{"id":6696,"date":"2024-04-11T19:27:14","date_gmt":"2024-04-11T16:27:14","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/es\/?p=6696"},"modified":"2024-04-11T20:00:45","modified_gmt":"2024-04-11T17:00:45","slug":"dotarcie-do-skrzynki-odbiorczej-5-czynnikow-sukcesu-dostarczalnosci","status":"publish","type":"post","link":"https:\/\/masterbase.com\/pl\/llegar-a-la-bandeja-de-entrada-5-factores-para-el-exito-en-la-entregabilidad\/masterbase\/","title":{"rendered":"Dotarcie do skrzynki odbiorczej: 5 czynnik\u00f3w sukcesu dostarczalno\u015bci"},"content":{"rendered":"<p>Mo\u017cesz my\u015ble\u0107, \u017ce kluczem do udanej kampanii e-mail marketingowej s\u0105 takie czynniki, jak atrakcyjny temat, skuteczne wezwanie do dzia\u0142ania, a nawet innowacyjny i responsywny projekt.<\/p>\n<p>S\u0105 to niew\u0105tpliwie istotne wska\u017aniki do oceny wp\u0142ywu kampanii, ale schodz\u0105 na dalszy plan, gdy we\u017amiemy pod uwag\u0119 znaczenie dostarczalno\u015bci. Je\u015bli wiadomo\u015b\u0107 nie zostanie odebrana w skrzynce odbiorczej Twoich kontakt\u00f3w, wszystkie wcze\u015bniejsze wysi\u0142ki spe\u0142zn\u0105 na niczym.<\/p>\n<p>Chcemy opowiedzie\u0107, w jaki spos\u00f3b MasterBase\u00ae odgrywa kluczow\u0105 rol\u0119 w dostarczaniu wiadomo\u015bci i jak mo\u017cna pom\u00f3c w tej wa\u017cnej misji.<\/p>\n<h3>5 czynnik\u00f3w decyduj\u0105cych o dostarczalno\u015bci wiadomo\u015bci:<\/h3>\n<h3>1. reputacja:<\/h3>\n<p>Jest to kluczowy aspekt i najtrudniejszy do osi\u0105gni\u0119cia, ale nie martw si\u0119, poniewa\u017c zale\u017cy to od nas jako dostawc\u00f3w us\u0142ug e-mail.<\/p>\n<p>Dobr\u0105 reputacj\u0119 u dostawc\u00f3w us\u0142ug internetowych (Yahoo, Gmail, Hotmail itp.) mo\u017cna osi\u0105gn\u0105\u0107 tylko poprzez konsekwentne wysy\u0142anie odpowiednich wiadomo\u015bci do odbiorc\u00f3w, kt\u00f3rzy wyra\u017caj\u0105 zainteresowanie ich otrzymywaniem.<\/p>\n<p>W MasterBase\u00ae pracujemy od ponad 20 lat, dbaj\u0105c o nasz presti\u017c u dostawc\u00f3w us\u0142ug internetowych, przestrzegaj\u0105c wszystkich standard\u00f3w technologicznych, aby zapewni\u0107, \u017ce ponad 600 milion\u00f3w mailing\u00f3w dociera do skrzynek odbiorczych odbiorc\u00f3w ka\u017cdego miesi\u0105ca, co czyni nas najlepszymi sojusznikami naszych klient\u00f3w dla sukcesu ich kampanii.<\/p>\n<p>Uczciwe dzia\u0142anie przez tak wiele lat przynios\u0142o nam powa\u017cn\u0105 mark\u0119 na rynku i uznanie ze strony dostawc\u00f3w us\u0142ug internetowych, co pozwala nam zapewni\u0107, \u017ce nie wysy\u0142amy, ale dostarczamy wiadomo\u015bci.<\/p>\n<h3>2. Uwierzytelnianie:<\/h3>\n<p>Temat ten zosta\u0142 om\u00f3wiony bardziej szczeg\u00f3\u0142owo w naszym artykule <a href=\"https:\/\/masterbase.com\/pl\/es\/es\/es\/uwierzytelnianie-w-swiecie-poczty-elektronicznej-znaczaca-rola-spf-dkim-i-dmarc\/masterbase\/\">Uwierzytelnianie w \u015bwiecie poczty elektronicznej: Znacz\u0105ca rola SPF, DKIM i DMARC.<\/a><\/p>\n<p>Jest to najbardziej techniczny aspekt tego, co prezentujemy i ma zwi\u0105zek z seri\u0105 walidacji, zar\u00f3wno w wiadomo\u015bciach, jak i nadawcach mailing\u00f3w, kt\u00f3rych zgodno\u015b\u0107 stawia nas w czo\u0142\u00f3wce bran\u017cy i wymaga\u0144 g\u0142\u00f3wnych dostawc\u00f3w us\u0142ug internetowych, kt\u00f3rzy opracowali te walidacje w celu radzenia sobie ze spamem i phishingiem.<\/p>\n<p>Istniej\u0105 trzy g\u0142\u00f3wne walidacje, a je\u015bli pracujesz z nami, prawie na pewno ju\u017c o nich s\u0142ysza\u0142e\u015b:<\/p>\n<ul>\n<li><strong>Identyfikator nadawcy i SPF:<\/strong> S\u0105 to metody uwierzytelniania oparte na adresie IP. Dzi\u0119ki tej metodologii nadawca okre\u015bla, kt\u00f3re adresy IP s\u0105 upowa\u017cnione do wysy\u0142ania wiadomo\u015bci z okre\u015blonej domeny. Gdy nadawca \u017c\u0105da po\u0142\u0105czenia od ISP, ISP weryfikuje, czy adres IP serwera wysy\u0142aj\u0105cego wiadomo\u015b\u0107 ma na to pozwolenie z domeny wymienionej jako nadawca.<\/li>\n<li><strong>Klucz domeny i DKIM:<\/strong> Jest to uwierzytelnianie oparte na kryptografii. Nadawca wiadomo\u015bci dodaje podpis cyfrowy (klucz) w nag\u0142\u00f3wku wiadomo\u015bci, kt\u00f3ry mo\u017ce by\u0107 zweryfikowany tylko przez dostawc\u00f3w us\u0142ug internetowych. Wykrywaj\u0105 oni wysy\u0142aj\u0105c\u0105 nazw\u0119 domeny i jej podpis cyfrowy oraz wykonuj\u0105 wyszukiwanie DNS w celu zweryfikowania autentyczno\u015bci podpisu cyfrowego.<\/li>\n<li><strong>Dmarc<\/strong>Jest to nieco nowsza walidacja spo\u015br\u00f3d wielu forsowanych przez du\u017cych dostawc\u00f3w us\u0142ug internetowych w celu zapewnienia wa\u017cno\u015bci wiadomo\u015bci i opiera si\u0119 na dopasowaniu identyfikatora, kt\u00f3ry sprawdza SPF i DKIM wiadomo\u015bci, jako cz\u0119\u015b\u0107 bardziej solidnego procesu weryfikacji ni\u017c jego oddzielne komponenty.<\/li>\n<\/ul>\n<h3>3. Istotno\u015b\u0107:<\/h3>\n<p>Jest to r\u00f3wnie\u017c jeden z kluczowych czynnik\u00f3w strategicznych. Jednak w tym przypadku to od firmy zale\u017cy, czy komunikaty b\u0119d\u0105 jak najbardziej odpowiednie dla klient\u00f3w.<\/p>\n<p>Strategia marketingu e-mailowego, kt\u00f3ra nie koncentruje si\u0119 na trafno\u015bci, jest jak kronika przepowiedzianej \u015bmierci, poniewa\u017c rozczarowuje kontakty, nasyca komunikacj\u0119 i generuje odrzucanie wiadomo\u015bci, a w najgorszym przypadku wiadomo\u015bci s\u0105 oznaczane jako spam.<\/p>\n<p>Trafno\u015b\u0107, podobnie jak reputacja, to aspekty strategiczne, kt\u00f3re buduje si\u0119 z czasem; istniej\u0105 jednak proste sposoby mierzenia trafno\u015bci, na przyk\u0142ad wska\u017aniki takie jak CTO (Click to Open) i CTR (Click through rate), kt\u00f3re odzwierciedlaj\u0105, jak aktywnie kontakty anga\u017cuj\u0105 si\u0119 w wiadomo\u015b\u0107.<\/p>\n<p>Zalecamy, aby nie zadowala\u0107 si\u0119 otwartymi komunikatami, ale zawsze stara\u0107 si\u0119 zmotywowa\u0107 do dzia\u0142ania w swojej wiadomo\u015bci, aby potwierdzi\u0107, \u017ce istnieje prawdziwe zainteresowanie Twoj\u0105 komunikacj\u0105. Musisz i\u015b\u0107 krok po kroku, kampania po kampanii, ucz\u0105c si\u0119 od swoich kontakt\u00f3w i jak zachwyca\u0107 ich odpowiednimi wiadomo\u015bciami.<\/p>\n<p>Obecnie dostawcy us\u0142ug internetowych monitoruj\u0105 zachowanie kontakt\u00f3w w wiadomo\u015bciach i za pomoc\u0105 z\u0142o\u017conych algorytm\u00f3w mog\u0105 oszacowa\u0107 miejsce docelowe przysz\u0142ych wiadomo\u015bci od firmy.<\/p>\n<p>W szczeg\u00f3lno\u015bci, je\u015bli dostawca us\u0142ug internetowych wykryje, \u017ce jedna z Twoich wiadomo\u015bci zosta\u0142a oznaczona jako spam przez znaczn\u0105 liczb\u0119 kontakt\u00f3w, pozosta\u0142e wiadomo\u015bci z tej samej kampanii (i potencjalnie z przysz\u0142ych kampanii) trafi\u0105 do folderu \u015bmieci. Innymi s\u0142owy, polegaj\u0105 oni na zachowaniu swoich u\u017cytkownik\u00f3w, aby zastosowa\u0107 wczesne \u015brodki ochrony.<\/p>\n<h3>4. Przedmiot i projekt:<\/h3>\n<p>Jest to prawdopodobnie najbardziej efektowny aspekt dostarczalno\u015bci, ale tak\u017ce najbardziej kosmetyczny. Powszechnie wiadomo, \u017ce nale\u017cy uwa\u017ca\u0107 na s\u0142owa u\u017cywane w tematach wiadomo\u015bci i na sam\u0105 tre\u015b\u0107 wiadomo\u015bci.<\/p>\n<p>Na naszym blogu znajduje si\u0119 wiele pomocnych materia\u0142\u00f3w na ten temat. Ponadto zdecydowanie zalecamy korzystanie z responsywnych format\u00f3w szablon\u00f3w, kt\u00f3re mo\u017cna dostosowa\u0107 do r\u00f3\u017cnych urz\u0105dze\u0144 (telefon kom\u00f3rkowy, tablet, komputer stacjonarny).<\/p>\n<h3>5. Debugowanie baz styk\u00f3w:<\/h3>\n<p>Innym wa\u017cnym aspektem dostarczalno\u015bci jest ci\u0105g\u0142e sprawdzanie wska\u017anik\u00f3w kampanii w celu wyeliminowania kontakt\u00f3w, kt\u00f3re zosta\u0142y odrzucone, a tak\u017ce uzyskanie zgody na ka\u017cdy nowy kontakt dodany do rekord\u00f3w w MasterBase\u00ae.<\/p>\n<p>Gwarantuje to, \u017ce firma dzia\u0142a w oparciu o wa\u017cne i dozwolone podstawy. Aby zapewni\u0107 t\u0119 dobr\u0105 praktyk\u0119, dostawcy us\u0142ug internetowych opracowali r\u00f3\u017cne techniki, takie jak stosowanie \"pu\u0142apek spamowych\": gdy niekt\u00f3re skrzynki pocztowe ich w\u0142asnej domeny - kt\u00f3re s\u0105 przestarza\u0142e lub nieu\u017cywane - wykazuj\u0105 nag\u0142\u0105 aktywno\u015b\u0107, wnioskuj\u0105, \u017ce wysy\u0142asz do zakupionych i nieaktualnych baz danych. W takich przypadkach ustawiaj\u0105 r\u00f3wnie\u017c mechanizmy blokuj\u0105ce przysz\u0142e wysy\u0142ki.<\/p>\n<p>Dostarczalno\u015b\u0107 jest bram\u0105 do maksymalnego wykorzystania strategii marketingu e-mailowego. Silne partnerstwo mi\u0119dzy nadawc\u0105 (Twoj\u0105 firm\u0105) a nadawc\u0105 (MasterBase\u00ae) przyczynia si\u0119 do pomy\u015blnego wyniku.<\/p>\n\n\n<figure class=\"wp-block-image size-full\"><a href=\"https:\/\/smartview.masterbase.com\/v2\/657716034204f778572dd5ff\/?url=guia-de-la-entregabilidad\"><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"525\" data-attachment-id=\"13084\" data-permalink=\"https:\/\/masterbase.com\/pl\/llegar-a-la-bandeja-de-entrada-5-factores-para-el-exito-en-la-entregabilidad\/masterbase\/captura-de-pantalla-2024-04-11-183044\/\" data-orig-file=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2024\/04\/Captura-de-pantalla-2024-04-11-183044.png?fit=872%2C572&amp;ssl=1\" data-orig-size=\"872,572\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"ebook email Gu\u00eda de la Entregabilidad\" data-image-description=\"\" data-image-caption=\"\" data-large-file=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2024\/04\/Captura-de-pantalla-2024-04-11-183044.png?fit=800%2C525&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/masterbase.com\/es\/es\/es\/wp-content\/uploads\/2024\/04\/Captura-de-pantalla-2024-04-11-183044.png?resize=800%2C525&#038;ssl=1\" alt=\"\" class=\"wp-image-13084\" srcset=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2024\/04\/Captura-de-pantalla-2024-04-11-183044.png?w=872&amp;ssl=1 872w, https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2024\/04\/Captura-de-pantalla-2024-04-11-183044.png?resize=300%2C197&amp;ssl=1 300w, https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2024\/04\/Captura-de-pantalla-2024-04-11-183044.png?resize=768%2C504&amp;ssl=1 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/a><\/figure>","protected":false},"excerpt":{"rendered":"<p>Dowiedz si\u0119, w jaki spos\u00f3b MasterBase\u00ae pomaga Ci dotrze\u0107 do skrzynki odbiorczej Twoich kontakt\u00f3w i jak kluczow\u0105 rol\u0119 odgrywa w tym Twoja firma.<\/p>","protected":false},"author":239642484,"featured_media":13093,"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_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-6696","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing","tag-email-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Llegar a la bandeja de entrada: 5 factores para el \u00e9xito en la entregabilidad - MasterBase\u00ae<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/masterbase.com\/pl\/dotarcie-do-skrzynki-odbiorczej-5-czynnikow-sukcesu-dostarczalnosci\/masterbase\/\" \/>\n<meta property=\"og:locale\" content=\"pl_PL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Llegar a la bandeja de entrada: 5 factores para el \u00e9xito en la entregabilidad - MasterBase\u00ae\" \/>\n<meta property=\"og:description\" content=\"Conoce c\u00f3mo MasterBase\u00ae te ayuda a alcanzar la bandeja de entrada de tus contactos y qu\u00e9 tan clave es el rol que tu empresa juega en ello.\" \/>\n<meta property=\"og:url\" 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