{"id":7427,"date":"2024-11-07T10:47:28","date_gmt":"2024-11-07T08:47:28","guid":{"rendered":"https:\/\/blog.bancomail.com\/?p=7427"},"modified":"2025-06-16T12:29:14","modified_gmt":"2025-06-16T12:29:14","slug":"les-mots-percutants-lingredient-secret-de-la-cuisine-de-lemail-marketing","status":"publish","type":"post","link":"https:\/\/www.bancomail.com\/blog\/fr\/les-mots-percutants-lingredient-secret-de-la-cuisine-de-lemail-marketing\/","title":{"rendered":"Les mots percutants : l&#8217;ingr\u00e9dient secret de la cuisine de l&#8217;email marketing"},"content":{"rendered":"\n<p>La fabuleuse magie de la bonne cuisine&#8230; comment l&#8217;expliquer ? Qu&#8217;est-ce qui fait la diff\u00e9rence entre un plat insipide d\u00e9pourvu de raffinement et d&#8217;enthousiasme et un v\u00e9ritable chef-d&#8217;\u0153uvre culinaire qui incarne l&#8217;art de la gastronomie et le souci du d\u00e9tail ?<\/p>\n\n\n\n<p>La qualit\u00e9 des ingr\u00e9dients, leur \u00e9quilibre et le perfectionnement \u00e0 l&#8217;aide d&#8217;\u00e9pices soigneusement s\u00e9lectionn\u00e9es et utilis\u00e9es sont sans aucun doute d\u00e9cisifs. Une composition parfaite de saveurs et une pr\u00e9sentation exceptionnelle qui, en fin de compte, font la diff\u00e9rence entre une cuisine exceptionnelle et un simple plat \u00e0 r\u00e9chauffer.<\/p>\n\n\n\n<p>Il en va de m\u00eame pour la composition des textes destin\u00e9s \u00e0 <a href=\"https:\/\/www.bancomail.com\/fr\/\" target=\"_blank\" rel=\"noreferrer noopener\">l&#8217;e-mail marketing<\/a>. Ici aussi, la bonne composition du contenu et de la pr\u00e9sentation fait une diff\u00e9rence fondamentale. Un ingr\u00e9dient tr\u00e8s sp\u00e9cifique ne doit pas manquer : &#8230; des mots percutants ! Ils font en sorte que l&#8217;e-mail devienne lui aussi un chef-d&#8217;\u0153uvre, qu&#8217;il soit tr\u00e8s bien re\u00e7u par le lecteur et qu&#8217;il puisse \u00eatre parfaitement \u00ab dig\u00e9r\u00e9 \u00bb. Dans ce texte, nous allons donc d\u00e9couvrir le secret des bons cuisiniers de l&#8217;e-mail.<\/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\/les-mots-percutants-lingredient-secret-de-la-cuisine-de-lemail-marketing\/#Ingredient_secret_les_%C2%AB_mots_percutants_%C2%BB\" >Ingr\u00e9dient secret : les \u00ab mots percutants \u00bb ?<\/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\/les-mots-percutants-lingredient-secret-de-la-cuisine-de-lemail-marketing\/#Comment_et_ou_utiliser_les_mots_percutants_dans_lemail_marketing\" >Comment et o\u00f9 utiliser les mots percutants dans l&#8217;email marketing ?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.bancomail.com\/blog\/fr\/les-mots-percutants-lingredient-secret-de-la-cuisine-de-lemail-marketing\/#Attirer_lattention_et_susciter_la_curiosite_avec_lobjet_du_message\" >Attirer l&#8217;attention et susciter la curiosit\u00e9 avec l&#8217;objet du message<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.bancomail.com\/blog\/fr\/les-mots-percutants-lingredient-secret-de-la-cuisine-de-lemail-marketing\/#Creer_des_emotions_ciblees_dans_le_corps_de_le-mail\" >Cr\u00e9er des \u00e9motions cibl\u00e9es dans le corps de l&#8217;e-mail<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.bancomail.com\/blog\/fr\/les-mots-percutants-lingredient-secret-de-la-cuisine-de-lemail-marketing\/#Lappel_a_laction_%E2%80%93_Le_dessert_pour_finir_en_beaute\" >L&#8217;appel \u00e0 l&#8217;action &#8211; Le dessert pour finir en beaut\u00e9<\/a><\/li><\/ul><\/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\/les-mots-percutants-lingredient-secret-de-la-cuisine-de-lemail-marketing\/#Conclusion_Tout_est_dans_le_bon_dosage\" >Conclusion : Tout est dans le bon dosage<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Ingredient_secret_les_%C2%AB_mots_percutants_%C2%BB\"><\/span>Ingr\u00e9dient secret : les \u00ab mots percutants \u00bb ?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Quel est donc cet <strong>ingr\u00e9dient secret<\/strong> ? Quel est le secret des meilleurs sp\u00e9cialistes de l&#8217;email marketing lorsqu&#8217;ils pr\u00e9parent exactement le type de soupe que les lecteurs aiment ?<\/p>\n\n\n\n<p>Les mots percutants sont des mots qui touchent profond\u00e9ment les lecteurs et d\u00e9clenchent chez eux des \u00e9motions. Ils suscitent la curiosit\u00e9, cr\u00e9ent l&#8217;urgence, renforcent la confiance ou alimentent le sentiment de manquer quelque chose.<\/p>\n\n\n\n<p>Une pinc\u00e9e d&#8217;\u00e9pices par-ci, une pinc\u00e9e par-l\u00e0, m\u00e9langez doucement et vous pourrez servir la soupe \u00e0 la bonne temp\u00e9rature. Les effets positifs se font sentir d\u00e8s la premi\u00e8re bouch\u00e9e, ou \u00e0 la lecture de l&#8217;objet d&#8217;un e-mail et des premi\u00e8res lignes du texte. Les sentiments d\u00e9clench\u00e9s sont exactement ceux souhait\u00e9s par le chef, le sp\u00e9cialiste de l&#8217;email marketing.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Comment_et_ou_utiliser_les_mots_percutants_dans_lemail_marketing\"><\/span>Comment et o\u00f9 utiliser les mots percutants dans l&#8217;email marketing ?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Les mots percutants sont \u00e0 l&#8217;email marketing ce que les \u00e9pices sont \u00e0 la cuisine indienne : indispensables. Ils sont utilis\u00e9s sous toutes les formes imaginables et partout, que ce soit dans la ligne d&#8217;objet, le texte principal ou l&#8217;appel \u00e0 l&#8217;action. Voyons quelques exemples ci-dessous pour illustrer la polyvalence de leur utilisation.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Attirer_lattention_et_susciter_la_curiosite_avec_lobjet_du_message\"><\/span>Attirer l&#8217;attention et susciter la curiosit\u00e9 avec l&#8217;objet du message<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>L&#8217;<a href=\"https:\/\/blog.bancomail.com\/fr\/comment-rediger-des-lignes-dobjet-efficaces-pour-votre-cold-email-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">objet du message<\/a> \u00e9lectronique repr\u00e9sente pour l&#8217;e-mail ce que l&#8217;\u00e9l\u00e9gante enseigne et le menu attrayant sont pour un restaurant \u00e9toil\u00e9 du guide Michelin. Il doit attirer l&#8217;attention en peu de temps, donner une premi\u00e8re impression parfaite et susciter l&#8217;envie d&#8217;en savoir plus. C&#8217;est l\u00e0 que les mots forts entrent en jeu et qu&#8217;ils sont plus qu&#8217;importants.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Des mots tels qu\u2019exclusif, gratuit, instantan\u00e9 ou nouveau attirent l&#8217;attention du lecteur comme une \u00e9norme entrec\u00f4te servie dans un petit plat. La curiosit\u00e9 est \u00e9veill\u00e9e et l&#8217;e-mail est ouvert.<\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Creer_des_emotions_ciblees_dans_le_corps_de_le-mail\"><\/span>Cr\u00e9er des \u00e9motions cibl\u00e9es dans le corps de l&#8217;e-mail<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Une fois que vous avez \u00e9t\u00e9 attir\u00e9 dans le restaurant par la premi\u00e8re impression de l&#8217;ext\u00e9rieur, l&#8217;exp\u00e9rience proprement dite commence, le grand menu avec tous ses mets. C&#8217;est l\u00e0 que naissent les grandes \u00e9motions. Chaque bouch\u00e9e, chaque plat est un feu d&#8217;artifice parsem\u00e9 d&#8217;\u00e9motions et il doit en \u00eatre de m\u00eame \u00e0 la lecture du <strong>texte de l&#8217;e-mail<\/strong>, apr\u00e8s que l&#8217;objet vous a d\u00e9j\u00e0 incit\u00e9 \u00e0 ouvrir l&#8217;e-mail.<\/p>\n\n\n\n<p>Le menu des mots percutants est tout aussi vari\u00e9 et polyvalent :<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Si vous souhaitez que les textes v\u00e9hiculent un certain niveau de <strong>s\u00e9curit\u00e9<\/strong> et suscitent la <strong>confiance<\/strong>, des termes forts tels que \u00ab garanti \u00bb, \u00ab v\u00e9rifi\u00e9 \u00bb, \u00ab prouv\u00e9 \u00bb, \u00ab digne de confiance \u00bb ou \u00ab sans risque \u00bb peuvent \u00eatre habilement int\u00e9gr\u00e9s dans le contenu. Ils auront alors un effet rassurant sur le lecteur.<\/li><li>Lors de la pr\u00e9sentation d&#8217;un produit ou d&#8217;un service, il est bon de <strong>mettre l&#8217;accent sur les avantages qu&#8217;il pr\u00e9sente.<\/strong> Les mots cl\u00e9s pour cela sont souvent \u00ab efficace \u00bb, \u00ab simple \u00bb ou \u00ab infaillible \u00bb.<\/li><li>Vous aimeriez utiliser le concept FOMO et cr\u00e9er un sentiment d&#8217;<strong>urgence<\/strong>? Que diriez-vous de \u00ab aujourd&#8217;hui seulement \u00bb ou \u00ab derni\u00e8re chance \u00bb ? Ces mots forts cr\u00e9ent un sentiment d&#8217;\u00ab anxi\u00e9t\u00e9 \u00bb, comme si la cuisine du restaurant allait fermer dans les prochaines minutes et que vous deviez quitter le restaurant le ventre vide.<\/li><li>La <strong>cupidit\u00e9<\/strong>, ou le d\u00e9sir d&#8217;accumuler davantage de \u00ab richesses \u00bb, peut \u00e9galement \u00eatre un moteur puissant pour certaines actions. Si vous souhaitez exploiter ce sentiment, vous devriez envisager d&#8217;utiliser les mots-cl\u00e9s suivants, par exemple : \u201c\u00e9conomies\u201d, \u201cbonnes affaires\u201d ou m\u00eame \u201ccadeaux\u201d feront certainement leur effet et augmenteront le sentiment d&#8217;avidit\u00e9 chez le lecteur.<\/li><li>Un serveur exp\u00e9riment\u00e9 peut \u00e9veiller l&#8217;int\u00e9r\u00eat des clients d&#8217;un restaurant avec sensibilit\u00e9 et excellence rh\u00e9torique, et peut-\u00eatre les convaincre de choisir un vin particuli\u00e8rement bon (et cher). <strong>Attirer et retenir l&#8217;int\u00e9r\u00eat du lecteur<\/strong> est \u00e9galement une t\u00e2che fondamentale dans l&#8217;email marketing. Des mots forts tels que \u00ab incroyable \u201c, \u201d interdit \u201c, \u201d censur\u00e9 \u201c, \u201d ill\u00e9gal \u201c, \u201d invraisemblable \u201c ou m\u00eame \u201d choquant \u00bb sont tr\u00e8s utiles \u00e0 cet \u00e9gard et conviennent bien s\u00fbr aussi parfaitement \u00e0 la ligne d&#8217;objet.<\/li><\/ul>\n\n\n\n<p><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Lappel_a_laction_%E2%80%93_Le_dessert_pour_finir_en_beaute\"><\/span>L&#8217;appel \u00e0 l&#8217;action &#8211; Le dessert pour finir en beaut\u00e9<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Le plat principal a \u00e9t\u00e9 consomm\u00e9, il ne reste plus qu&#8217;\u00e0 passer \u00e0 l&#8217;apoth\u00e9ose &#8211; le dessert ! Dans notre e-mail, ce point culminant est bien s\u00fbr le CTA (Call-to-Action), l&#8217;objectif final lors de l&#8217;envoi de l&#8217;e-mail, car chaque destinataire et lecteur doit au mieux appuyer sur ce bouton particulier. Pour atteindre cet objectif, les <strong>mots percutants ne doivent pas manquer dans l&#8217;appel \u00e0 l&#8217;action.<\/strong> Ils aident le lecteur \u00e0 rassembler la motivation n\u00e9cessaire au dernier moment et \u00e0 r\u00e9aliser l&#8217;action souhait\u00e9e. Selon le secteur et le sujet, diff\u00e9rents types de mots-cl\u00e9s peuvent \u00eatre utilis\u00e9s. Toutes les cat\u00e9gories d\u00e9j\u00e0 d\u00e9crites sont possibles, qu&#8217;il s&#8217;agisse de transmettre l&#8217;exclusivit\u00e9 ou l&#8217;urgence, ou encore la commodit\u00e9 et la s\u00e9curit\u00e9&#8230; les mots-cl\u00e9s ad\u00e9quats seront certainement trouv\u00e9s.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Conclusion_Tout_est_dans_le_bon_dosage\"><\/span>Conclusion : Tout est dans le bon dosage<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Les mots percutants sont comme les bonnes \u00e9pices : ils doivent \u00eatre utilis\u00e9s avec pr\u00e9caution. S&#8217;ils sont trop nombreux, votre texte semblera surcharg\u00e9 ; s&#8217;ils sont trop peu nombreux, leur effet sera insipide. Mais si l&#8217;on utilise le <strong>bon m\u00e9lange de mots forts, d&#8217;\u00e9motions et peut-\u00eatre d&#8217;une touche d&#8217;humour<\/strong>, les campagnes d&#8217;e-mailing peuvent atteindre un nouveau niveau et le <a href=\"https:\/\/blog.bancomail.com\/fr\/comment-devenir-redacteur-en-email-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">chef de l&#8217;e-mailing<\/a> gagne ses \u00e9toiles.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La fabuleuse magie de la bonne cuisine&#8230; comment l&#8217;expliquer ? Qu&#8217;est-ce qui fait la diff\u00e9rence entre un plat insipide d\u00e9pourvu de raffinement et d&#8217;enthousiasme et un v\u00e9ritable chef-d&#8217;\u0153uvre culinaire qui incarne l&#8217;art de la gastronomie et le souci du d\u00e9tail ? La qualit\u00e9 des ingr\u00e9dients, leur \u00e9quilibre et le perfectionnement \u00e0 l&#8217;aide d&#8217;\u00e9pices soigneusement s\u00e9lectionn\u00e9es&#8230;<\/p>\n","protected":false},"author":27,"featured_media":7453,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[4656],"tags":[5219,5220,5216,5215,5224,5213],"post_template":[],"top_category":[],"class_list":["post-7427","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-copywriting-fr","tag-appel-a-laction-2","tag-marketing-emotionnel","tag-mots-puissants","tag-objet-demail","tag-persuasion-fr","tag-redaction-persuasive"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Les mots percutants : l&#039;ingr\u00e9dient secret de la cuisine de l&#039;email marketing - 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\/les-mots-percutants-lingredient-secret-de-la-cuisine-de-lemail-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Les mots percutants : l&#039;ingr\u00e9dient secret de la cuisine de l&#039;email marketing - Bancomail Blog\" \/>\n<meta property=\"og:description\" content=\"La fabuleuse magie de la bonne cuisine&#8230; comment l&#8217;expliquer ? 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