{"id":18321,"date":"2019-07-01T15:35:26","date_gmt":"2019-07-01T21:35:26","guid":{"rendered":"https:\/\/memberpress.com\/?p=18321"},"modified":"2026-03-02T12:22:40","modified_gmt":"2026-03-02T17:22:40","slug":"how-to-create-an-engaging-newsletter-for-your-membership-site","status":"publish","type":"post","link":"https:\/\/memberpress.com\/fr\/blog\/how-to-create-an-engaging-newsletter-for-your-membership-site\/","title":{"rendered":"Comment cr\u00e9er une lettre d'information que vos membres liront vraiment ?"},"content":{"rendered":"<p>Les \u00e9tudes montrent que le taux d'ouverture moyen des lettres d'information par courrier \u00e9lectronique est d'environ 20%. Mais cela ne signifie pas que 20% sont effectivement lus. Le taux de clics moyen n'est que de 2-5%. <\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 ez-toc-wrap-center counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<label for=\"ez-toc-cssicon-toggle-item-6a265e478fcb8\" 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-6a265e478fcb8\"  \/><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-create-an-engaging-newsletter-for-your-membership-site\/#Journalism_Rules_of_Thumb\" >R\u00e8gles empiriques du journalisme<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/memberpress.com\/fr\/blog\/how-to-create-an-engaging-newsletter-for-your-membership-site\/#1_Proximity\" >1. La proximit\u00e9<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/memberpress.com\/fr\/blog\/how-to-create-an-engaging-newsletter-for-your-membership-site\/#2_Timeliness\" >2. Le respect des d\u00e9lais<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/memberpress.com\/fr\/blog\/how-to-create-an-engaging-newsletter-for-your-membership-site\/#3_Impact\" >3. L'impact<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/memberpress.com\/fr\/blog\/how-to-create-an-engaging-newsletter-for-your-membership-site\/#4_Prominence\" >4. La notori\u00e9t\u00e9<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/memberpress.com\/fr\/blog\/how-to-create-an-engaging-newsletter-for-your-membership-site\/#5_Conflict\" >5. Conflit<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/memberpress.com\/fr\/blog\/how-to-create-an-engaging-newsletter-for-your-membership-site\/#6_Human_Interest\" >6. Int\u00e9r\u00eat humain<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/memberpress.com\/fr\/blog\/how-to-create-an-engaging-newsletter-for-your-membership-site\/#The_Takeaway\" >\u00c0 emporter<\/a><\/li><\/ul><\/nav><\/div>\n\n\n\n\n<p>Les lettres d'information peuvent \u00eatre ennuyeuses et peu pertinentes. Par cons\u00e9quent, elles sont souvent laiss\u00e9es de c\u00f4t\u00e9 ou inachev\u00e9es. <\/p>\n\n\n\n<p>Mais, si elle est bien faite, une lettre d'information est une excellente occasion d'\u00e9tablir des liens continus avec les utilisateurs. C'est un moyen de tenir vos abonn\u00e9s au courant et de les faire revenir. Et c'est moins cher que beaucoup d'autres <a href=\"https:\/\/memberpress.com\/fr\/blog\/how-to-create-a-successful-content-marketing-strategy\/\" target=\"_blank\" rel=\"noreferrer noopener\" title=\"autres m\u00e9thodes de commercialisation\">autres m\u00e9thodes de commercialisation<\/a>.<\/p>\n\n\n\n<p>Alors, comment cr\u00e9er une lettre d'information \u00e9lectronique que vos abonn\u00e9s auront envie de lire ? Qu'est-ce qui fera que la v\u00f4tre se distinguera des autres ? <\/p>\n\n\n\n<p>Par co\u00efncidence, un grand nombre des principes abord\u00e9s dans notre r\u00e9cent article sur la r\u00e9daction d'e-mails de bienvenue percutants s'appliquent \u00e0 la cr\u00e9ation d'une lettre d'information attrayante. <\/p>\n\n\n\n<div class=\"block-mp-button-wrap\">\n\t<a id=\"button-block_620eb2351ed19\" href=\"https:\/\/memberpress.com\/fr\/how-to-write-a-killer-welcome-email\/\"  target=\"_blank\" class=\"button button-blue center\">READ >> How to Write a Killer Welcome Email<\/a>\n<\/div>\n\n\n\n\n<ol class=\"wp-block-list\"><li>R\u00e9digez une ligne d'objet directe et int\u00e9ressante.<\/li><li>Le corps du message doit \u00eatre simple et attrayant.<\/li><li>Proposez des incitations et des avantages. (Dans une lettre d'information, le principal avantage est la connaissance, mais vous pouvez \u00e9galement ajouter un appel \u00e0 l'action, comme un t\u00e9l\u00e9chargement gratuit ou une invitation \u00e0 s'inscrire sur une plateforme sociale).<\/li><li>Utilisez des images.<\/li><\/ol>\n\n\n\n<p>Cela dit, les lettres d'information sont un peu diff\u00e9rentes des courriels de bienvenue. Il y a certains \u00e9l\u00e9ments que vous voudrez inclure, comme par exemple\u00a0<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Derni\u00e8res mises \u00e0 jour<\/li><li>Promotions<\/li><li>Articles de blog pertinents<\/li><li>Autres informations susceptibles d'int\u00e9resser vos abonn\u00e9s <\/li><\/ul>\n\n\n\n<p>D'o\u00f9 la question suivante : Qu'est-ce que la<em> est <\/em>int\u00e9ressant pour les abonn\u00e9s ?<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"journalism-rules-of-thumb\"><span class=\"ez-toc-section\" id=\"Journalism_Rules_of_Thumb\"><\/span>R\u00e8gles empiriques du journalisme<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>En r\u00e8gle g\u00e9n\u00e9rale, vous pouvez garder \u00e0 l'esprit ce vieil adage journalistique : \"Un chien qui mord un homme n'est pas une nouvelle. Un homme qui mord un chien est une nouvelle\". <\/p>\n\n\n\n<p>C'est dr\u00f4le, mais \u00e7a en dit long quand on y pense !<\/p>\n\n\n\n<p>Il existe \u00e9galement six principes pratiques de journalisme qui peuvent vous aider \u00e0 cr\u00e9er un contenu de newsletter qui int\u00e9ressera vos lecteurs.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"1-proximity\"><span class=\"ez-toc-section\" id=\"1_Proximity\"><\/span>1. <strong>Proximit\u00e9<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Tenir les abonn\u00e9s au courant de ce qui se passe dans leur sph\u00e8re d'activit\u00e9. Si cela se passe en Chine, ce n'est peut-\u00eatre pas aussi int\u00e9ressant que si cela se passe \u00e0 vingt miles de chez soi.<\/p>\n\n\n\n<p>But also keep \u201cvirtual proximity\u201d in mind. For example, updates to your site are happening right on the screen they\u2019re holding in their hands. It doesn't get much more local than that!<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"2-timeliness\"><span class=\"ez-toc-section\" id=\"2_Timeliness\"><\/span>2. <strong>Rapidit\u00e9 d'ex\u00e9cution<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Envoyez vos bulletins d'information \u00e0 intervalles r\u00e9guliers. Un \u00e9v\u00e9nement survenu il y a un an n'est probablement pas opportun (bien qu'il puisse l'\u00eatre dans certains cas). Envisagez un calendrier hebdomadaire ou mensuel. <\/p>\n\n\n\n<p>Toutefois, si un \u00e9v\u00e9nement important se produit, informez-en vos abonn\u00e9s imm\u00e9diatement. Il n'y a pas de mal \u00e0 envoyer des nouvelles rapidement pour des raisons de rapidit\u00e9. Mais soyez prudent. Une mise \u00e0 jour de l'apparence de votre site n'est pas une affaire urgente. Un gros probl\u00e8me de relations publiques, lui, l'est.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"3-impact\"><span class=\"ez-toc-section\" id=\"3_Impact\"><\/span>3. <strong>Impact<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Utilisez du contenu qui a un impact direct sur vos abonn\u00e9s. Par exemple, une nouvelle mise \u00e0 jour de votre site ou un changement dans le flux des utilisateurs les concernera certainement. <\/p>\n\n\n\n<p>Gardez \u00e0 l'esprit que vous devrez peut-\u00eatre ajouter l'impact vous-m\u00eame. Par exemple, disons que vous venez d'atteindre un million d'abonn\u00e9s. C'est formidable, mais pourquoi vos lecteurs devraient-ils s'en pr\u00e9occuper ? Maintenant, si vous venez d'atteindre un million d'abonn\u00e9s et que vous le c\u00e9l\u00e9brez en <a href=\"https:\/\/memberpress.com\/fr\/blog\/how-to-run-a-successful-social-media-giveaway-5-easy-steps\/\" target=\"_blank\" rel=\"noreferrer noopener\" title=\"organiser un grand concours\">organiser un grand concours<\/a>C'est un impact important.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"4-prominence\"><span class=\"ez-toc-section\" id=\"4_Prominence\"><\/span>4. <strong>Promouvoir l'innovation<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Y a-t-il des personnes, des mouvements ou d'autres entreprises importants associ\u00e9s \u00e0 votre site ? Votre entreprise a-t-elle r\u00e9cemment remport\u00e9 un prix ? Avez-vous \u00e9t\u00e9 mentionn\u00e9 dans un article de blog ayant une autorit\u00e9 de domaine tr\u00e8s \u00e9lev\u00e9e ? Ce type de mise en avant peut permettre \u00e0 votre lettre d'information d'attirer l'attention. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"5-conflict\"><span class=\"ez-toc-section\" id=\"5_Conflict\"><\/span><strong>5. Conflit<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Soyez prudent sur ce point. \u00c0 moins que votre site d'affiliation ne soit ouvertement politique, le fait de s'impliquer dans des conflits politiques ou sociaux pourrait faire plus de mal que de bien.<\/p>\n\n\n\n<p>Mais si le conflit est adapt\u00e9 \u00e0 votre plateforme, il peut attirer les lecteurs. Essayez d'inclure dans votre lettre d'information un sondage d'opinion sur un sujet d'actualit\u00e9.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"6-human-interest\"><span class=\"ez-toc-section\" id=\"6_Human_Interest\"><\/span><strong>6. Int\u00e9r\u00eat humain<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>This is where the whole \u201cman bites dog\u201d thing comes in. If it\u2019s weird, sweet, or sad, it's got human-interest potential.<\/p>\n\n\n\n<p>Parmi les bons exemples, on peut citer les contenus concernant<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Votre entreprise aide une personne dans le besoin<\/li><li>Histoires de clients (par exemple, un parcours de perte de poids)<\/li><li>Initiatives vertes prises par votre entreprise<\/li><li>Informations \u00e9tranges ou bizarres<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"the-takeaway\"><span class=\"ez-toc-section\" id=\"The_Takeaway\"><\/span>\u00c0 emporter<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Avec un taux d'ouverture moyen de 20% (et un taux de clics encore plus faible), la cr\u00e9ation d'une newsletter attrayante peut sembler une t\u00e2che ardue. Mais vous pouvez y arriver ! Il vous suffit de garder nos conseils \u00e0 l'esprit.<\/p>\n\n\n\n<p>Rappelez-vous les six principes du journalisme :<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Proximit\u00e9<\/li><li>Rapidit\u00e9 d'ex\u00e9cution<\/li><li>Impact<\/li><li>Promouvoir l'innovation<\/li><li>Conflit<\/li><li>Int\u00e9r\u00eat humain<\/li><\/ul>\n\n\n\n<p>N'oubliez pas d'utiliser des images, d'inclure une ligne d'objet attrayante et de toujours inclure un appel \u00e0 l'action.<\/p>\n\n\n\n<p><em>Avez-vous r\u00e9ussi \u00e0 cr\u00e9er des lettres d'information ? Avez-vous des inqui\u00e9tudes quant \u00e0 la cr\u00e9ation d'excellentes lettres d'information ? N'h\u00e9sitez pas \u00e0 nous en faire part dans les commentaires ci-dessous.<\/em><\/p>\n\n\n\n<p><strong>Si vous avez aim\u00e9 cet article, n'oubliez pas de vous inscrire dans la liste de diffusion. <a href=\"https:\/\/memberpress.com\/go\/box\/\" title=\"Lien d&#039;affiliation de la bo\u00eete\" class=\"pretty-link-keyword\"rel=\"nofollow \" target=\"_blank\">bo\u00eete<\/a> jusqu'\u00e0 la droite !<br><\/strong><\/p>","protected":false},"excerpt":{"rendered":"<p>Une lettre d'information est l'occasion d'\u00e9tablir des liens continus avec les utilisateurs. C'est un moyen de communiquer avec tout le monde et de tenir les abonn\u00e9s au courant de l'\u00e9volution de votre site.<\/p>","protected":false},"author":21697,"featured_media":18382,"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":[231,94],"tags":[169,510,509],"class_list":{"0":"post-18321","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-emails","8":"category-marketing","9":"tag-email-marketing","10":"tag-journalism","11":"tag-newsletter","12":"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 4.9.6.2 - aioseo.com -->\n\t<meta name=\"description\" content=\"A 2012 survey indicated that the average click-through rate for email newsletters is about 20 percent. 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