{"id":45399,"date":"2021-01-28T03:00:47","date_gmt":"2021-01-27T20:00:47","guid":{"rendered":"https:\/\/act.com\/comment-creer-et-gerer-une-newsletter\/"},"modified":"2023-03-21T10:46:55","modified_gmt":"2023-03-21T17:46:55","slug":"comment-creer-et-gerer-une-newsletter","status":"publish","type":"post","link":"https:\/\/products.act.com\/fr\/comment-creer-et-gerer-une-newsletter\/","title":{"rendered":"Comment cr\u00e9er et g\u00e9rer une newsletter"},"content":{"rendered":"\r\n<p>Vous\u00a0\u00eates pr\u00e9sent sur les r\u00e9seaux sociaux, vous\u00a0utilisez d\u00e9j\u00e0 plusieurs\u00a0<a href=\"https:\/\/dev-inproduct.pantheonsite.io\/fr\/outils-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">outils marketing<\/a>, mais vous n\u2019avez pas encore\u00a0con\u00e7u\u00a0votre newsletter.\u00a0Qu\u2019attendez-vous\u202f?\u00a0Une\u00a0newsletter est un excellent outil\u00a0de communication\u00a0simple et gratuit\u00a0qui permet d\u2019entretenir un lien avec vos clients et de g\u00e9n\u00e9rer du trafic sur votre site.\u00a0\u00a0<\/p>\r\n\r\n\r\n\r\n<p>Attention cependant \u00e0 ne pas cr\u00e9er votre newsletter simplement pour faire comme tout le monde.\u00a0Celle-ci doit s\u2019inscrire dans votre strat\u00e9gie de communication et \u00eatre\u00a0soigneusement\u00a0r\u00e9dig\u00e9e pour\u00a0susciter l\u2019int\u00e9r\u00eat\u00a0de votre cible\u00a0et garantir un taux d\u2019ouverture \u00e9lev\u00e9. L\u2019objectif principal\u00a0de ce type d\u2019email marketing\u00a0est de fid\u00e9liser vos clients\u00a0et de\u00a0les\u00a0inciter\u00a0\u00e0\u00a0revenir\u00a0sur votre site Internet, soit pour lire un article de blog,\u00a0soit pour\u00a0d\u00e9couvrir un nouveau produit ou\u00a0pour\u00a0profiter d\u2019une promotion,\u00a0et cela\u00a0en leur fournissant des informations pertinentes et adapt\u00e9es\u00a0\u00e0 leurs besoins.\u00a0<\/p>\r\n\r\n\r\n\r\n<p>Pr\u00eat \u00e0 vous lancer dans la r\u00e9daction\u00a0d\u2019une newsletter\u202f? Suivez ces 7\u00a0conseils pour cr\u00e9er et g\u00e9rer efficacement cet outil indispensable.\u00a0<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">1. D\u00e9finir vos objectifs\u00a0<\/h2>\r\n\r\n\r\n\r\n<p>Vous devez d\u2019abord d\u00e9terminer pour quelles raisons vous souhaitez cr\u00e9er une newsletter. D\u00e9finissez quels sont vos objectifs et assurez-vous qu\u2019ils s\u2019int\u00e8grent bien \u00e0 votre strat\u00e9gie marketing globale.\u00a0<\/p>\r\n\r\n\r\n\r\n<p>Voici quelques exemples d\u2019objectifs pour votre newsletter\u202f:\u00a0<\/p>\r\n\r\n\r\n\r\n<ul>\r\n<li>g\u00e9n\u00e9rer du trafic sur votre site web\u202f;\u00a0<\/li>\r\n<li>communiquer sur votre actualit\u00e9\u202f;\u00a0<\/li>\r\n<li>promouvoir du contenu \u00e9ditorial\u202f;\u00a0<\/li>\r\n<li>accro\u00eetre vos ventes en annon\u00e7ant des\u00a0r\u00e9ductions, en offrant des codes promo\u202f;\u00a0<\/li>\r\n<li>f\u00e9d\u00e9rer une communaut\u00e9 et\u00a0maintenir un lien avec vos clients et prospects.\u00a0<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n<p>Le fait de d\u00e9finir vos objectifs vous permet de mieux planifier et r\u00e9diger le contenu de votre newsletter.\u00a0<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">2.\u00a0Identifier votre cible\u00a0<\/h2>\r\n\r\n\r\n\r\n<p>A qui votre newsletter va-t-elle s\u2019adresser\u202f? Pour garantir le succ\u00e8s de votre newsletter, vous devez identifier votre audience\u202f: qui sont les lecteurs potentiels et quels sont leurs besoins\u202f? En vous posant ces questions, vous vous assurez de cr\u00e9er un contenu pertinent qui\u00a0touchera directement\u00a0votre cible,\u00a0lui donnera envie de lire votre newsletter et de cliquer sur les liens qu\u2019elle contient.\u00a0<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">3. Planifier le contenu de votre newsletter\u00a0<\/h2>\r\n\r\n\r\n\r\n<p>Il est essentiel de\u00a0planifier\u00a0en avance\u00a0les \u00e9l\u00e9ments que vous allez int\u00e9grer\u00a0et les diff\u00e9rentes th\u00e9matiques que vous voulez aborder\u00a0dans votre newsletter.\u00a0<\/p>\r\n\r\n\r\n\r\n<p>La newsletter id\u00e9ale doit associer\u00a0contenu \u00e9ditorial et\u00a0promotionnel. Parlez de l\u2019actualit\u00e9 de votre marque\u00a0et\/ou de votre industrie, des nouveaut\u00e9s,\u00a0et\u00a0donnez des conseils \u00e0 vos clients\u00a0via des articles de blog.\u00a0Cherchez l\u2019inspiration sur les comptes de votre\u00a0marque sur les r\u00e9seaux sociaux, aupr\u00e8s\u00a0de\u00a0vos concurrents\u00a0ou des entreprises que vous appr\u00e9ciez.\u00a0Vous pouvez aussi demander directement \u00e0 vos contacts ce qu\u2019ils aimeraient lire dans votre newsletter.\u00a0Faites en sorte\u00a0que votre newsletter soit attendue, ouverte et lue, et donnez\u00a0\u00a0envie \u00e0 vos contacts d\u2019y\u00a0rester abonn\u00e9s.\u00a0<\/p>\r\n\r\n\r\n\r\n<p>Enfin, choisissez une fr\u00e9quence d\u2019envoi fixe (hebdomadaire, bimensuelle\u00a0ou mensuelle) et\u00a0d\u00e9finissez\u00a0un calendrier \u00e9ditorial\u00a0afin\u00a0de\u00a0planifier la\u00a0r\u00e9daction\u00a0et la publication de vos diff\u00e9rents contenus.\u00a0\u00a0<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">4.\u00a0D\u00e9finir le mod\u00e8le (template) de votre newsletter\u00a0<\/h2>\r\n\r\n\r\n\r\n<p>Concernant le design de votre newsletter,\u00a0il\u00a0doit respecter la charte graphique\u00a0et le ton\u00a0de votre marque. L\u2019ensemble doit\u00a0\u00eatre agr\u00e9able \u00e0 lire. Evitez\u00a0donc\u00a0les gros pav\u00e9s de texte et ins\u00e9rez des images.\u00a0\u00a0<\/p>\r\n\r\n\r\n\r\n<p>Aujourd\u2019hui,\u00a0de nombreux\u00a0outils\u00a0vous proposent des mod\u00e8les que vous pouvez personnaliser selon vos besoins. Ainsi, vous pouvez\u00a0cr\u00e9er facilement votre propre newsletter\u00a0sans avoir \u00e0 ma\u00eetriser\u00a0HTML.\u00a0C\u2019est le cas\u00a0des solutions d\u2019email marketing\u00a0telles que le\u00a0logiciel\u00a0<a href=\"https:\/\/dev-inproduct.pantheonsite.io\/fr\/\">Act!<\/a>\u00a0dont les fonctionnalit\u00e9s\u00a0eMarketing\u00a0vous permettent de cr\u00e9er et de g\u00e9rer facilement votre newsletter.\u00a0Vous pourrez r\u00e9aliser votre newsletter en quelques clics et gagnerez ainsi un temps pr\u00e9cieux.\u00a0<\/p>\r\n\r\n\r\n\r\n<p>Attention, il est\u00a0indispensable\u00a0que votre\u00a0template\u00a0s\u2019affiche correctement\u00a0sur\u00a0les \u00e9crans de\u00a0tous les supports\u202f: ordinateur, smartphone\u00a0et tablette.\u00a0N\u2019h\u00e9sitez pas \u00e0 faire des tests\u00a0pour vous assurer que le contenu est bien lisible\u00a0avant de l\u2019envoyer \u00e0 vos contacts.\u00a0<\/p>\r\n\r\n\r\n\r\n<div class=\"wp-block-image\">\r\n<figure class=\"aligncenter size-large\"><a href=\"https:\/\/my.act.com\/fr-fr\/trial?_ga=2.213637206.351719899.1663776944-586171774.1659479274\"><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone wp-image-3916\" src=\"https:\/\/dev-inproduct.pantheonsite.io\/uploads\/2020\/12\/FR_trial_blog.png\" alt=\"Essayez Act! CRM\" width=\"600\" height=\"150\" \/><\/a><\/figure>\r\n<\/div>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">5.\u00a0Bien choisir\u00a0l\u2019exp\u00e9diteur,\u00a0l\u2019objet, le corps de la newsletter\u00a0et le CTA\u00a0<\/h2>\r\n\r\n\r\n\r\n<p>Concr\u00e8tement, pour garantir un fort taux d\u2019ouverture de votre newsletter, vous devez soigneusement choisir ce qui appara\u00eetra pour l\u2019exp\u00e9diteur et dans l\u2019objet car c\u2019est ce qui va inciter ou non le destinataire \u00e0 lire votre email.\u00a0<\/p>\r\n\r\n\r\n\r\n<p>Pour\u00a0<strong>l\u2019exp\u00e9diteur<\/strong>, privil\u00e9giez le nom de votre marque ou le nom et pr\u00e9nom d\u2019une personne plut\u00f4t qu\u2019une adresse email g\u00e9n\u00e9rique.\u00a0<\/p>\r\n\r\n\r\n\r\n<p>Concernant\u00a0<strong>l\u2019objet de l\u2019email<\/strong>, choisissez une phrase courte et percutante qui suscite imm\u00e9diatement l\u2019int\u00e9r\u00eat ou la curiosit\u00e9 de votre interlocuteur. Evitez les phrases trop longues qui risquent d\u2019\u00eatre coup\u00e9es selon les messageries.\u00a0<\/p>\r\n\r\n\r\n\r\n<p><strong>Le corps de la newsletter<\/strong>\u00a0doit\u00a0\u00eatre int\u00e9ressant et\u00a0engageant\u00a0pour\u00a0votre cible. Attention, le texte ne doit contenir\u00a0aucune erreur. N\u2019h\u00e9sitez pas \u00e0 faire relire le contenu de votre email par vos coll\u00e8gues ou un\u00a0professionnel.\u00a0Soignez la mise en forme et personnalisez\u00a0votre\u00a0newsletter\u00a0avec le pr\u00e9nom du destinataire.\u00a0\u00a0<\/p>\r\n\r\n\r\n\r\n<p>Assurez-vous\u00a0\u00e9galement\u00a0que tous les liens et les boutons fonctionnent et dirigent le contact vers les bonnes pages.\u00a0<\/p>\r\n\r\n\r\n\r\n<p>Enfin, le\u00a0<strong>Call-To-Action\u00a0<\/strong>(CTA\u00a0ou appel \u00e0 l\u2019action en fran\u00e7ais) doit inciter le lecteur \u00e0 r\u00e9aliser une action pr\u00e9cise\u202f: s\u2019inscrire, passer commande, etc. Evitez le g\u00e9n\u00e9rique \u00ab\u202fcliquez ici\u202f\u00bb et privil\u00e9giez un texte clair\u202f: \u00ab\u202fProfitez de ce code promo d\u00e8s maintenant\u202f\u00bb\u00a0ou \u00ab\u202fJ\u2019en profite\u202f\u00bb, \u00ab\u202fParticipez \u00e0 ce\u00a0webinar\u202f\u00bb\u00a0ou \u00ab\u202fJe participe\u202f\u00bb, \u00ab\u202fRejoignez la communaut\u00e9\u202f\u00bb, etc.\u00a0<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">6.\u00a0Les \u00e9l\u00e9ments \u00e0 ne pas oublier\u00a0<\/h2>\r\n\r\n\r\n\r\n<p>Selon la l\u00e9gislation fran\u00e7aise,\u00a0il est indispensable d\u2019obtenir le consentement de vos contacts avant de leur envoyer une newsletter ou un email marketing. Vous devez\u00a0aussi\u00a0obligatoirement faire appara\u00eetre un lien de\u00a0d\u00e9sabonnement dans chacun de vos emails marketing.\u00a0<\/p>\r\n\r\n\r\n\r\n<p>Au cas o\u00f9 votre newsletter ne s\u2019afficherait pas correctement dans leur messagerie, ins\u00e9rez\u00a0un lien miroir afin que\u00a0vos contacts\u00a0puissent la\u00a0visionner directement dans leur navigateur.\u00a0<\/p>\r\n\r\n\r\n\r\n<p>Pensez\u00a0\u00e9galement\u00a0\u00e0 ajouter votre logo et vos coordonn\u00e9es pour \u00eatre facilement joignable et rassurer vos contacts.\u00a0<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\">7. Tester et envoyer\u00a0<\/h2>\r\n\r\n\r\n\r\n<p>Selon des \u00e9tudes, le meilleur moment pour envoyer votre newsletter serait un mardi ou un jeudi entre 10h et 14h. Mais cela d\u00e9pend de votre cible.\u00a0Essayez diff\u00e9rents moments et comparez les taux d\u2019ouverture.\u00a0<\/p>\r\n\r\n\r\n\r\n<p>Pensez \u00e0 vous envoyer votre newsletter avant de l\u2019envoyer \u00e0 vos contacts pour vous assurer qu\u2019elle s\u2019affiche correctement et que tout est op\u00e9rationnel.\u00a0\u00a0<\/p>\r\n\r\n\r\n\r\n<p>Enfin, n\u2019h\u00e9sitez pas \u00e0 utiliser l\u2019A\/B\u00a0testing\u00a0pour comparer deux versions et voir celle qui fonctionne le mieux. Ainsi, vous pourrez am\u00e9liorer vos\u00a0prochaines\u00a0newsletters.\u00a0<\/p>\r\n","protected":false},"excerpt":{"rendered":"<p>Vous\u00a0\u00eates pr\u00e9sent sur les r\u00e9seaux sociaux, vous\u00a0utilisez d\u00e9j\u00e0 plusieurs\u00a0outils marketing, mais vous n\u2019avez pas encore\u00a0con\u00e7u\u00a0votre newsletter.\u00a0Qu\u2019attendez-vous\u202f?\u00a0Une\u00a0newsletter est un excellent outil\u00a0de communication\u00a0simple et gratuit\u00a0qui permet d\u2019entretenir un lien avec vos clients et de g\u00e9n\u00e9rer du trafic sur votre site.\u00a0\u00a0 Attention cependant \u00e0 ne pas cr\u00e9er votre newsletter simplement pour faire comme tout le monde.\u00a0Celle-ci doit s\u2019inscrire [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":7532,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[180,181],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.2 (Yoast SEO v22.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Comment cr\u00e9er et g\u00e9rer une newsletter - Act!<\/title>\n<meta name=\"description\" content=\"Pr\u00eat \u00e0 vous lancer dans la r\u00e9daction d\u2019une newsletter\u202f? 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