{"id":27587,"date":"2019-10-18T10:50:56","date_gmt":"2019-10-18T08:50:56","guid":{"rendered":"https:\/\/www.codeur.com\/blog\/?p=27587"},"modified":"2025-09-09T16:30:52","modified_gmt":"2025-09-09T14:30:52","slug":"emailing-pre-header","status":"publish","type":"post","link":"https:\/\/www.codeur.com\/blog\/emailing-pre-header\/","title":{"rendered":"Emailing : comment utiliser le pr\u00e9-header pour booster le taux d\u2019ouverture"},"content":{"rendered":"

Vous aimez le cin\u00e9ma\u00a0? Si oui, vous devez connaitre les teasers\u00a0: ces courtes vid\u00e9os de quelques minutes diffus\u00e9es avant la sortie d’un film. Elles montrent un aper\u00e7u du sc\u00e9nario et surtout, elles aiguisent l’envie chez le spectateur<\/strong>. Et bien, le pr\u00e9-header<\/strong> d\u2019un email\u00a0joue le m\u00eame r\u00f4le !
\nMalheureusement, beaucoup d\u2019entrepreneurs oublient de soigner cette ligne par manque de technique ou connaissance. D\u00e9couvrons ensemble comment soigner le pr\u00e9-header<\/strong> pour maximiser votre taux d\u2019ouverture.<\/p>\n

Le pr\u00e9-header\u2026 c’est quoi\u00a0?<\/h2>\n

Le pr\u00e9-header est la ligne qui vient apr\u00e8s l’objet d’un email. Il se situe en haut du message<\/strong>, dans son en-t\u00eate. C’est la premi\u00e8re phrase du corps de l\u2019email<\/strong> qui apparait en aper\u00e7u dans la boite de r\u00e9ception du destinataire.
\nExemple\u00a0<\/u>:
\n\"\"
\nExactement comme avec le teaser d’un film, le lecteur sera plus enclin \u00e0 ouvrir le message si son contenu donne envie.
\nQuel que soit l’objet de votre campagne, le pr\u00e9-header contribue fortement \u00e0 am\u00e9liorer le taux d’ouverture de vos emails. N\u2019oubliez jamais que vos clients et prospects sont confront\u00e9s \u00e0 plusieurs promotions<\/strong>, chaque jour. La diff\u00e9rence se fera, notamment, au niveau de ce petit aper\u00e7u.<\/p>\n

<\/h2>\n

L\u2019art d\u2019un pr\u00e9-header\u00a0percutant<\/h2>\n

Vous disposez seulement de quelques caract\u00e8res<\/strong> pour convaincre le lecteur d\u2019ouvrir le message. Sa visibilit\u00e9 d\u00e9pend de la messagerie<\/a> utilis\u00e9e par le destinataire. Voici quelques r\u00e8gles \u00e0 respecter pour mettre toutes les chances de votre c\u00f4t\u00e9\u00a0!<\/p>\n

\u00catre pr\u00e9cis et concis<\/h3>\n

Cette ligne doit r\u00e9v\u00e9ler l\u2019information principale dans les 30 premiers caract\u00e8res<\/strong>. La raison\u00a0? \u00c9viter que le message ne se coupe avant la fin avec le risque d’\u00eatre incompris.
\nCependant, le nombre de caract\u00e8res visibles d\u00e9pend des navigateurs et solutions emailing utilis\u00e9s par vos destinataires. Si possible, cr\u00e9ez des segments par outil ou navigateur pour cr\u00e9er diff\u00e9rents emails, avec un pr\u00e9-header adapt\u00e9 \u00e0 chaque affichage<\/strong>.
\nExemple<\/u>\u00a0:
\nUndiz sait tr\u00e8s bien jouer avec l\u2019objet et le pr\u00e9-header. Le premier est cours (mais captivant<\/strong>) pour laisser place \u00e0 une ligne d\u2019introduction informative, qui suscite l\u2019urgence<\/strong>.
\n\"Undiz\"<\/p>\n

Proposer une suite logique de la ligne d\u2019objet<\/h3>\n

Non, vous ne devez pas reprendre l\u2019objet de l’email dans le pr\u00e9-header\u00a0! Ce dernier vient compl\u00e9ter le premier en r\u00e9sumant le contenu du message dans une phrase courte. Il doit r\u00e9v\u00e9ler s’il s’agit d’une offre de r\u00e9duction<\/strong>, d\u2019un lancement d’un nouveau produit<\/strong>, d\u2019une promotion \u00e0 dur\u00e9e limit\u00e9e<\/strong>… En r\u00e9sum\u00e9\u00a0: il compl\u00e8te le teasing de l\u2019objet pour encourager l\u2019ouverture.
\nExemple<\/u>\u00a0:
\nLa Blanche Porte compl\u00e8te son objet avec une offre all\u00e9chante<\/strong>\u00a0: 130 euros de r\u00e9duction\u2026 m\u00eame si le reste est coup\u00e9, cette promesse incite au clic\u00a0!
\n\"Blancheporte\"<\/p>\n

Personnaliser le pr\u00e9-header<\/h3>\n

Que feriez-vous si un inconnu vous appelait par votre nom dans la rue\u00a0? Vous serez oblig\u00e9 de vous arr\u00eater. De la m\u00eame mani\u00e8re, il y a plus de chance que votre email soit lu si le pr\u00e9-header contient le nom du destinataire<\/strong>.
\nLa personnalisation apporte une touche humaine au message et retient toute l\u2019attention du lecteur.
\nExemple<\/u>\u00a0:
\nWish commence son pr\u00e9-header par un \u00ab\u00a0bonjour [pr\u00e9nom]<\/strong>\u00a0\u00bb qui montre que l\u2019email s\u2019adresse directement au destinataire. Une telle formulation donne envie d\u2019ouvrir le message.
\n\"Wish\"<\/p>\n

Int\u00e9grer un call-to-actions<\/h3>\n

\u00ab\u00a0<\/strong>Ouvrez cet email pour profiter de 20% de r\u00e9duction\u00a0\u00bb, \u00ab\u00a0D\u00e9couvrez vite notre nouvelle offre\u00a0\u00bb\u2026 Voici des messages qui ne laisseront pas indiff\u00e9rent le destinataire. Cr\u00e9ez un sentiment d\u2019urgence dans le pr\u00e9-header<\/strong> pour augmenter les chances d’ouverture du message.
\nExemple<\/u>\u00a0:
\nSunweb incite clairement au clic, avec un pr\u00e9-header contenant tous les avantages son offre promo.
\n\"Sunweb\"<\/p>\n

Gr\u00e2ce \u00e0 un pr\u00e9-header r\u00e9ussi, vous pouvez convaincre le destinataire d\u2019ouvrir votre email ! Soyez concis, attrayant et humain pour augmenter le taux de clics et, par cons\u00e9quent, de conversions. Si vous cherchez un expert en emailing, vous trouverez forc\u00e9ment le professionnel qu’il vous faut sur Codeur.com<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Vous aimez le cin\u00e9ma\u00a0? Si oui, vous devez connaitre les teasers\u00a0: ces courtes vid\u00e9os de quelques minutes diffus\u00e9es avant la sortie d’un film. Elles montrent un aper\u00e7u du sc\u00e9nario et surtout, elles aiguisent l’envie chez le spectateur. Et bien, le pr\u00e9-header d\u2019un email\u00a0joue le m\u00eame r\u00f4le ! Malheureusement, beaucoup d\u2019entrepreneurs oublient de soigner cette ligne par […]<\/p>\n","protected":false},"author":67,"featured_media":27596,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[26],"tags":[39],"class_list":["post-27587","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-emailing","tag-conseils"],"acf":[],"yoast_head":"\nEmailing : comment utiliser le pr\u00e9-header pour booster le taux d\u2019ouverture<\/title>\n<meta name=\"description\" content=\"Vous aimez le cin\u00e9ma\u00a0? Si oui, vous devez connaitre les teasers\u00a0: ces courtes vid\u00e9os de quelques minutes diffus\u00e9es avant la sortie d'un film. 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