{"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":"pericolul-cresterii-frecventei-transportului-maritim","status":"publish","type":"post","link":"https:\/\/masterbase.com\/ro\/el-peligro-de-aumentar-la-frecuencia-de-envio\/masterbase\/","title":{"rendered":"Pericolul de a cre\u0219te frecven\u021ba de trimitere"},"content":{"rendered":"

Mai mult, ce se \u00eent\u00e2mpl\u0103 dac\u0103 o m\u0103rim?<\/strong>\u00a0Dac\u0103 o dubl\u0103m sau o tripl\u0103m?<\/strong>\u00a0<\/strong><\/h2>\n

Dac\u0103 m\u0103ri\u021bi frecven\u021ba de trimitere a campaniilor de e-mail marketing, de la una la dou\u0103 sau trei ori pe s\u0103pt\u0103m\u00e2n\u0103, probabil c\u0103 v\u0103 ve\u021bi cre\u0219te v\u00e2nz\u0103rile. A\u0219adar, de ce ar fi un lucru r\u0103u s\u0103 trimi\u021bi prea multe mesaje?<\/p>\n

Pentru c\u0103 s-ar putea s\u0103 pierde\u021bi clien\u021bi.<\/strong><\/p>\n

Am f\u0103cut urm\u0103torul test: am trimis 2 tipuri de campanii echivalente unui segment de consumatori de lenjerie intim\u0103 de sex feminin. Campaniile con\u021bineau o ofert\u0103 foarte asem\u0103n\u0103toare.<\/p>\n

Dintr-un total de 3.000 de \u00eenregistr\u0103ri, grupului A i s-au trimis 6 campanii de marketing prin e-mail la fiecare adres\u0103. Grupului B, 12 campanii de e-mail marketing pentru fiecare adres\u0103, pe o perioad\u0103 de 3 s\u0103pt\u0103m\u00e2ni.<\/p>\n

\u0218i am constatat c\u0103 cre\u0219terea frecven\u021bei de trimitere c\u0103tre grupul B a generat 11% de dezabon\u0103ri, comparativ cu 5% pentru grupul A.<\/p>\n

Cu toate acestea, \u00een grupul B, 15% dintre abona\u021bi au cump\u0103rat, fa\u021b\u0103 de 6% \u00een grupul A.<\/p>\n

La investigarea calit\u0103\u021bii persoanelor dezabonate din grupul B, s-a constatat c\u0103 multe dintre ele (70%) sunt clien\u021bi buni \u0219i au f\u0103cut cump\u0103r\u0103turi \u00een magazin, at\u00e2t \u00eenainte, c\u00e2t \u0219i dup\u0103 efectuarea testului. Altfel spus, ace\u0219tia s-au dezabonat din lista de contacte, dar au continuat s\u0103 fac\u0103 cump\u0103r\u0103turi \u00een magazin.<\/p>\n

\u00cen ceea ce prive\u0219te calitatea celor care s-au dezabonat, s-a constatat c\u0103 ace\u0219tia au f\u0103cut achizi\u021bii peste medie \u00eenainte \u0219i dup\u0103 test, \u00een compara\u021bie cu media grupului A. Cu alte cuvinte, erau cump\u0103r\u0103tori buni.<\/p>\n

Prin urmare, se poate concluziona c\u0103, de\u0219i frecven\u021ba livr\u0103rilor a crescut v\u00e2nz\u0103rile pentru promo\u021bia respectiv\u0103, aceasta a generat o pierdere considerabil\u0103 de abona\u021bi, dintre care mai mult de jum\u0103tate erau clien\u021bi foarte buni.<\/p>\n

Acest lucru dovede\u0219te relevan\u021ba proverbului \"P\u00e2ine pentru azi, foame pentru m\u00e2ine\".<\/p>\n

Dac\u0103 m\u0103ri\u021bi frecven\u021ba campaniilor de e-mail marketing, ve\u021bi ob\u021bine mai multe v\u00e2nz\u0103ri, dar \u0219i o pierdere semnificativ\u0103 de abona\u021bi.<\/p>\n

Este important s\u0103 cunoa\u0219tem calitatea celor care aleg s\u0103 se dezaboneze. Dac\u0103 pierde\u021bi clien\u021bi buni sau cei mai buni clien\u021bi ...., merit\u0103 s\u0103 cre\u0219te\u021bi frecven\u021ba de trimitere?<\/p>\n

Cum v\u0103 p\u0103stra\u021bi cei mai buni clien\u021bi?<\/strong><\/h2>\n

Dac\u0103 efectua\u021bi acest test \u0219i rezultatele sunt cele ar\u0103tate, \u0219ti\u021bi ce trebuie s\u0103 deduce\u021bi.<\/p>\n

O solu\u021bie pentru a evita aceast\u0103 scurgere de abona\u021bi (clien\u021bi) relevan\u021bi este de a trata acest segment de cump\u0103r\u0103tori frecven\u021bi \u0219i importan\u021bi \u00eentr-un mod diferit fa\u021b\u0103 de restul segmentelor din baza dumneavoastr\u0103.<\/p>\n

Adev\u0103rata ma\u0219in\u0103rie pe care o reprezint\u0103 uneori generarea de noi campanii ne \u00eempiedic\u0103 s\u0103 vedem c\u0103 exist\u0103 diferite tipuri de cump\u0103r\u0103tori \u0219i c\u0103 ace\u0219tia trebuie trata\u021bi diferit.<\/p>\n

Dac\u0103 clien\u021bii importan\u021bi ar fi fost exclu\u0219i din aceast\u0103 cre\u0219tere a frecven\u021bei, poate c\u0103 s-ar fi putut ob\u021bine doar cre\u0219terea v\u00e2nz\u0103rilor \u0219i nu \u0219i impactul asupra dezabon\u0103rii, iar tactica ar fi fost de sus\u021binere.<\/p>\n

Dup\u0103 aceasta, se va putea m\u0103sura dac\u0103 12 transporturi au fost suficiente sau dac\u0103 au fost necesare 20, dar acesta este subiectul unui alt test interesant care urmeaz\u0103 s\u0103 fie efectuat \u0219i analizat.<\/p>\n

Concluzii<\/strong><\/h2>\n

Pe scurt, testarea determin\u0103 \u00een mod clar ce func\u021bioneaz\u0103 \u0219i ce nu func\u021bioneaz\u0103 \u00een campaniile de marketing prin e-mail.<\/p>\n

Pe de alt\u0103 parte, nu exist\u0103 re\u021bete pentru frecven\u021ba ideal\u0103, cheia este s\u0103 v\u0103 cunoa\u0219te\u021bi grupul \u021bint\u0103 \u0219i s\u0103 \u0219ti\u021bi cum va reac\u021biona acesta.<\/p>\n

\u00cen cele din urm\u0103, cre\u0219terea frecven\u021bei are efecte a c\u0103ror analiz\u0103 poate fi \u00een favoarea obiectivelor dumneavoastr\u0103 de afaceri.<\/p>\n

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

O \u00eentrebare frecvent\u0103 \u00een r\u00e2ndul celor care se ocup\u0103 de marketing prin e-mail este care este frecven\u021ba ideal\u0103 de trimitere?<\/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 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