{"id":6711,"date":"2025-06-10T22:10:25","date_gmt":"2025-06-10T19:10:25","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/es\/?p=6711"},"modified":"2025-06-11T18:49:33","modified_gmt":"2025-06-11T15:49:33","slug":"4-techniki-personalizacji-ktore-wykraczaja-poza-nazwe","status":"publish","type":"post","link":"https:\/\/masterbase.com\/pl\/4-tecnicas-de-personalizacion-que-van-mas-alla-del-nombre\/masterbase\/","title":{"rendered":"4 techniki personalizacji, kt\u00f3re wykraczaj\u0105 poza nazw\u0119"},"content":{"rendered":"

Jeste\u015bmy w erze personalizacji.<\/strong><\/h2>\n

Ka\u017cdego dnia mamy do dyspozycji coraz wi\u0119cej danych, ale wa\u017cne jest, aby wiedzie\u0107, jak ich u\u017cywa\u0107 i korzysta\u0107 z mo\u017cliwo\u015bci, jakie nam oferuj\u0105.<\/strong><\/h2>\n

\"blog1\"<\/strong><\/p>\n

<\/strong><\/p>\n

Obecnie firmy, kt\u00f3re przoduj\u0105 pod wzgl\u0119dem wsp\u00f3\u0142czynnik\u00f3w otwar\u0107, klikni\u0119\u0107 i konwersji, to te, kt\u00f3re projektuj\u0105 naprawd\u0119 odpowiednie do\u015bwiadczenia dla ka\u017cdego subskrybenta.<\/p>\n

Przedstawiamy cztery zaawansowane techniki personalizacji, wraz z przyk\u0142adami i historiami sukcesu, do zastosowania w kolejnych kampaniach.<\/p>\n

1) Zaawansowane targetowanie behawioralne<\/strong><\/h2>\n

Analiza sposobu interakcji u\u017cytkownik\u00f3w z produktami, wiadomo\u015bciami i stron\u0105 internetow\u0105 pozwala na tworzenie dok\u0142adniejszych i skuteczniejszych segment\u00f3w (\u017ar\u00f3d\u0142o: Marketing Week, 2024).<\/p>\n

Przyk\u0142ad:<\/strong><\/h3>\n

Internetowy sklep sportowy wykry\u0142, \u017ce grupa u\u017cytkownik\u00f3w wielokrotnie odwiedza kategori\u0119 obuwia sportowego. szlak<\/em>ale nie prowadzi to do zakupu. Tworzony jest segment z tymi u\u017cytkownikami i wysy\u0142ana jest do nich wiadomo\u015b\u0107 por\u00f3wnuj\u0105ca modele, oferuj\u0105ca ekskluzywne rabaty i referencje od zadowolonych nabywc\u00f3w.<\/p>\n

Historia sukcesu:<\/strong><\/h3>\n

Adidas\u00ae wdro\u017cy\u0142 podobn\u0105 strategi\u0119 z lini\u0105 \"Ultraboost\". Segmentuj\u0105c u\u017cytkownik\u00f3w na podstawie odwiedzanych produkt\u00f3w i historii przegl\u0105dania, byli w stanie zwi\u0119kszy\u0107 konwersj\u0119 o 27% w spersonalizowanych kampaniach.<\/em> (\u017ar\u00f3d\u0142o: Marketing Week, 2024).<\/p>\n

2. Dynamiczna zawarto\u015b\u0107 dostosowana do profilu u\u017cytkownika<\/strong><\/h2>\n

Dynamiczne tre\u015bci umo\u017cliwiaj\u0105 wy\u015bwietlanie w tym samym szablonie wiadomo\u015bci obraz\u00f3w, tekstu i przycisk\u00f3w dostosowanych do ka\u017cdego typu u\u017cytkownika (\u017ar\u00f3d\u0142o: Marketing Week, 2025).<\/p>\n

Przyk\u0142ad:<\/strong><\/h3>\n

Uczelnia oferuj\u0105ca programy dla absolwent\u00f3w wysy\u0142a swoim kontaktom t\u0119 sam\u0105 wiadomo\u015b\u0107, ale osoby z wykszta\u0142ceniem technicznym widz\u0105 tre\u015bci dotycz\u0105ce studi\u00f3w in\u017cynierskich, a osoby z wykszta\u0142ceniem biznesowym otrzymuj\u0105 informacje o r\u00f3\u017cnych programach MBA. Wszystko jest automatycznie dostosowywane w tym samym mailingu.<\/p>\n

Historia sukcesu:<\/strong><\/h3>\n

Netflix\u00ae wykorzystuje dynamiczne tre\u015bci w swoich wiadomo\u015bciach e-mail, aby wy\u015bwietla\u0107 spersonalizowane ok\u0142adki seriali i film\u00f3w na podstawie tego, co ogl\u0105da\u0142e\u015b. Technika ta zwi\u0119kszy\u0142a CTR ich kampanii e-mailowych o ponad 40%.<\/em> (\u017ar\u00f3d\u0142o: Marketing Week, 2024).<\/p>\n

3. Automatyzacja komunikat\u00f3w wyzwalanych zdarzeniami<\/strong><\/h2>\n

Zautomatyzowane dostawy oparte na zachowaniach u\u017cytkownik\u00f3w (zwane r\u00f3wnie\u017c \"wyzwalanymi\" wiadomo\u015bciami) s\u0105 kluczem do utrzymania aktualno\u015bci.<\/p>\n

Przyk\u0142ad:<\/strong><\/h3>\n

Sklep internetowy ustawia seri\u0119 wiadomo\u015bci dotycz\u0105cych porzucenia koszyka. Po 2 godzinach od zamkni\u0119cia koszyka bez zakupu u\u017cytkownicy otrzymuj\u0105 przypomnienie. Po 24 godzinach zach\u0119ta w postaci rabatu 10%. Je\u015bli dokonaj\u0105 zakupu, otrzymaj\u0105 podzi\u0119kowanie w postaci przewodnika u\u017cytkowania produktu.<\/p>\n

Historia sukcesu:<\/strong><\/h3>\n

Amazon\u00ae wykorzystuje z\u0142o\u017con\u0105 sie\u0107 automatycznych wysy\u0142ek opartych na zdarzeniach: porzuconych koszykach, historii wyszukiwania, zmianach cen itp. Szacuje si\u0119, \u017ce tego typu wiadomo\u015bci odpowiadaj\u0105 za 35% przychod\u00f3w z e-mail marketingu.<\/em> (\u017ar\u00f3d\u0142o: Omnisend Benchmark Report, 2024).<\/p>\n

4. Personalizacja oparta na lokalizacji i czasie<\/strong><\/h2>\n

Wysy\u0142anie wiadomo\u015bci w optymalnym czasie i dostosowanie oferty do lokalizacji subskrybenta znacznie poprawia skuteczno\u015b\u0107.<\/p>\n

Przyk\u0142ad:<\/strong><\/h3>\n

Sie\u0107 restauracji wysy\u0142a promocje w zale\u017cno\u015bci od regionu, w kt\u00f3rym mieszkaj\u0105 klienci. Ci, kt\u00f3rzy mieszkaj\u0105 w gor\u0105cym klimacie, otrzymuj\u0105 orze\u017awiaj\u0105ce napoje w po\u0142udnie; ci, kt\u00f3rzy mieszkaj\u0105 w zimnym klimacie, otrzymuj\u0105 gor\u0105c\u0105 kaw\u0119 rano. Wszystko zautomatyzowane zgodnie z adresem IP i kodem pocztowym.<\/p>\n

Historia sukcesu:<\/strong><\/h3>\n

Starbucks\u00ae dostosowuje swoje kampanie do miasta, pogody, lokalnych \u015bwi\u0105t i pory dnia. Zwi\u0119kszy\u0142o to realizacj\u0119 kupon\u00f3w wysy\u0142anych poczt\u0105 elektroniczn\u0105 o 18% w 2023 roku.<\/em> (\u017ar\u00f3d\u0142o: Roczny raport marketingowy Starbucks, 2024).<\/p>\n

Wnioski<\/strong><\/h2>\n

Zastosowanie tych zaawansowanych technik poprawia wska\u017aniki kampanii i wzmacnia relacje z klientami.<\/p>\n

Pami\u0119taj, \u017ce personalizacja to co\u015b wi\u0119cej ni\u017c taktyka: to spos\u00f3b my\u015blenia skoncentrowany na kliencie.<\/p>\n

Aby przenie\u015b\u0107 te dzia\u0142ania na wy\u017cszy poziom, warto rozwa\u017cy\u0107 skorzystanie z MasterBase\u00ae, wiod\u0105cej platformy e-mail marketingu z ponad 20-letnim do\u015bwiadczeniem w wielu krajach.<\/p>\n

MasterBase\u00ae umo\u017cliwia precyzyjn\u0105 automatyzacj\u0119, segmentacj\u0119 i personalizacj\u0119 wiadomo\u015bci dzi\u0119ki zaawansowanej technologii i wyspecjalizowanemu wsparciu lokalnemu.<\/p>\n\n\n

\"E-mail<\/a>
e-mail ebook\n Wykorzystaj moc e-maila powitalnego\n<\/figcaption><\/figure>","protected":false},"excerpt":{"rendered":"

Personalizacja w e-mail marketingu nie ogranicza si\u0119 ju\u017c do powitania odbiorcy po imieniu.<\/p>","protected":false},"author":239642484,"featured_media":22641,"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,"_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":false,"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":[],"class_list":["post-6711","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing"],"yoast_head":"\n4 t\u00e9cnicas de 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