Comment rédiger des courriels qui obtiennent des réponses
Un blog invité par Natasa Djalovic (Marketing Manager chez Autoklose)
Email marketing is one of the most affordable marketing tactics. We’ve all read that for every 1 dollar you invest, you get $44, which is awesome, but many marketers complain that IRL the situation isn’t nearly as great. Are the rumors that good ol’ email is on its deathbed true? By no means! The culprit behind ending up in spam and not being able to get email responses usually hides in plain sight.
Sometimes it’s your ineffective subject line, deceptive copy, or the lack of CTA that puts your recipients off engaging with you any further.
Here’s how to fix it and have get email responses until your inbox overflows.
1. Créer une ligne d'objet digne d'être cliquée
Votre public cible est composé de professionnels très occupés, au mode de vie trépidant, qui souffrent d'une surcharge d'informations. Vous devez donc faire une excellente première impression pour qu'ils remarquent votre e-mail dans leur boîte de réception encombrée et se sentent obligés de l'ouvrir.
Voici quelques conseils pour élaborer et peaufiner un objet assassin :
1. Moins sur moi et plus sur toi
Les courriels dont l'objet est par exemple
2x vos CTR
ou
<Obtenez 200 démos en un mois
are telling your customers something of value is inside and if you don’t click on it you are missing out (FOMO).
2. Soyez bref et agréable
Unless you opt for the KISS approach, it will be a kiss of death for your open- and click-through rate. Elaborate subject lines, which are longer than 50 characters won’t be displayed on mobile displays properly and in their entirety.
And if we bear in mind that most people check their email on their smartphones, it’s self-explanatory why using fewer words is essential. It would be a shame not to be able to finish your tho… 😉
Conseils pour des lignes d'objet irrésistibles.
Cet exemple résume tout et indique à votre public ce à quoi il peut s'attendre s'il ouvre votre courrier électronique.
3. Susciter la curiosité
While it’s not a good idea to deceive your recipients and lure them into clicking on your email only to discover that the subject line has nothing to do with your offer, intriguing them can do wonders for your open rate.
Not many salespeople know this closing trick…
Bien entendu, veillez à offrir à vos prospects quelque chose d'utile et de précieux. Vous pouvez donc les taquiner, mais vous devez leur offrir quelque chose.
4. Poser une question
This one usually works best when it’s paired with pain points and issues that your audience experiences. Yes, we advise you to play on their vulnerabilities and capture their attention immediately by mentioning something that has been giving them much trouble.
Se battre avec des taux de délivrabilité médiocres?
Such a subject line uses the power of negative emotions and reminds your prospects about their problems, but also implies that your email offers a solution. The trick is to live up to their expectations and offer something of value. So, don’t try to oversell yourself, because you can only fool people once.
5. Utiliser les chiffres
Les listes indiquent que votre contenu est facile à digérer et à scanner. Personne n'a envie de lire des paragraphes volumineux et de perdre du temps à essayer de comprendre l'essentiel. Les listes numérotées sont beaucoup plus faciles à lire pour les yeux et le cerveau, et elles permettent à vos destinataires de trouver rapidement les informations dont ils ont besoin dans le corps du texte.
7 conseils pour améliorer votre taux de délivrabilité.
This subject line shows the recipient exactly what’s in store for them. It states what your email talks about and promises your prospects content that their brains can easily process.
6. Faire en sorte que chaque prospect se sente spécial
It’s no secret that successful companies who want to get email responses use sales email automation for their email outreach. But that doesn’t mean that your campaigns have to be generic and sound as if C-3PO wrote the copy or else you’re doomed!
Autoklose, the intuitive sales automation platform, offers personalization tokens which will help you build rapport with your audience and make them feel as if they’ve just received a carefully penned 1-on-1 email. Moreover, you don’t have to use only predefined tokens – Autoklose lets you create your own and personalize your campaigns to your heart’s desire.
Mike, you’ve left an item in your shopping cart
Awww, une grande entreprise comme XYZ pense à vous et vous rappelle de terminer votre achat. Comme c'est gentil !
Et il ne s'agit là que de la première étape de la personnalisation. Pour avoir encore plus de chances d'obtenir des réponses par courrier électronique, optez pour une approche encore plus poussée et allez bien au-delà du niveau du prénom et de la localisation.
7. Faire preuve d'esprit et de controverse
Il y a fort à parier qu'une ligne d'objet amusante et percutante attirera l'attention de vos prospects.
Let’s admit it – people also love shocking news, gossip and attention-grabbing headlines.
However, you should know and understand your audience very well if you plan on using this approach, because when you’re using such potentially flammable subject lines, the situation can quickly escalate out of hand.
Pourquoi vos lignes d'objet sont mauvaises.
This isn’t the most controversial example, but it still catches your audience off-guard and invites them to think about what they’re doing wrong.
It’s worth noting that you should stay away from politics and religion as these two topics are too sensitive and can lead to a huge backlash.
2. L'anatomie d'un corps de message efficace
Now that you’ve got your prospects to open your email, it’s time to show them what you got and make sure that they don’t regret their previous decision.
1. Modifiez votre texte de prévisualisation.
Il s'agit d'une occasion supplémentaire d'étendre votre message au-delà des quelques mots de la ligne d'objet. Utilisez-la intelligemment pour souligner le sentiment d'urgence et inclure l'élément principal de votre message.
2. Don’t talk your recipients’ ear off.
This is an email, not an ebook, and you’re trying to make a point and get your message across in an effective way. Don’t get carried away trying to cram an overload of information in your email. Besides, the most important element of your message is your CTA, so don’t bury it under an avalanche of text.
3. Don’t use industry jargon and sound as natural as possible.
Les gens veulent recevoir des messages simples et concrets. Laissez vos phrases high-tech pour les événements industriels et les réunions.
It’s also worth noting that your email should look like as if it’s written for your friends and family – don’t use caps lock, don’t capitalize every letter in your subject line, and forget about spam words.
However, given that even “free”, “discount”, or “amazing” trigger spam filters, it’s a good idea to check out a list of the most common spam words. Or use the Autoklose Template Analyzer which highlights every single spam word or phrase within your email message and improves your deliverability rate.
4. Don’t brag about your product’s features.
Your prospects don’t care about the technical specs of your latest product. They want to know how it can help them and make their life easier. Switch from talking about the features to describing all the benefits they can experience if they opt for your offer.
5. Attention au désordre.
No matter how much you want to let your prospects realize that all your products and services are just perfect for them, stick to a single offer within your email. Several different offers will turn your message into a hot mess and your recipients won’t know what exactly you want them to do.
Similarly, by including more than one or two links or images, you’ll actually catch the email service provider’s attention and the risk that your message will end up in spam. Only commercial emails and promotions have tons of images and links within their body, and you definitely don’t want Gmail to put you in that category.
6. Assurez le suivi !
All these tips listed above won’t help you get email responses unless you are persistent. One or two messages won’t make the cut, which means that the reason behind your poor response- and click-through rate might be that your recipients simply forgot or were too busy – and you failed to remind them to have a look.
Consultez ce guide pratique sur la manière d'assurer un suivi efficace.
3. Make your CTA’s shine
As we’ve mentioned, a CTA is crucial to ensure you get email responses, so it’s important to make it as prominent and powerful as possible.
1. Utiliser des impératifs et des mots d'action
Vous devez encourager et inciter vos destinataires à cliquer sur ce bouton et à s'inscrire, télécharger, acheter, lire ou s'abonner à votre produit ou service. Soyez donc direct et dites-leur clairement ce que vous voulez qu'ils fassent.
2. Utiliser le renforcement positif
Dites à votre public ce qui se passera s'il clique sur ce bouton CTA, c'est-à-dire comment il en bénéficiera.
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3. Le faire ressortir
Much has been debated over the best color for CTA, but in the end, it all boils down to opting for a color which will increase the contrast between your CTA and the background. A contrasting color is always a good idea as it distinguishes your CTA from your brand’s color scheme.
4. Placez-la en bonne place dans votre courrier électronique
Sometimes people get distracted or simply stop reading your email because it’s not engaging. To prevent that, place your CTA high in your email body so that it can attract your recipients’ attention immediately and get them to engage with your content.
Comment obtenir des réponses par courrier électronique, en quelques mots :
If you want to get email responses from your recipients, you should treat them like real people, and not just ATM’s who will pay for your product and service. These tips will help you humanize and personalize your email outreach and make it engaging.
Un peu plus sur Natasa:
Natasa Djalovic. Responsable marketing chez Autoklose. Fervent promoteur de mèmes et de GIF, amoureux des chats, doté de superpouvoirs en matière de contenu (psst, ne le dites à personne).
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