5. Comment faire de l’email
votre meilleur outil pour
engager les utilisateurs?
0) Pourquoi l’email est un outil en or
1) AARRR et Lifecycle Marketing
2) L’email checklist
3) Les meilleurs outils d’emailing
@adrienm
7. 0) Pourquoi l’email est un outil en or
- Bon marché : 0,02 centimes d’euro (Sendgrid)
@adrienm
8. 0) Pourquoi l’email est un outil en or
- Bon marché
- Immédiat : pas de délai & multiplateforme
@adrienm
9. 0) Pourquoi l’email est un outil en or
- Bon marché
- Immédiat
- Sous contrôle total : pas de commentaires, etc.
@adrienm
10. 0) Pourquoi l’email est un outil en or
- Bon marché
- Immédiat
- Sous contrôle
- Universel : 4 milliards d’adresses emails pour 2.5
milliards d’utilisateurs d’internet
@adrienm
11. 0) Pourquoi l’email est un outil en or
- Bon marché
- Immédiat
- Sous contrôle
- Universel
- Personnel : 100% individualisable
@adrienm
13. 1) AARRR and Lifecycle Marketing
Startup Metrics for Pirates (Dave McClure)
@adrienm
14. 1) AARRR et Lifecycle Marketing
Le cycle de vie de l’utilisateur
Acquisition
Activation
Retention
Revenue
Referral
@adrienm
15. 1) AARRR et Lifecycle Marketing
Le cycle de vie de l’utilisateur
A
A
R
R
R
Micro-conversions
@adrienm
16. 1) AARRR et Lifecycle Marketing
Funnel d’activation
Acquisition
Activation
R
R
R
@adrienm
17. 1) AARRR et Lifecycle Marketing
Acquisition
Micro-conversion 1
Funnel d’activation
Micro-conversion 2
Acquisition
Activation
R
R
R
MC 3
Activation
@adrienm
18. 1) AARRR et Lifecycle Marketing
Example d’un funnel d’activation: E-Commerce
Acquisition : Visite du site
Visite d’une page produit
Ajout d’un produit
au panier
Commence
checkout
Activation:
Paiement
@adrienm
19. 1) AARRR et Lifecycle Marketing
Example d’un funnel d’activation: Dropbox
Acquisition : Signup
Téléchargement du logiciel
Installation du
logiciel
Ajout d’un
fichier
@adrienm
20. 1) AARRR et Lifecycle Marketing
Funnel d’activation
Acquisition
Micro-conversion 1
Micro-conversion 2 R
R
R
MC 3
Activation
@adrienm
21. 1) AARRR et Lifecycle Marketing
Le drip marketing : attention !
@adrienm
23. 1) AARRR et Lifecycle Marketing
Funnel d’activation
Acquisition
Micro-conversion 1
Micro-conversion 2 R
R
R
MC 3
Activation
@adrienm
24. 1) AARRR et Lifecycle Marketing
(Customer.io’s blog)
@adrienm
25. 1) AARRR et Lifecycle Marketing
Based on 8,000 email campaigns, removing those with less than 1,000 sends
(source: Vero’s blog)
@adrienm
26. 1) AARRR et Lifecycle Marketing
Exemple: StumbleUpon
N: Welcome -> some tips to help you get started
N+3: Check out your recommendations
N+7: 3 Ways to use StumbleUpon
N+11: Connect with people on SU
N+17: Chloé Schemoul is now following you on StumbleUpon!
Weekly recommendation
Install the Stumble bar or download our mobile app
@adrienm
27. 1) AARRR et Lifecycle Marketing
Exemple: StumbleUpon
N: Welcome -> some tips to help you get started
N+3: Check out your recommendations
N+7: 3 Ways to use StumbleUpon
N+11: Connect with people on SU
N+17: Chloé Schemoul is now following you on SU!
Weekly recommendation
Install the Stumble bar or download our mobile app
@adrienm
28. 1) AARRR et Lifecycle Marketing
Exemple: StumbleUpon
N: Welcome -> some tips to help you get started
N+3: Check out your recommendations
N+7: 3 Ways to use StumbleUpon
N+11: Connect with people on SU
N+17: Chloé Schemoul is now following you on StumbleUpon!
Weekly recommendation
Install the Stumble bar or download our mobile app
@adrienm
29. 1) AARRR et Lifecycle Marketing
Exemple: StumbleUpon
N: Welcome -> some tips to help you get started
N+3: Check out your recommendations
N+7: 3 Ways to use StumbleUpon
N+11: Connect with people on SU
N+17: Chloé Schemoul is now following you on SU!
Weekly recommendation
Install the Stumble bar or download our mobile app
@adrienm
30. 1) AARRR et Lifecycle Marketing
Exemple: StumbleUpon
N: Welcome -> some tips to help you get started
N+3: Check out your recommendations
N+7: 3 Ways to use StumbleUpon
N+11: Connect with people on SU
N+17: Chloé Schemoul is now following you on StumbleUpon!
Weekly recommendation
Install the Stumble bar or download our mobile app
@adrienm
31. 1) AARRR et Lifecycle Marketing
Exemple: StumbleUpon
N: Welcome -> some tips to help you get started
N+3: Check out your recommendations
N+7: 3 Ways to use StumbleUpon
N+11: Connect with people on SU
N+17: Chloé Schemoul is now following you on SU!
Weekly recommendation
Install the Stumble bar or download our mobile app
@adrienm
32. 1) AARRR et Lifecycle Marketing
Exemple: StumbleUpon
N: Welcome -> some tips to help you get started
N+3: Check out your recommendations
N+7: 3 Ways to use StumbleUpon
N+11: Connect with people on SU
N+17: Chloé Schemoul is now following you on StumbleUpon!
Weekly recommendation
Install the Stumble bar or download our mobile app
@adrienm
33. 1) AARRR et Lifecycle Marketing
Exemple: StumbleUpon
N: Welcome -> some tips to help you get started
N+3: Check out your recommendations
N+7: 3 Ways to use StumbleUpon
N+11: Connect with people on SU
N+17: Chloé Schemoul is now following you on SU!
Weekly recommendation
Install the Stumble bar or download our mobile app
@adrienm
38. 2) L’email checklist
- Cohérence
- Simplicité
- Humanité
- Mobile-friendly
65%
des emails ouverts
sur mobile aux USA
(source: Movable Ink's US Consumer Device
Preference Report)
@adrienm
43. 2) L’email checklist
Fuire le dossier Spam
- Taux d’ouverture à moins de 10% = alerte
- Limitez-vous à 5 liens
@adrienm
44. 2) L’email checklist
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100% satisfied
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Accept credit cards
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Apply online
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Billing address
Buy direct
Call
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Can’t live without
Cards Accepted
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Check
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Cost / No cost
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Investment / no investment
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Message contains
Money
Month trial offer
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No gimmicks
No Hidden Costs
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Offer
One time / one-time
Opportunity
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status
Orders shipped by
priority mail
Performance
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Profits
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@adrienm
45. 2) L’email checklist
Fuire le dossier Spam
- Taux d’ouverture à moins de 10% = alerte
- Limitez-vous à 5 liens
- Evitez le vocabulaire «Spammy»
- Nettoyez vos listes d’abonnés
@adrienm
50. 2) L’email checklist
Combattre la désinscription
- Donnez le choix de la fréquence
- Ayez différentes catégories d’emails
desquelles se désinscrire
- Jouez sur la corde émotionnelle
@adrienm