{"id":7215,"date":"2024-06-12T16:33:31","date_gmt":"2024-06-12T14:33:31","guid":{"rendered":"https:\/\/blog.bancomail.com\/?p=7215"},"modified":"2025-06-16T12:45:16","modified_gmt":"2025-06-16T12:45:16","slug":"temps-dattention-trop-court-le-defi-a-relever-au-cours-dune-campagne-demailing","status":"publish","type":"post","link":"https:\/\/www.bancomail.com\/blog\/fr\/temps-dattention-trop-court-le-defi-a-relever-au-cours-dune-campagne-demailing\/","title":{"rendered":"Temps d&#8217;attention trop court : le d\u00e9fi \u00e0 relever au cours d&#8217;une campagne d&#8217;emailing"},"content":{"rendered":"\n<p>La soci\u00e9t\u00e9 actuelle surprend beaucoup, notamment sur le plan culturel : des informations r\u00e9sum\u00e9es en quelques secondes, des millions de vid\u00e9os courtes au contenu variable, des gros titres sans contexte, sans oublier TikTok et Instagram qui captivent sans cesse les internautes. Les portables sont de plus en plus utilis\u00e9s comme \u00ab distractions \u00bb, que ce soit au cin\u00e9ma ou lors d&#8217;une conversation avec un ami ou un conjoint, les gens ne l\u00e2chent plus leur t\u00e9l\u00e9phone ! <\/p>\n\n\n\n<p>Nombre d&#8217;\u00e9tudes confirment que la dur\u00e9e d&#8217;attention a rapidement diminu\u00e9 au cours des derni\u00e8res ann\u00e9es. Cela s&#8217;explique par de nombreuses raisons, et cet article pr\u00e9sente une s\u00e9rie de contre-mesures importantes \u00e0 prendre en compte lors de campagnes marketing. Restez donc attentif et profitez de l&#8217;attention que vous et vos e-mails recevrez \u00e0 l&#8217;avenir. <\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"574\" src=\"https:\/\/blog.bancomail.com\/wp-content\/uploads\/2024\/06\/2-6-1024x574.jpg\" alt=\"\" class=\"wp-image-7233\" srcset=\"https:\/\/www.bancomail.com\/blog\/wp-content\/uploads\/2024\/06\/2-6-1024x574.jpg 1024w, https:\/\/www.bancomail.com\/blog\/wp-content\/uploads\/2024\/06\/2-6-300x168.jpg 300w, https:\/\/www.bancomail.com\/blog\/wp-content\/uploads\/2024\/06\/2-6-768x430.jpg 768w, https:\/\/www.bancomail.com\/blog\/wp-content\/uploads\/2024\/06\/2-6-535x300.jpg 535w, https:\/\/www.bancomail.com\/blog\/wp-content\/uploads\/2024\/06\/2-6.jpg 1456w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\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\/temps-dattention-trop-court-le-defi-a-relever-au-cours-dune-campagne-demailing\/#Susciter_linteret\" >Susciter l&#8217;int\u00e9r\u00eat<\/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\/temps-dattention-trop-court-le-defi-a-relever-au-cours-dune-campagne-demailing\/#Une_ligne_dobjet_captivante\" >Une ligne d&#8217;objet captivante<\/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\/temps-dattention-trop-court-le-defi-a-relever-au-cours-dune-campagne-demailing\/#Un_contenu_de-mail_clair_et_concis\" >Un contenu d&#8217;e-mail clair et concis<\/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\/temps-dattention-trop-court-le-defi-a-relever-au-cours-dune-campagne-demailing\/#Les_elements_visuels\" >Les \u00e9l\u00e9ments visuels<\/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\/temps-dattention-trop-court-le-defi-a-relever-au-cours-dune-campagne-demailing\/#La_personnalisation_et_la_segmentation\" >La personnalisation et la segmentation<\/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\/temps-dattention-trop-court-le-defi-a-relever-au-cours-dune-campagne-demailing\/#Les_CTA_appels_a_laction\" >Les CTA (appels \u00e0 l&#8217;action)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.bancomail.com\/blog\/fr\/temps-dattention-trop-court-le-defi-a-relever-au-cours-dune-campagne-demailing\/#Les_tests_AB_et_lanalyse\" >Les tests A\/B et l&#8217;analyse<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.bancomail.com\/blog\/fr\/temps-dattention-trop-court-le-defi-a-relever-au-cours-dune-campagne-demailing\/#Loptimisation_pour_les_appareils_portables\" >L&#8217;optimisation pour les appareils portables<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.bancomail.com\/blog\/fr\/temps-dattention-trop-court-le-defi-a-relever-au-cours-dune-campagne-demailing\/#Conclusion\" >Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Susciter_linteret\"><\/span>Susciter l&#8217;int\u00e9r\u00eat<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>L&#8217;une des erreurs les plus commises dans une campagne d&#8217;e-mailing est de ne pas satisfaire les besoins du lecteur ou de ne pas y r\u00e9pondre de mani\u00e8re ad\u00e9quate, ce qui se traduit par une perte imm\u00e9diate d&#8217;int\u00e9r\u00eat et d&#8217;attention. La r\u00e9alisation d&#8217;une campagne doit donc commencer par une planification d\u00e9taill\u00e9e qui d\u00e9finit toutes les mesures. Les points importants sont les objectifs et le groupe cible. Quels sont les objectifs \u00e0 atteindre et qui doit \u00eatre contact\u00e9 ? Quels sont les int\u00e9r\u00eats et les probl\u00e8mes du groupe cible et comment les aborder ?<\/p>\n\n\n\n<p>Toutes ces questions et leurs r\u00e9ponses doivent \u00eatre prises en compte dans le d\u00e9roulement de la campagne, de mani\u00e8re continue, afin de garantir une bonne orientation et, en d\u00e9finitive, d&#8217;\u00e9viter que le lecteur ne s&#8217;ennuie.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Une_ligne_dobjet_captivante\"><\/span>Une ligne d&#8217;objet captivante<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>La ligne d&#8217;objet est le premier lien avec le destinataire et conditionne l&#8217;ouverture de l&#8217;e-mail. L&#8217;objet doit \u00eatre clair, accrocheur et pas trop long : il ne doit pas d\u00e9passer les 60 caract\u00e8res pour que la ligne enti\u00e8re reste lisible sur la bo\u00eete de messagerie \u00e9lectronique. Une phrase accrocheuse stimule la curiosit\u00e9 et augmente le taux d&#8217;ouverture.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"574\" src=\"https:\/\/blog.bancomail.com\/wp-content\/uploads\/2024\/06\/1-7-1024x574.jpg\" alt=\"\" class=\"wp-image-7238\" srcset=\"https:\/\/www.bancomail.com\/blog\/wp-content\/uploads\/2024\/06\/1-7-1024x574.jpg 1024w, https:\/\/www.bancomail.com\/blog\/wp-content\/uploads\/2024\/06\/1-7-300x168.jpg 300w, https:\/\/www.bancomail.com\/blog\/wp-content\/uploads\/2024\/06\/1-7-768x430.jpg 768w, https:\/\/www.bancomail.com\/blog\/wp-content\/uploads\/2024\/06\/1-7-535x300.jpg 535w, https:\/\/www.bancomail.com\/blog\/wp-content\/uploads\/2024\/06\/1-7.jpg 1456w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Un_contenu_de-mail_clair_et_concis\"><\/span>Un contenu d&#8217;e-mail clair et concis<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Aller \u00e0 l&#8217;essentiel ! \u00c9vitez les textes longs et confus ; pr\u00e9sentez plut\u00f4t les informations les plus importantes dans des paragraphes courts et faciles \u00e0 comprendre. Les puces ou les listes num\u00e9rot\u00e9es permettent d&#8217;am\u00e9liorer la lisibilit\u00e9 et de maintenir l&#8217;attention du lecteur.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Les_elements_visuels\"><\/span>Les \u00e9l\u00e9ments visuels<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Les images, les graphiques et les vid\u00e9os renforcent le message et aident \u00e0 transmettre rapidement et clairement des informations plus complexes. Vous pouvez \u00e9galement \u00eatre une source d&#8217;inspiration gr\u00e2ce \u00e0 des \u00e9l\u00e9ments visuels judicieusement utilis\u00e9s. Tous les \u00e9l\u00e9ments visuels doivent imp\u00e9rativement \u00eatre adapt\u00e9s aux mobiles, car la plupart des e-mails sont d\u00e9sormais lus sur des smartphones, comme vous pouvez le <a href=\"https:\/\/blog.bancomail.com\/fr\/le-pouvoir-des-images-comment-utiliser-des-elements-visuels-dans-lemail-marketing\/\">lire en d\u00e9tail dans cet article<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"La_personnalisation_et_la_segmentation\"><\/span>La personnalisation et la segmentation<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>La personnalisation des e-mails est un facteur suppl\u00e9mentaire qui permet d&#8217;utiliser \u00e0 bon escient la courte dur\u00e9e d&#8217;attention et m\u00eame, parfois, de l&#8217;allonger. Le destinataire est directement interpell\u00e9 et le message est nettement plus pertinent.<\/p>\n\n\n\n<p>La segmentation parfaite de la liste des destinataires est une autre pierre importante \u00e0 l&#8217;\u00e9difice, car c&#8217;est le seul moyen de cr\u00e9er un contenu pertinent pour un groupe cible. Un message cibl\u00e9 et personnalis\u00e9 est sans aucun doute mieux per\u00e7u par le public cible.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"574\" src=\"https:\/\/blog.bancomail.com\/wp-content\/uploads\/2024\/06\/4-4-1024x574.jpg\" alt=\"\" class=\"wp-image-7243\" srcset=\"https:\/\/www.bancomail.com\/blog\/wp-content\/uploads\/2024\/06\/4-4-1024x574.jpg 1024w, https:\/\/www.bancomail.com\/blog\/wp-content\/uploads\/2024\/06\/4-4-300x168.jpg 300w, https:\/\/www.bancomail.com\/blog\/wp-content\/uploads\/2024\/06\/4-4-768x430.jpg 768w, https:\/\/www.bancomail.com\/blog\/wp-content\/uploads\/2024\/06\/4-4-535x300.jpg 535w, https:\/\/www.bancomail.com\/blog\/wp-content\/uploads\/2024\/06\/4-4.jpg 1456w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Les_CTA_appels_a_laction\"><\/span>Les CTA (appels \u00e0 l&#8217;action)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Chaque e-mail devrait inclure un appel \u00e0 l&#8217;action afin que le destinataire puisse effectuer la d\u00e9marche souhait\u00e9e. Il est toutefois important que cet appel \u00e0 l&#8217;action soit bien plac\u00e9 et qu&#8217;il soit rapidement visible. Il est donc pr\u00e9f\u00e9rable de ne pas ins\u00e9rer l&#8217;appel \u00e0 l&#8217;action \u00e0 la fin de l&#8217;e-mail, car le lecteur risque de ne pas \u00eatre suffisamment attentif pour se rendre jusqu&#8217;\u00e0 la fin de l&#8217;e-mail.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Les_tests_AB_et_lanalyse\"><\/span>Les tests A\/B et l&#8217;analyse<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Les tests A\/B font partie du quotidien des sp\u00e9cialistes de l&#8217;email marketing, car ils permettent de tester ce qui fonctionne effectivement en situation r\u00e9elle. La th\u00e9orie et la pratique sont souvent deux mondes diff\u00e9rents et avec les innombrables facteurs d&#8217;influence du marketing par e-mail, il est toujours conseill\u00e9 de proc\u00e9der \u00e0 des tests approfondis.<\/p>\n\n\n\n<p>Bien entendu, cela s&#8217;applique \u00e9galement \u00e0 la dur\u00e9e d&#8217;attention. Par exemple, vous pouvez tester la version longue d&#8217;un e-mail par rapport \u00e0 une autre plus courte qui met l&#8217;accent sur certains \u00e9l\u00e9ments cl\u00e9s et est pr\u00e9sent\u00e9e sous forme de listes \u00e0 puces.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Loptimisation_pour_les_appareils_portables\"><\/span>L&#8217;optimisation pour les appareils portables<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Rien n&#8217;est pire qu&#8217;un email dont le design est peu perceptible par le lecteur. La taille des polices et les graphiques doivent \u00eatre optimis\u00e9s pour offrir la meilleure exp\u00e9rience possible \u00e0 l&#8217;utilisateur, faute de quoi la frustration s&#8217;installe et l&#8217;e-mail finit aussit\u00f4t dans la corbeille. Cela est particuli\u00e8rement le cas pour les appareils mobiles, car un grand nombre d&#8217;e-mails envoy\u00e9s aujourd&#8217;hui sont ouverts sur ces dispositifs, et cette tendance ne fait que s&#8217;accentuer.<\/p>\n\n\n\n<p>Le peu d&#8217;attention qu&#8217;ils re\u00e7oivent est imm\u00e9diatement perdue s&#8217;il y a des probl\u00e8mes d&#8217;affichage. Il faut donc veiller \u00e0 optimiser le rendu sur diff\u00e9rentes tailles d&#8217;\u00e9cran <a rel=\"noreferrer noopener\" href=\"https:\/\/blog.bancomail.com\/fr\/conception-demails-pour-les-appareils-mobiles\/\" target=\"_blank\">comme d\u00e9crit en d\u00e9tail dans notre guide<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"574\" src=\"https:\/\/blog.bancomail.com\/wp-content\/uploads\/2024\/06\/3-2-1024x574.png\" alt=\"\" class=\"wp-image-7228\" srcset=\"https:\/\/www.bancomail.com\/blog\/wp-content\/uploads\/2024\/06\/3-2-1024x574.png 1024w, https:\/\/www.bancomail.com\/blog\/wp-content\/uploads\/2024\/06\/3-2-300x168.png 300w, https:\/\/www.bancomail.com\/blog\/wp-content\/uploads\/2024\/06\/3-2-768x430.png 768w, https:\/\/www.bancomail.com\/blog\/wp-content\/uploads\/2024\/06\/3-2-535x300.png 535w, https:\/\/www.bancomail.com\/blog\/wp-content\/uploads\/2024\/06\/3-2.png 1456w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span><strong>Conclusion<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Les exemples ci-dessus montrent clairement qu&#8217;il existe de multiples solutions pour lutter contre les probl\u00e8mes li\u00e9s \u00e0 la faible dur\u00e9e d&#8217;attention. Touchez vos destinataires avec des lignes d&#8217;objet captivantes, un contenu clair et coh\u00e9rent et des \u00e9l\u00e9ments visuels ! Faites en sorte que tout soit facile \u00e0 lire et \u00e0 comprendre, puisqu&#8217;une exp\u00e9rience agr\u00e9able pour l&#8217;utilisateur est plus qu&#8217;importante et garantit le succ\u00e8s de vos campagnes.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La soci\u00e9t\u00e9 actuelle surprend beaucoup, notamment sur le plan culturel : des informations r\u00e9sum\u00e9es en quelques secondes, des millions de vid\u00e9os courtes au contenu variable, des gros titres sans contexte, sans oublier TikTok et Instagram qui captivent sans cesse les internautes. Les portables sont de plus en plus utilis\u00e9s comme \u00ab distractions \u00bb, que ce&#8230;<\/p>\n","protected":false},"author":27,"featured_media":7218,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1360],"tags":[5413,5415,199,260,5335,4710],"post_template":[],"top_category":[],"class_list":["post-7215","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tendances","tag-capacite-dattention","tag-clarte-du-contenu","tag-cta","tag--email-marketing","tag-optimisation-mobile","tag-personnalisation"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Temps d&#039;attention trop court : le d\u00e9fi \u00e0 relever au cours d&#039;une campagne d&#039;emailing - 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\/temps-dattention-trop-court-le-defi-a-relever-au-cours-dune-campagne-demailing\/\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Temps d&#039;attention trop court : le d\u00e9fi \u00e0 relever au cours d&#039;une campagne d&#039;emailing - Bancomail Blog\" \/>\n<meta property=\"og:description\" content=\"La soci\u00e9t\u00e9 actuelle surprend beaucoup, notamment sur le plan culturel : des informations r\u00e9sum\u00e9es en quelques secondes, des millions de vid\u00e9os courtes au contenu variable, des gros titres sans contexte, sans oublier TikTok et Instagram qui captivent sans cesse les internautes. 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