{"id":6832,"date":"2024-02-23T13:31:59","date_gmt":"2024-02-23T11:31:59","guid":{"rendered":"https:\/\/blog.bancomail.com\/?p=6832"},"modified":"2025-06-16T13:04:44","modified_gmt":"2025-06-16T13:04:44","slug":"lisibilite-emailing-quand-la-lecture-de-vos-e-mails-devient-un-plaisir-pour-les-yeux","status":"publish","type":"post","link":"https:\/\/www.bancomail.com\/blog\/fr\/lisibilite-emailing-quand-la-lecture-de-vos-e-mails-devient-un-plaisir-pour-les-yeux\/","title":{"rendered":"Lisibilit\u00e9 emailing : quand la lecture de vos e-mails devient un plaisir pour les yeux"},"content":{"rendered":"\n<p>Le temps est pr\u00e9cieux ! Tout le monde s&#8217;accorde \u00e0 le dire, et c&#8217;est tout \u00e0 fait vrai. Et \u00e7a l&#8217;est d&#8217;autant plus lorsqu&#8217;il s&#8217;agit d&#8217;email marketing. Mais pourquoi est-ce si important ?<\/p>\n\n\n\n<p>En soi, <a href=\"https:\/\/www.bancomail.com\/fr\/\" target=\"_blank\" rel=\"noreferrer noopener\">la prospection par e-mail<\/a> est une activit\u00e9 de marketing extr\u00eamement importante et m\u00eame en pleine expansion. Son volume quotidien est d\u00e9j\u00e0 tr\u00e8s \u00e9lev\u00e9 et le nombre d&#8217;e-mails envoy\u00e9s ne cesse d&#8217;augmenter.<\/p>\n\n\n\n<p>Tout le monde est confront\u00e9 \u00e0 ce fait dans la vie de tous les jours, et un grand nombre d&#8217;e-mails arrivent constamment dans nos bo\u00eetes de r\u00e9ception. Chaque e-mail se bat pour attirer notre attention et, comme pour tout, il y a des gagnants et des perdants.<\/p>\n\n\n\n<p>Les gagnants sont les e-mails bien structur\u00e9s et clairs, agr\u00e9ables \u00e0 regarder et offrant une quantit\u00e9 d\u00e9cente d&#8217;informations. Ils se lisent donc facilement et en peu de temps&#8230; on pourrait aussi dire qu&#8217;ils sont facilement &#8220;SCANNABLES&#8221;.<\/p>\n\n\n\n<p>C&#8217;est en gardant ces faits \u00e0 l&#8217;esprit qu&#8217;il faut cr\u00e9er et structurer les e-mails. Ce qui compte, ce n&#8217;est pas que l&#8217;e-mail soit ouvert par le destinataire, c&#8217;est qu&#8217;il soit lu, et encore mieux qu&#8217;il soit compris. Le but final est sans aucun doute que le bouton CTA soit cliqu\u00e9.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_76 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\"><\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<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:\/\/www.bancomail.com\/blog\/fr\/lisibilite-emailing-quand-la-lecture-de-vos-e-mails-devient-un-plaisir-pour-les-yeux\/#Astuces_pour_une_lecture_agreable\" >Astuces pour une lecture agr\u00e9able<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.bancomail.com\/blog\/fr\/lisibilite-emailing-quand-la-lecture-de-vos-e-mails-devient-un-plaisir-pour-les-yeux\/#Gardez_un_oeil_sur_le_texte_de_votre_e-mail\" >Gardez un \u0153il sur le texte de votre e-mail<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.bancomail.com\/blog\/fr\/lisibilite-emailing-quand-la-lecture-de-vos-e-mails-devient-un-plaisir-pour-les-yeux\/#Structure_de_le-mail_%E2%80%93_la_pierre_angulaire\" >Structure de l&#8217;e-mail &#8211; la pierre angulaire<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.bancomail.com\/blog\/fr\/lisibilite-emailing-quand-la-lecture-de-vos-e-mails-devient-un-plaisir-pour-les-yeux\/#Et_quen_est-il_de_votre_Email_Design\" >Et qu&#8217;en est-il de votre Email Design ?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.bancomail.com\/blog\/fr\/lisibilite-emailing-quand-la-lecture-de-vos-e-mails-devient-un-plaisir-pour-les-yeux\/#Encore_quelques_elements_a_prendre_en_compte%E2%80%A6\" >Encore quelques \u00e9l\u00e9ments \u00e0 prendre en compte\u2026<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.bancomail.com\/blog\/fr\/lisibilite-emailing-quand-la-lecture-de-vos-e-mails-devient-un-plaisir-pour-les-yeux\/#Testez_vos_e-mails\" >Testez vos e-mails<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\" id=\"astuces-pour-une-lecture-agreable\"><span class=\"ez-toc-section\" id=\"Astuces_pour_une_lecture_agreable\"><\/span>Astuces pour une lecture agr\u00e9able<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Plusieurs facteurs doivent \u00eatre pris en compte lors de la cr\u00e9ation d&#8217;un e-mail afin de rendre sa lecture la plus agr\u00e9able possible. Certains facteurs cl\u00e9s sont \u00e0 prendre en compte, \u00e0 commencer par la structure g\u00e9n\u00e9rale de l&#8217;e-mail, le texte lui-m\u00eame et la conception de l&#8217;e-mail. Ces trois \u00e9l\u00e9ments vont main dans la main avec la cr\u00e9ation d&#8217;un concept r\u00e9ussi. D&#8217;autres mesures peuvent et doivent aussi \u00eatre prises en compte dans la cr\u00e9ation d&#8217;un e-mail r\u00e9ussi, qui sera sans aucun doute facile \u00e0 comprendre, et m\u00eame agr\u00e9able \u00e0 lire.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"gardez-un-oeil-sur-le-texte-de-votre-e-mail\"><span class=\"ez-toc-section\" id=\"Gardez_un_oeil_sur_le_texte_de_votre_e-mail\"><\/span>Gardez un \u0153il sur le texte de votre e-mail<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>La r\u00e9ussite d&#8217;un e-mail repose bien entendu sur la lisibilit\u00e9 du texte.<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li><strong>Taille et style de la police<\/strong> : optez pour une police lisible et de taille appropri\u00e9e pour les titres et le corps du texte.<\/li><li><strong>Un texte soign\u00e9<\/strong> : veillez \u00e0 ce que le texte soit court et pertinent, et \u00e9vitez les d\u00e9tails superflus.<\/li><\/ol>\n\n\n\n<p>Un e-mail bien structur\u00e9 est le meilleur support pour votre contenu.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"structure-de-l-e-mail-la-pierre-angulaire\"><span class=\"ez-toc-section\" id=\"Structure_de_le-mail_%E2%80%93_la_pierre_angulaire\"><\/span>Structure de l&#8217;e-mail &#8211; la pierre angulaire<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ol class=\"wp-block-list\"><li><strong>Utilisez des en-t\u00eates<\/strong> : ils vous permettront de classer les sections du contenu et de guider les lecteurs dans l&#8217;e-mail.<\/li><li><strong>Formulez des titres clairs<\/strong> : la bri\u00e8vet\u00e9 et la clart\u00e9 des titres permettent de pr\u00e9senter le contenu et d&#8217;orienter les lecteurs.<\/li><li><strong>Ajoutez des sous-titres appropri\u00e9s<\/strong> : ils facilitent la compr\u00e9hension des points principaux.<\/li><li><strong>R\u00e9digez des paragraphes courts<\/strong> : ils rendent le contenu plus dense et plus facile \u00e0 assimiler.<\/li><li><strong>Faites des listes \u00e0 puces ou num\u00e9ros<\/strong> : ils favorisent l&#8217;organisation d&#8217;un grand nombre d`informations.<\/li><li><strong>Classez les informations par ordre hi\u00e9rarchique<\/strong> : cela am\u00e9liorera la qualit\u00e9 de votre e-mail.<\/li><li><strong>Divulguez progressivement les informations<\/strong> : Le fait de r\u00e9v\u00e9ler les d\u00e9tails petit \u00e0 petit permet de maintenir l&#8217;int\u00e9r\u00eat du lecteur et de le guider tout au long du contenu.<\/li><\/ol>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"et-qu-en-est-il-de-votre-email-design\"><span class=\"ez-toc-section\" id=\"Et_quen_est-il_de_votre_Email_Design\"><\/span>Et qu&#8217;en est-il de votre Email Design ?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><a href=\"https:\/\/blog.bancomail.com\/fr\/les-sept-tendances-incontournables-de-la-conception-des-e-mails-pour-2024\/\" target=\"_blank\" rel=\"noreferrer noopener\">Le design g\u00e9n\u00e8re des \u00e9motions<\/a> et ce sont justement elles qui permettent d&#8217;am\u00e9liorer l&#8217;exp\u00e9rience de lecture de nos e-mails.<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li><strong>Contraste des couleurs<\/strong> : si le texte et l&#8217;arri\u00e8re-plan sont de couleurs contrast\u00e9es, la lecture s&#8217;en trouve am\u00e9lior\u00e9e et l&#8217;attention se porte davantage sur les informations importantes.<\/li><li><strong>Les espaces blancs<\/strong> : l&#8217;espacement entre les sections permet de cr\u00e9er des ruptures visuelles et d&#8217;am\u00e9liorer la fluidit\u00e9 de la lecture.<\/li><li><strong>\u00c9l\u00e9ments interactifs<\/strong> : gr\u00e2ce aux boutons et aux \u00e9l\u00e9ments cliquables qui incitent \u00e0 l&#8217;engagement, les lecteurs peuvent facilement passer \u00e0 l&#8217;action et interagir.<\/li><li><strong>Emojis<\/strong> : en fonction du groupe cible, certains \u00e9mojis r\u00e9partis peuvent ajouter un attrait visuel et transmettre des \u00e9motions, rendant ainsi le contenu plus captivant.<\/li><li><strong>\u00c9l\u00e9ments visuels<\/strong> : l&#8217;int\u00e9gration d&#8217;\u00e9l\u00e9ments visuels avec parcimonie permet de rompre la monotonie et d&#8217;attirer l&#8217;attention sur les points cl\u00e9s.<\/li><\/ol>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"encore-quelques-elements-a-prendre-en-compte\"><span class=\"ez-toc-section\" id=\"Encore_quelques_elements_a_prendre_en_compte%E2%80%A6\"><\/span>Encore quelques \u00e9l\u00e9ments \u00e0 prendre en compte\u2026<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Le souci du d\u00e9tail, c&#8217;est plus fort que tout !<\/p>\n\n\n\n<ol class=\"wp-block-list\"><li><strong>Am\u00e9lioration du texte de pr\u00e9visualisation<\/strong> : r\u00e9alisez un texte convaincant qui attirera les lecteurs et donnera une bonne premi\u00e8re impression et un aper\u00e7u favorable de votre projet.<\/li><li><strong>Contenu localis\u00e9<\/strong> : si cela est possible, il est assur\u00e9ment pr\u00e9f\u00e9rable de personnaliser le contenu en fonction de la situation g\u00e9ographique ou de la langue du destinataire, ce qui implique \u00e9videmment de parler la bonne langue.<\/li><li><strong>Personnalisation<\/strong> : adaptez votre contenu aux pr\u00e9f\u00e9rences du destinataire, il sera ainsi mieux per\u00e7u.<\/li><li><strong>Hyperliens descriptifs<\/strong> : en rendant les liens hypertextes explicites, on indique au lecteur le contenu du lien.<\/li><li><strong>Optimisation mobile<\/strong> : veillez \u00e0 ce que la lecture soit optimis\u00e9e pour les appareils mobiles, c&#8217;est aujourd&#8217;hui plus que pr\u00e9f\u00e9rable.<\/li><\/ol>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"testez-vos-e-mails\"><span class=\"ez-toc-section\" id=\"Testez_vos_e-mails\"><\/span>Testez vos e-mails<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Comme c&#8217;est souvent le cas dans le domaine de l&#8217;email marketing, il est difficile d&#8217;\u00e9valuer certaines mesures, car un bon r\u00e9sultat d\u00e9pend d&#8217;un grand nombre de facteurs.<\/p>\n\n\n\n<p>C&#8217;est pourquoi les e-mails doivent toujours \u00eatre test\u00e9s afin de s&#8217;assurer de leur efficacit\u00e9.<\/p>\n\n\n\n<p>Deux options peuvent \u00eatre envisag\u00e9es ici :<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Le c\u00e9l\u00e8bre test A\/B, qui peut \u00eatre utilis\u00e9 sur diff\u00e9rents \u00e9l\u00e9ments de l&#8217;e-mail, pour identifier la meilleure strat\u00e9gie de lisibilit\u00e9 en fonction de vos destinataires.<\/li><li>La cr\u00e9ation de groupes tests constitu\u00e9s de coll\u00e8gues ou m\u00eame d&#8217;amis. Un questionnaire standardis\u00e9 peut leur permettre d&#8217;\u00e9valuer les diff\u00e9rentes versions de l&#8217;e-mail, et notamment, dans le cas qui nous int\u00e9resse, la lisibilit\u00e9 de l&#8217;e-mail.<\/li><\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Le temps est pr\u00e9cieux ! Tout le monde s&#8217;accorde \u00e0 le dire, et c&#8217;est tout \u00e0 fait vrai. Et \u00e7a l&#8217;est d&#8217;autant plus lorsqu&#8217;il s&#8217;agit d&#8217;email marketing. Mais pourquoi est-ce si important ? En soi, la prospection par e-mail est une activit\u00e9 de marketing extr\u00eamement importante et m\u00eame en pleine expansion. Son volume quotidien est&#8230;<\/p>\n","protected":false},"author":27,"featured_media":6836,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[4656],"tags":[5451,5748,5751,5750,5456],"post_template":[],"top_category":[],"class_list":["post-6832","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-copywriting-fr","tag-engagement-utilisateur","tag-lisibilite-email","tag-scannabilite-email","tag-structure-email","tag-test-a-b-fr"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Lisibilit\u00e9 emailing : quand la lecture de vos e-mails devient un plaisir pour les yeux - Bancomail Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bancomail.com\/blog\/fr\/lisibilite-emailing-quand-la-lecture-de-vos-e-mails-devient-un-plaisir-pour-les-yeux\/\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Lisibilit\u00e9 emailing : quand la lecture de vos e-mails devient un plaisir pour les yeux - Bancomail Blog\" \/>\n<meta property=\"og:description\" content=\"Le temps est pr\u00e9cieux ! 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