{"id":6535,"date":"2024-06-05T20:23:30","date_gmt":"2024-06-05T17:23:30","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/es\/?p=6535"},"modified":"2024-06-07T13:33:28","modified_gmt":"2024-06-07T10:33:28","slug":"ako-sa-stat-lepsim-e-mailovym-marketerom","status":"publish","type":"post","link":"https:\/\/masterbase.com\/sk\/como-ser-un-mejor-email-marketer\/masterbase\/","title":{"rendered":"Ako sa sta\u0165 lep\u0161\u00edm e-mailov\u00fdm market\u00e9rom"},"content":{"rendered":"

Ak patr\u00edte medzi 4,1 miliardy \u013eud\u00ed, ktor\u00ed pou\u017e\u00edvaj\u00fa e-mail, nie je to pre v\u00e1s \u017eiadna novinka. V skuto\u010dnosti to nie je prekvapenie ani pre t\u00fdch, ktor\u00ed e-mail pou\u017e\u00edvaj\u00fa. market\u00e9ri<\/em> odosielanie e-mailov\u00fdch spr\u00e1v. Pod\u013ea ned\u00e1vnej \u0161t\u00fadie spolo\u010dnosti Campaign Monitor iba 4% podnikov mohlo ohodnoti\u0165 v\u00fdkonnos\u0165 svojich e-mailov\u00fdch kampan\u00ed ako \"vynikaj\u00facu\".<\/p>\n

Nie je to dobr\u00e9 pre obchodn\u00edkov a ani pre \u010ditate\u013eov. M\u00f4\u017eeme a mus\u00edme sa zlep\u0161i\u0165. Ak o\u010dak\u00e1vame, \u017ee n\u00e1\u0161 digit\u00e1lny marketingov\u00fd stroj bude dobre fungova\u0165 dnes, zajtra aj v bud\u00facnosti, mus\u00edme vytvori\u0165 lep\u0161ie zoznamy adres\u00e1tov.<\/p>\n

Tak\u017ee... ako by\u0165 lep\u0161\u00edm e-mailov\u00fd market\u00e9r<\/em>?<\/strong><\/p>\n

Ve\u013ek\u00fd e-mailov\u00fd market\u00e9r<\/em> je tak\u00fd, ktor\u00fd vysiela spr\u00e1vnu spr\u00e1vu spr\u00e1vnej osobe v spr\u00e1vnom \u010dase. In\u00fdmi slovami, relevantn\u00e9 spr\u00e1vy. A pr\u00e1ve preto je segment\u00e1cia z\u00e1kladom \u00faspe\u0161nej strat\u00e9gie e-mailov\u00e9ho marketingu: pom\u00e1ha vytv\u00e1ra\u0165 kontext pre posielan\u00e9 spr\u00e1vy.<\/p>\n

Zv\u00e1\u017ete toto: ke\u010f mali spotrebitelia ohodnoti\u0165 v\u00fdrok \"V\u00e4\u010d\u0161ina marketingov\u00fdch spr\u00e1v, ktor\u00e9 dost\u00e1vam, nem\u00e1 obsah alebo ponuky, ktor\u00e9 by ma zauj\u00edmali\", 63% s n\u00edm s\u00fahlasilo alebo rozhodne s\u00fahlasilo. V\u0161imnite si, \u017ee t\u00edto \u013eudia nepovedali, \u017ee obsah je zl\u00fd, len \u017ee nie je relevantn\u00fd.<\/p>\n

M\u00f4\u017eete nap\u00edsa\u0165 najlep\u0161ie posolstvo na svete, ale ak nie je relevantn\u00e9 pre va\u0161e publikum, je to len strata \u010dasu pre publikum aj pre v\u00e1s. \u010c\u00edm viac sa s\u00fastred\u00edte na kontext, t\u00fdm viac budete \u017ea\u0165 \u00faspechy. \u010c\u00edm viac je va\u0161a spr\u00e1va personalizovan\u00e1, t\u00fdm lep\u0161ie v\u00fdsledky dosiahnete. Sta\u010d\u00ed sa pozrie\u0165 na t\u00fato tabu\u013eku porovn\u00e1vaj\u00facu hromadn\u00fd mailing v porovnan\u00ed s personalizovan\u00fdm mailingom, kde sa relevancia v\u00fdrazne zvy\u0161uje.<\/p>\n

Zlep\u0161enie strat\u00e9gie segment\u00e1cie a prechod k personaliz\u00e1cii je okam\u017eit\u00fd a ve\u013emi \u00fa\u010dinn\u00fd sp\u00f4sob optimaliz\u00e1cie strat\u00e9gie e-mailov\u00e9ho marketingu.<\/p>\n

V tejto s\u00favislosti venujte pozornos\u0165 t\u00fdmto 3 typom zoznamov, na ktor\u00fdch by ste mali pracova\u0165, aby ste maximalizovali segment\u00e1ciu, personaliz\u00e1ciu a individualiz\u00e1ciu; in\u00fdmi slovami: relevantnos\u0165<\/strong>.<\/p>\n

    \n
  1. Zoznamy \u017eivotn\u00fdch cyklov<\/strong><\/li>\n<\/ol>\n

    Term\u00edn \u017eivotn\u00fd cyklus v marketingu ozna\u010duje sp\u00f4sob komunik\u00e1cie s kontaktmi od prv\u00e9ho kontaktu a\u017e po koniec \u017eivotn\u00e9ho cyklu z\u00e1kazn\u00edka. Segment\u00e1cia \u017eivotn\u00e9ho cyklu v\u00e1m pom\u00e1ha sledova\u0165, v akej f\u00e1ze \u017eivotn\u00e9ho cyklu sa kontakt nach\u00e1dza. Zvy\u010dajne ide o zoznam odberate\u013eov marketingov\u00e9ho blogu, potenci\u00e1lnych z\u00e1kazn\u00edkov (vedie<\/em>), kvalifikovan\u00fdch marketingov\u00fdch potenci\u00e1lnych z\u00e1kazn\u00edkov, z\u00e1kazn\u00edkov a evanjelistov.<\/p>\n

      \n
    1. Zoznamy z\u00e1v\u00e4zkov<\/strong><\/li>\n<\/ol>\n

      Segment\u00e1cia kontaktov sa vykon\u00e1va na z\u00e1klade toho, ako komunikovali s r\u00f4znymi online kan\u00e1lmi a komunik\u00e1ciou. Pre\u010do s\u00fa d\u00f4le\u017eit\u00e9? Dobr\u00e1 strat\u00e9gia segment\u00e1cie vyu\u017e\u00edva implicitn\u00e9 aj explicitn\u00e9 \u00fadaje. Explicitn\u00e9 \u00fadaje s\u00fa inform\u00e1cie, ktor\u00e9 kontakt dobrovo\u013ene zdie\u013ea so spolo\u010dnos\u0165ou. Ide napr\u00edklad o inform\u00e1cie, ktor\u00e9 poskytn\u00fa na webovej str\u00e1nke alebo v kontaktnom formul\u00e1ri.<\/p>\n

      Implicitn\u00e9 \u00fadaje s\u00fa inform\u00e1cie z\u00edskan\u00e9 zo spr\u00e1vania pou\u017e\u00edvate\u013ea. Zoznamy zapojenia vyu\u017e\u00edvaj\u00fa implicitn\u00e9 \u00fadaje na zasielanie relevantnej\u0161\u00edch spr\u00e1v.<\/p>\n

      Pod\u013ea \u0161t\u00fadie spolo\u010dnosti Mailchimp maj\u00fa segmentovan\u00e9 a personalizovan\u00e9 e-maily o 14 31% viac otvoren\u00ed a o 100 95% viac kliknut\u00ed ako nesegmentovan\u00e9 e-maily.<\/p>\n

        \n
      1. Zoznamy spr\u00e1vania<\/strong><\/li>\n<\/ol>\n

        Ide o akcie, ktor\u00e9 sa automaticky zameriavaj\u00fa na va\u0161e kontakty na z\u00e1klade ich interakci\u00ed vo viacer\u00fdch kan\u00e1loch: soci\u00e1lne m\u00e9di\u00e1, e-mailov\u00fd marketing, webov\u00e9 str\u00e1nky a in\u00e9. Sleduj\u00fa konkr\u00e9tne spr\u00e1vanie va\u0161ich kontaktov, napr\u00edklad formul\u00e1re, ktor\u00e9 vyplnili, str\u00e1nky, ktor\u00e9 nav\u0161t\u00edvili, at\u010f. Pod\u013ea \u0161t\u00fadie spolo\u010dnosti MarketingSherpa sa 39% z. market\u00e9ri<\/em> uviedol, \u017ee \"automatizovan\u00fd behavior\u00e1lny e-mailing\" je naj\u00fa\u010dinnej\u0161ou taktikou na zlep\u0161enie \u00fa\u010dinnosti e-mailov.<\/p>\n

        Prieskum, v ktorom sa spolo\u010dnos\u0165 Econsultancy p\u00fdtala market\u00e9rov \"Ktor\u00e9 z nasleduj\u00facich postupov s\u00fa s\u00fa\u010das\u0165ou v\u00e1\u0161ho e-mailov\u00e9ho marketingu?\", v\u0161ak uk\u00e1zal, \u017ee len 20% market\u00e9rov vyu\u017e\u00edva tieto postupy vo svojom e-mailovom marketingu. e-mailov\u00ed obchodn\u00edci<\/em> pou\u017e\u00edva behavior\u00e1lne cielenie.<\/p>\n

        Pri behavior\u00e1lnom cielen\u00ed ide o pr\u00edstup zameran\u00fd na pou\u017e\u00edvate\u013ea. In\u00fdmi slovami, ide o \u010dinnos\u0165, ktor\u00fa va\u0161i potenci\u00e1lni z\u00e1kazn\u00edci vykon\u00e1vaj\u00fa, aby dostali to, \u010do chc\u00fa dosta\u0165. Je to v podstate sen ka\u017ed\u00e9ho e-mailov\u00fd market\u00e9r<\/em>: segment jedn\u00e9ho.<\/p>\n

        Stru\u010dne povedan\u00e9, by\u0165 lep\u0161\u00edm e-mailov\u00fd market\u00e9r<\/em> zah\u0155\u0148a zameranie sa na relevantnos\u0165 prostredn\u00edctvom segment\u00e1cie, personaliz\u00e1cie a spr\u00e1vania pri kontakte. Osvojte si tieto postupy a uvid\u00edte v\u00fdrazn\u00e9 zlep\u0161enie svojich e-mailov\u00fdch marketingov\u00fdch kampan\u00ed.<\/p>\n

        \"ebook<\/a><\/p>\n

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

        Povedzme si na rovinu, \u017ee \u013eudia vo v\u0161eobecnosti nie s\u00fa ve\u013emi dobr\u00ed v e-mailovom marketingu.<\/p>","protected":false},"author":239642484,"featured_media":14883,"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":[],"class_list":["post-6535","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing"],"yoast_head":"\nC\u00f3mo 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