{"id":12180,"date":"2017-06-06T07:00:43","date_gmt":"2017-06-06T07:00:43","guid":{"rendered":"http:\/\/bme2.flywheelsites.com\/fr\/blog\/repenser-sa-newsletter\/"},"modified":"2022-10-11T15:31:22","modified_gmt":"2022-10-11T15:31:22","slug":"repenser-sa-newsletter","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/fr\/blog\/repenser-sa-newsletter\/","title":{"rendered":"Repenser sa newsletter."},"content":{"rendered":"

J\u2019ai vu passer beaucoup de campagnes d\u2019email marketing, dans beaucoup de secteurs. Qu\u2019il s\u2019agisse d\u2019associations, de think tanks, d\u2019e-commerce, de grandes marques pour consommateurs, de r\u00e9seaux, ou de blogs, il y a une chose qui diff\u00e9rencie les meilleures campagnes\u00a0: l\u2019objectif.<\/span><\/p>\n

 <\/p>\n

Les meilleurs <\/span>plans d\u2019email marketing <\/span>\u00a0<\/span>\u2013remarquez qu\u2019il s\u2019agit de plans ou de campagnes, et non d\u2019un seul email \u2013 ont ces variables en commun. Ils ont chacun un objectif commun derri\u00e8re leurs campagnes. Ils font chacun appel \u00e0 l\u2019\u00e9motion, et cette \u00e9motion se refl\u00e8te en partie dans le design. Il y a une coh\u00e9rence dans les envois, et une vari\u00e9t\u00e9 au fil des campagnes.<\/span><\/p>\n

 <\/p>\n

Les meilleures newsletters sont toutes unifi\u00e9es par leurs objectifs. Leurs concepteurs comprennent que l\u2019email est vraiment diff\u00e9rent des autres vecteurs de contenu ou de messages. L\u2019email est le fer de lance du message que vous souhaitez transmettre. Pour qu\u2019il y ait message, vous devez conna\u00eetre votre objectif. On en revient \u00e0 la connaissance organisationnelle. Vous savez peut-\u00eatre quel produit ou service vous vendez, mais \u00e0 moins de savoir pourquoi vous \u00eates important (ou ce qui est important pour vous), vous n\u2019avez pas vraiment d\u2019objectif.<\/span><\/p>\n

 <\/p>\n

Vous repensez peut-\u00eatre au pass\u00e9 en vous disant que \u00e7a aurait \u00e9t\u00e9 plus facile de faire les choses bien d\u00e8s le d\u00e9but plut\u00f4t que de revoir votre copie maintenant. Je ne suis pas d\u2019accord. Une fois que vous avez plac\u00e9 votre entreprise en vitesse de croisi\u00e8re, vous trouverez parfois une bien meilleure id\u00e9e de la direction \u00e0 prendre, et de ce qui vous importe \u00e0 pr\u00e9sent. A partir de l\u00e0, il est toujours facile de s\u2019adapter..<\/span><\/p>\n

 <\/p>\n

 <\/p>\n

9 r\u00e8gles pour revoir sa copie<\/b><\/h2>\n

 <\/p>\n

 <\/p>\n

 <\/p>\n

\"\"<\/p>\n

Les analystes du prestigieux cabinet McKinsey & Co. ont con\u00e7u d\u2019excellentes recommandations pour <\/span>repenser avec un objectif<\/span><\/a>. D\u2019apr\u00e8s certains de ces experts qui travaillent pour les plus grandes entreprises dans le monde entier, il y a neuf \u00e9tapes concr\u00e8tes pour y parvenir\u00a0:<\/span><\/p>\n

    \n
  1. Se concentrer sur les objectifs \u00e0 long terme.<\/span><\/li>\n
  2. \u00c9tudier l\u2019environnement.<\/span><\/li>\n
  3. Penser \u00e0 la feuille de route.<\/span><\/li>\n
  4. Aller au-del\u00e0 des structures.<\/span><\/li>\n
  5. Recruter les bonnes personnes.<\/span><\/li>\n
  6. Inviter les individus \u00e0 penser diff\u00e9remment.<\/span><\/li>\n
  7. \u00c9tablir des \u00e9l\u00e9ments de comparaisons.<\/span><\/li>\n
  8. Communiquer entre les postes de management.<\/span><\/li>\n
  9. Tout ne va pas se passer comme pr\u00e9vu, donc g\u00e9rer les risques.<\/span><\/li>\n<\/ol>\n

    Leurs recommandations montrent \u00e9galement que les entreprises qui suivent six r\u00e8gles ou plus ont un taux d\u2019am\u00e9lioration de 73% par rapport aux entreprises qui n\u2019en suivent qu\u2019une ou deux, et qui n\u2019ont un taux d\u2019am\u00e9lioration que 12%. Celles qui suivent les neuf r\u00e8gles ont atteint le taux impressionnant de 86%.<\/span><\/p>\n

    Votre mission, si vous l\u2019acceptez<\/b><\/h2>\n

     <\/p>\n

     <\/p>\n

    \"\"<\/p>\n

    Pour remanier la mission de votre entreprise, R\u00e9unissez vos \u00e9quipes et demandez-leurs d\u2019\u00e9crire les r\u00e9ponses \u00e0 ces trois questions\u00a0:<\/span><\/p>\n

      \n
    1. Que pensent-ils que votre entreprise fait au jour le jour\u00a0?<\/span><\/li>\n
    2. Comment d\u00e9criraient-ils votre mission en une phrase ou deux\u00a0?<\/span><\/li>\n
    3. Qu\u2019aimeraient-ils que l\u2019entreprise fasse \u00e0 cet \u00e9gard\u00a0?<\/span><\/li>\n<\/ol>\n

      Ne leur donnez pas plus de 15 minutes pour \u00e9crire leurs r\u00e9ponses. Il faut qu\u2019elles soient r\u00e9elles et non pr\u00e9par\u00e9es. Vous pouvez faire la m\u00eame chose quelque soit votre secteur d\u2019activit\u00e9.<\/span><\/p>\n

      N\u2019h\u00e9sitez pas \u00e0 partager cet article sur les r\u00e9seaux sociaux et \u00e0 laisser vos commentaires sur notre blog.<\/span><\/p>\n

      Boostez votre email marketing avec Benchmark Email !<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

      J\u2019ai vu passer beaucoup de campagnes d\u2019email marketing, dans beaucoup de secteurs. Qu\u2019il s\u2019agisse d\u2019associations, de think tanks, d\u2019e-commerce, de grandes marques pour consommateurs, de r\u00e9seaux, ou de blogs, il y a une chose qui diff\u00e9rencie les meilleures campagnes\u00a0: l\u2019objectif.   Les meilleurs plans d\u2019email marketing \u00a0\u2013remarquez qu\u2019il s\u2019agit de plans ou de campagnes, et…<\/p>\n","protected":false},"author":309,"featured_media":12181,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[2186],"tags":[],"class_list":["post-12180","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-aller-plus-loin"],"yoast_head":"\nRepenser sa newsletter. - Benchmark Email<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.benchmarkemail.com\/fr\/blog\/repenser-sa-newsletter\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Repenser sa newsletter. - Benchmark Email\" \/>\n<meta property=\"og:description\" content=\"J\u2019ai vu passer beaucoup de campagnes d\u2019email marketing, dans beaucoup de secteurs. 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Her work has been featured in the New York Times, Denver Post, the Oklahoman and Green Air Radio, among others."}]}},"_links":{"self":[{"href":"https:\/\/www.benchmarkemail.com\/fr\/wp-json\/wp\/v2\/posts\/12180","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.benchmarkemail.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.benchmarkemail.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.benchmarkemail.com\/fr\/wp-json\/wp\/v2\/users\/309"}],"replies":[{"embeddable":true,"href":"https:\/\/www.benchmarkemail.com\/fr\/wp-json\/wp\/v2\/comments?post=12180"}],"version-history":[{"count":0,"href":"https:\/\/www.benchmarkemail.com\/fr\/wp-json\/wp\/v2\/posts\/12180\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.benchmarkemail.com\/fr\/wp-json\/wp\/v2\/media\/12181"}],"wp:attachment":[{"href":"https:\/\/www.benchmarkemail.com\/fr\/wp-json\/wp\/v2\/media?parent=12180"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.benchmarkemail.com\/fr\/wp-json\/wp\/v2\/categories?post=12180"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.benchmarkemail.com\/fr\/wp-json\/wp\/v2\/tags?post=12180"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}