-email-marketing\/\" target=\"_blank\" rel=\"noopener\">Les marques qui utilisent des emojis dans leurs objets voient leur taux d\u2019ouverture s\u2019am\u00e9liorer de 56%<\/a>.<\/li>\n<li>R\u00e9digez un objet compris entre 17 et 24 caract\u00e8res. Du fait que d\u00e9sormais, 50% de tous les emails soient ouverts depuis un mobile, vous ne disposez que d\u2019un espace r\u00e9duit pour faire passer votre message (par exemple : 35-38 caract\u00e8res sur un iPhone en mode portrait).<\/li>\n<li>R\u00e9digez le en lettres capitales. Cette m\u00eame \u00e9tude de 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 objets \u00e9crits en lettres capitales 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>Nous appr\u00e9cions tous de temps en temps nous sentir un peu sp\u00e9ciaux, m\u00eame lorsqu\u2019il s\u2019agit de traiter nos e-mails. C\u2019est pourquoi les contenus non personnalis\u00e9s ne conviennent d\u00e9sormais plus \u00e0 l\u2019\u00e8re de la <strong>personnalisation<\/strong>. En effet, les e-mails personnalis\u00e9s voient leur taux d\u2019ouverture s\u2019am\u00e9liorer de 26% en moyenne, leur taux de clics de 14% et leur taux de conversion de 10%.<\/p>\n<p>Alors comment devez-vous proc\u00e9der pour personnaliser vos e-mails ?<\/p>\n<ul>\n<li><strong>Personnalisez.<\/strong> Ceci est un peu \u00e9vident : les e-mails contenant le pr\u00e9nom du destinataire dans l\u2019objet <a href=\"https:\/\/offers.hubspot.com\/science-of-email-marketing-2014-report\" target=\"_blank\" rel=\"noopener\">obtiennent de meilleurs taux de clics<\/a> que ceux qui n\u2019en int\u00e8grent pas.<\/li>\n<li><strong>Adaptez dynamiquement vos contenus<\/strong>. Utilisez du contenu dynamique pour pr\u00e9senter diff\u00e9rents contenus \u00e0 vos diff\u00e9rents destinataires. Certains outils de messagerie vous permettent de cr\u00e9er diff\u00e9rentes versions de votre e-mail et de personnaliser la disposition du contenu en fonction des informations dont vous disposez sur vos abonn\u00e9s (sexe, \u00e2ge, historique des achats, lieux g\u00e9ographiques\u2026). <\/li>\n<li><strong>Automatisez<\/strong>. M\u00eame si les robots ne pourront jamais remplacer compl\u00e9tement les humains (enfin, nous l\u2019esp\u00e9rons\u2026), certains actions peuvent n\u00e9anmoins \u00eatre automatis\u00e9es. Lorsqu\u2019un abonn\u00e9 esp\u00e8re une r\u00e9ponse rapide et simple, vous pourriez automatiser vos r\u00e9ponses par e-mail. L\u2019automatisation dans une logique IFTTT (\u00ab IF This Then That \u00bb ou \u00ab Si ceci alors cela \u00bb) est tout \u00e0 fait utile et pertinente. Par exemple : <em>Un utilisateur r\u00e9alise un achat &gt;&gt; alors &gt;&gt; un re\u00e7u est envoy\u00e9 par email<\/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<br class=\"d-none d-lg-block\"> les principales tendances du digital, directement dans votre bo\u00eete mail.            <\/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_69d007bc031ee'>\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_69d007bc031ee');\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 = '94901490-bbd4-411e-b605-43504b151185';\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\/94901490-bbd4-411e-b605-43504b151185', {\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 ? '94901490-bbd4-411e-b605-43504b151185'.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\/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 Radicati Group, <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 d\u2019e-mails ont \u00e9t\u00e9 envoy\u00e9s <em>chaque jour<\/em> en 2018<\/a>\u2014et ce nombre ne devrait que cro\u00eetre. Cela repr\u00e9sente beaucoup de \u00ab bruit \u00bb. Alors, comment pouvons-nous nous assurer qu\u2019une fois que l\u2019e-mail est ouvert, il soit lu et pris en compte ?<\/p>\n<p>Voici quelques astuces :<\/p>\n<ul>\n<li><strong>Rendez sa lecture simple<\/strong>. Organisez vos diff\u00e9rentes parties avec des \u00ab bullet points \u00bb (puces) et r\u00e9digez de petits paragraphes<\/li>\n<li><strong>Augmentez les Call to Action (CTA)<\/strong>. Incitez vos abonn\u00e9s \u00e0 cliquer d\u00e8s le d\u00e9but de votre e-mail et conseillez-les sur ce qu\u2019il est n\u00e9cessaire de faire \u00e0 la fin de celui-ci<\/li>\n<li><strong>Organisez\/Divisez<\/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 leur lecture. <\/li>\n<\/ul>\n<\/li>\n<li>\n<h2>TEST. TEST. TEST. Envoyez.<\/h2>\n<p>Une fois votre e-mail finalis\u00e9, l\u2019\u00e9tape suivante consiste \u00e0 le tester. Nous savons d\u00e9j\u00e0 que 50% des e-mails sont ouverts sur mobile, mais nous constatons trop souvent que les e-mails ne sont pas adapt\u00e9s \u00e0 ce type d\u2019appareil.<\/p>\n<p>Le meilleur moyen de vous assurer que votre communication par e-mail fonctionne comme pr\u00e9vu est de tester, tester, tester\u2026 et tester \u00e0 nouveau. Des outils tels que MailChimp vous guideront dans ces tests en vous permettant de pr\u00e9visualiser l\u2019affichage sur mobile et sur desktop tout en mettant en \u00e9vidence les probl\u00e8mes relatifs aux filtres anti-spams et aux incompatibilit\u00e9s li\u00e9es aux navigateurs et appareils (mobile, desktop, tablette).<\/p>\n<p>En guide d\u2019alternative, vous pouvez tester votre e-mail en interne aupr\u00e8s de vos coll\u00e8gues. Envoyez-leur une version avant la communication officielle. Si vous obtenez des r\u00e9sultats d\u00e9cevants, si vous constatez des incompatibilit\u00e9s (liens cass\u00e9s, images pixelis\u00e9s&#8230;) il est pr\u00e9f\u00e9rable de les r\u00e9soudre maintenant plut\u00f4t qu\u2019apr\u00e8s l\u2019envoi de votre campagne \u00e0 des milliers de destinataires. <\/li>\n<\/ol>\n<p>Bien \u00e9videmment, ces suggestions ne sont que le point de d\u00e9part de la r\u00e9daction et de l\u2019envoi de <span style=\"text-decoration: line-through;\">bons<\/span> et meilleurs e-mails. Si vous souhaitez savoir comment une strat\u00e9gie d\u2019e-mails efficaces peuvent vous aider \u00e0 faire progresser votre marque en 2019, <a href=\"\/fr\/contactez-nous\/\">nous pouvons en discuter avec plaisir<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Combien d\u2019e-mails avez-vous re\u00e7u aujourd\u2019hui ? Cet apr\u00e8s-midi ? Ou m\u00eame durant l\u2019heure \u00e9coul\u00e9e ? Probablement plus que ce que vous croyez. Le r\u00eave d\u2019une Bo\u00eete de r\u00e9ception vide est d\u00e9finitivement mort. Quelques chiffres \u00e0 conna\u00eetre : Il y existe actuellement 3,8 milliards d\u2019utilisateurs d\u2019e-mails dans le monde Ce nombre devrait augmenter pour d\u00e9passer 4,2 [&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":0.85,"reading_level_needs_review":"0","footnotes":""},"categories":[2905],"tags":[984,970,976,1149],"class_list":["post-111627","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategy","tag-content-5","tag-digital-marketing-5","tag-email-strategy-4","tag-marketing-automation-2"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>RE: Comment arr\u00eater d\u2019envoyer des e-mails inefficaces | DAC<\/title>\n<meta name=\"description\" content=\"Comment cr\u00e9ez des e-mails que vos destinataires souhaiteront ouvrir et lire ? 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