{"id":6895,"date":"2023-07-13T21:43:43","date_gmt":"2023-07-13T18:43:43","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/es\/?p=6895"},"modified":"2024-01-09T16:39:03","modified_gmt":"2024-01-09T14:39:03","slug":"componentele-cheie-ale-unui-e-mail-de-prospectare-care-nu-ar-trebui-sa-lipseasca-niciodata","status":"publish","type":"post","link":"https:\/\/masterbase.com\/ro\/componentes-claves-de-un-email-de-prospeccion-que-nunca-deben-faltar\/masterbase\/","title":{"rendered":"Componentele cheie ale unui e-mail de prospectare care nu trebuie s\u0103 lipseasc\u0103 niciodat\u0103"},"content":{"rendered":"

Ob\u021binerea de r\u0103spunsuri la mesajele dvs. de prospectare a v\u00e2nz\u0103rilor este mai dificil\u0103 ca oric\u00e2nd: conform unui studiu recent, rata medie de r\u0103spuns la aceste e-mailuri reci este de numai 8,5%. Vestea bun\u0103 este c\u0103 8 din 10 cump\u0103r\u0103tori prefer\u0103 \u00een continuare s\u0103 fie contacta\u021bi prin e-mail.<\/p>\n

Dar pentru a reu\u0219i \u00een mediul competitiv de v\u00e2nz\u0103ri de ast\u0103zi, va trebui s\u0103 adopta\u021bi o abordare mai bine direc\u021bionat\u0103 \u0219i s\u0103 v\u0103 asigura\u021bi c\u0103 ajunge\u021bi la cump\u0103r\u0103torii potrivi\u021bi, cu mesajul potrivit, la momentul potrivit.<\/p>\n

\u00cen acest articol, vom explora 5 componente cheie ale e-mailurilor de prospectare eficiente<\/p>\n

Ce este e-mailul de prospectare a v\u00e2nz\u0103rilor?<\/h2>\n

Un mesaj de prospectare este utilizat pentru a ini\u021bia o conversa\u021bie cu un poten\u021bial client. Este considerat un contact la rece deoarece reprezentantul de v\u00e2nz\u0103ri nu \u00eel cunoa\u0219te pe destinatar. Obiectivul este s\u0103 v\u0103 prezenta\u021bi pe dumneavoastr\u0103 \u0219i compania dumneavoastr\u0103, s\u0103 genera\u021bi interes \u0219i cuno\u0219tin\u021be despre produsul dumneavoastr\u0103 \u0219i, \u00een mod ideal, s\u0103 ob\u021bine\u021bi o \u00eent\u00e2lnire pentru a discuta nevoile clientului poten\u021bial.<\/p>\n

Personalizarea, sincronizarea \u0219i relevan\u021ba pentru destinatar pot face diferen\u021ba \u00eentre a primi un r\u0103spuns sau a ajunge \u00een dosarul de spam. De exemplu, mesajele trimise \u00eentre orele 13.00 \u0219i 16.00 \u00een timpul s\u0103pt\u0103m\u00e2nii primesc cele mai multe r\u0103spunsuri, \u00een timp ce cele trimise vineri \u0219i \u00een weekend tind s\u0103 primeasc\u0103 cele mai pu\u021bine r\u0103spunsuri.<\/p>\n

Dac\u0103 dori\u021bi s\u0103 scrie\u021bi un mesaj de v\u00e2nz\u0103ri eficient, va trebui s\u0103 depune\u021bi efort. Adesea, acest lucru \u00eenseamn\u0103 s\u0103 v\u0103 face\u021bi timp s\u0103 include\u021bi informa\u021bii unice despre clientul dvs. poten\u021bial \u0219i s\u0103 stabili\u021bi momentul optim pentru publicul dvs. specific.<\/p>\n

5 componente cheie ale unui e-mail eficient de prospectare a v\u00e2nz\u0103rilor<\/h2>\n

Asigura\u021bi-v\u0103 c\u0103 mesajele dvs. de prospectare con\u021bin urm\u0103toarele elemente:<\/p>\n

1. Un subiect atractiv<\/strong><\/p>\n

Linia subiectului este esen\u021bial\u0103 pentru atragerea aten\u021biei poten\u021bialilor clien\u021bi. Studiile arat\u0103 c\u0103 33% de persoane deschid mesajele doar pe baza liniei subiectului. \u0218i, potrivit Yes Lifecycle Marketing, e-mailurile cu linii de subiect personalizate au rate de deschidere cu 50% mai mari.<\/p>\n

Alte tehnici care s-au dovedit a cre\u0219te rata de deschidere includ ad\u0103ugarea unei \u00eentreb\u0103ri, a unui emoji sau a unor numere la linia subiectului. Emoji-ul va depinde de faptul dac\u0103 v\u0103 adresa\u021bi unui consumator final (B2C) sau \u00eentreprinderilor (B2B): este mai potrivit dac\u0103 v\u0103 adresa\u021bi primului.<\/p>\n

2. Concentrarea pe valoare<\/strong><\/p>\n

Dac\u0103 nimic din mesajul dvs. nu se adreseaz\u0103 intereselor poten\u021bialului dvs. client, pute\u021bi fi sigur c\u0103 nu \u00eel ve\u021bi motiva. \u00cencep\u00e2nd cu prima propozi\u021bie, eviden\u021bia\u021bi avantajele \u0219i valoarea pe care le pot ob\u021bine de la produsul dvs. Asigura\u021bi-v\u0103 c\u0103 sublinia\u021bi modul \u00een care acesta le poate rezolva problemele specifice sau le poate \u00eembun\u0103t\u0103\u021bi situa\u021bia.<\/p>\n

Pentru a face acest lucru cu succes, trebuie s\u0103 petrece\u021bi ceva timp cercet\u00e2nd \u00een profunzime poten\u021bialul client pentru a afla despre domeniul s\u0103u de activitate, punctele slabe \u0219i nevoile sale specifice. Un pic de cercetare v\u0103 poate salva mult timp.<\/p>\n

3. Mesaje scurte<\/strong><\/p>\n

Un alt factor de care trebuie s\u0103 \u021bine\u021bi cont atunci c\u00e2nd compune\u021bi un e-mail rece este c\u0103 \u00eei trimite\u021bi destinatarului ceva ce nu a cerut, ceea ce \u00eenseamn\u0103 c\u0103, dac\u0103 se decide s\u0103 \u00eel deschid\u0103, trebuie s\u0103 pune\u021bi piciorul \u00een prag \u0219i s\u0103 v\u0103 expune\u021bi rapid punctul de vedere.<\/p>\n

Dac\u0103 mesajul este prea lung, prospectul nu \u00eel va citi. De\u0219i nu exist\u0103 o regul\u0103 strict\u0103 \u00een ceea ce prive\u0219te lungimea unui e-mail de prospectare a v\u00e2nz\u0103rilor, \u00een general, cu c\u00e2t mai scurt, cu at\u00e2t mai bine. \u00cencerca\u021bi s\u0103 p\u0103stra\u021bi mesajele de prospectare la cel mult 200 de cuvinte (dar, din nou, mai pu\u021bin \u00eenseamn\u0103 mai mult).<\/p>\n

4. Personalizare \u0219i relevan\u021b\u0103<\/strong><\/p>\n

Dup\u0103 cum am men\u021bionat mai sus, personalizarea este esen\u021bial\u0103 atunci c\u00e2nd v\u0103 a\u0219tepta\u021bi ca un e-mail de prospectare a v\u00e2nz\u0103rilor s\u0103 ob\u021bin\u0103 rezultate. Este o tactic\u0103 eficient\u0103 pentru a v\u0103 face prospec\u021bii s\u0103 se simt\u0103 aprecia\u021bi \u0219i poate, \u00een medie, s\u0103 v\u0103 creasc\u0103 ratele de r\u0103spuns cu 17%. Pentru a ie\u0219i cu adev\u0103rat \u00een eviden\u021b\u0103 \u00een inbox-ul unui poten\u021bial client, trebuie s\u0103 face\u021bi ca fiecare e-mail s\u0103 par\u0103 c\u0103 a fost creat special pentru el \u0219i numai pentru el.<\/p>\n

Asigura\u021bi-v\u0103 c\u0103 v\u0103 adapta\u021bi mesajele la destinatarul specific \u0219i ar\u0103ta\u021bi c\u0103 \u00eei \u00een\u021belege\u021bi nevoile \u0219i provoc\u0103rile. Includerea numelui lor, a titlului postului \u0219i a numelui companiei este un bun punct de plecare, dar v\u0103 pute\u021bi adresa lor \u0219i mai direct, felicit\u00e2ndu-i pentru o rund\u0103 recent\u0103 de finan\u021bare sau pentru un nou post, sau l\u0103ud\u00e2ndu-i pentru un articol recent sau o postare interesant\u0103 pe LinkedIn. Aminti\u021bi-v\u0103 c\u0103 i-a\u021bi studiat \u00een prealabil.<\/p>\n

Sfat profesional: Configura\u021bi alerte pentru a urm\u0103ri poten\u021bialele piste \u0219i pentru a primi notific\u0103ri prin e-mail atunci c\u00e2nd o companie str\u00e2nge bani, apare pe prima pagin\u0103 a ziarelor sau angajeaz\u0103 o nou\u0103 conducere.<\/p>\n

5. Include\u021bi un apel la ac\u021biune<\/strong><\/p>\n

Nu trebuie s\u0103 trimite\u021bi niciodat\u0103 un mesaj de e-mail \"doar de verificare\" care s\u0103 nu ofere nicio valoare prospectului: toate mesajele de e-mail trebuie s\u0103 contribuie la procesul de v\u00e2nzare. Lua\u021bi \u00een considerare includerea unui CTA (apel la ac\u021biune) \"bazat pe interese\" \u00een urm\u0103torul dvs. mesaj rece, care este adaptat intereselor sau preferin\u021belor specifice ale destinatarului, mai degrab\u0103 dec\u00e2t un CTA generic precum \"cump\u0103ra\u021bi acum\".<\/p>\n

Pe scurt: Pe c\u00e2t posibil, nu v\u0103 \u00eentreba\u021bi poten\u021bialii clien\u021bi ce p\u0103rere au sau dac\u0103 doresc s\u0103 stabileasc\u0103 o \u00eent\u00e2lnire; \u00een schimb, utiliza\u021bi un CTA bazat pe interese.<\/p>\n

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

Ob\u021binerea de r\u0103spunsuri la mesajele de prospectare a v\u00e2nz\u0103rilor este mai dificil\u0103 ca oric\u00e2nd: conform unui studiu recent, rata medie de r\u0103spuns la aceste trimiteri de coresponden\u021b\u0103 rece este de numai 8,5%.<\/p>","protected":false},"author":239642484,"featured_media":7001,"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-6895","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing","tag-email-marketing"],"yoast_head":"\nComponentes 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