{"id":6719,"date":"2023-11-14T21:43:00","date_gmt":"2023-11-14T19:43:00","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/es\/?p=6719"},"modified":"2024-01-19T19:22:27","modified_gmt":"2024-01-19T17:22:27","slug":"il-pericolo-di-aumentare-la-frequenza-delle-spedizioni","status":"publish","type":"post","link":"https:\/\/masterbase.com\/it\/el-peligro-de-aumentar-la-frecuencia-de-envio\/masterbase\/","title":{"rendered":"Il pericolo di aumentare la frequenza di invio"},"content":{"rendered":"

Inoltre, cosa succede se lo aumentiamo?<\/strong>\u00a0Se lo raddoppiamo o lo triplichiamo?<\/strong>\u00a0<\/strong><\/h2>\n

Se aumentate la frequenza di invio delle vostre campagne di email marketing, da una a due o tre volte a settimana, probabilmente aumenterete le vendite. Quindi, perch\u00e9 sarebbe un male inviare troppi messaggi?<\/p>\n

Perch\u00e9 potreste perdere clienti.<\/strong><\/p>\n

Abbiamo effettuato il seguente test: abbiamo inviato 2 tipi di campagne equivalenti a un segmento di consumatrici di biancheria intima. Le campagne contenevano un'offerta molto simile.<\/p>\n

Su un totale di 3.000 record, al gruppo A sono state inviate 6 campagne di email marketing a ciascun indirizzo. Al gruppo B, 12 campagne di email marketing per ogni indirizzo, per un periodo di 3 settimane.<\/p>\n

E abbiamo scoperto che l'aumento della frequenza di invio al gruppo B ha generato 11% di disiscrizioni rispetto a 5% per il gruppo A.<\/p>\n

Tuttavia, nel gruppo B, 15% degli abbonati hanno acquistato, rispetto a 6% nel gruppo A.<\/p>\n

Analizzando la qualit\u00e0 dei disiscritti del gruppo B, \u00e8 emerso che molti di loro (70%) sono buoni clienti e hanno fatto acquisti in negozio, sia prima che dopo lo svolgimento del test. In altre parole, si sono cancellati dalla lista dei contatti, ma hanno continuato a fare acquisti in negozio.<\/p>\n

Per quanto riguarda la qualit\u00e0 dei non abbonati, \u00e8 stato riscontrato che hanno effettuato acquisti superiori alla media prima e dopo il test, rispetto alla media del gruppo A. In altre parole, erano buoni acquirenti. In altre parole, erano buoni acquirenti.<\/p>\n

Si pu\u00f2 quindi concludere che, se da un lato la frequenza di consegna ha aumentato le vendite per quella particolare promozione, dall'altro ha generato una notevole perdita di abbonati, di cui pi\u00f9 della met\u00e0 erano ottimi clienti.<\/p>\n

Questo dimostra la pertinenza del detto \"Pane per oggi, fame per domani\".<\/p>\n

Se aumentate la frequenza delle vostre campagne di email marketing, otterrete pi\u00f9 vendite, ma anche una significativa perdita di abbonati.<\/p>\n

\u00c8 importante conoscere la qualit\u00e0 di coloro che scelgono di disiscriversi. Se si stanno perdendo buoni clienti o i migliori .... vale la pena aumentare la frequenza di invio?<\/p>\n

Come si fa a mantenere i clienti migliori?<\/strong><\/h2>\n

Se si esegue questo test e i risultati sono quelli mostrati, si sa cosa dedurre.<\/p>\n

Una soluzione per evitare questa perdita di abbonati (clienti) rilevanti \u00e8 trattare questo segmento di acquirenti frequenti e importanti in modo diverso dal resto dei segmenti della vostra base.<\/p>\n

La vera macchina che a volte \u00e8 la generazione di nuove campagne ci impedisce di vedere che esistono diversi tipi di acquirenti e che vanno trattati in modo diverso.<\/p>\n

Se in questo aumento di frequenza fossero stati esclusi i clienti importanti, forse si sarebbe potuto ottenere solo l'aumento delle vendite e non l'impatto sui disabbonati, e la tattica sarebbe stata di supporto.<\/p>\n

In seguito, sar\u00e0 possibile misurare se 12 spedizioni erano sufficienti o se ne servivano 20, ma questo \u00e8 l'oggetto di un altro interessante test da realizzare e analizzare.<\/p>\n

Conclusioni<\/strong><\/h2>\n

In breve, i test determinano chiaramente cosa funziona e cosa no nelle vostre campagne di email marketing.<\/p>\n

D'altra parte, non esistono ricette per la frequenza ideale, la chiave \u00e8 conoscere il proprio gruppo target e sapere come reagir\u00e0.<\/p>\n

Infine, l'aumento della frequenza ha effetti la cui analisi pu\u00f2 giocare a favore degli obiettivi aziendali.<\/p>\n

<\/a><\/p>","protected":false},"excerpt":{"rendered":"

Una domanda comune tra gli addetti al marketing delle e-mail \u00e8: qual \u00e8 la frequenza di invio ideale?<\/p>","protected":false},"author":239642484,"featured_media":7734,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_crdt_document":"","_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"_wpas_customize_per_network":false,"jetpack_post_was_ever_published":false},"categories":[1405],"tags":[1414],"class_list":["post-6719","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing","tag-email-marketing"],"yoast_head":"\nEl peligro de aumentar la frecuencia de 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