{"id":2738,"date":"2023-06-06T11:42:03","date_gmt":"2023-06-06T11:42:03","guid":{"rendered":"https:\/\/wwfbrand.panda.org\/digital-newsletter\/"},"modified":"2024-02-21T02:24:29","modified_gmt":"2024-02-21T02:24:29","slug":"digital-newsletter","status":"publish","type":"page","link":"https:\/\/wwfbrand.panda.org\/fr\/digital-newsletter\/","title":{"rendered":"Newsletter num\u00e9rique"},"content":{"rendered":"\n<div class=\"wp-block-greenshift-blocks-container alignfull gspb_container gspb_container-gsbp-e522610e-bf03\" id=\"gspb_container-id-gsbp-e522610e-bf03\">\n<div class=\"wp-block-greenshift-blocks-container alignfull gspb_container gspb_container-gsbp-128df65c-d6b3\" id=\"gspb_container-id-gsbp-128df65c-d6b3\">\n<div class=\"wp-block-greenshift-blocks-container gspb_container gspb_container-gsbp-b1fc8472-3bd8\" id=\"gspb_container-id-gsbp-b1fc8472-3bd8\">\n<div class=\"wp-block-greenshift-blocks-container gspb_container gspb_container-gsbp-535659e0-2e94\" id=\"gspb_container-id-gsbp-535659e0-2e94\">\n<h1 id=\"gspb_heading-id-gsbp-a5f5e9ec-8661\" class=\"gspb_heading gspb_heading-id-gsbp-a5f5e9ec-8661 \">UNE PASSERELLE PERMETTANT DE CULTIVER L&rsquo;INT\u00c9R\u00caT ET LA PASSION DES GENS POUR LA NATURE<\/h1>\n<\/div>\n<\/div>\n\n\n\n<div id=\"gspb_text-id-gsbp-20593a0f-a623\" class=\"gspb_text gspb_text-id-gsbp-20593a0f-a623 figure-caption\">\u00a9 Nasa \/ Unsplash<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-greenshift-blocks-container alignfull gspb_container gspb_container-gsbp-8683dbbc-11c5\" id=\"gspb_container-id-gsbp-8683dbbc-11c5\">\n<div class=\"wp-block-greenshift-blocks-container gspb_container gspb_container-gsbp-e653cdc1-7061\" id=\"gspb_container-id-gsbp-e653cdc1-7061\">\n<div class=\"wp-block-greenshift-blocks-container gspb_container gspb_container-gsbp-405b4d4c-b826\" id=\"gspb_container-id-gsbp-405b4d4c-b826\">\n<h2 id=\"gspb_heading-id-gsbp-82376abf-627b\" class=\"p lead mb-0 gspb_heading gspb_heading-id-gsbp-82376abf-627b \">La newsletter est un excellent outil pour faire monter les gens \u00e0 bord \u00e0 nos c\u00f4t\u00e9s et les inciter \u00e0 s&rsquo;int\u00e9resser \u00e0 la nature ou \u00e0 renforcer leur engagement pour notre plan\u00e8te.<\/h2>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-greenshift-blocks-container alignfull gspb_container gspb_container-gsbp-8ca5543d-e819\" id=\"gspb_container-id-gsbp-8ca5543d-e819\">\n<div class=\"wp-block-greenshift-blocks-container gspb_container gspb_container-gsbp-2c6102b0-28b1\" id=\"gspb_container-id-gsbp-2c6102b0-28b1\"><\/div>\n\n\n\n<div class=\"wp-block-greenshift-blocks-container gspb_container gspb_container-gsbp-1e345bb6-c27e\" id=\"gspb_container-id-gsbp-1e345bb6-c27e\">\n<div class=\"wp-block-greenshift-blocks-container gspb_container gspb_container-gsbp-4e3b3eef-d0c6\" id=\"gspb_container-id-gsbp-4e3b3eef-d0c6\">\n<h2 id=\"gspb_heading-id-gsbp-8af2d938-d87a\" class=\"gspb_heading gspb_heading-id-gsbp-8af2d938-d87a \">AVANT DE COMMENCER UNE NEWSLETTER<\/h2>\n\n\n\n<h3 id=\"gspb_heading-id-gsbp-7018b45f-1acc\" class=\"gspb_heading gspb_heading-id-gsbp-7018b45f-1acc \">1. D\u00c9FINISSEZ L&rsquo;OBJET DE VOTRE NEWSLETTER<\/h3>\n\n\n\n<p id=\"gspb_text-id-gsbp-9cfa8557-0572\" class=\"gspb_text gspb_text-id-gsbp-9cfa8557-0572 \">Beaucoup de gens s&rsquo;estimant aujourd&rsquo;hui inond\u00e9s de contenu, il convient d&rsquo;abord de nous demander : <strong>cette newsletter est-elle n\u00e9cessaire ? Une autre de nos newsletters ne couvre-t-elle pas d\u00e9j\u00e0 ce sujet ?<\/strong> Quelle est la valeur ajout\u00e9e de cette newsletter, et que va-t-elle apporter \u00e0 votre public ?<\/p>\n\n\n\n<p id=\"gspb_text-id-gsbp-7e8507d9-83de\" class=\"gspb_text gspb_text-id-gsbp-7e8507d9-83de \">R\u00e9fl\u00e9chissez bien avant de commencer, car le fait de vous abstenir de publier une newsletter peut aussi \u00eatre une bonne communication.<\/p>\n\n\n\n<p id=\"gspb_text-id-gsbp-b21c7761-1e49\" class=\"gspb_text gspb_text-id-gsbp-b21c7761-1e49 \">Posez-vous la question de savoir ce qu&rsquo;elle aura de particulier par rapport \u00e0 d&rsquo;autres contenus transmis par e-mail. Va-t-elle\u2026<\/p>\n\n\n\n<ul style=\"font-style:normal;font-weight:500\" class=\"is-style-default wp-block-list\">\n<li>Renforcer l&rsquo;engagement aupr\u00e8s de vos followers, adh\u00e9rents et donateurs ?<\/li>\n\n\n\n<li>Inspirer une action pour la nature ?<\/li>\n\n\n\n<li>Permettre la collecte de fonds pour la cause concern\u00e9e ?<\/li>\n\n\n\n<li>G\u00e9n\u00e9rer du trafic vers votre site web ?<\/li>\n\n\n\n<li>Informer les coll\u00e8gues du WWF, les principaux donateurs ou partenaires des derni\u00e8res actualit\u00e9s ?<\/li>\n<\/ul>\n\n\n\n<p id=\"gspb_text-id-gsbp-de3a965c-345a\" class=\"gspb_text gspb_text-id-gsbp-de3a965c-345a \">Si elle comble effectivement une lacune importante de votre strat\u00e9gie de contenu, r\u00e9fl\u00e9chissez \u00e0 la fa\u00e7on dont vous pouvez la d\u00e9marquer des e-mails similaires que votre public cible est susceptible de recevoir de la part d&rsquo;autres sources. La prise en compte de cet aspect est tout simplement critique pour affiner les objectifs de votre newsletter.<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-greenshift-blocks-container alignfull gspb_container gspb_container-gsbp-82560443-302f\" id=\"gspb_container-id-gsbp-82560443-302f\">\n<div class=\"wp-block-greenshift-blocks-container gspb_container gspb_container-gsbp-8fa9bbab-008c\" id=\"gspb_container-id-gsbp-8fa9bbab-008c\">\n<h3 id=\"gspb_heading-id-gsbp-31d8daef-8392\" class=\"gspb_heading gspb_heading-id-gsbp-31d8daef-8392 \">2. D\u00c9FINISSEZ VOTRE AUDIENCE<\/h3>\n\n\n\n<div class=\"wp-block-greenshift-blocks-container gspb_container gspb_container-gsbp-16394ee2-2680\" id=\"gspb_container-id-gsbp-16394ee2-2680\">\n<div class=\"wp-block-greenshift-blocks-container gspb_container gspb_container-gsbp-11dcb48d-a5a9\" id=\"gspb_container-id-gsbp-11dcb48d-a5a9\">\n<div id=\"gspb_text-id-gsbp-793b83df-6eca\" class=\"gspb_text gspb_text-id-gsbp-793b83df-6eca \">\u00c0 qui parlez-vous ? S&rsquo;agit-il de publics internes ou externes ? De partenaires majeurs ou de vos abonn\u00e9s ?<\/div>\n\n\n\n<ul class=\"is-style-default wp-block-list\">\n<li><strong>Audiences internes<\/strong> : collaborateurs d&rsquo;un bureau ou d&rsquo;une fonction particuli\u00e8re, R\u00e9seau WWF tout entier (p. ex., newsletter sur les pratiques, actualit\u00e9 interne au r\u00e9seau).<\/li>\n\n\n\n<li><strong>Audiences externes<\/strong> : B2B (p. ex., partenaires, fonctionnaires, donateurs majeurs) ou B2C (p. ex., adh\u00e9rents, followers, abonn\u00e9s).<\/li>\n<\/ul>\n\n\n\n<div id=\"gspb_text-id-gsbp-43ef354c-b52d\" class=\"gspb_text gspb_text-id-gsbp-43ef354c-b52d \"><strong>Demandez-vous exactement qui vous souhaitez toucher et pourquoi<\/strong>. En d\u00e9finissant un public cible particulier, vous vous donnerez les moyens de faire parvenir vos messages aux personnes voulues.<\/div>\n\n\n\n<div id=\"gspb_text-id-gsbp-e4966837-bda5\" class=\"gspb_text gspb_text-id-gsbp-e4966837-bda5 \"><strong>Cr\u00e9ez un contenu sur mesure en fonction de votre public cible<\/strong>. Par exemple, si vous souhaitez vous adresser \u00e0 un public particulier pour l&rsquo;inspirer, choisissez une ligne d&rsquo;objet permettant d&rsquo;aller au fond de la question.<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-greenshift-blocks-container gspb_container gspb_container-gsbp-a0d6f63e-0c19\" id=\"gspb_container-id-gsbp-a0d6f63e-0c19\">\n<div id=\"gspb_text-id-gsbp-79d5d56a-7fe7\" class=\"gspb_text gspb_text-id-gsbp-79d5d56a-7fe7 \">Les lignes d&rsquo;objet avec appel \u00e0 l&rsquo;action (p. ex., \u00ab Appelez les gouvernements \u00e0 l&rsquo;action \u00bb ou \u00ab Cinq fa\u00e7ons de prot\u00e9ger la plan\u00e8te \u00bb) se r\u00e9v\u00e9lant plus efficaces, pensez \u00e0 les privil\u00e9gier d\u00e8s que possible. S&rsquo;il est disponible, ajoutez par ailleurs le nom de la personne concern\u00e9e dans la ligne d&rsquo;objet, notamment si vous essayez de communiquer avec des adh\u00e9rents. Une option est g\u00e9n\u00e9ralement pr\u00e9vue \u00e0 cet effet dans votre \u00e9diteur d&rsquo;e-mails. Placez-le au d\u00e9but de votre e-mail, par exemple comme suit : \u00ab @ {Nom}, Appelez les gouvernements \u00e0 l&rsquo;action \u00bb.<\/div>\n\n\n\n<div id=\"gspb_text-id-gsbp-2761dea6-7819\" class=\"gspb_text gspb_text-id-gsbp-2761dea6-7819 \"><strong><strong>Demandez-vous ce qui pourrait faire r\u00e9agir votre public en lisant votre e-mail. Le registre \u00e9motionnel est-il le plus efficace ? Faut-il commencer par une question ? Les sujets complexes m\u00e9ritent-ils d&rsquo;\u00eatre rendus plus accessibles ?<\/strong><\/strong><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-greenshift-blocks-container alignfull gspb_container gspb_container-gsbp-aefdd78b-4379\" id=\"gspb_container-id-gsbp-aefdd78b-4379\">\n<div class=\"wp-block-greenshift-blocks-container gspb_container gspb_container-gsbp-3b231bc5-8f9b\" id=\"gspb_container-id-gsbp-3b231bc5-8f9b\">\n<div class=\"wp-block-greenshift-blocks-container gspb_container gspb_container-gsbp-4173045d-cc7b\" id=\"gspb_container-id-gsbp-4173045d-cc7b\">\n<h1 id=\"gspb_heading-id-gsbp-82ec8dcc-6bf4\" class=\"gspb_heading gspb_heading-id-gsbp-82ec8dcc-6bf4 \"><\/h1>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-greenshift-blocks-container alignfull gspb_container gspb_container-gsbp-bdfcc638-9db1\" id=\"gspb_container-id-gsbp-bdfcc638-9db1\">\n<div class=\"wp-block-greenshift-blocks-container gspb_container gspb_container-gsbp-d78e349e-4c3c\" id=\"gspb_container-id-gsbp-d78e349e-4c3c\">\n<div class=\"wp-block-greenshift-blocks-container gspb_container gspb_container-gsbp-46076b39-f567\" id=\"gspb_container-id-gsbp-46076b39-f567\">\n<p id=\"gspb_heading-id-gsbp-f3215ad5-50d6\" class=\"gspb_heading gspb_heading-id-gsbp-f3215ad5-50d6 \"><em><em>Voici un exemple d&rsquo;e-mail particuli\u00e8rement r\u00e9ussi envoy\u00e9 aux adh\u00e9rents externes. Notez le registre de langue de l&rsquo;e-mail, la ligne d&rsquo;objet, et l&rsquo;appel \u00e0 l&rsquo;action. La ligne d&rsquo;objet comprend un appel \u00e0 l&rsquo;action, clairement formul\u00e9 dans le texte, ce qui explique \u00e0 la fois le niveau \u00e9lev\u00e9 du taux d&rsquo;ouverture et du taux de clics.<\/em><\/em><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-greenshift-blocks-container gspb_container gspb_container-gsbp-eebf70b1-cdc8\" id=\"gspb_container-id-gsbp-eebf70b1-cdc8\">\n<div class=\"wp-block-greenshift-blocks-container gspb_container gspb_container-gsbp-4db9da63-c2b8\" id=\"gspb_container-id-gsbp-4db9da63-c2b8\">\n<h3 id=\"gspb_heading-id-gsbp-432438ab-d9b5\" class=\"gspb_heading gspb_heading-id-gsbp-432438ab-d9b5 \">3. D\u00c9FINISSEZ VOS OBJECTIFS<\/h3>\n\n\n\n<div id=\"gspb_text-id-gsbp-9211d241-465d\" class=\"gspb_text gspb_text-id-gsbp-9211d241-465d \">Quels que soient vos objectifs globaux, nous vous recommandons d&rsquo;<strong>attribuer \u00e0 votre newsletter un but pr\u00e9cis<\/strong> :<\/div>\n\n\n\n<ul class=\"is-style-default wp-block-list\">\n<li>Par exemple, croissance du nombre d&rsquo;abonn\u00e9s \u00e0 la newsletter, taux de clics, nombre de visiteurs du site web, augmentation du nombre de followers sur les plateformes de r\u00e9seaux sociaux, objectifs de collecte de fonds, taux d&rsquo;ouverture, etc.<\/li>\n<\/ul>\n\n\n\n<div id=\"gspb_text-id-gsbp-13ffee05-02f3\" class=\"gspb_text gspb_text-id-gsbp-13ffee05-02f3 \">Pensez \u00e9galement aux strat\u00e9gies de communication entourant la newsletter : <strong>modalit\u00e9s d&rsquo;abonnement, mesures pr\u00e9vues pour faire cro\u00eetre votre public<\/strong>, pour ne citer que deux exemples.<\/div>\n\n\n\n<ul class=\"is-style-default wp-block-list\">\n<li>Vous pouvez recourir \u00e0 des tests A\/B pour affiner cette strat\u00e9gie. Essayez deux types diff\u00e9rents de lignes d&rsquo;objet d&rsquo;e-mail pour voir laquelle trouve le plus d&rsquo;\u00e9cho, ou testez deux images introductives diff\u00e9rentes pour savoir ce qui attire et retient l&rsquo;attention des lecteurs.<\/li>\n\n\n\n<li>Veillez \u00e0 ne tester qu&rsquo;un \u00e9l\u00e9ment \u00e0 la fois, sachant que la pr\u00e9sence de plusieurs \u00e9l\u00e9ments risque de fausser les tests.<\/li>\n<\/ul>\n\n\n\n<div id=\"gspb_text-id-gsbp-cf529c37-391f\" class=\"gspb_text gspb_text-id-gsbp-cf529c37-391f \"><strong><strong>Surveillez r\u00e9guli\u00e8rement les r\u00e9sultats pour savoir dans quelle mesure la newsletter remplit ces objectifs. Si elle n&rsquo;atteint pas les objectifs initiaux, apportez-y des ajustements ou abandonnez-la tout simplement.<\/strong><\/strong><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-greenshift-blocks-container gspb_container gspb_container-gsbp-4c5083f7-729a\" id=\"gspb_container-id-gsbp-4c5083f7-729a\">\n<h3 id=\"gspb_heading-id-gsbp-ea1d7bfc-b1dc\" class=\"gspb_heading gspb_heading-id-gsbp-ea1d7bfc-b1dc \">4. D\u00c9FINISSEZ LA P\u00c9RIODICIT\u00c9<\/h3>\n\n\n\n<div id=\"gspb_text-id-gsbp-747a0913-0e0c\" class=\"gspb_text gspb_text-id-gsbp-747a0913-0e0c \"><strong><strong>Quand et \u00e0 quelle fr\u00e9quence envoyez-vous votre newsletter ?<\/strong><\/strong><\/div>\n\n\n\n<div id=\"gspb_text-id-gsbp-cfd2aee1-c4a6\" class=\"gspb_text gspb_text-id-gsbp-cfd2aee1-c4a6 \">Demandez-vous quel est le meilleur jour pour adresser la newsletter \u00e0 votre public et \u00e0 quelle fr\u00e9quence il souhaite la recevoir (p. ex., chaque semaine, chaque mois, chaque trimestre). Pensez \u00e0 examiner les aspects recommand\u00e9s sur votre march\u00e9 en vue d&rsquo;affiner votre approche.<\/div>\n\n\n\n<div id=\"gspb_text-id-gsbp-7ee1e7f8-16fa\" class=\"gspb_text gspb_text-id-gsbp-7ee1e7f8-16fa \"><strong><strong>Cr\u00e9er une newsletter, c&rsquo;est s&rsquo;engager ! Comme il s&rsquo;agit d&rsquo;un \u00e9l\u00e9ment de contenu r\u00e9current, veillez \u00e0 disposer des ressources voulues en mati\u00e8re d&rsquo;\u00e9laboration et d&rsquo;exploitation (outils, plateforme), ainsi que d&rsquo;un contenu pertinent pour le public d\u00e9fini.<\/strong><\/strong><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-greenshift-blocks-container alignfull gspb_container gspb_container-gsbp-c33290c4-798f\" id=\"gspb_container-id-gsbp-c33290c4-798f\">\n<div class=\"wp-block-greenshift-blocks-container gspb_container gspb_container-gsbp-d00387a9-73d0\" id=\"gspb_container-id-gsbp-d00387a9-73d0\">\n<div class=\"wp-block-greenshift-blocks-container gspb_container gspb_container-gsbp-d624c136-eea9\" id=\"gspb_container-id-gsbp-d624c136-eea9\">\n<h2 id=\"gspb_heading-id-gsbp-bafe60f7-284f\" class=\"gspb_heading gspb_heading-id-gsbp-bafe60f7-284f \">PRINCIPES D&rsquo;\u00c9LABORATION DU CONTENU<\/h2>\n\n\n\n<h3 id=\"gspb_heading-id-gsbp-1d2cc0cc-bf0c\" class=\"gspb_heading gspb_heading-id-gsbp-1d2cc0cc-bf0c \">1. SUIVEZ LES LIGNES DIRECTRICES DE LA MARQUE<\/h3>\n\n\n\n<div id=\"gspb_text-id-gsbp-00950562-a7fe\" class=\"gspb_text gspb_text-id-gsbp-00950562-a7fe \"><strong>Police <\/strong>\u2013 Visitez <strong><a href=\"\/fr\/typography\/\" target=\"_blank\" aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" class=\"ek-link\">cette page<\/a><\/strong> pour obtenir plus d&rsquo;informations sur les polices que vous pouvez employer pour les communications sur \u00e9cran.<\/div>\n\n\n\n<p id=\"gspb_text-id-gsbp-7aec25b0-61de\" class=\"gspb_text gspb_text-id-gsbp-7aec25b0-61de \">Pour ce qui est des newsletters, la taille optimale du corps de texte des e-mails est fix\u00e9e \u00e0 14 ou 16 px. Il est recommand\u00e9 de retenir une taille de 14 px pour les grands paragraphes, et de 16 px pour les paragraphes ne contenant qu&rsquo;une phrase ou deux. Les titres doivent \u00eatre plus grands : une taille comprise entre 22 et 42 px est ici recommand\u00e9e.<\/p>\n\n\n\n<p id=\"gspb_text-id-gsbp-b2a2042b-a42b\" class=\"gspb_text gspb_text-id-gsbp-b2a2042b-a42b \"><strong><a href=\"\/fr\/colour-palette\/\" target=\"_blank\" aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" class=\"ek-link\">Couleurs <\/a><\/strong>\u2013 Le noir et le blanc constituent notre palette de couleurs principale et doivent donc former la base de votre pr\u00e9sentation ; voir plus d&rsquo;informations sur cette page.<\/p>\n\n\n\n<p id=\"gspb_text-id-gsbp-40c6c231-61aa\" class=\"gspb_text gspb_text-id-gsbp-40c6c231-61aa \"><strong><a href=\"\/fr\/logo\/\" target=\"_blank\" aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" class=\"ek-link\">Logo <\/a><\/strong>\u2013 Soyez toujours fid\u00e8le au logo : pensez \u00e0 utiliser <a href=\"\/fr\/logo\" target=\"_blank\" aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" class=\"ek-link\"><strong>le logo WWF qui convient.<\/strong><\/a><\/p>\n\n\n\n<div id=\"gspb_text-id-gsbp-35624a58-9bab\" class=\"gspb_text gspb_text-id-gsbp-35624a58-9bab \">L&rsquo;identifiant du pays n&rsquo;est pas n\u00e9cessaire. En tant qu&rsquo;organisation mondiale se consacrant \u00e0 des enjeux eux aussi mondiaux, nous pr\u00e9f\u00e9rons toujours appliquer l&rsquo;approche baptis\u00e9e \u00ab Un r\u00e9seau, un WWF \u00bb. Le pays ou la r\u00e9gion peut n\u00e9anmoins \u00eatre mentionn\u00e9 dans le contenu de la newsletter.<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-greenshift-blocks-container gspb_container gspb_container-gsbp-1dbfc2d6-85e3\" id=\"gspb_container-id-gsbp-1dbfc2d6-85e3\">\n<div class=\"wp-block-greenshift-blocks-image gspb_image gspb_image-id-gsbp-01e15ef4-f326\" id=\"gspb_image-id-gsbp-01e15ef4-f326\"><img decoding=\"async\" src=\"http:\/\/wwfbrand.panda.org\/wp-content\/uploads\/2023\/06\/wwf-digital-letter-img_5.webp\" data-src=\"\" alt=\"\" loading=\"lazy\" width=\"872\" height=\"1596\"\/><\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-greenshift-blocks-container gspb_container gspb_container-gsbp-69ee966d-bcbb\" id=\"gspb_container-id-gsbp-69ee966d-bcbb\">\n<div class=\"wp-block-greenshift-blocks-container gspb_container gspb_container-gsbp-f6466c00-22d2\" id=\"gspb_container-id-gsbp-f6466c00-22d2\">\n<h3 id=\"gspb_heading-id-gsbp-0bf830d0-6fa6\" class=\"gspb_heading gspb_heading-id-gsbp-0bf830d0-6fa6 \">2. RESTEZ SIMPLE : LIMITEZ LE TEXTE AU MINIMUM<\/h3>\n<\/div>\n\n\n\n<div class=\"wp-block-greenshift-blocks-container gspb_container gspb_container-gsbp-a5d65edf-ae29\" id=\"gspb_container-id-gsbp-a5d65edf-ae29\">\n<div id=\"gspb_text-id-gsbp-668c9b28-d55d\" class=\"gspb_text gspb_text-id-gsbp-668c9b28-d55d \">Moins, c&rsquo;est plus ! Nous vous recommandons d&rsquo;afficher une version synth\u00e9tique de votre contenu et d&rsquo;ajouter des hyperliens pour plus d&rsquo;informations. <strong>Des \u00e9tudes ont montr\u00e9 que les gens ne lisent pas tous les mots d&rsquo;un e-mail<\/strong>. Ils balayent le contenu en commen\u00e7ant par le coin sup\u00e9rieur gauche et s&rsquo;arr\u00eatent au niveau des lignes d&rsquo;objet et des images. Ce n&rsquo;est que si le texte en gras ou les images captent leur attention qu&rsquo;ils lisent le reste. Ce mod\u00e8le de lecture dit \u00ab en F \u00bb est <strong><a aria-label=\"d\u00e9crit par Jakob Nielsen (opens in a new tab)\" href=\"https:\/\/www.nngroup.com\/articles\/f-shaped-pattern-reading-web-content\/\" target=\"_blank\" rel=\"noreferrer noopener\" class=\"ek-link\">d\u00e9crit par Jakob Nielsen<\/a><\/strong>.<br><\/div>\n\n\n\n<div class=\"wp-block-greenshift-blocks-image gspb_image gspb_image-id-gsbp-4f9e13c1-7123\" id=\"gspb_image-id-gsbp-4f9e13c1-7123\"><img decoding=\"async\" src=\"http:\/\/wwfbrand.panda.org\/wp-content\/uploads\/2023\/06\/wwf-digital-letter-img_1.webp\" data-src=\"\" alt=\"\" loading=\"lazy\" width=\"1056\" height=\"890\"\/><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-greenshift-blocks-container gspb_container gspb_container-gsbp-88991a70-8db3\" id=\"gspb_container-id-gsbp-88991a70-8db3\">\n<div id=\"gspb_text-id-gsbp-ce6d90c8-1390\" class=\"gspb_text gspb_text-id-gsbp-ce6d90c8-1390 \">Si vous envoyez une newsletter consacr\u00e9e \u00e0 un seul sujet, votre but doit \u00eatre de vous en tenir \u00e0 un maximum de 300 mots. <strong>L&rsquo;intro doit \u00eatre courte et accrocheuse<\/strong>, de sorte que si une personne est press\u00e9e, elle obtienne les informations cl\u00e9s dans les deux premi\u00e8res phrases.<\/div>\n\n\n\n<div id=\"gspb_text-id-gsbp-c1c4b95e-cff1\" class=\"gspb_text gspb_text-id-gsbp-c1c4b95e-cff1 \">Si vous devez aborder diff\u00e9rents sujets dans votre newsletter, limitez l&rsquo;intro \u00e0 150 ou 200 mots au maximum, puis <strong>cr\u00e9ez jusqu&rsquo;\u00e0 5 ou 6 sous-sections<\/strong>. Si une sous-section renvoie \u00e0 une source externe (site web ou r\u00e9seau social de votre bureau, ou site d&rsquo;information), limitez le volume \u00e0 100 mots.<\/div>\n\n\n\n<div id=\"gspb_text-id-gsbp-b59b04e7-de77\" class=\"gspb_text gspb_text-id-gsbp-b59b04e7-de77 \"><strong>Si vous tenez \u00e0 communiquer plus longuement, vous pouvez opter pour l&rsquo;automatisation des e-mails<\/strong>. Cette technique permet d&rsquo;individualiser les contacts en adressant des e-mails \u00e0 une personne lorsqu&rsquo;elle effectue une action particuli\u00e8re (par exemple, personne ayant ouvert le premier e-mail de newsletter que vous envoyez pour encourager l&rsquo;adoption d&rsquo;autres actions).<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-greenshift-blocks-container gspb_container gspb_container-gsbp-b95ff73e-35e0\" id=\"gspb_container-id-gsbp-b95ff73e-35e0\">\n<div class=\"wp-block-greenshift-blocks-container gspb_container gspb_container-gsbp-41f4ff16-8aa4\" id=\"gspb_container-id-gsbp-41f4ff16-8aa4\">\n<h3 id=\"gspb_heading-id-gsbp-9762e80f-8438\" class=\"gspb_heading gspb_heading-id-gsbp-9762e80f-8438 \">3. LES INDIVIDUS SONT DES \u00caTRES VISUELS<\/h3>\n\n\n\n<div id=\"gspb_text-id-gsbp-e55f1959-fb6b\" class=\"gspb_text gspb_text-id-gsbp-e55f1959-fb6b \">Les pr\u00e9sentations minimalistes rendent votre newsletter visuellement attrayante et en facilitent la lecture.<\/div>\n\n\n\n<div id=\"gspb_text-id-gsbp-18b41d5d-1036\" class=\"gspb_text gspb_text-id-gsbp-18b41d5d-1036 \">Utilisez des images et des illustrations haute r\u00e9solution en fonction de votre contenu (<strong><a href=\"\/fr\/photography-and-video-fr\/\" target=\"_blank\" aria-label=\" (opens in a new tab)\" rel=\"noreferrer noopener\" class=\"ek-link\">visitez la page Lignes directrices de<\/a> photographie<\/strong> pour plus d&rsquo;informations \u00e0 ce sujet).<\/div>\n\n\n\n<div id=\"gspb_text-id-gsbp-14f67a6e-1103\" class=\"gspb_text gspb_text-id-gsbp-14f67a6e-1103 \"><strong>Veillez \u00e0 ce que le contenu soit aussi interactif que possible <\/strong>: ajoutez des vid\u00e9os, des animations et des GIF.<\/div>\n\n\n\n<div id=\"gspb_text-id-gsbp-c95f7870-963f\" class=\"gspb_text gspb_text-id-gsbp-c95f7870-963f \">Faites en sorte que les \u00e9l\u00e9ments visuels de votre newsletter ne fassent pas plus de 1 000 pixels, au risque d&rsquo;allonger la dur\u00e9e de t\u00e9l\u00e9chargement et de provoquer une perte d&rsquo;int\u00e9r\u00eat de la part des destinataires.<\/div>\n\n\n\n<h3 id=\"gspb_heading-id-gsbp-c3b8f422-9cb9\" class=\"gspb_heading gspb_heading-id-gsbp-c3b8f422-9cb9 \">4. Contenu<\/h3>\n\n\n\n<div id=\"gspb_text-id-gsbp-ea563f78-455e\" class=\"gspb_text gspb_text-id-gsbp-ea563f78-455e \">Assurez-vous que les processus de r\u00e9daction et de r\u00e9vision sont bien suivis et tiennent compte des sp\u00e9cificit\u00e9s locales et du caract\u00e8re sensible de certains sujets.<\/div>\n\n\n\n<div id=\"gspb_text-id-gsbp-56fa0c58-6c6e\" class=\"gspb_text gspb_text-id-gsbp-56fa0c58-6c6e \"><strong>Remarque : <\/strong>Le premier tiers de votre newsletter est crucial et doit attirer l&rsquo;attention. Cette partie \u00e9tant la premi\u00e8re chose dont les lecteurs prennent connaissance, c&rsquo;est elle qui d\u00e9terminera s&rsquo;ils vont continuer ou non \u00e0 en poursuivre la lecture.<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-greenshift-blocks-container gspb_container gspb_container-gsbp-00e720df-5d8a\" id=\"gspb_container-id-gsbp-00e720df-5d8a\">\n<h3 id=\"gspb_heading-id-gsbp-4ff4c8e3-1e7a\" class=\"gspb_heading gspb_heading-id-gsbp-4ff4c8e3-1e7a \">5. VEILLEZ \u00c0 CE QUE VOTRE NEWSLETTER CONTIENNE UN APPEL \u00c0 L&rsquo;ACTION CLAIR ET VISIBLE<\/h3>\n\n\n\n<div id=\"gspb_text-id-gsbp-6aef6c73-60ab\" class=\"gspb_text gspb_text-id-gsbp-6aef6c73-60ab \">Que ce soit dans <strong>\u00ab En savoir plus \u00bb<\/strong>, <strong>\u00ab Abonnez-vous \u00e0 votre newsletter \u00bb<\/strong>, <strong>\u00ab Adoptez maintenant \u00bb<\/strong> ou <strong>\u00ab Faites un don \u00bb<\/strong>, assurez-vous que votre newsletter contienne un appel \u00e0 l&rsquo;action clair et visible.<\/div>\n\n\n\n<div id=\"gspb_text-id-gsbp-fd584adb-26b9\" class=\"gspb_text gspb_text-id-gsbp-fd584adb-26b9 \">Chaque e-mail doit contenir un appel \u00e0 l&rsquo;action invitant le lecteur \u00e0 entamer un voyage. Dans l&rsquo;id\u00e9al, renvoyez \u00e0 un \u00e9l\u00e9ment de contenu de votre site web ou de votre r\u00e9seau social pour orienter le trafic vers votre site plut\u00f4t que vers celui de quelqu&rsquo;un d&rsquo;autre.<\/div>\n\n\n\n<div class=\"wp-block-greenshift-blocks-image gspb_image gspb_image-id-gsbp-d72c04ce-9f91\" id=\"gspb_image-id-gsbp-d72c04ce-9f91\"><img decoding=\"async\" src=\"http:\/\/wwfbrand.panda.org\/wp-content\/uploads\/2023\/06\/wwf-digital-letter-img_6.webp\" data-src=\"\" alt=\"\" loading=\"lazy\" width=\"1056\" height=\"922\"\/><\/div>\n\n\n\n<div id=\"gspb_text-id-gsbp-e4891111-7764\" class=\"gspb_text gspb_text-id-gsbp-e4891111-7764 \"><em>R\u00e9sum\u00e9 bref et accrocheur renvoyant \u00e0 <strong><a aria-label=\"un contenu plus d\u00e9taill\u00e9 (opens in a new tab)\" href=\"https:\/\/wwf.panda.org\/discover\/our_focus\/freshwater_practice\/freshwater_species_of_the_week_2020\/?\" target=\"_blank\" rel=\"noreferrer noopener\" class=\"ek-link\">un contenu plus d\u00e9taill\u00e9<\/a><\/strong><\/em><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-greenshift-blocks-container alignfull gspb_container gspb_container-gsbp-08cb6617-b504\" id=\"gspb_container-id-gsbp-08cb6617-b504\">\n<div class=\"wp-block-greenshift-blocks-container gspb_container gspb_container-gsbp-cfb0b93c-fe2e\" id=\"gspb_container-id-gsbp-cfb0b93c-fe2e\">\n<div class=\"wp-block-greenshift-blocks-container gspb_container gspb_container-gsbp-ea6f1f61-d5ff\" id=\"gspb_container-id-gsbp-ea6f1f61-d5ff\">\n<h1 id=\"gspb_heading-id-gsbp-79476cb2-0a70\" class=\"gspb_heading gspb_heading-id-gsbp-79476cb2-0a70 \">EXEMPLE DE MOD\u00c8LE DE NEWSLETTER<\/h1>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-greenshift-blocks-container alignfull gspb_container gspb_container-gsbp-e8efacc1-9dcf\" id=\"gspb_container-id-gsbp-e8efacc1-9dcf\">\n<div class=\"wp-block-greenshift-blocks-container gspb_container gspb_container-gsbp-c4fd98b5-9bf8\" id=\"gspb_container-id-gsbp-c4fd98b5-9bf8\">\n<h2 id=\"gspb_heading-id-gsbp-25336a08-540a\" class=\"gspb_heading gspb_heading-id-gsbp-25336a08-540a \">Exemple de mod\u00e8le de newsletter<\/h2>\n\n\n\n<div class=\"wp-block-greenshift-blocks-container gspb_container gspb_container-gsbp-76498ec8-b652\" id=\"gspb_container-id-gsbp-76498ec8-b652\">\n<div class=\"wp-block-greenshift-blocks-container gspb_container gspb_container-gsbp-004ddade-6ecf\" id=\"gspb_container-id-gsbp-004ddade-6ecf\">\n<h4 id=\"gspb_heading-id-gsbp-40341ebb-7299\" class=\"gspb_heading gspb_heading-id-gsbp-40341ebb-7299 \">EXEMPLE DE MOD\u00c8LE DE NEWSLETTER<\/h4>\n<\/div>\n\n\n\n<div class=\"wp-block-greenshift-blocks-container gspb_container gspb_container-gsbp-fe161c64-9c2f\" id=\"gspb_container-id-gsbp-fe161c64-9c2f\">\n<div id=\"gspb_text-id-gsbp-aa338ee5-8499\" class=\"gspb_text gspb_text-id-gsbp-aa338ee5-8499 \">Cet exemple montre le mod\u00e8le de pr\u00e9sentation d\u00e9taill\u00e9e d&rsquo;une newsletter. La maquette comprend un espace pour une image d&rsquo;en-t\u00eate attrayante en pleine largeur et la zone principale de la newsletter, avec des liens pertinents renvoyant \u00e0 des informations compl\u00e9mentaires.<\/div>\n<\/div>\n\n\n\n<div id=\"gspb_text-id-gsbp-3e496068-aff0\" class=\"gspb_text gspb_text-id-gsbp-3e496068-aff0 \">Le reste de la newsletter se compose d&rsquo;un certain nombre de blocs divisant le contenu en sections exploitables et int\u00e9ressantes destin\u00e9es \u00e0 accueillir des articles et des sujets de qualit\u00e9, un appel \u00e0 l&rsquo;action puissant et des actualit\u00e9s suppl\u00e9mentaires.<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-greenshift-blocks-container gspb_container gspb_container-gsbp-1e4d22c1-5fd9\" id=\"gspb_container-id-gsbp-1e4d22c1-5fd9\">\n<div class=\"wp-block-greenshift-blocks-image gspb_image gspb_image-id-gsbp-36d63660-4b4c\" id=\"gspb_image-id-gsbp-36d63660-4b4c\"><img decoding=\"async\" src=\"http:\/\/wwfbrand.panda.org\/wp-content\/uploads\/2023\/06\/wwf-digital-letter-img_8-scaled.webp\" data-src=\"\" alt=\"\" loading=\"lazy\" width=\"80%\" height=\"1000\"\/><\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-greenshift-blocks-container gspb_container gspb_container-gsbp-0153b998-07cb\" id=\"gspb_container-id-gsbp-0153b998-07cb\">\n<div id=\"gspb_text-id-gsbp-896a0492-5c29\" class=\"gspb_text gspb_text-id-gsbp-896a0492-5c29 \">Consultez les lignes directrices de gestion de la newsletter num\u00e9rique du WWF pour obtenir plus de d\u00e9tails sur la cr\u00e9ation de contenus et acc\u00e9der \u00e0 des conseils facilitant la production d&rsquo;une newsletter percutante.<\/div>\n\n\n\n<div class=\"wp-block-greenshift-blocks-button gspb_button_wrapper gspb_button-id-gsbp-e65e3369-1c72 wwf-button-main btn-lg btn-black\" id=\"gspb_button-id-gsbp-e65e3369-1c72\"><a class=\"gspb-buttonbox\" href=\"https:\/\/docs.google.com\/document\/d\/1EH24IFRHICrNqBvdb-oFNCz_pIBqZ4JiuGNULMvJW5M\/edit\" rel=\"noopener\"><span class=\"gspb-buttonbox-textwrap\"><span class=\"gspb-buttonbox-text\"><span class=\"gspb-buttonbox-title\">LIGNES DIRECTRICES DE GESTION DE LA NEWSLETTER NUM\u00c9RIQUE<\/span><\/span><span class=\"gspb-buttonbox-icon\"><svg height=\"20.658\" style=\"width:5rem;height:5rem;margin:10px\" viewBox=\"0 0 20.658 20.658\" width=\"20.658\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" stroke=\"#ffffff\" fill=\"#ffffff\"><path d=\"m26.531 6.667h-19.07a.794.794 0 0 0 -.794.794v14.3a.794.794 0 1 0 1.589 0v-13.505h17.48v17.48h-13.507a.794.794 0 0 0 0 1.589h14.3a.794.794 0 0 0 .794-.794v-19.07a.794.794 0 0 0 -.792-.794z\" transform=\"translate(-6.667 -6.667)\"><\/path><path d=\"m19.379 40.484a.795.795 0 1 0 1.589 0v-6.356a.8.8 0 0 0 -.016-.156c0-.023-.013-.045-.02-.067a.763.763 0 0 0 -.025-.081.773.773 0 0 0 -.039-.074c-.011-.021-.021-.043-.034-.063a.814.814 0 0 0 -.1-.12.781.781 0 0 0 -.121-.1c-.02-.013-.041-.022-.061-.033a.827.827 0 0 0 -.076-.04c-.026-.01-.052-.016-.078-.024s-.046-.016-.07-.021a.781.781 0 0 0 -.145-.015h-6.365a.795.795 0 1 0 0 1.589h4.438l-11.356 11.356a.795.795 0 0 0 1.123 1.121l11.356-11.354z\" transform=\"translate(-6.666 -26.977)\"><\/path><\/svg><\/span><\/span><\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":13,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"_gspb_post_css":"#gspb_heading-id-gsbp-a5f5e9ec-8661,#gspb_heading-id-gsbp-a5f5e9ec-8661 .gsap-g-line{text-align:center!important}#gspb_heading-id-gsbp-a5f5e9ec-8661{color:var(--wp--preset--color--contrastcolor, #fffffe)}#gspb_heading-id-gsbp-82376abf-627b,#gspb_heading-id-gsbp-82376abf-627b .gsap-g-line{text-align:center!important}#gspb_heading-id-gsbp-82376abf-627b{color:var(--wp--preset--color--contrastcolor, 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