{"id":4845,"date":"2017-06-15T10:00:35","date_gmt":"2017-06-15T08:00:35","guid":{"rendered":"http:\/\/blog.datananas.com\/fr\/?p=4845"},"modified":"2019-10-01T14:31:59","modified_gmt":"2019-10-01T12:31:59","slug":"email-commercial-performant-nos-astuces","status":"publish","type":"post","link":"https:\/\/blog.datananas.com\/fr\/email-commercial-performant-nos-astuces\/","title":{"rendered":"Email commercial performant : nos astuces"},"content":{"rendered":"

La r\u00e9volution num\u00e9rique a sensiblement impact\u00e9 la prospection conventionnelle. La prospection B2B par emails est d\u00e9sormais la norme. Les directions commerciales et marketing rivalisent d\u2019ing\u00e9niosit\u00e9 pour trouver un email commercial performant par excellence, destin\u00e9 \u00e0 engager de nouveaux prospects. Cependant, les bo\u00eetes mails des prospects re\u00e7oivent en moyenne entre 50 et 100 emails de prospection par jour. Face \u00e0 cette situation, les entreprises doivent sortir du lot en se d\u00e9marquant par leur approche, le ton de leurs emails et leur pertinence.<\/p>\n

Afin de vous aider \u00e0 \u00e9laborer un Consulter dans l’academy, voici nos conseils.<\/p>\n

<\/p>\n

Elaboration de la strat\u00e9gie de prospection commerciale<\/h2>\n

 <\/p>\n

D\u00e9finir son ICP, ses Buyer\u2019s Personae et la valeur ajout\u00e9e de son offre<\/h3>\n

Avant de lancer votre strat\u00e9gie de prospection et avant m\u00eame de r\u00e9diger vos emails de prospection commerciale, il est indispensable de r\u00e9pondre \u00e0 certaines questions cl\u00e9s. La premi\u00e8re \u00e9tape de l\u2019\u00e9laboration de votre email commercial performant est de d\u00e9finir votre ICP<\/a> (Ideal Customer Profile) qui constitue le portrait-robot th\u00e9orique de vos clients id\u00e9aux. L\u2019id\u00e9e est alors de trouver les points communs entre vos clients \u201cid\u00e9aux\u201d : ceux qui vous apporteront \u00e0 la fois le plus de valeur et ceux \u00e0 qui vous apporterez le plus de valeur.<\/p>\n

De la d\u00e9finition de cet ICP, vous allez pouvoir \u00e9tablir vos Buyer\u2019s Personae qui vous permettront alors de cr\u00e9er votre fichier de prospects. Enfin, la d\u00e9finition de la valeur ajout\u00e9e de votre offre est incontournable \u00e0 la r\u00e9daction de vos emails de prospection B2B. Elle permet en effet de mettre en place un argumentaire commercial en r\u00e9pondant \u00e0 cette question simple : \u201cquel probl\u00e8me pouvez-vous r\u00e9soudre chez votre client ?<\/em>\u201d<\/p>\n

 <\/p>\n

Cr\u00e9ation et segmentation des liste de prospects<\/h3>\n

La d\u00e9finition de votre ICP d\u2019o\u00f9 d\u00e9couleront vos Buyer\u2019s Personae vous permettra de cr\u00e9er une base de donn\u00e9es prospects<\/a>. Gr\u00e2ce \u00e0 cette base de donn\u00e9es, vous serez en mesure de cibler tr\u00e8s pr\u00e9cis\u00e9ment vos prospects et d\u2019entamer une approche hyper-personnalis\u00e9e<\/a>\u00a0pour les atteindre (secteur d\u2019activit\u00e9, chiffre d\u2019affaires, lieu g\u00e9ographique etc.).<\/p>\n

L\u2019utilisation de logiciels sp\u00e9cialis\u00e9s de Lead Relationship Management (LRM)<\/a> tels que Datananas Outbound vous permettra de g\u00e9rer automatiquement les variables de personnalisation de vos emails de prospection B2B. Vous pourrez mener une campagne de prospection efficace et obtiendrez des niveaux d\u2019engagement plus \u00e9lev\u00e9s et de meilleurs taux de r\u00e9ponse<\/a>.<\/p>\n

 <\/p>\n

La r\u00e9daction d\u2019un email commercial performant<\/h2>\n

 <\/p>\n

Le fond : une r\u00e9daction soigneuse<\/h3>\n

L\u2019objet<\/strong> : la r\u00e9daction de l\u2019objet de vos emails est une composante primordiale de la r\u00e9ussite de votre campagne de prospection B2B. Chez Datananas, nous avons tendance \u00e0 dire qu\u2019un objet d\u2019email commercial performant doit susciter la curiosit\u00e9 sans trop en d\u00e9voiler pour autant. Court et incisif, ce dernier doit para\u00eetre le plus naturel et personnalis\u00e9 possible : utilisez des \u00e9l\u00e9ments qui sont familiers \u00e0 votre prospect comme son pr\u00e9nom ou le nom de son entreprise etc. Vous pouvez m\u00eame ajouter des emojis<\/a> pour rendre le tout plus attrayant.<\/p>\n

Exemple d\u2019objet d\u2019un mail de relance : \u201cDerni\u00e8re chance John Doe<\/em> ✌️\u201d<\/p><\/blockquote>\n

 <\/p>\n

La phrase d\u2019accroche<\/strong> : \u00e0 tout email commercial performant correspond une accroche soigneusement r\u00e9dig\u00e9e<\/a>. A l\u2019instar de l\u2019objet de vos emails de prospection B2B, la phrase d\u2019accroche doit \u00eatre courte, claire et personnalis\u00e9e. C\u2019est notamment dans ce cadre que se d\u00e9ploie toute la puissance d\u2019un outil LRM<\/a>\u00a0comme Datananas Outbound. Ce dernier vous permet alors de lancer de vastes campagnes de prospection en personnalisant vos emails en toute simplicit\u00e9.<\/p>\n

Exemple d\u2019accroche d\u2019un mail de prospection : \u201cBonjour #{pr\u00e9nom prospect}<\/em>*\u201d<\/p><\/blockquote>\n

*Variables de personnalisation g\u00e9r\u00e9e automatiquement par Datananas Outbound<\/a>.<\/p>\n

 <\/p>\n

Le call-to-action<\/strong> : un email commercial performant propose trois ou quatres phrases maximum (incluant la phrase d\u2019accroche). Savoir \u00eatre concis et pertinent est la cl\u00e9 de r\u00e9ussite de votre campagne emailing B2B. Chez Datananas, nous vous conseillons donc de mettre en avant un call-to-action sous forme de question. Vous pourrez proposer un call-to-action percutant<\/a> suite \u00e0 la d\u00e9finition de la valeur ajout\u00e9e de votre offre et l\u2019\u00e9laboration du discours commercial.<\/p>\n

Exemple d\u2019un call-to-action : \u201cJe voulais partager avec vous un article qui me semblait pertinent pour #{entreprise prospect} : #{lien article}<\/em>\u201d.<\/p><\/blockquote>\n

 <\/p>\n

La signature commerciale<\/strong> : enfin, la signature commerciale doit parachever votre email avec brio. En plus d\u2019indiquer vos informations de contact et vos coordonn\u00e9es, n\u2019h\u00e9sitez pas \u00e0 int\u00e9grer vos offres de contenu <\/a>(ebooks, vid\u00e9os ou webinar, etc.) ou donner la possibilit\u00e9 \u00e0 vos prospects de prendre rendez-vous directement avec vous. Cerise sur le g\u00e2teau, les logiciels de LRM g\u00e8rent \u00e9galement automatiquement votre signature commerciale.<\/p><\/blockquote>\n

 <\/p>\n

La forme : une \u00e9laboration minutieuse<\/h3>\n

Email court<\/strong> : gardez \u00e0 l\u2019esprit qu\u2019il s\u2019agit de la r\u00e8gle la plus importante de votre campagne de prospection B2B. Si vous voulez accrocher et engager votre prospect, un email commercial performant est constitu\u00e9 de trois \u00e0 sept lignes (l\u2019\u00e9quivalent de deux ou trois phrases : accroche, pr\u00e9sentation, call-to-action). Gardez \u00e0 l\u2019esprit que le but de votre email de prospection B2B<\/a> est d\u2019attiser la curiosit\u00e9 et de susciter l\u2019int\u00e9r\u00eat de votre prospect pour d\u00e9crocher un rendez-vous t\u00e9l\u00e9phonique. Votre email commercial n\u2019a pas vocation \u00e0 vendre votre produit\/service.<\/p><\/blockquote>\n

 <\/p>\n

Email au format texte<\/strong> : D\u2019apr\u00e8s notre exp\u00e9rience et le retour de nos clients, il convient d\u2019\u00e9viter d\u2019envoyer des emails sous forme de templates HTML (format newsletter). Nous vous conseillons de privil\u00e9gier les emails au format texte, sans templates, ni images (sauf ultime recours \u00e0 la technique du Chat Pott\u00e9<\/a>).<\/p><\/blockquote>\n

L\u2019\u00e9laboration de la strat\u00e9gie de votre campagne emailing et la r\u00e9daction de vos emails de prospection qui en d\u00e9coulent ne constitue que la premi\u00e8re phase de votre strat\u00e9gie de prospection B2B. Une fois, votre strat\u00e9gie d\u00e9finie et vos emails r\u00e9dig\u00e9s, vous devrez choisir un logiciel de Lead Relationship Management <\/a>intelligent et automatis\u00e9 pour vous \u00e9pauler dans votre activit\u00e9 de prospection quotidienne : personnalisation des emails, programmation des campagnes emailing dans le temps, analyse automatique des r\u00e9ponses et des retours des campagnes de prospection par emails. Vous \u00eates d\u00e9sormais incollable sur l\u2019\u00e9laboration d\u2019un email commercial performant. Si vous d\u00e9sirez conna\u00eetre tous nos secrets en la mati\u00e8re, n\u2019h\u00e9sitez pas \u00e0 consulter notre ebook d\u00e9di\u00e9.<\/p>\n

\n

Ebook – Mod\u00e8les d’emails de prospection efficaces<\/p>\n

Consulter dans l’academy<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

La r\u00e9volution num\u00e9rique a sensiblement impact\u00e9 la prospection conventionnelle. La prospection B2B par emails est d\u00e9sormais la norme. Les directions commerciales et marketing rivalisent d\u2019ing\u00e9niosit\u00e9 pour trouver un email commercial performant par excellence, destin\u00e9 \u00e0 engager de nouveaux prospects. Cependant, les bo\u00eetes mails des prospects re\u00e7oivent en moyenne entre 50 et 100 emails de prospection […]<\/p>\n","protected":false},"author":16,"featured_media":4888,"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":""},"categories":[5],"tags":[23,102,11,112,12],"yoast_head":"\nEmail commercial performant : nos astuces<\/title>\n<meta name=\"description\" content=\"Se d\u00e9marquer de la concurrence en B2B n'est pas chose ais\u00e9e. 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