{"id":6641,"date":"2023-01-17T21:43:00","date_gmt":"2023-01-17T19:43:00","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/es\/?p=6641"},"modified":"2024-01-09T16:41:54","modified_gmt":"2024-01-09T14:41:54","slug":"innboksen-er-et-privilegium-ikke-en-rettighet","status":"publish","type":"post","link":"https:\/\/masterbase.com\/nb\/la-bandeja-de-entrada-es-un-privilegio-no-un-derecho\/masterbase\/","title":{"rendered":"Innboksen er et privilegium, ikke en rettighet"},"content":{"rendered":"

Det er noen dynamikker som er verdt \u00e5 ta med i betraktningen n\u00e5r man jobber med \u00e5 levere meldinger til mottakernes innbokser. Den f\u00f8rste er at leverand\u00f8rene av e-postkontoer (Yahoo, Gmail) f\u00f8rst og fremst er opptatt av \u00e5 gi sluttbrukerne en god opplevelse.<\/p>\n

Dette betyr at brukernes innbokser kun mottar relevante meldinger, og at u\u00f8nskede utsendelser henvises til bulkmappen eller blokkeres. I det siste har e-postkontoleverand\u00f8rene fors\u00f8kt \u00e5 \u00f8ke relevansen p\u00e5 individuelt niv\u00e5, s\u00e5 din innboks og s\u00f8ppelpostmappe kan se annerledes ut enn min, selv om vi bruker samme e-postleverand\u00f8r og abonnerer p\u00e5 de samme nyhetsbrevene.<\/p>\n

Husk ogs\u00e5 at det meste av e-posten er s\u00f8ppelpost, s\u00e5 e-postleverand\u00f8rene lar ikke tvilen komme noen til gode n\u00e5r det gjelder \u00e5 n\u00e5 innboksen.<\/p>\n

Niv\u00e5er av tillit<\/strong><\/h2>\n

Mappene som meldingene i en brukers postkasse havner i, kan ses p\u00e5 som tillitsniv\u00e5er: Innboksen inneholder meldinger som leverand\u00f8ren av e-postkontoen er sikker p\u00e5 at ikke er s\u00f8ppelpost, mens s\u00f8ppelpostmappen derimot inneholder meldinger som kan v\u00e6re s\u00f8ppelpost, men som brukeren kanskje likevel \u00f8nsker \u00e5 redde. Det er derfor den f\u00e5r en ny sjanse.<\/p>\n

P\u00e5 den annen side er det ikke sikkert at e-post som er blokkert eller tapt, er nyttig eller interessant for brukeren. Dette har postkasseleverand\u00f8ren stor tillit til, og brukerne har ikke mulighet til \u00e5 hente ut denne e-posten.<\/p>\n

S\u00e5 hvordan vet e-postleverand\u00f8rene hva som skal sendes til hvilken mappe? Svaret er i stadig endring ettersom e-postleverand\u00f8rene optimaliserer algoritmene sine, men sannheten er at det hovedsakelig er basert p\u00e5 tilbakemeldinger fra brukerne.<\/p>\n

Aktive og passive brukere<\/strong><\/h2>\n

Brukerne gir tilbakemeldinger b\u00e5de passivt og aktivt. Passivt, n\u00e5r de \u00e5pner og leser noen meldinger og ignorerer det som ikke interesserer dem. Den aktive formen er mer \u00e5penbar: i form av klager. En klage registreres n\u00e5r en bruker flytter en melding til den u\u00f8nskede mappen ved \u00e5 klikke p\u00e5 \"U\u00f8nsket\"-knappen i brukergrensesnittet til kontoleverand\u00f8ren. Men dette omfatter ogs\u00e5 meldinger som slettes uten \u00e5 bli lest, og tilbakemeldinger som gis n\u00e5r Internett-leverand\u00f8rene sp\u00f8r brukerne om spesifikke meldinger.<\/p>\n

Dataene fra brukerens handlinger blir deretter brukt n\u00e5r kontoleverand\u00f8ren tar en filtreringsbeslutning, og blir en del av avsenderens omd\u00f8mme. De vil g\u00e5 gjennom str\u00f8mmen av spesifikke innlegg tidligere og hvordan brukerne har reagert p\u00e5 disse innleggene, enten de har klaget, ignorert, slettet eller lest dem.<\/p>\n

Avsenderomd\u00f8mmet ditt kan p\u00e5virkes av IP-adressen din, domenet ditt og til og med innholdet ditt. Bilder og lenker til destinasjonssider du inkluderer i malene dine, kan bli stemplet som mistenkelig s\u00f8ppelpost eller legitim.<\/p>\n

Med s\u00e5 mange kontrollpunkter som p\u00e5virker filtreringsbeslutningen, er det vanskelig \u00e5 omg\u00e5 Internett-leverand\u00f8renes deteksjonssystemer. Triks som kanskje fungerte for bare et par m\u00e5neder siden, fungerer sannsynligvis ikke lenger i dag. Den mest b\u00e6rekraftige m\u00e5ten \u00e5 opprettholde god leveringsevne p\u00e5, er \u00e5 samarbeide med e-postleverand\u00f8rene og gj\u00f8re alt som er mulig for \u00e5 gi brukerne en god opplevelse. Men hva inneb\u00e6rer dette?<\/p>\n

Det betyr \u00e5 drive et e-postmarkedsf\u00f8ringsprogram som du selv ville v\u00e6rt villig til \u00e5 abonnere p\u00e5. Et program som gir verdi gjennom hele brukerens livssyklus. N\u00e5r du registrerer deg, presenterer programmet seg selv og forklarer hva det handler om. N\u00e5r det f\u00f8rst lander i innboksen, forteller det kort om form\u00e5let, og deretter f\u00f8lger noen informative meldinger om merkevaren og fordelene ved \u00e5 v\u00e6re en del av programmet.<\/p>\n

Programmet tilpasser seg deretter brukerens behov. Hvis brukeren er sv\u00e6rt engasjert og \u00e5pner alle utsendelser, b\u00f8r programmet sendes regelmessig. Hvis brukeren ikke \u00e5pner meldingen, b\u00f8r programmet trekkes tilbake og sendes sjeldnere, kanskje erstattes av ukentlige eller m\u00e5nedlige sammendrag i stedet for en daglig melding. Det b\u00f8r alltid v\u00e6re noe salgsfremmende innhold og nyhetsbrev for \u00e5 opprettholde interessen.<\/p>\n

Husk \u00e5 ta hensyn til brukerne dine, og unng\u00e5 \u00e5 utforme e-postmarkedsf\u00f8ringsprogrammet ditt kun med tanke p\u00e5 bedriftens behov. Plass i innboksen er ikke en garanti for noe som helst, det er snarere et privilegium.<\/p>\n

Som markedsf\u00f8rer er det din plikt \u00e5 etablere et verditilbud for e-postmarkedsf\u00f8ringsprogrammet ditt og presentere det for mottakeren av kommunikasjonen din. Det er en h\u00e5rfin balansegang, men brukerne dine vil sette pris p\u00e5 det h\u00f8ykvalitetsinnholdet du sender dem, og du vil bli bel\u00f8nnet med konstant tilgang til kundenes innboks, uten \u00e5 m\u00e5tte f\u00e5 panikk hver gang en e-postkontoleverand\u00f8r oppdaterer filtreringsstandardene sine.<\/p>\n

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

Det er noen dynamiske faktorer som er verdt \u00e5 ta i betraktning n\u00e5r man jobber med levering av meldinger til mottakernes innbokser.<\/p>","protected":false},"author":239642484,"featured_media":7774,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_wpcom_ai_launchpad_first_post":false,"_jetpack_hide_featured_image":false,"_jetpack_featured_image_duplicate_dismissed":0,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"{title}\n\n{excerpt}\n\n{url}","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-6641","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing","tag-email-marketing"],"yoast_head":"\nLa 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