{"id":6866,"date":"2023-01-16T21:43:00","date_gmt":"2023-01-16T19:43:00","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/es\/?p=6866"},"modified":"2024-01-09T16:42:09","modified_gmt":"2024-01-09T14:42:09","slug":"ako-zlepsit-dorucitelnost-v-e-mailovom-marketingu-aby-ste-dosiahli-dorucenu-postu","status":"publish","type":"post","link":"https:\/\/masterbase.com\/sk\/como-mejorar-la-capacidad-de-entrega-en-email-marketing-para-llegar-a-la-bandeja-de-entrada\/masterbase\/","title":{"rendered":"Ako zlep\u0161i\u0165 doru\u010dite\u013enos\u0165 v e-mailovom marketingu, aby ste dosiahli doru\u010den\u00fa po\u0161tu"},"content":{"rendered":"<h3><\/h3>\n<p>Ak va\u0161e e-maily kon\u010dia v prie\u010dinku s nevy\u017eiadanou po\u0161tou, va\u0161ou prioritou by malo by\u0165 zlep\u0161enie doru\u010dite\u013enosti.<\/p>\n<p>Iba ak sa dostanete do schr\u00e1nky pr\u00edjemcov, budete ma\u0165 mo\u017enos\u0165 zapoji\u0165 svoje publikum a zv\u00fd\u0161i\u0165 predaj z va\u0161ich e-mailov\u00fdch marketingov\u00fdch kampan\u00ed.<\/p>\n<p>Nieko\u013eko tipov na zlep\u0161enie doru\u010dite\u013enosti<\/p>\n<h2>1. Zhodno\u0165te svoju situ\u00e1ciu<\/h2>\n<p>Predt\u00fdm, ako za\u010dnete \u010doko\u013evek robi\u0165, je najlep\u0161ie analyzova\u0165 situ\u00e1ciu, v ktorej sa nach\u00e1dzate. Na z\u00e1klade tejto anal\u00fdzy sa m\u00f4\u017eete rozhodn\u00fa\u0165, \u010do robi\u0165 \u010falej.<\/p>\n<p>Za\u010dnite kontrolou doru\u010dite\u013enosti a hodnoten\u00edm kvality svojho zoznamu a v\u00fdsledkov posledn\u00fdch kampan\u00ed.<\/p>\n<p>Po presk\u00faman\u00ed t\u00fdchto oblast\u00ed by ste mali vedie\u0165:<\/p>\n<ul>\n<li>Ak va\u0161e e-maily kon\u010dia v prie\u010dinku nevy\u017eiadanej po\u0161ty u v\u0161etk\u00fdch poskytovate\u013eov e-mailov\u00fdch slu\u017eieb<\/li>\n<li>Ak ste zaraden\u00ed na niektor\u00fa z hlavn\u00fdch \u010diernych list\u00edn<\/li>\n<li>Ak je overovanie (SPF, DKIM, DMARC) nakonfigurovan\u00e9 spr\u00e1vne<\/li>\n<li>Ako s\u00fa va\u0161e kontakty zapojen\u00e9.<\/li>\n<li>Ak\u00e9 percento va\u0161ich kontaktov je neakt\u00edvnych.<\/li>\n<li>Ak\u00e9 percento va\u0161ich kontaktov sa odhl\u00e1si z odberu alebo ozna\u010d\u00ed va\u0161e e-maily ako spam.<\/li>\n<li>Ako sa va\u0161a v\u00fdkonnos\u0165 porovn\u00e1va s referen\u010dn\u00fdmi hodnotami v odvetv\u00ed e-mailov\u00e9ho marketingu<\/li>\n<\/ul>\n<h2>2. Odstr\u00e1\u0148te svoju IP adresu z \u010diernych zoznamov e-mailov<\/h2>\n<p>Ak sa va\u0161e e-maily dost\u00e1vaj\u00fa do prie\u010dinka so spamom, je ve\u013ek\u00e1 pravdepodobnos\u0165, \u017ee s\u00fa na \u010diernej listine. Hlavn\u00ed poskytovatelia e-mailov\u00fdch slu\u017eieb sa pri hodnoten\u00ed kvality e-mailov zasielan\u00fdch pou\u017e\u00edvate\u013eom pozeraj\u00fa na najzn\u00e1mej\u0161ie \u010dierne listiny.<\/p>\n<p>Ak ste na\u0161li svoju IP adresu alebo po\u0161tov\u00fa dom\u00e9nu na niektorej z hlavn\u00fdch \u010diernych list\u00edn (m\u00f4\u017eete to skontrolova\u0165 pomocou n\u00e1strojov na spr\u00e1vu reput\u00e1cie, ako je napr\u00edklad MxToolbox), m\u00f4\u017eete kontaktova\u0165 spr\u00e1vcov zoznamu. Po\u017eiadajte ich o pomoc a radu, ako zlep\u0161i\u0165 svoje po\u0161tov\u00e9 postupy; \u010dasto zist\u00edte, \u017ee v\u00e1m radi poskytn\u00fa \u010fal\u0161ie usmernenia.<\/p>\n<p>Ak nezmen\u00edte svoje postupy a sp\u00f4sob, ak\u00fdm prev\u00e1dzkujete e-mailov\u00e9 kampane, m\u00f4\u017eete sa op\u00e4\u0165 ocitn\u00fa\u0165 na tomto zozname.<\/p>\n<h2>3. Vytvorenie jedine\u010dnej identity zna\u010dky<\/h2>\n<p>Siln\u00e1 a jedine\u010dn\u00e1 identita zna\u010dky v\u00e1m pom\u00f4\u017ee zv\u00fd\u0161i\u0165 anga\u017eovanos\u0165 pr\u00edjemcov va\u0161ich e-mailov.<\/p>\n<p>A ke\u010f\u017ee zapojenie je d\u00f4le\u017eit\u00fdm prvkom doru\u010dite\u013enosti e-mailov, k\u013e\u00fa\u010dov\u00e9 je pou\u017e\u00edvanie vlastnej dom\u00e9ny na odosielanie e-mailov\u00fdch kampan\u00ed (na rozdiel od bezplatn\u00fdch e-mailov\u00fdch dom\u00e9n, ako je Gmail).<\/p>\n<p>Vo v\u0161etk\u00fdch kampaniach pou\u017e\u00edvajte konzistentn\u00e9 e-mailov\u00e9 polia (Od, Meno a Adresa).<\/p>\n<h2>4. Uistite sa, \u017ee s\u00fa va\u0161e e-maily spr\u00e1vne overen\u00e9.<\/h2>\n<p>\u010eal\u0161ia vec, ktor\u00e1 \u010dasto sp\u00f4sobuje probl\u00e9my s doru\u010dovan\u00edm a ktor\u00fa mo\u017eno \u013eahko vyrie\u0161i\u0165, s\u00favis\u00ed s overovan\u00edm.<\/p>\n<p>Poskytovatelia internetov\u00fdch slu\u017eieb (ISP), ako napr\u00edklad Gmail alebo Outlook, m\u00f4\u017eu va\u0161e e-maily odmietnu\u0165 alebo filtrova\u0165 v prie\u010dinku spam, ak vyzeraj\u00fa podozrivo.<\/p>\n<p>S\u00favis\u00ed to s t\u00fdm, kto ste, ako posielate e-maily a \u010do sa v nich nach\u00e1dza.<\/p>\n<p>Ak chcete, aby v\u00e1s vn\u00edmali ako d\u00f4veryhodn\u00e9ho odosielate\u013ea, m\u00f4\u017eete urobi\u0165 toto:<\/p>\n<p>E-maily posielajte rad\u0161ej prostredn\u00edctvom firemnej dom\u00e9ny ne\u017e verejne dostupnej bezplatnej e-mailovej dom\u00e9ny (napr\u00edklad Gmail alebo Comcast).<\/p>\n<p>Pou\u017e\u00edva pr\u00edslu\u0161n\u00e9 overovacie protokoly, ako s\u00fa napr\u00edklad DKIM (Domain Key Identified Mail), SPF (Sender Policy Framework), DMARC (Domain-based Message Authentication, Reporting and Conformance) a BIMI (Badges for Message Identification).<\/p>\n<h2>5. Op\u00e4tovn\u00e9 pripojenie menej akt\u00edvnych kontaktov<\/h2>\n<p>V procese vyhodnocovania zapojenia va\u0161ich pr\u00edjemcov (krok 1) ste mo\u017eno identifikovali odberate\u013eov, ktor\u00ed sa ned\u00e1vno stali neakt\u00edvnymi. Napr\u00edklad \u013eud\u00ed, ktor\u00ed za posledn\u00e9 tri mesiace neotvorili ani neklikli na \u017eiadny z va\u0161ich e-mailov.<\/p>\n<p>Ke\u010f\u017ee t\u00e1to skupina m\u00f4\u017ee ma\u0165 st\u00e1le obchodn\u00fd potenci\u00e1l, mali by ste sa pok\u00fasi\u0165 o jej obnovu. Najob\u013e\u00fabenej\u0161\u00edm sp\u00f4sobom, ako to urobi\u0165, je spusti\u0165 kampa\u0148 na obnovu.<\/p>\n<h2>6. Vy\u010distite svoj zoznam adries<\/h2>\n<p>Hygiena zoznamu je d\u00f4le\u017eitou s\u00fa\u010das\u0165ou doru\u010dite\u013enosti e-mailov.<\/p>\n<p>Aby bol v\u00e1\u0161 zoznam pova\u017eovan\u00fd za hygienick\u00fd, mus\u00edte odstr\u00e1ni\u0165 m\u0155tvu v\u00e1hu a zapoji\u0165 t\u00fdch, ktor\u00ed s\u00fa neust\u00e1le akt\u00edvni.<\/p>\n<p>Ke\u010f\u017ee sme v kroku 5 hovorili o op\u00e4tovnom zapojen\u00ed kontaktov, ktor\u00e9 maj\u00fa st\u00e1le obchodn\u00fd potenci\u00e1l, mali by ste sa teraz pozrie\u0165 na t\u00fdch, ktor\u00fdch by ste mali zv\u00e1\u017ei\u0165 odstr\u00e1nenie zo svojich zoznamov.<\/p>\n<p>Ke\u010f hovor\u00edme o m\u0155tvej v\u00e1he, m\u00e1me na mysli dva segmenty.<\/p>\n<p>Prv\u00fa tvoria \u013eudia, ktor\u00ed v\u00fdslovne uviedli, \u017ee u\u017e nechc\u00fa dost\u00e1va\u0165 od v\u00e1s po\u0161tu alebo \u017ee ich e-mailov\u00e9 adresy vygenerovali odmietnutie. T\u00edto \u013eudia by mali by\u0165 okam\u017eite odstr\u00e1nen\u00ed z v\u00e1\u0161ho zoznamu bez oh\u013eadu na to, ak\u00fd ve\u013ek\u00fd je tento segment.<\/p>\n<p>Druh\u00fa skupinu tvoria \u013eudia, ktor\u00ed u\u017e dlh\u0161\u00ed \u010das (pribli\u017ene rok) nekomunikovali s va\u0161ou komunik\u00e1ciou. Tieto kontakty v\u00e4\u010d\u0161inou nemaj\u00fa \u017eiadny obchodn\u00fd potenci\u00e1l. Predstavuj\u00fa v\u0161ak ve\u013ek\u00e9 riziko pre va\u0161u doru\u010dite\u013enos\u0165.<\/p>\n<h2>7. Pon\u00faknite pr\u00edjemcom mo\u017enos\u0165 v\u00fdberu<\/h2>\n<p>Tu je \u010fal\u0161\u00ed sp\u00f4sob, ako m\u00f4\u017eete zn\u00ed\u017ei\u0165 odliv adres\u00e1tov a zlep\u0161i\u0165 doru\u010dite\u013enos\u0165: pon\u00faknite svojim odberate\u013eom mo\u017enos\u0165 v\u00fdberu!<\/p>\n<p>Trhovn\u00edci u\u017e dlho vedia, \u017ee by mali z\u00e1kazn\u00edkom prisp\u00f4sobi\u0165 ich sk\u00fasenosti. M\u00e1lokedy to v\u0161ak robia, pokia\u013e ide o frekvenciu a obsah e-mailov\u00fdch marketingov\u00fdch kampan\u00ed.<\/p>\n<p>Ak chcete pon\u00faknu\u0165 lep\u0161ie slu\u017eby, zv\u00e1\u017ete vytvorenie centra preferenci\u00ed alebo zahrnutie \u010fal\u0161\u00edch za\u0161krt\u00e1vac\u00edch pol\u00ed\u010dok do webov\u00fdch formul\u00e1rov, ktor\u00e9 umo\u017enia va\u0161im kontaktom vyjadri\u0165 svoje po\u0161tov\u00e9 preferencie.<\/p>\n<p>M\u00f4\u017eete ho tie\u017e zahrn\u00fa\u0165 na str\u00e1nku pre odhl\u00e1senie, aby va\u0161i z\u00e1kazn\u00edci mali mo\u017enos\u0165 odhl\u00e1senia namiesto odhl\u00e1senia z odberu e-mailov.<\/p>\n<p>Tento krok sa m\u00f4\u017ee zda\u0165 n\u00e1ro\u010dn\u00fd na implement\u00e1ciu a udr\u017eiavanie, ale d\u00e1va v\u00e1m mo\u017enos\u0165 udr\u017ea\u0165 si z\u00e1kazn\u00edkov dlh\u0161ie. Okrem toho im d\u00e1te pocit, \u017ee maj\u00fa v\u0161etko pod kontrolou, \u010do zase m\u00f4\u017ee zlep\u0161i\u0165 ich vn\u00edmanie va\u0161ej zna\u010dky.<\/p>\n<h2>8. U\u013eah\u010dite odhl\u00e1senie zo zoznamu<\/h2>\n<p>M\u00f4\u017ee sa to zda\u0165 proti intu\u00edcii, ale odhl\u00e1senie \u013eud\u00ed zo zoznamu nie je ve\u013ek\u00fd probl\u00e9m. Pre\u010do? Preto\u017ee to znamen\u00e1, \u017ee va\u0161e e-maily skuto\u010dne dost\u00e1vaj\u00fa, len o ne nemaj\u00fa z\u00e1ujem.<\/p>\n<p>Probl\u00e9m za\u010d\u00edna, ke\u010f sa neodhl\u00e1sia, ale a) odfiltruj\u00fa va\u0161e spr\u00e1vy v prie\u010dinku so spamom alebo, \u010do je hor\u0161ie, b) nahl\u00e1sia ich ako spam.<\/p>\n<p>Pokia\u013e ide o rie\u0161enie s\u0165a\u017enost\u00ed na spam, situ\u00e1cia je trochu zlo\u017eitej\u0161ia, preto\u017ee si vy\u017eaduje zmeny na viacer\u00fdch miestach.<\/p>\n<p>V prvom rade by ste mali skontrolova\u0165 proces registr\u00e1cie a uisti\u0165 sa, \u017ee je v\u0161etko transparentn\u00e9 a jasn\u00e9. Va\u0161e kontakty by mali plne ch\u00e1pa\u0165, na \u010do sa prihlasuj\u00fa a ak\u00fd obsah im budete posiela\u0165. Dopl\u0148te tieto inform\u00e1cie na vstupn\u00e9 str\u00e1nky, webov\u00e9 formul\u00e1re, str\u00e1nky s po\u010fakovan\u00edm a do p\u00e4ti\u010dky e-mailov.<\/p>\n<p>Po druh\u00e9, mali by ste umo\u017eni\u0165 jednoduch\u00e9 odhl\u00e1senie zo zoznamu. Vo v\u00e4\u010d\u0161ine pr\u00edpadov sta\u010d\u00ed, ak si proces odhl\u00e1senia nevy\u017eaduje \u010fal\u0161ie kroky, napr\u00edklad prihl\u00e1senie do va\u0161ej platformy, a odkaz na odhl\u00e1senie sa d\u00e1 \u013eahko n\u00e1js\u0165 vo va\u0161ich e-mailoch.<\/p>\n<p>To je zatia\u013e v\u0161etko. V poskytovan\u00ed \u010fal\u0161\u00edch tipov budeme pokra\u010dova\u0165, preto\u017ee ich zoznam je dlh\u00fd.<\/p>\n<p><a href=\"https:\/\/ebook.masterbase.com\/guia-de-la-entregabilidad\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" style=\"width: 640px !important;\" src=\"https:\/\/out.filebunker.com\/I1011\/63c7206e98d1740019f6b238\/yuihehobs04r2lh0pktfdt99nruh3cyuv1tdnpdvokeh58r6yivhk9xveo7gn6hq\" width=\"640\" \/><\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>Ak va\u0161e e-maily kon\u010dia v prie\u010dinku s nevy\u017eiadanou po\u0161tou, va\u0161ou prioritou by malo by\u0165 zlep\u0161enie doru\u010dite\u013enosti.<\/p>","protected":false},"author":239642484,"featured_media":7213,"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":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-6866","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing","tag-email-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>C\u00f3mo mejorar la capacidad de entrega en email marketing para llegar a la bandeja de entrada - MasterBase\u00ae<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/masterbase.com\/sk\/ako-zlepsit-dorucitelnost-v-e-mailovom-marketingu-aby-ste-dosiahli-dorucenu-postu\/masterbase\/\" \/>\n<meta property=\"og:locale\" content=\"sk_SK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"C\u00f3mo mejorar la capacidad de entrega en email marketing para llegar a la bandeja de entrada - MasterBase\u00ae\" \/>\n<meta property=\"og:description\" content=\"Si tus emails est\u00e1n llegando a la carpeta de correos no deseados, mejorar la capacidad de entrega debe convertirse en tu prioridad.\" \/>\n<meta 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