{"id":2691,"date":"2017-01-10T11:50:08","date_gmt":"2017-01-10T10:50:08","guid":{"rendered":"http:\/\/blog.datananas.com\/fr\/?p=2691"},"modified":"2019-10-01T13:24:29","modified_gmt":"2019-10-01T11:24:29","slug":"rediger-des-emails-de-prospection-ebook","status":"publish","type":"post","link":"https:\/\/blog.datananas.com\/fr\/rediger-des-emails-de-prospection-ebook\/","title":{"rendered":"Comment r\u00e9diger des emails de prospection performants ? [Ebook]"},"content":{"rendered":"<p>Avant de r\u00e9diger des emails de prospection, il est essentiel d\u2019avoir pu s\u2019approprier les notions de base d\u2019une machine de prospection. Effectivement, des mod\u00e8les d\u2019emails, m\u00eame tr\u00e8s puissants, vont de pair avec une strat\u00e9gie de prospection bien huil\u00e9e, automatis\u00e9e et tr\u00e8s qualitative.<\/p>\n<p><!--more--><\/p>\n<p><a href=\"http:\/\/academy.datananas.com\/o\/modeles-d-emails-de-prospection\"><img loading=\"lazy\" class=\"alignleft wp-image-2707\" src=\"\/\/blog.datananas.com\/fr\/wp-content\/uploads\/2016\/12\/E-book-28-templates-mockup.png\" alt=\"r\u00e9diger emails de prospection\" width=\"414\" height=\"414\" srcset=\"https:\/\/blog.datananas.com\/fr\/wp-content\/uploads\/2016\/12\/E-book-28-templates-mockup.png 500w, https:\/\/blog.datananas.com\/fr\/wp-content\/uploads\/2016\/12\/E-book-28-templates-mockup-150x150.png 150w, https:\/\/blog.datananas.com\/fr\/wp-content\/uploads\/2016\/12\/E-book-28-templates-mockup-300x300.png 300w, https:\/\/blog.datananas.com\/fr\/wp-content\/uploads\/2016\/12\/E-book-28-templates-mockup-60x60.png 60w\" sizes=\"(max-width: 414px) 100vw, 414px\" \/><\/a><\/p>\n<p>Revenons aux pr\u00e9mices de la prospection en ligne. Avec l\u2019\u00e9mergence d\u2019internet, la prospection s\u2019est naturellement digitalis\u00e9e et l\u2019email est devenu l\u2019un des outils privil\u00e9gi\u00e9s pour entrer en contact rapidement avec un prospect. Malheureusement, tous les commerciaux ont pris cette habitude et les boites emails des d\u00e9cideurs sont bien souvent d\u00e9bord\u00e9es.<\/p>\n<blockquote><p>En moyenne, un prospect re\u00e7oit entre 50 et 100 emails par jour, vous devez absolument sortir du lot !<\/p><\/blockquote>\n<p>En plus de se d\u00e9marquer par votre approche, le ton de votre email ou sa pertinence, le secret des meilleurs commerciaux est la relance. Ils savent ne pas se d\u00e9courager et surtout partir d\u2019un principe simple : tant qu\u2019un prospect n\u2019a pas confirm\u00e9 son d\u00e9sint\u00e9r\u00eat, il est potentiellement int\u00e9ress\u00e9. D\u2019apr\u00e8s une \u00e9tude de marketingdonut.co.uk, \u201c44% des commerciaux abandonnent apr\u00e8s 1 seule relance\u201d et \u201c80% des ventes n\u00e9cessitent au moins 5 relances\u201d.<\/p>\n<p>Pour faire face \u00e0 ces deux situations, l\u2019Outbound Sales, ou prospection commerciale sortante, est l\u2019approche la plus efficace.<\/p>\n<div class=\"push-cta\">\r\n<div class=\"cta-title\">Retrouvez nos meilleurs mod\u00e8les d'emails de prospection !<\/div>\r\n<div class=\"cta-subtitle\">Progressez \u00e0 votre rythme et acc\u00e9dez \u00e0 +10h de formation gratuitement<\/div>\r\n<a id=\"cta-academy-modeles-emails\" class=\"cta-button\" title=\"D\u00e9couvrir l'academy\" href=\"http:\/\/academy.datananas.com\/o\/modeles-d-emails-de-prospection\">D\u00e9couvrir l'academy<\/a>\r\n<\/div>\r\n<script type=\"text\/javascript\">\r\n  var link = document.getElementById('cta-academy-modeles-emails');\r\n  analytics.trackLink(link, 'blog-fr-content-cta-academy-modeles-emails', {\r\n    pageTitle: document.title\r\n  });\r\n<\/script>\n<p>&nbsp;<\/p>\n<h2>Vos emails de prospection doivent \u00e9veiller la curiosit\u00e9<\/h2>\n<p>Finie l\u2019\u00e9poque des emails promotionnels, charg\u00e9s en images et brochures de toutes sortes. M\u00eame s\u2019il est tr\u00e8s tentant de vouloir donner tous les \u00e9l\u00e9ments utiles \u00e0 tous les contacts de <a href=\"\/\/blog.datananas.com\/fr\/comment-creer-fichier-prospects\/\">vos listes de prospection fra\u00eechement constitu\u00e9es<\/a>, vous risquez bien souvent de produire l\u2019effet inverse. Votre prospect va comprendre rapidement qu\u2019il n\u2019est pas l\u2019unique destinataire de votre email de prospection et que vous ne vous int\u00e9ressez qu\u2019au devis que vous pourriez lui faire. En r\u00e9alit\u00e9, vous proc\u00e9dez \u00e0 l\u2019envers. Vous faites une proposition de valeur avant de conna\u00eetre le besoin de votre prospect.<\/p>\n<p>Il est important, au contraire, pour r\u00e9diger des emails de prospection performants, de donner le sentiment \u00e0 votre prospect qu\u2019il est l\u2019unique destinataire de votre email. Pour cela, il doit pouvoir tenir en 2 ou 3 phrases :<\/p>\n<ul>\n<li>Votre proposition de valeur, avec un seul b\u00e9n\u00e9fice clef<\/li>\n<li>Un appel \u00e0 l\u2019action clair, comme une question ou un lien<\/li>\n<\/ul>\n<p>Il doit pouvoir y r\u00e9pondre tr\u00e8s rapidement par un \u00aboui\u00bb ou un \u00abnon\u00bb, ou par un clic sur le bouton \u00abtransf\u00e9rer\u00bb, vous donnant ici l\u2019information sur le bon d\u00e9cideur.<\/p>\n<h2>R\u00e9diger\u00a0des emails de prospection\u00a0personnalis\u00e9s<\/h2>\n<p>Il faut toujours garder en t\u00eate que votre email doit \u00eatre r\u00e9dig\u00e9 de mani\u00e8re tr\u00e8s personnelle, comme si vous n\u2019aviez qu\u2019un unique destinataire. La meilleure fa\u00e7on de donner ce sentiment est d\u2019utiliser un outil d\u2019emailing permettant d\u2019ajouter des champs variables automatiquement. Ainsi, votre email est r\u00e9ellement unique pour chacun de vos prospects. Les champs variables les plus recommand\u00e9s sont par exemple la civilit\u00e9, le nom, le pr\u00e9nom, le nom de l\u2019entreprise de votre prospect. Mais il n\u2019y a pas de limites \u00e0 votre imagination \ud83d\ude42<\/p>\n<h2>Quels outils utiliser pour r\u00e9diger des emails de prospection ?<\/h2>\n<p>Pour g\u00e9rer des\u00a0emails de prospection de fa\u00e7on\u00a0automatis\u00e9e et personnalis\u00e9e, il est indispensable d\u2019utiliser un outil sp\u00e9cialis\u00e9. Bien s\u00fbr, de nombreux CRM proposent souvent nativement l\u2019envoi de campagnes emails, mais peu permettent de cr\u00e9er des sc\u00e9narios conditionnels de relances et de suivi, interpr\u00e9tant automatiquement, gr\u00e2ce \u00e0 une intelligence artificielle, les r\u00e9ponses de vos prospects, selon si elles sont positives ou n\u00e9gatives. Egalement, il est important de pouvoir traquer les interactions de vos prospects avec vos emails. A-t-il ouvert un email ? A-t-il cliqu\u00e9 sur un lien ? Avez-vous des statistiques de performances sur chacun des sc\u00e9narios et sur chacun des mod\u00e8les d\u2019email ? Confront\u00e9s quotidiennement \u00e0 ce probl\u00e8me chez Datananas, nous avons fait le choix de cr\u00e9er notre propre outil d\u00e9di\u00e9.<\/p>\n<p>&nbsp;<\/p>\n<p>Maintenant que vous connaissez les tenants et les aboutissants pour r\u00e9diger des emails de prospection, vous allez d\u00e9couvrir un panel de mod\u00e8les d\u2019emails que nous consid\u00e9rons comme les plus performants, car issus directement de notre propre exp\u00e9rience et de celles de nos clients, dont les probl\u00e9matiques sont toutes diff\u00e9rentes.<\/p>\n<div class=\"push-cta\">\r\n<div class=\"cta-title\">Retrouvez nos meilleurs mod\u00e8les d'emails de prospection !<\/div>\r\n<div class=\"cta-subtitle\">Progressez \u00e0 votre rythme et acc\u00e9dez \u00e0 +10h de formation gratuitement<\/div>\r\n<a id=\"cta-academy-modeles-emails\" class=\"cta-button\" title=\"D\u00e9couvrir l'academy\" href=\"http:\/\/academy.datananas.com\/o\/modeles-d-emails-de-prospection\">D\u00e9couvrir l'academy<\/a>\r\n<\/div>\r\n<script type=\"text\/javascript\">\r\n  var link = document.getElementById('cta-academy-modeles-emails');\r\n  analytics.trackLink(link, 'blog-fr-content-cta-academy-modeles-emails', {\r\n    pageTitle: document.title\r\n  });\r\n<\/script>\n","protected":false},"excerpt":{"rendered":"<p>Avant de r\u00e9diger des emails de prospection, il est essentiel d\u2019avoir pu s\u2019approprier les notions de base d\u2019une machine de prospection. Effectivement, des mod\u00e8les d\u2019emails, m\u00eame tr\u00e8s puissants, vont de pair avec une strat\u00e9gie de prospection bien huil\u00e9e, automatis\u00e9e et tr\u00e8s qualitative.<\/p>\n","protected":false},"author":1,"featured_media":6513,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"yasr_overall_rating":0,"yasr_post_is_review":"","yasr_auto_insert_disabled":"","yasr_review_type":"Other"},"categories":[5,284],"tags":[102,15,13,11,12],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v17.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Comment r\u00e9diger des emails de prospection performants ? 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