{"id":6323,"date":"2025-05-12T22:08:52","date_gmt":"2025-05-12T19:08:52","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/es\/?p=6323"},"modified":"2025-05-14T01:34:51","modified_gmt":"2025-05-13T22:34:51","slug":"cum-sa-imbunatatiti-calatoria-clientului-cu-ajutorul-mesageriei-tranzactionale-2","status":"publish","type":"post","link":"https:\/\/masterbase.com\/ro\/como-mejorar-el-viaje-del-cliente-con-mensajes-transaccionales-2\/masterbase\/","title":{"rendered":"\u00cembun\u0103t\u0103\u021birea c\u0103l\u0103toriei clientului cu ajutorul mesageriei tranzac\u021bionale"},"content":{"rendered":"<p>Mesajele tranzac\u021bionale sunt importante. O confirmare a v\u00e2nz\u0103rii, o urare de bun venit, o actualizare a comenzii, detalii de expediere, chiar \u0219i o schimbare a parolei, toate, dintr-un motiv sau altul, sunt mesaje foarte apreciate de destinatar. Adesea, acestea sunt \u0219i primele mesaje pe care un abonat sau un client le prime\u0219te de la compania dumneavoastr\u0103.<\/p>\n<p>Dar, pe l\u00e2ng\u0103 faptul c\u0103 furnizeaz\u0103 informa\u021bii valoroase \u0219i a\u0219teptate de destinatar, exist\u0103 un alt motiv care le face deosebit de importante pentru expeditor. \u0218i care este acest motiv? Ele func\u021bioneaz\u0103 mai bine dec\u00e2t campaniile de mesaje \u00een mas\u0103.<\/p>\n<p>Este adev\u0103rat, un mesaj de bun venit poate genera cu p\u00e2n\u0103 la 320 % mai multe venituri dec\u00e2t campaniile promo\u021bionale. Nu este de mirare c\u0103 mesajele tranzac\u021bionale au o rat\u0103 de clicuri de 7-8 ori mai mare dec\u00e2t e-mail marketingul \u0219i genereaz\u0103 de p\u00e2n\u0103 la 6 ori mai multe venituri.<\/p>\n<h2><strong>Atunci, de ce nu se face mai mult uz de astfel de mesaje? Exist\u0103 mai multe motive:<\/strong><\/h2>\n<ul>\n<li>Deoarece trimiterea mesajului este declan\u0219at\u0103 \u00eentr-un mediu conceput pentru tranzac\u021bii comerciale (cum ar fi o platform\u0103 de comer\u021b electronic) \u0219i nu \u00eentr-o platform\u0103 de marketing \u0219i, prin urmare, mesajele sunt adesea foarte limitate \u00een ceea ce prive\u0219te formatul \u0219i designul.<\/li>\n<li>Pentru c\u0103 sunt conduse de date care se afl\u0103, de asemenea, \u00een acel sistem tranzac\u021bional, ceea ce \u00eenseamn\u0103, cel mai probabil, c\u0103 au mai pu\u021bin\u0103 flexibilitate pentru a-\u0219i segmenta audien\u021ba.<\/li>\n<li>Pentru c\u0103 sunt \"de\u021binute\" de opera\u021biunile sau de IT \u0219i nu de marketing. Un semn clar al acestui lucru este un expeditor de tip \"noreply@...\". Cu siguran\u021b\u0103 o practic\u0103 proast\u0103.<\/li>\n<\/ul>\n<p>Pot exista \u0219i alte motive pentru care mesajele tranzac\u021bionale sunt descurajate. Deseori, exist\u0103 o nervozitate \u00een ceea ce prive\u0219te \u00eencercarea de a amesteca mesajele de marketing \u0219i v\u00e2nz\u0103ri cu comunic\u0103rile privind serviciile sau func\u021bionalitatea.<\/p>\n<p>Aceste motive sunt de \u00een\u021beles \u00eentr-o anumit\u0103 m\u0103sur\u0103, dar nu trebuie s\u0103 le l\u0103sa\u021bi s\u0103 devin\u0103 un obstacol.<\/p>\n<p>\u0218tim c\u0103 mesajele tranzac\u021bionale sunt c\u00e2\u0219tig\u0103toare. A\u0219adar, ca agent de marketing, merit\u0103 s\u0103 le lu\u0103m \u00een considerare. O mul\u021bime.<\/p>\n<h3><strong>Iat\u0103 o scurt\u0103 prezentare a fiec\u0103ruia dintre aceste tipuri de mesaje:<\/strong><\/h3>\n<ol>\n<li>\n<h3><strong> Mesaje de bun venit<\/strong><\/h3>\n<\/li>\n<\/ol>\n<p>Acesta este cel mai important mesaj pe care \u00eel ve\u021bi transmite \u0219i, prin urmare, prima impresie pe care publicul o va avea despre brandul dvs.<\/p>\n<p>Dac\u0103 face\u021bi clic aici, pute\u021bi citi un articol de pe blogul nostru care ofer\u0103 mai multe detalii cu privire la importan\u021ba sa \u0219i la modul de lucru \u00een MasterBase\u00ae.<\/p>\n<p>Un mesaj de bun venit slab este o prezentare slab\u0103 a afacerii dumneavoastr\u0103. Pe de alt\u0103 parte, cele mai bune exemple de programe de bun venit indic\u0103 punctele-cheie pe care trebuie s\u0103 le comunica\u021bi cititorului:<\/p>\n<ul>\n<li>C\u0103 a luat o decizie bun\u0103, c\u0103 este apreciat de compania dvs. \u0219i de ceea ce reprezint\u0103 ea ca brand\/companie.<\/li>\n<li>C\u0103 este \u00eentr-o companie bun\u0103.<\/li>\n<li>Ce pot a\u0219tepta de la compania dvs. Este o ocazie de a confirma propunerea care a convins cititorul s\u0103 se aboneze sau s\u0103 fac\u0103 prima achizi\u021bie.<\/li>\n<\/ul>\n<p><strong>\ud83d\udfe2<\/strong><strong> Poveste de succes:<\/strong><\/p>\n<p>O institu\u021bie financiar\u0103 a \u00eencorporat un e-mail de bun venit cu un videoclip de 30 de secunde \u0219i linkuri utile c\u0103tre cele mai populare servicii ale sale. Rezultat: cre\u0219terea ratei de activare a contului cu 62 % \u00een primele 7 zile \u0219i reducerea cererilor ini\u021biale de asisten\u021b\u0103 cu 30 %.<\/p>\n<ol start=\"2\">\n<li>\n<h3><strong> Mesaje de confirmare<\/strong><\/h3>\n<\/li>\n<\/ol>\n<p>Aceste mesaje includ totul, de la confirmarea dubl\u0103 a <em>opt-in<\/em> de la achizi\u021bionare \u0219i expediere, p\u00e2n\u0103 la recuper\u0103ri \u0219i schimb\u0103ri de parole.<\/p>\n<p>Toate au o func\u021bie foarte specific\u0103, confirm\u00e2nd c\u0103 evenimentul \u00een cauz\u0103 a avut loc (de exemplu, comanda dumneavoastr\u0103 a fost primit\u0103 sau expediat\u0103). Programele bune, printre altele, \u00eei spun cititorului:<\/p>\n<ul>\n<li>C\u0103 ai luat o decizie bun\u0103, care este apreciat\u0103 de compania ta \u0219i de ceea ce reprezint\u0103 ea ca brand\/companie.<\/li>\n<li>C\u0103 este \u00eentr-o companie bun\u0103.<\/li>\n<li>Pe care compania dvs. le ofer\u0103. Folosi\u021bi-l ca pe o oportunitate de a confirma propunerea care l-a convins pe cititor s\u0103 se aboneze sau s\u0103 fac\u0103 prima achizi\u021bie.<\/li>\n<\/ul>\n<p><strong>\ud83d\udfe2<\/strong><strong> Poveste de succes:<\/strong><\/p>\n<p>O companie de servicii logistice a automatizat confirm\u0103rile de comand\u0103 \u0219i de livrare cu mesaje personalizate \u0219i linkuri de urm\u0103rire. Aceasta a redus cu 45 % tichetele de asisten\u021b\u0103 legate de starea comenzii \u0219i a crescut satisfac\u021bia clien\u021bilor (NPS) cu peste 12 puncte.<\/p>\n<ol start=\"3\">\n<li>\n<h3><strong> Mesaje de reamintire<\/strong><\/h3>\n<\/li>\n<\/ol>\n<p>Aceste mesaje difer\u0103 de mesajele de confirmare de primire prin faptul c\u0103 deseori, dar nu \u00eentotdeauna, ele necesit\u0103 o ac\u021biune din partea cititorului.<\/p>\n<p>Acestea includ verific\u0103ri, re\u00eennoiri de produse sau servicii, rezerv\u0103ri \u0219i sf\u00e2r\u0219itul perioadelor de prob\u0103. Cele mai bune mesaje de reamintire vizeaz\u0103 urm\u0103toarele:<\/p>\n<ul>\n<li>C\u0103 ac\u021biunea solicitat\u0103 este important\u0103 pentru a primi materialul pe care l-au solicitat.<\/li>\n<li>Aceast\u0103 ac\u021biune este necesar\u0103 \u0219i uneori urgent\u0103.<\/li>\n<\/ul>\n<p><strong>\ud83d\udfe2<\/strong><strong> Poveste de succes:<\/strong><\/p>\n<p>O platform\u0103 de gestionare a evenimentelor a automatizat avertismentele e\u0219alonate (cu o s\u0103pt\u0103m\u00e2n\u0103 \u00eenainte, cu trei zile \u00eenainte \u0219i cu o zi \u00eenainte). E-mailurile au inclus un buton de ad\u0103ugare \u00een calendar \u0219i o persoan\u0103 de contact pentru \u00eentreb\u0103ri. Rezultat: cre\u0219terea prezen\u021bei efective la evenimentele online cu 34 %.<\/p>\n<ol start=\"4\">\n<li>\n<h3><strong> Solicit\u0103 mesaje<\/strong><\/h3>\n<\/li>\n<\/ol>\n<p>Gama larg\u0103 de mesaje cuprinse \u00een aceast\u0103 categorie variaz\u0103 de la solicitarea de feedback cu privire la serviciul furnizat \u0219i la interogarea preferin\u021belor cititorului, p\u00e2n\u0103 la sondaje. Spre deosebire de celelalte categorii, aceste mesaje nu sunt neap\u0103rat legate de o comand\u0103 sau de un eveniment de care cititorul este con\u0219tient. Ca atare, sunt mesaje la care destinatarul nu se a\u0219teapt\u0103 \u0219i pe care este posibil s\u0103 nu le recunoasc\u0103 atunci c\u00e2nd le vede \u00een inbox. Un mesaj bun de acest tip \u00eei spune cititorului:<\/p>\n<ul>\n<li>C\u0103 dori\u021bi s\u0103 le cunoa\u0219te\u021bi experien\u021ba. Dar fi\u021bi aten\u021bi: nu exist\u0103 nimic mai r\u0103u dec\u00e2t s\u0103 cere\u021bi p\u0103rerea unui client a c\u0103rui comand\u0103 a mers prost. \u00cenainte de a trimite un astfel de mesaj, este esen\u021bial s\u0103 v\u0103 asigura\u021bi c\u0103 a\u021bi exclus to\u021bi clien\u021bii care s-au pl\u00e2ns sau \u0219i-au exprimat nemul\u021bumirea.<\/li>\n<li>C\u0103 feedback-ul dvs. este important \u0219i se va traduce \u00een servicii mai bune. Formula\u021bi \u00een avans declara\u021bia \"Ce este \u00een interesul meu\" (WIIFM).<\/li>\n<\/ul>\n<p><strong>\ud83d\udfe2<\/strong><strong> Poveste de succes:<\/strong><\/p>\n<p>O pia\u021b\u0103 regional\u0103 a trimis sondaje de satisfac\u021bie postlivrare, dar a filtrat automat cazurile cu return\u0103ri sau reclama\u021bii active. Rezultat: au ob\u021binut o rat\u0103 de r\u0103spuns de 47 %, iar informa\u021biile ob\u021binute au fost utilizate pentru a reproiecta cea mai vizitat\u0103 pagin\u0103 de produse, \u00eembun\u0103t\u0103\u021bind conversia cu 18 %.<\/p>\n<ol start=\"5\">\n<li>\n<h3><strong> Alerte privind abandonul<\/strong><\/h3>\n<\/li>\n<\/ol>\n<p>Pentru unii, aceste mesaje pot fi simple memento-uri, dar pentru un bun agent de marketing ele sunt mult mai mult. Sesiunile de cump\u0103r\u0103turi care sunt ini\u021biate \u0219i \u00eentrerupte, co\u0219urile de cump\u0103r\u0103turi care sunt abandonate, toate oportunit\u0103\u021bile ratate sunt poten\u021bial semnificative.<\/p>\n<p>Acest lucru justific\u0103 mult mai mult dec\u00e2t o reamintire \u0219i exist\u0103 cifre conving\u0103toare care dovedesc acest lucru: aproximativ 65 % din co\u0219uri sunt abandonate. Dar, cu ajutorul programelor de reamintire, v\u00e2nz\u0103rile pot cre\u0219te cu 70 % pentru co\u0219urile abandonate \u0219i cu 30 % pentru c\u0103ut\u0103rile \u00eentrerupte (Sursa - Triggered Messaging 2014).<\/p>\n<p><strong>\ud83d\udfe2<\/strong><strong> Poveste de succes:<\/strong><\/p>\n<p>O marc\u0103 de articole sportive a dezvoltat o serie de trei mesaje automate de recuperare a co\u0219urilor abandonate. Incluz\u00e2nd imagini ale produselor \u0219i o reducere limitat\u0103 \u00een timp, au contribuit la recuperarea a 29 % de v\u00e2nz\u0103ri \u0219i la cre\u0219terea biletului mediu cu 12 %.<\/p>\n<h2><strong>Concluzie<\/strong><\/h2>\n<p>Pentru a crea mesaje tranzac\u021bionale eficiente, este nevoie de o bun\u0103 \u00een\u021belegere a ceea ce sunt acestea, ce le diferen\u021biaz\u0103 de campaniile tradi\u021bionale de marketing prin e-mail, care sunt beneficiile lor \u0219i care sunt cele mai bune practici.<\/p>\n<p>Iar pentru a implementa toate acestea cu control, eficien\u021b\u0103 \u0219i scalabilitate, v\u0103 pute\u021bi baza pe o platform\u0103 specializat\u0103. <strong>MasterBase\u00ae<\/strong>cu peste 20 de ani de experien\u021b\u0103 pe pia\u021b\u0103 \u0219i prezen\u021b\u0103 \u00een mai multe \u021b\u0103ri, v\u0103 permite s\u0103 automatiza\u021bi acest tip de mesaje \u00eentr-un mod sigur, personalizat \u0219i complet trasabil.<\/p>\n\n\n<figure class=\"wp-block-image aligncenter size-full is-resized\"><a href=\"https:\/\/smartview.masterbase.com\/v2\/657716034204f778572dd5ff\/?url=estructura-de-un-mensaje-en-email-marketing\"><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" width=\"372\" height=\"237\" data-attachment-id=\"14081\" data-permalink=\"https:\/\/masterbase.com\/ro\/mejora-tus-tasas-de-apertura-utilizando-preencabezados\/masterbase\/captura-de-pantalla-2024-05-08-115813\/\" data-orig-file=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2024\/05\/Captura-de-pantalla-2024-05-08-115813.png?fit=372%2C237&amp;ssl=1\" data-orig-size=\"372,237\" 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 Estructura de un mensaje en Email Marketing\" data-image-description=\"\" data-image-caption=\"\" data-large-file=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2024\/05\/Captura-de-pantalla-2024-05-08-115813.png?fit=372%2C237&amp;ssl=1\" src=\"https:\/\/i0.wp.com\/masterbase.com\/es\/es\/wp-content\/uploads\/2024\/05\/Captura-de-pantalla-2024-05-08-115813.png?resize=372%2C237&#038;ssl=1\" alt=\"ebook email Structura unui mesaj de email marketing\" class=\"wp-image-14081\" style=\"aspect-ratio:1.5696578097184677;width:724px;height:auto\" srcset=\"https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2024\/05\/Captura-de-pantalla-2024-05-08-115813.png?w=372&amp;ssl=1 372w, https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2024\/05\/Captura-de-pantalla-2024-05-08-115813.png?resize=300%2C191&amp;ssl=1 300w, https:\/\/i0.wp.com\/masterbase.com\/wp-content\/uploads\/2024\/05\/Captura-de-pantalla-2024-05-08-115813.png?resize=18%2C12&amp;ssl=1 18w\" sizes=\"(max-width: 372px) 100vw, 372px\" \/><\/a><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>","protected":false},"excerpt":{"rendered":"<p>Mesajele tranzac\u021bionale sunt mesaje valoroase care reprezint\u0103 adesea primul contact \u00eentre o companie \u0219i clientul sau abonatul s\u0103u.<\/p>","protected":false},"author":239642484,"featured_media":22368,"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":"","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-6323","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin 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