{"id":24796,"date":"2024-12-02T16:56:07","date_gmt":"2024-12-02T15:56:07","guid":{"rendered":"https:\/\/www.weforge.fr\/?p=24796"},"modified":"2026-06-12T14:48:45","modified_gmt":"2026-06-12T12:48:45","slug":"marketing-epistolaire","status":"publish","type":"post","link":"https:\/\/www.matikom.fr\/weforge\/actualites\/marketing-epistolaire\/","title":{"rendered":"Prospection, fid\u00e9lisation : la puissance d\u2019une lettre \u2013 Retour sur des \u00e9v\u00e9nements marketing \u00e9pistolaire inspirants."},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Le marketing digital a pris le dessus ces derni\u00e8res ann\u00e9es, mais le marketing \u00e9pistolaire \u2013 l\u2019art d\u2019envoyer une lettre \u2013 conna\u00eet un retour en force pour sa capacit\u00e9 \u00e0 atteindre une personne, toucher ses \u00e9motions et \u00e0 marquer les esprits. C\u2019est cette technique unique et pleine d\u2019impact qu\u2019<a href=\"https:\/\/www.linkedin.com\/in\/estelle-rousselot\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Estelle Rousselot<\/a>, fondatrice de <a href=\"https:\/\/www.vitalita.fr\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">l\u2019agence Vitalita<\/a>, a pr\u00e9sent\u00e9e lors de l\u2019\u00e9v\u00e9nement <strong>\u201cProspection, fid\u00e9lisation : la puissance d\u2019une lettre\u201d<\/strong>. Apr\u00e8s une premi\u00e8re intervention chez WeForge La Roche-sur-Yon le jeudi 10 octobre, puis \u00e0 WeForge Angers Centre le mardi 5 novembre, elle a termin\u00e9 son \u201cWeForge Tour\u201d \u00e0 Cholet le 21 novembre.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dans un cadre propice aux \u00e9changes, Estelle a expos\u00e9 aux entrepreneurs, dirigeants et freelances l&rsquo;importance d\u2019un message profond\u00e9ment humain, authentique et visuel pour renforcer la prospection client et la fid\u00e9lisation. Voici les moments cl\u00e9s de cette pr\u00e9sentation inspirante :<\/p>\n\n\n\n<figure class=\"wp-block-gallery has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" data-id=\"24799\" src=\"https:\/\/www.matikom.fr\/weforge\/wp-content\/uploads\/2024\/12\/WhatsApp-Image-2024-11-05-at-13.12.12-1024x768.jpeg\" alt=\"\" class=\"wp-image-24799\"\/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" data-id=\"24798\" src=\"https:\/\/www.matikom.fr\/weforge\/wp-content\/uploads\/2024\/12\/WhatsApp-Image-2024-11-21-at-12.43.15-576x1024.jpeg\" alt=\"\" class=\"wp-image-24798\"\/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" data-id=\"24801\" src=\"https:\/\/www.matikom.fr\/weforge\/wp-content\/uploads\/2024\/12\/A7R7893-1-683x1024.jpg\" alt=\"\" class=\"wp-image-24801\"\/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" data-id=\"24803\" src=\"https:\/\/www.matikom.fr\/weforge\/wp-content\/uploads\/2024\/12\/carte-de-prospection-1-1024x726.png\" alt=\"\" class=\"wp-image-24803\"\/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" data-id=\"24802\" src=\"https:\/\/www.matikom.fr\/weforge\/wp-content\/uploads\/2024\/12\/IMG_20240911_143922-1024x768.jpg\" alt=\"\" class=\"wp-image-24802\"\/><\/figure>\n<\/figure>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Sommaire<\/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.matikom.fr\/weforge\/actualites\/marketing-epistolaire\/#1_Redecouvrir_le_marketing_epistolaire\" >1. Red\u00e9couvrir le marketing \u00e9pistolaire<\/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.matikom.fr\/weforge\/actualites\/marketing-epistolaire\/#2_Des_exemples_qui_illustrent_la_puissance_de_la_lettre\" >2. Des exemples qui illustrent la puissance de la lettre<\/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.matikom.fr\/weforge\/actualites\/marketing-epistolaire\/#3_Construire_une_lettre_qui_cree_un_lien_emotionnel\" >3. Construire une lettre qui cr\u00e9e un lien \u00e9motionnel<\/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.matikom.fr\/weforge\/actualites\/marketing-epistolaire\/#4_Pourquoi_le_marketing_epistolaire_est-il_si_puissant\" >4. Pourquoi le marketing \u00e9pistolaire est-il si puissant ?<\/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.matikom.fr\/weforge\/actualites\/marketing-epistolaire\/#En_conclusion_une_strategie_humaine_et_memorable\" >En conclusion : une strat\u00e9gie humaine et m\u00e9morable<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"1_Redecouvrir_le_marketing_epistolaire\"><\/span><strong>1. Red\u00e9couvrir le marketing \u00e9pistolaire<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">La premi\u00e8re \u00e9tape ? R\u00e9fl\u00e9chir \u00e0 qui s&rsquo;adresse cette lettre et \u00e0 ce que l&rsquo;on souhaite r\u00e9ellement transmettre. Pour capter l\u2019attention, Estelle illustre la plupart de ses lettres, et recommande une \u00e9criture spontan\u00e9e et sinc\u00e8re, inspir\u00e9e de la m\u00e9thode narrative. L\u2019id\u00e9e est d&rsquo;incarner une histoire dans laquelle le destinataire se reconna\u00eet.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Exemples\u00a0: <\/strong>rendez-vous sur le site <a href=\"https:\/\/www.vitalita.fr\/lettres-illustrees\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">https:\/\/www.vitalita.fr\/lettres-illustrees\/<\/a> pour voir des lettres de prospection et fid\u00e9lisation r\u00e9alis\u00e9es.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"2_Des_exemples_qui_illustrent_la_puissance_de_la_lettre\"><\/span><strong>2. Des exemples qui illustrent la puissance de la lettre<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Estelle a notamment partag\u00e9 un cas concret o\u00f9 elle a cr\u00e9\u00e9 une lettre illustr\u00e9e pour un client sous forme de bande dessin\u00e9e. Apr\u00e8s avoir plong\u00e9 dans l&rsquo;univers et les valeurs de l\u2019entreprise, elle a su transmettre les valeurs humaines du client, renfor\u00e7ant ainsi sa relation avec ses propres clients.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>\u201cQuand les gens lisent votre lettre, pensez \u00e0 comment ils peuvent se projeter et visualiser votre message. Et ainsi ressentir que c\u2019est vrai, incarn\u00e9, et non bullshit\u201d<\/strong> \u2013 Estelle Rousselot<\/p>\n<\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Six mois apr\u00e8s l\u2019envoi, les retomb\u00e9es positives ont confirm\u00e9 l&rsquo;impact de cette approche m\u00e9morable.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"3_Construire_une_lettre_qui_cree_un_lien_emotionnel\"><\/span><strong>3. Construire une lettre qui cr\u00e9e un lien \u00e9motionnel<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Pour cr\u00e9er un lien authentique, Estelle conseille de structurer chaque lettre en trois parties :<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Contexte et intention<\/strong> : captiver l\u2019attention d\u00e8s les premi\u00e8res lignes.<\/li>\n\n\n\n<li><strong>Narration<\/strong> : raconter une histoire ou partager un message qui parle directement au lecteur.<\/li>\n\n\n\n<li><strong>Rappel<\/strong> : terminer avec une note qui ancre le message dans l\u2019esprit du destinataire, en \u00e9crivant ce que vous souhaitez qu\u2019il retienne.<\/li>\n<\/ol>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Astuce 1 :<\/strong> Pour personnaliser l\u2019enveloppe, Estelle conseille d\u2019ajouter d\u2019abord le nom et pr\u00e9nom du destinataire (de la personne) avant celui de l\u2019entreprise, et d\u2019oser des designs originaux, comme des illustrations ou un logo dessin\u00e9 \u00e0 la main.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Astuce 2&nbsp;: Appel \u00e0 l\u2019action :<\/strong> Vous pouvez engager vos destinataires vers une action simple \u2013 comme Estelle, qui demandait un simple \u201cpouce par SMS\u201d en guise de retour.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Une lettre peut \u00eatre une communication ponctuelle ou un mode de communication r\u00e9current. D\u00e8s lors qu\u2019il y a r\u00e9currence, soignez d\u2019autant plus attentif \u00e0 l\u2019exp\u00e9rience que va vivre le destinataire, afin de fid\u00e9liser son attention. Pour cela, certains choisissent d\u2019utiliser le format d\u2019un mini-journal qui partagent des actualit\u00e9s pour garder le lien avec leurs clients, accompagn\u00e9 d\u2019une belle carte qui forment une collection, ou de messages personnels.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"4_Pourquoi_le_marketing_epistolaire_est-il_si_puissant\"><\/span><strong>4. Pourquoi le marketing \u00e9pistolaire est-il si puissant ?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Estelle a elle-m\u00eame test\u00e9 l\u2019approche : lors d\u2019une phase de d\u00e9veloppement de son activit\u00e9, elle a con\u00e7u une lettre illustr\u00e9e avec une illustratrice. Ce format audacieux a touch\u00e9 les destinataires, g\u00e9n\u00e9rant des r\u00e9ponses positives et renfor\u00e7ant la connexion humaine. Une lettre \u00e0 la puissance de nouer, renouer, et entretenir les liens &#8211; un effet que le num\u00e9rique ne peut pas toujours reproduire.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"En_conclusion_une_strategie_humaine_et_memorable\"><\/span><strong>En conclusion : une strat\u00e9gie humaine et m\u00e9morable<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">En tant qu&rsquo;outil de marketing puissant, la lettre manuscrite ou imprim\u00e9e se distingue par sa capacit\u00e9 \u00e0 atteindre, toucher, d\u00e9clencher des \u00e9motions et rester ancr\u00e9e dans l\u2019esprit du destinataire. Elle cr\u00e9er la surprise, et l\u2019humanit\u00e9 qui s\u2019en d\u00e9gage est la plus belle et efficace mani\u00e8re pour nouer, renouer, et entretenir de vrais liens professionnels. Envisagez le bon timing dans le parcours de vos prospects et clients pour envoyer une lettre qui fera toute la diff\u00e9rence, en prenant le contrepied du tout-digital.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-fe48e5de wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-text-align-center wp-element-button\" href=\"mailto:rousselot.e@vitalita.fr\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Je contacte Estelle Rousselot<\/a><\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Le marketing digital a pris le dessus ces derni\u00e8res ann\u00e9es, mais le marketing \u00e9pistolaire \u2013 l\u2019art d\u2019envoyer une lettre \u2013 conna\u00eet un [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":24805,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[762,512],"tags":[515,907],"class_list":["post-24796","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-au-coeur-de-la-forge","category-actualites","tag-angers","tag-cholet"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - 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