{"id":18042,"date":"2019-06-05T10:00:39","date_gmt":"2019-06-05T16:00:39","guid":{"rendered":"https:\/\/memberpress.com\/?p=18042"},"modified":"2026-03-02T11:18:56","modified_gmt":"2026-03-02T16:18:56","slug":"how-to-write-a-killer-welcome-email","status":"publish","type":"post","link":"https:\/\/memberpress.com\/fr\/blog\/how-to-write-a-killer-welcome-email\/","title":{"rendered":"Comment r\u00e9diger un e-mail de bienvenue percutant"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Imaginez que vous ouvriez votre bo\u00eete de r\u00e9ception pour d\u00e9couvrir que vous avez re\u00e7u douze nouveaux courriels, dont plusieurs \u00e0 caract\u00e8re commercial.<\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_86 ez-toc-wrap-center counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<label for=\"ez-toc-cssicon-toggle-item-6ab049c729b02\" class=\"ez-toc-cssicon-toggle-label\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">CE QU'IL Y A \u00c0 L'INT\u00c9RIEUR<\/p>\n<span class=\"ez-toc-cssicon\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6ab049c729b02\"  \/><nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/memberpress.com\/fr\/blog\/how-to-write-a-killer-welcome-email\/#Write_a_Straightforward_and_Interesting_Subject_Line\" >R\u00e9diger une ligne d'objet simple et int\u00e9ressante<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/memberpress.com\/fr\/blog\/how-to-write-a-killer-welcome-email\/#Write_Straightforward_Body_Copy_and_Use_Images\" >R\u00e9diger un texte simple et utiliser des images<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/memberpress.com\/fr\/blog\/how-to-write-a-killer-welcome-email\/#Incentives_and_Benefits\" >Incitations et avantages<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/memberpress.com\/fr\/blog\/how-to-write-a-killer-welcome-email\/#A_Few_Final_Tips\" >Quelques derniers conseils<\/a><\/li><\/ul><\/nav><\/div>\n\n\n\n\n<p class=\"wp-block-paragraph\">Vous ouvrez une lettre de votre employeur concernant un \u00e9v\u00e9nement professionnel \u00e0 venir, puis vous jetez un coup d'\u0153il \u00e0 une lettre de l'\u00e9cole de votre enfant. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Peut-\u00eatre aimez-vous le coupon de r\u00e9duction $10 annonc\u00e9 dans l'objet par votre restaurant asiatique pr\u00e9f\u00e9r\u00e9, et vous l'ouvrez donc aussi. Mais il y a peu de chances que vous consultiez les autres courriels de marketing.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Statistiquement, vous effacerez les autres sans m\u00eame y jeter un coup d'\u0153il.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sur l'ensemble des courriels, 75% ne sont jamais ouverts, et seulement 15% de ces courriels sont ouverts. <a href=\"https:\/\/optinmonster.com\/whats-a-good-email-open-rate-and-how-you-can-improve-yours\/\">courriels de marketing<\/a> sont. Mais il y a de bonnes nouvelles ! Lorsqu'il s'agit d'un courriel de bienvenue, la statistique passe \u00e0 35-50%. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">C'est aussi <a href=\"https:\/\/www.business2community.com\/email-marketing\/email-marketing-statistics-guide-email-strategy-2018-01984125\">cinq fois plus<\/a> Il y a plus de chances que quelqu'un clique sur un message de bienvenue que sur n'importe quel autre type de message marketing. Si vous vous y prenez bien, vous ferez une excellente impression sur vos clients potentiels !<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Voici quelques conseils pour r\u00e9diger un e-mail percutant qui ne se contente pas d'attirer l'attention du destinataire, mais qui le fait revenir pour en savoir plus :<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Write_a_Straightforward_and_Interesting_Subject_Line\"><\/span><strong>R\u00e9diger une ligne d'objet simple et int\u00e9ressante<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">S'ils ne savent pas de quoi il s'agit ou de qui il s'agit, ils ne cliqueront pas dessus. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">C'est pourquoi il est essentiel d'\u00eatre direct dans la ligne d'objet de votre e-mail de bienvenue. Assurez-vous de leur souhaiter la bienvenue, d'indiquer imm\u00e9diatement votre marque et de proposer une incitation ou un avantage dans le titre (nous reviendrons plus tard sur les incitations). (Nous reviendrons plus tard sur les incitations). <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Vous pouvez \u00e9galement \u00eatre d\u00e9contract\u00e9 et int\u00e9ressant, mais veillez \u00e0 rester fid\u00e8le \u00e0 la voix de votre marque. Les gens se sont inscrits pour recevoir des courriels parce qu'ils aimaient votre marque, ce qui signifie qu'ils appr\u00e9cient \u00e9galement la fa\u00e7on dont vous pr\u00e9sentez votre marque ! <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Si votre marque est mature et s\u00e9rieuse, assurez-vous que votre ligne d'objet le refl\u00e8te. Si votre marque est gaie et l\u00e9g\u00e8re, c'est aussi tr\u00e8s bien.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Voici quelques exemples de ce \u00e0 quoi ressemble un bon courrier \u00e9lectronique (en utilisant des entreprises fictives) :<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Frank's Fish vous souhaite la bienvenue ! Obtenez votre fish 'n' chips gratuit. <\/strong><\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Bienvenue ! Comment d\u00e9marrer avec la Biblioth\u00e8que de Reader Haven. <\/strong><\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Bienvenue \u00e0 Sassy Style Booth. Voici une surprise gratuite !<\/strong><\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Ceux-ci ne sont peut-\u00eatre pas aussi bons :<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Bravo ! Nous sommes heureux de vous compter parmi nous.<\/strong> (A bord de quoi ? et de qui cela vient-il ?)<\/li><li><strong>Bienvenue sur le site Baby Clothes. <\/strong>(C'est une marque, et c'est bien, mais pourquoi quelqu'un ouvrirait-il votre e-mail ? Que proposez-vous ? Quel avantage pouvez-vous leur apporter ?)<\/li><li><strong>Bienvenue chez Pizza &amp; Friends. Vous \u00eates g\u00e9niaux ! \ud83d\ude00 \ud83d\ude42 &lt;3 <\/strong>(Il n'y a pas de mal \u00e0 \u00eatre d\u00e9contract\u00e9, mais la fronti\u00e8re entre d\u00e9contract\u00e9 et non professionnel est t\u00e9nue. Utilisez une grammaire raisonnablement bonne et n'utilisez pas d'\u00e9mojis \u00e0 moins que votre marque ne l'exige vraiment. De toute fa\u00e7on, ils sont souvent prot\u00e9g\u00e9s par des droits d'auteur).<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Write_Straightforward_Body_Copy_and_Use_Images\"><\/span>R\u00e9diger un texte simple et utiliser des images<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Les courriels de bienvenue sont g\u00e9n\u00e9ralement courts. En seulement 50 \u00e0 150 mots, vous devez captiver l'int\u00e9r\u00eat du destinataire et <a href=\"https:\/\/optinmonster.com\/welcome-email-examples-that-build-trust-with-subscribers\/\">lui donner une valeur personnelle<\/a>. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mais n'essayez pas d'en faire trop en une seule fois. Offrir un bon de r\u00e9duction, donner des instructions sur l'utilisation de votre site et \u00eatre prolixe dans votre message de bienvenue est probablement trop pour un seul courriel et risque d'embrouiller le destinataire. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La simplicit\u00e9 du message permet au destinataire de mieux comprendre l'avantage que vous allez lui apporter. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Par ailleurs, vous souvenez-vous de l'expression \"une image vaut mille mots\" ? Si vous le pouvez, incluez des ic\u00f4nes et des images dans votre courrier \u00e9lectronique. Les images am\u00e9liorent la lisibilit\u00e9 et l'apparence. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mais l\u00e0 encore, restez simple et int\u00e9ressant. Ne choisissez pas d'ic\u00f4nes qui pr\u00eatent \u00e0 confusion ou qui sont difficiles \u00e0 comprendre. Soyez color\u00e9 et utilisez des \u00e9l\u00e9ments qui rappellent votre marque au destinataire.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Incentives_and_Benefits\"><\/span><strong>Incitations et avantages<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Il existe de nombreuses id\u00e9es sur ce qu'il convient d'inclure dans un message de bienvenue afin d'offrir un avantage au destinataire. En fait, le destinataire s'est peut-\u00eatre inscrit pour recevoir des courriels de votre entreprise parce qu'il a \u00e9t\u00e9 attir\u00e9 par une incitation ou un avantage au d\u00e9part. Un coupon est toujours une bonne id\u00e9e. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Il peut s'agir d'une offre de r\u00e9duction, d'un pourcentage de r\u00e9duction ou d'une offre d'achat d'un produit pour un produit donn\u00e9. Vous pouvez \u00e9galement offrir une sorte de cadeau gratuit. Il peut s'agir d'une antis\u00e8che t\u00e9l\u00e9chargeable, d'un livre \u00e9lectronique, d'un T-shirt, d'un acc\u00e8s plus large \u00e0 votre site web, etc. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Si vous ne souhaitez pas leur offrir une incitation, offrez-leur un avantage : donnez-leur des instructions sur la mani\u00e8re d'utiliser votre site web. Souhaitez-leur la bienvenue sur votre blog et dirigez-les vers certains de vos articles les plus populaires. R\u00e9pondez aux questions qu'ils peuvent se poser. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Quoi qu'il en soit, assurez-vous d'inclure quelque chose qui plaira au destinataire. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"A_Few_Final_Tips\"><\/span><strong>Quelques derniers conseils<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Envoyez votre e-mail de bienvenue le jour o\u00f9 un nouvel abonn\u00e9 s'inscrit. Plus vous attendez, moins il y a de chances qu'il l'ouvre. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Fournissez un lien les invitant \u00e0 rejoindre vos pages de m\u00e9dias sociaux. Vous aurez ainsi plus d'occasions d'interagir. Et offrez-leur une porte de sortie ! C'est une courtoisie que d'inclure un bouton de d\u00e9sabonnement.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Par ailleurs, de nombreux mod\u00e8les de courriels automatis\u00e9s de MemberPress comprennent les \u00e9l\u00e9ments suivants\u00a0<strong>ast\u00e9risques par d\u00e9faut<\/strong>\u00a0dans l'objet et le corps du message. Envisagez de les supprimer pour donner \u00e0 vos courriels un aspect plus personnalis\u00e9.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Rappelez-vous :<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Soyez toujours int\u00e9ressant et direct dans votre ligne d'objet. \u00catre vague peut vous faire couler.<\/li><li>Veillez \u00e0 ce que vos messages \u00e9lectroniques soient concis et utilisez des images accrocheuses et pertinentes.<\/li><li>Offrir une incitation ou un avantage.<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Imaginez que vous vendiez des coussins pour chats. Un fan inconditionnel de chats ouvre sa bo\u00eete de r\u00e9ception. Il voit quelques courriels qui l'int\u00e9ressent, mais il y en a d'autres dont il ne se soucie pas. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Votre e-mail de bienvenue va-t-il faire l'affaire ? L'ouvrira-t-il ? Le lira-t-il ? Suivez ces quelques conseils, et votre e-mail de bienvenue sera un v\u00e9ritable succ\u00e8s !<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Avez-vous envoy\u00e9 un e-mail de bienvenue percutant ?  Avez-vous d'autres questions sur l'envoi d'e-mails marketing r\u00e9ussis ? N'h\u00e9sitez pas \u00e0 nous en faire part dans les commentaires ci-dessous.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Si vous avez aim\u00e9 cet article, n'h\u00e9sitez pas \u00e0 <\/strong><a href=\"https:\/\/memberpress.com\/fr\/subscribe-to-the-memberpress-blog\/\"><strong>s'abonner au blog MemberPress<\/strong><\/a><strong>!<\/strong><\/p>","protected":false},"excerpt":{"rendered":"<p>Imagine you open your inbox to find you have twelve new emails, including several marketing ones. You open one from your employer about an upcoming work event, then glance at one from your kid\u2019s school. Maybe you like the $10-off coupon being advertised in its subject line from your favorite Asian joint, so you open [&hellip;]<\/p>\n","protected":false},"author":21697,"featured_media":18170,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"_strive_editorial_status":"not-started","_strive_copy_of":0,"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_FSMCFIC_featured_image_caption":"","_FSMCFIC_featured_image_nocaption":"","_FSMCFIC_featured_image_hide":"","_strive_checklists":"\"\"","_strive_active_checklist":"62291e2bb2422","_strive_post_notes":"","footnotes":""},"categories":[1474,1475],"tags":[169,492],"class_list":["post-18042","post","type-post","status-publish","format-standard","has-post-thumbnail","category-membership-site","category-retention-and-loyalty","tag-email-marketing","tag-welcome-email","entry"],"acf":{"plans":["scale"],"is_featured":false,"download_source":"none","mothership_slug":"","download_url":""},"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 5.0.1 - aioseo.com -->\n\t<meta name=\"description\" content=\"Seventy-five percent of all emails are never even opened, but when it\u2019s a welcome email it&#039;s 35\u201350 percent. 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