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Comment designer un emailing responsive ?

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Lorsque l'on crée le design pour un emailing, il faut respecter de nombreuses contraintes pour s'assurer une bonne délivrabilité, un affichage correct en boîte de réception et un bon taux de conversion.
Découvrez les bonnes pratiques de l'emailing dans cette suite de modules de l'Emailing Summer camp, organisé par l'agence 43 Degrés

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Comment designer un emailing responsive ?

  1. 1. Module 3 : Comment designer un email responsive ? #EmailingSummerCamp
  2. 2. Emailing Summer Camp 2014 - Comment designer un email responsive ? - p.2/22 1 - Le design : un double objectif à atteindre 2 - Les règles à respecter en construisant son design 3 - Quid de l’originalité ? 4 - Designer pour mieux coder Sommaire
  3. 3. Le design : un double objectif à atteindre
  4. 4. Emailing Summer Camp 2014 - Comment designer un email responsive ? - p.4/22 Le design : un double objectif à atteindre 1er objectif marketing : Convertir !
  5. 5. Emailing Summer Camp 2014 - Comment designer un email responsive ? - p.5/22 2ème objectif technique : Un message qui s’affiche correctement en boîtes de réception Pour cela vous devez : • Construire un design permettant d’optimiser son code • Penser responsive • Tester, tester, tester
  6. 6. Emailing Summer Camp 2014 - Comment designer un email responsive ? - p.6/22 Le design : un double objectif à atteindre
  7. 7. Emailing Summer Camp 2014 - Comment designer un email responsive ? - p.7/22 Le design : un double objectif à atteindre
  8. 8. Emailing Summer Camp 2014 - Comment designer un email responsive ? - p.8/22 Le design : un double objectif à atteindre
  9. 9. Les règles à respecter en construisant son design
  10. 10. Emailing Summer Camp 2014 - Comment designer un email responsive ? - p.10/22 Les règles à respecter en construisant son design Dès que l’on construit un design pour un emailing, il faut penser : • Codage • Passage des filtres anti-SPAM • Affichage en boîte de réception Idéalement, ce sera la même personne qui designera et codera l’emailing
  11. 11. Emailing Summer Camp 2014 - Comment designer un email responsive ? - p.11/22 Les règles à respecter en construisant son design Pour plus de facilité, raisonnez en blocs : Header Footer Message principal Call to action Message Image
  12. 12. Emailing Summer Camp 2014 - Comment designer un email responsive ? - p.12/22 Spécifications techniques : • 600 pixels de large • Pas de hauteur limite mais éviter trop de scroll • Pas d’image de fond • Pas de couleur de fond foncée avec une police claire • Texte en 13 pixels minimum • 2 colonnes maximum • Pas de texte en rouge ou vert vif Afin de passer plus facilement les filtres anti- SPAM, respectez un ratio de 50% de texte / 50% d’images Les règles à respecter en construisant son design
  13. 13. Emailing Summer Camp 2014 - Comment designer un email responsive ? - p.13/22 Attention : les clients email bloquent vos images ! Les règles à respecter en construisant son design
  14. 14. Emailing Summer Camp 2014 - Comment designer un email responsive ? - p.14/22 Les règles à respecter en construisant son design Un emailing 100% image n’est donc pas recommandé !
  15. 15. Emailing Summer Camp 2014 - Comment designer un email responsive ? - p.15/22 Les règles à respecter en construisant son design
  16. 16. Emailing Summer Camp 2014 - Comment designer un email responsive ? - p.16/22 Placez toujours votre message texte dans les 310 premiers pixels de haut de l’emailing Les règles à respecter en construisant son design
  17. 17. Quid de l’originalité ?
  18. 18. Emailing Summer Camp 2014 - Comment designer un email responsive ? - p.18/22 Soyez original... mais pas trop ! • Webfonts : ne sont pas interprétées par tous les clients email • Gif animés : ne sont pas interprétés par tous les clients email • Animations flash à proscire : mise en SPAM • Pas de vidéos se jouant dans l’email : mise en SPAM Préférez les liens renvoyant sur votre site internet Quid de l’originalité ?
  19. 19. Emailing Summer Camp 2014 - Comment designer un email responsive ? - p.19/22 Soyez originaux dans votre présentation / vos call to action Exemples de call to action : • “Je fonce” • “Je m’inscris” • “J’y vais” • “Je craque” Quid de l’originalité ? Attention aux mots SPAM !! Mettez vos call to action type “Cliquez ici” au format image
  20. 20. Designer pour mieux coder
  21. 21. Emailing Summer Camp 2014 - Comment designer un email responsive ? - p.21/22 Si votre design est bien construit, il atteindra 3 objectifs : • Permettra un codage optimisé • Aidera à passer les filtres anti-SPAM • Convaincra vos prospects ! Designer pour mieux coder
  22. 22. Prochain module : Comment coder un email responsive ? mardi 29 juillet 11h @43degres #EmailingSummerCamp Merci !

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