Apprenez la Compatibilité E-Mailing en 2 étapes clés

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Tous les codeurs de newsletters et de campagnes d’emailing le savent : la compatibilité est une véritable galère sur les différentes plateformes d’e-mail. Chacun de ces services mail ont leur propre éditeur html et avoir la même présentation sur Outlook, Apple Mail ou Gmail devient rapidement difficile…

 

“Est-ce que vous vous souvenez du HTML des années 2000 ?”

À l’heure ou les animations et les positionnements complexes de blocs évoluent positivement dans le développement web, le codage emailing est resté bloqué dans le début des années 2000. En effet, à cette époque, la structure d’un site web se basait souvent sur les <table>.

Cette balise initialement utilisée pour les tableaux permettait d’organiser les éléments du site d’une manière moins linéaire. Mais niveau responsive, on repassera 10 ans plus tard ! Or aujourd’hui c’est tout l’enjeux de nos site webs. Il n’est, évidemment, plus envisageable de construire un site web pour une seule device, mais pour toutes. Et surtout pour le mobile, d’où est né le Mobile First.

ouverture emails devices

 

Etape 1 : Penser Simple et Mobile First.

Le Mobile First est simplement un site initialement construit et codé pour les petites devices que sont les Smartphones. L’adaptation du contenu sur ces interfaces étroites y est la plus complexe, car nécessitant un minimalisme synthétique. Elle est d’ailleurs à l’opposée du desktop ou laptop device où la mise en forme est infini et la place large.

Pour autant, les services d’emailing n’ont pas toujours su tourner la page et se mettre au Mobile First. Ou ne serait-ce qu’au responsive, au vrai.

 

Il faut savoir que les mails tendent à être de plus en plus lus sur mobile. Surtout pour les adresses mail personnelles, en B2C. Paradoxalement, Gmail qui rencontre un très beau succès utilisateur, ne prend pas en compte les medias queries et donc le responsive par largeur sur sa plateforme … Contrairement au mail d’Apple par exemple.

compatibilité emailing mobile

 

Etape 2 : Aller à l’Essentiel et Appelez à l’Action.

Donc, non, votre newsletter ne sera pas un bout de votre site, aussi joli que complexe. Peut-être qu’il ne le sera jamais. Pour cela, les landings pages prennent le relais.

C’est ici que la simplicité est de mise. Nous recevons en moyenne plus de 25 e-mails par jour, hors spam. Si votre newsletter a été ouverte par l’utilisateur ciblée, félicitation, mais nous ne déboucherons pas encore le champagne. Encore faut-il une conversion de sa part grâce à un clic.

 

Si l’email est trop “touffu”, il ne sera même pas lu. Si l’information de l’objet n’est ni claire ni en première position, il ira direction poubelle.

Certaines stratégie de compatibilité consistent à remplacer des blocs HTML par des images. Au niveau du responsive c’est intéressant, mais là encore le pari est risqué. Au moins ?% des boites mails n’affichent pas les images automatiquement. Ainsi le mail peut s’avérer totalement inefficace face à ces utilisateurs.

 

Tableau de Compatibilité Emailing.

Si vous êtes prêt à aborder une action marketing la plus minimaliste possible, voici une liste de tableaux de comparaison des propriétés CSS reconnus par les différentes plateformes de messagerie email :

 

En conclusion, nos prospects lecteurs d’e-mails n’ont pas le temps. S’ils sont intéressés ils doivent trouver l’information et le call to action tout de suite. Et le scroll est déjà un frein. Ce mode de codage étant obsolète et le responsive très difficile, je vous déconseille tout les éditeurs WYSIWYG ou « Drag & Drop » comme Dreamweaver. En effet, le code généré « automatiquement » est bien plus complexe et figée qu’un codage propre « à la main »

En attendant votre newsletter reste un outil de marketing pur et dur dans un objectif de conversion ou de fidélisation. En effet, l’acquisition par l’e-mailing est un terrain très glissant de par les anti-spams des boîtes mails et les libellés automatiquements attribués de la boîte Gmail, largement utilisée.

36 thoughts on “Apprenez la Compatibilité E-Mailing en 2 étapes clés

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