{"id":47597,"date":"2021-05-11T09:00:30","date_gmt":"2021-05-11T07:00:30","guid":{"rendered":"https:\/\/www.codeur.com\/blog\/?p=47597"},"modified":"2025-09-19T12:07:16","modified_gmt":"2025-09-19T10:07:16","slug":"etapes-lancement-newsletter","status":"publish","type":"post","link":"https:\/\/www.codeur.com\/blog\/etapes-lancement-newsletter\/","title":{"rendered":"Lancer votre newsletter en 7 \u00e9tapes"},"content":{"rendered":"<p><a href=\"https:\/\/blog.hubspot.com\/marketing\/email-marketing-stats\" target=\"_blank\" rel=\"noopener\">81 %<\/a> des sp\u00e9cialistes marketing B2B d\u00e9clarent que la newsletter est leur strat\u00e9gie favorite\u00a0!<br \/>\nQue ce soit pour garder le contact avec vos clients, g\u00e9rer votre e-r\u00e9putation ou augmenter les ventes.<br \/>\nD\u00e9couvrez comment lancer votre newsletter en 7 \u00e9tapes cl\u00e9s&nbsp;!<\/p>\n<h2>1. Construire une liste de contacts<\/h2>\n<p>Avant de lancer votre newsletter, vous devez trouver des destinataires qui souhaitent recevoir vos informations. La premi\u00e8re \u00e9tape consiste \u00e0 inciter vos lecteurs, visiteurs ou clients \u00e0 s\u2019inscrire \u00e0 votre mailing-list.<br \/>\nPour ce faire\u00a0:<\/p>\n<ul>\n<li>Sur votre site internet et votre blog, configurez un pop-up contenant un formulaire d\u2019inscription \u00e0 votre newsletter. Ne demandez que les informations n\u00e9cessaires.<\/li>\n<li>Proposez un cadeau en \u00e9change des adresses email\u00a0comme un bon de r\u00e9duction, une offre d\u2019essai ou un contenu gratuit (livre blanc, \u00e9tude de cas, playbook\u2026).<\/li>\n<li>Cr\u00e9ez des campagnes Lead Gen sur Facebook Ads ou LinkedIn Ads (selon o\u00f9 se trouve votre cible) pour collecter rapidement des adresses emails.<\/li>\n<\/ul>\n<h2>2. D\u00e9finir les besoins de vos lecteurs<\/h2>\n<p>Avant de commencer la r\u00e9daction des emails, il convient de cerner le profil des abonn\u00e9s et ce qu\u2019ils attendent de votre entreprise.<br \/>\nPour le savoir, vous devrez r\u00e9pondre aux questions suivantes\u00a0:<\/p>\n<ul>\n<li>Quelle relation entretiennent-ils avec vous&nbsp;?<\/li>\n<li>Pourquoi devraient-ils lire votre newsletter&nbsp;?<\/li>\n<li>La lecture leur apporte-t-elle quelque chose&nbsp;?<\/li>\n<\/ul>\n<p>Dans un second temps, identifiez leurs besoins. Quelles sont les informations utiles \u00e0 leur d\u00e9cision\u00a0? Quels renseignements leur permettront d\u2019avance dans le tunnel de vente\u00a0?<br \/>\nCela vous aidera \u00e0 d\u00e9terminer les grandes lignes directrices de votre newsletter, mais aussi \u00e0 identifier les segments de votre audience.<br \/>\n<img decoding=\"async\" class=\"size-large wp-image-47601 aligncenter\" src=\"https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2021\/04\/7788-1024x661.jpg\" alt=\"D\u00e9finir les besoins de vos lecteurs\" width=\"700\" height=\"452\" \/><\/p>\n<h2>3. R\u00e9fl\u00e9chir au th\u00e8me de votre newsletter<\/h2>\n<p>C\u2019est l\u2019heure de penser au th\u00e8me central de votre newsletter\u00a0! Quels types d\u2019informations allez-vous diffuser de mani\u00e8re r\u00e9guli\u00e8re\u00a0?<\/p>\n<ul>\n<li>Les actualit\u00e9s de votre marque<\/li>\n<li>Les \u00e9v\u00e9nements de votre secteur d\u2019activit\u00e9<\/li>\n<li>Les nouvelles fonctionnalit\u00e9s de vos services ou les nouveaux produits<\/li>\n<li>Votre politique RH ou de relations publiques<\/li>\n<li>Des contenus \u00e9ducatifs<\/li>\n<li>Autres\u00a0?<\/li>\n<\/ul>\n<p>L\u2019important est de choisir un th\u00e8me qui r\u00e9pond aux besoins de votre cible, \u00e0 vos objectifs et \u00e0 votre activit\u00e9. Bien entendu, vous pourrez alterner entre plusieurs informations, selon l\u2019actualit\u00e9 de votre marque.<\/p>\n<blockquote><p>Attention&nbsp;: Pensez \u00e0 bien segmenter votre liste. Les contenus \u00e9ducatifs s\u2019adressent aux prospects, la politique RH concerne plut\u00f4t de potentiels partenaires, tandis que les actualit\u00e9s de votre marque parleront aux clients fid\u00e8les.<\/p><\/blockquote>\n<h2>4. D\u00e9terminer une fr\u00e9quence d\u2019envoi<\/h2>\n<p>Hebdomadaire, mensuelle, trimestrielle\u2026 Quelle sera la cadence de votre newsletter\u00a0? La r\u00e9ponse d\u00e9pend de votre budget, du nombre de contenus que vous pouvez produire et de la richesse de votre actualit\u00e9.<br \/>\nCependant, en d\u00e9marrant votre newsletter, l\u2019id\u00e9al est d\u2019opter pour un cycle mensuel ou bi-mensuel, si vous avez le contenu n\u00e9cessaire. Vous pourrez d\u00e9j\u00e0 juger de la pertinence de ce rythme, analyser les retomb\u00e9es et prendre les bonnes d\u00e9cisions pour la suite.<br \/>\n<img decoding=\"async\" class=\"size-large wp-image-47605 aligncenter\" src=\"https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2021\/04\/6568-1024x632.jpg\" alt=\"Newsletter - D\u00e9terminer une fr\u00e9quence d\u2019envoi\" width=\"700\" height=\"432\" \/><\/p>\n<h2>5. Choisir une ligne d\u2019objet et un nom d\u2019exp\u00e9diteur<\/h2>\n<p>Cette \u00e9tape est importante pour le <a href=\"https:\/\/www.codeur.com\/blog\/emailing-pre-header\/\">taux d\u2019ouverture de votre newsletter<\/a>. Avoir un vrai nom d&#8217;exp\u00e9diteur humanise la marque tout en personnalisant la relation avec les abonn\u00e9s.<br \/>\nQuant \u00e0 la ligne d\u2019objet, celle-ci doit \u00eatre claire, attrayante et concise. En une phrase cl\u00e9, vous devez donner envie au destinataire d\u2019ouvrir votre message.<\/p>\n<blockquote><p>Effectuez un <a href=\"https:\/\/www.codeur.com\/blog\/a-b-tests-newsletters\/\">test A\/B<\/a> pour conna\u00eetre la formulation la plus performante.<\/p><\/blockquote>\n<h2>6. Concevoir un mod\u00e8le<\/h2>\n<p>Place au design\u00a0! Les r\u00e8gles sont simples\u00a0:<\/p>\n<ul>\n<li>\u00c9quilibrez les images et les textes, pour un aspect harmonieux.<\/li>\n<li>Utilisez les m\u00eames polices que sur votre site internet et autres supports de communication.<\/li>\n<li>Apposez votre logo dans le header.<\/li>\n<li>Conformez-vous \u00e0 votre charte graphique\u00a0: vos abonn\u00e9s doivent imm\u00e9diatement reconna\u00eetre votre \u00ab\u00a0touche\u00a0\u00bb.<\/li>\n<li>Pensez au call-to-action\u00a0: il doit \u00eatre plac\u00e9 dans la premi\u00e8re partie de votre newsletter et attirer le regard.<\/li>\n<\/ul>\n<p>Enfin, n\u2019oubliez pas que le design doit \u00eatre adapt\u00e9 aux t\u00e9l\u00e9phones portables. Plus de <a href=\"https:\/\/99firms.com\/blog\/mobile-email-statistics\/#gref\" target=\"_blank\" rel=\"noopener\">41 %<\/a> des emails ont \u00e9t\u00e9 ouverts sur mobile en 2019.<br \/>\n<img decoding=\"async\" class=\"size-large wp-image-47602 aligncenter\" src=\"https:\/\/www.codeur.com\/blog\/wp-content\/uploads\/2021\/04\/3896959-1024x1024.jpg\" alt=\"newsletter responsive smartphone\" width=\"700\" height=\"700\" \/><\/p>\n<h2>7. Choisir une plateforme d\u2019emailing<\/h2>\n<p>Mailchimp, MailJet, Sendinblue, Sarbacane\u2026 Ce ne sont pas les <a href=\"https:\/\/www.codeur.com\/blog\/marketing-automation-logiciel-emailing\/\">outils emailing<\/a> qui manquent\u00a0!<br \/>\nPour faire le bon choix, optez pour la plateforme qui offre\u00a0:<\/p>\n<ul>\n<li>Des mod\u00e8les d\u2019emails adapt\u00e9s \u00e0 tous les appareils (et \u00e0 vos besoins)<\/li>\n<li>Un tableau de bord avec toutes les statistiques sur vos campagnes<\/li>\n<li>Des processus d\u2019automatisation<\/li>\n<li>Une possibilit\u00e9 de segmentation<\/li>\n<li>Un service client de qualit\u00e9<\/li>\n<li>Une bonne <a href=\"https:\/\/www.codeur.com\/blog\/surveiller-reputation-email-sender-score\/\">r\u00e9putation aupr\u00e8s des fournisseurs d\u2019acc\u00e8s internet<\/a><\/li>\n<\/ul>\n<blockquote><p><strong>\u00c0 lire aussi<\/strong>&nbsp;: <a href=\"https:\/\/www.codeur.com\/blog\/emailing-texte-vs-html\/\">Emailing&nbsp;: version texte ou HTML&nbsp;? Comment choisir&nbsp;?<\/a><\/p><\/blockquote>\n<h2>Conclusion<\/h2>\n<p>Vous \u00eates pr\u00eat.e \u00e0 lancer votre newsletter\u00a0! Dernier petit conseil\u00a0: pensez \u00e0 configurer un message de bienvenue pour remercier vos abonn\u00e9s pour leur inscription. Cela permet de d\u00e9marrer votre relation de mani\u00e8re positive.<br \/>\nVotre d\u00e9livrabilit\u00e9 n&#8217;est pas au rendez-vous&nbsp;? <strong>Demandez l&#8217;aide d&#8217;un expert en email marketing de <a href=\"https:\/\/www.codeur.com\/fonctionnement-codeur\">Codeur.com<\/a> pour vous aider \u00e0 bien param\u00e9trer vos newsletters.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>81 % des sp\u00e9cialistes marketing B2B d\u00e9clarent que la newsletter est leur strat\u00e9gie favorite\u00a0! Que ce soit pour garder le contact avec vos clients, g\u00e9rer votre e-r\u00e9putation ou augmenter les ventes. D\u00e9couvrez comment lancer votre newsletter en 7 \u00e9tapes cl\u00e9s&nbsp;! 1. Construire une liste de contacts Avant de lancer votre newsletter, vous devez trouver des [&hellip;]<\/p>\n","protected":false},"author":67,"featured_media":47600,"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-47597","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-emailing","tag-conseils"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Lancer votre newsletter en 7 \u00e9tapes<\/title>\n<meta name=\"description\" content=\"81 % des sp\u00e9cialistes marketing B2B d\u00e9clarent que la newsletter est leur strat\u00e9gie favorite\u00a0! 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