{"id":6872,"date":"2023-02-09T21:43:00","date_gmt":"2023-02-09T19:43:00","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/es\/?p=6872"},"modified":"2024-01-09T16:56:17","modified_gmt":"2024-01-09T14:56:17","slug":"e-mailovy-marketing-kvapkajuce-zvonceky-a-pistalky-co-potrebujete-vediet","status":"publish","type":"post","link":"https:\/\/masterbase.com\/sk\/campanas-de-goteo-de-email-marketing-lo-que-necesitas-saber\/masterbase\/","title":{"rendered":"E-mailov\u00e9 marketingov\u00e9 kampane Drip. \u010co potrebujete vedie\u0165"},"content":{"rendered":"<p>V tomto \u010dl\u00e1nku sa budeme venova\u0165 najd\u00f4le\u017eitej\u0161\u00edm veciam, ktor\u00e9 potrebujete vedie\u0165, aby ste zv\u00fd\u0161ili po\u010det odberate\u013eov pomocou kvapkovej kampane (<em>kvapkanie<\/em>) a z\u00edska\u0165 predaj prostredn\u00edctvom sekvenci\u00ed spr\u00e1v.<\/p>\n<p><strong style=\"font-weight: bold;\">\u010co je to e-mailov\u00e1 marketingov\u00e1 kampa\u0148?<\/strong><\/p>\n<p>Niekedy sa naz\u00fdva cyklus autoresponderu, je to sekvencia spr\u00e1v, ktor\u00e9 sa posielaj\u00fa e-mailom potenci\u00e1lnemu odberate\u013eovi po\u010das ur\u010dit\u00e9ho \u010dasov\u00e9ho obdobia.<\/p>\n<p>Ide o automatizovan\u00e9 kampane typu \"nastav a zabudni\". Najbe\u017enej\u0161ie s\u00fa sekvencia uv\u00edtac\u00edch spr\u00e1v a sekvencia opustenia ko\u0161\u00edka.<\/p>\n<p>Kvapkov\u00e1 kampa\u0148 m\u00f4\u017ee by\u0165 tak\u00e1 zlo\u017eit\u00e1 alebo jednoduch\u00e1, ako chcete. Napr\u00edklad uv\u00edtacia kampa\u0148 sa m\u00f4\u017ee sklada\u0165 z nieko\u013ek\u00fdch spr\u00e1v, ktor\u00e9 sa posielaj\u00fa postupne, r\u00fdchlos\u0165ou jedna za de\u0148, pomocou softv\u00e9ru na automatick\u00fa e-mailov\u00fa odpove\u010f, ako je napr\u00edklad ten, ktor\u00fd pon\u00faka spolo\u010dnos\u0165 MasterBase\u00ae.<\/p>\n<p>Vyzeralo by to tak, ako je to zn\u00e1zornen\u00e9 na t\u00fdchto obr\u00e1zkoch:<\/p>\n<p><a style=\"user-select: auto;\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" style=\"width: 640px !important; position: relative; max-width: 100%; cursor: pointer; padding: 0px 1px;\" src=\"https:\/\/out.filebunker.com\/I1010\/63ebcdeb17dcfa0010c4692e\/plsj2sx2bfaa7k7xc614nlnfd2f9xvpujdice7h9hqaf1dvgwn3c50arvlyahg8d\" width=\"640\" data-pin-me-only=\"true\" \/><\/a><\/p>\n<p>Tak\u00e9to v\u00fdsledky sa v\u0161ak nedosahuj\u00fa len frekvenciou spr\u00e1v. Dobr\u00e1 kvapkov\u00e1 kampa\u0148 je \u00fa\u010dinn\u00e1, preto\u017ee bola vytvoren\u00e1 s oh\u013eadom na v\u0161etky d\u00f4vody, pre\u010do by mal \u010dlovek klikn\u00fa\u0165 na odkaz, a preto\u017ee tieto ot\u00e1zky boli potom po\u010das kampane rie\u0161en\u00e9 jedna po druhej.<\/p>\n<p>Tu je pr\u00edklad kampane na opustenie ko\u0161\u00edka, ktor\u00e1 obsahuje mal\u00fa mozgov\u00fa mapu, ktor\u00e1 zobrazuje r\u00f4zne d\u00f4vody, pre\u010do niekto neuskuto\u010dnil n\u00e1kup.<\/p>\n<p>D\u00f4vody, pre ktor\u00e9 sa upustilo od n\u00e1kupu;<\/p>\n<ul>\n<li>Na\u0161iel som lep\u0161iu cenu<\/li>\n<li>Preprava bola ve\u013emi drah\u00e1<\/li>\n<li>Nejasn\u00e9 pravidl\u00e1 vr\u00e1tenia tovaru<\/li>\n<li>M\u00e1te pochybnosti o kvalite v\u00fdrobku<\/li>\n<li>Uprednost\u0148ujete osobn\u00fd n\u00e1kup<\/li>\n<\/ul>\n<p>Ide o to, aby ste v tomto zozname identifikovali najd\u00f4le\u017eitej\u0161ie faktory a zamerali sa na ne vo svojej kampani. \u010c\u00edm viac t\u00fdchto bodov budete rie\u0161i\u0165, t\u00fdm viac \u013eud\u00ed zapoj\u00edte.<\/p>\n<p>Spr\u00e1va, ktor\u00fa pou\u017eijete v kvapkovej kampani, by sa mala zameriava\u0165 na t\u00e9mu. Taktie\u017e si nemyslite, \u017ee \u010d\u00edm viac e-mailov po\u0161lete, t\u00fdm lep\u0161\u00ed bude v\u00fdsledok. Existuj\u00fa e-maily, ktor\u00e9 \u013eudia nechc\u00fa dost\u00e1va\u0165.<\/p>\n<p>Mus\u00edte n\u00e1js\u0165 rovnov\u00e1hu medzi po\u010dtom odoslan\u00fdch spr\u00e1v, ich skuto\u010dnou hodnotou a po\u017eadovan\u00fdm v\u00fdsledkom. Naj\u010dastej\u0161ou chybou, ktor\u00fa robia t\u00ed, ktor\u00ed spravuj\u00fa e-mailov\u00fd zoznam, je posielanie nezmyseln\u00fdch spr\u00e1v.<\/p>\n<p><strong style=\"font-weight: bold;\">Ko\u013eko e-mailov by malo by\u0165 v kvapkovej kampani?<\/strong><\/p>\n<p>Tak\u00e9to v\u00fdsledky sa v\u0161ak nedosahuj\u00fa len frekvenciou spr\u00e1v. Dobr\u00e1 kvapkov\u00e1 kampa\u0148 je \u00fa\u010dinn\u00e1, preto\u017ee bola vytvoren\u00e1 s oh\u013eadom na v\u0161etky d\u00f4vody, pre\u010do by mal \u010dlovek klikn\u00fa\u0165 na odkaz, a preto\u017ee tieto ot\u00e1zky boli potom po\u010das kampane rie\u0161en\u00e9 jedna po druhej.<\/p>\n<p>Tu je pr\u00edklad kampane na opustenie ko\u0161\u00edka, ktor\u00e1 obsahuje mal\u00fa mozgov\u00fa mapu, ktor\u00e1 zobrazuje r\u00f4zne d\u00f4vody, pre\u010do niekto neuskuto\u010dnil n\u00e1kup.<\/p>\n<p>D\u00f4vody, pre ktor\u00e9 sa upustilo od n\u00e1kupu;<\/p>\n<ul>\n<li>Na\u0161iel som lep\u0161iu cenu<\/li>\n<li>Preprava bola ve\u013emi drah\u00e1<\/li>\n<li>Nejasn\u00e9 pravidl\u00e1 vr\u00e1tenia tovaru<\/li>\n<li>M\u00e1te pochybnosti o kvalite v\u00fdrobku<\/li>\n<li>Uprednost\u0148ujete osobn\u00fd n\u00e1kup<\/li>\n<\/ul>\n<p>Ide o to, aby ste v tomto zozname identifikovali najd\u00f4le\u017eitej\u0161ie faktory a zamerali sa na ne vo svojej kampani. \u010c\u00edm viac t\u00fdchto bodov budete rie\u0161i\u0165, t\u00fdm viac \u013eud\u00ed zapoj\u00edte.<\/p>\n<p>Spr\u00e1va, ktor\u00fa pou\u017eijete v kvapkovej kampani, by sa mala zameriava\u0165 na t\u00e9mu. Taktie\u017e si nemyslite, \u017ee \u010d\u00edm viac e-mailov po\u0161lete, t\u00fdm lep\u0161\u00ed bude v\u00fdsledok. Existuj\u00fa e-maily, ktor\u00e9 \u013eudia nechc\u00fa dost\u00e1va\u0165.<\/p>\n<p>Mus\u00edte n\u00e1js\u0165 rovnov\u00e1hu medzi po\u010dtom odoslan\u00fdch spr\u00e1v, ich skuto\u010dnou hodnotou a po\u017eadovan\u00fdm v\u00fdsledkom. Naj\u010dastej\u0161ou chybou, ktor\u00fa robia t\u00ed, ktor\u00ed spravuj\u00fa e-mailov\u00fd zoznam, je posielanie nezmyseln\u00fdch spr\u00e1v.<\/p>\n<p><strong style=\"font-weight: bold;\"><u>3 Pr\u00edklady kvapkov\u00fdch kampan\u00ed <\/u><\/strong><\/p>\n<h2>Uv\u00edtacia kampa\u0148<\/h2>\n<p>Prv\u00fdm e-mailom, ktor\u00fd dostane v\u00e4\u010d\u0161ina v\u00e1\u0161ho publika, je uv\u00edtac\u00ed e-mail. Odpor\u00fa\u010da sa posla\u0165 tri spr\u00e1vy v priebehu nieko\u013ek\u00fdch dn\u00ed. Cie\u013eom tejto uv\u00edtacej sekvencie je predstavi\u0165 n\u00e1v\u0161tevn\u00edkom va\u0161u webov\u00fa lokalitu a va\u0161u spolo\u010dnos\u0165. Va\u0161e spr\u00e1vy bud\u00fa obsahova\u0165 inform\u00e1cie o tom, kto, \u010do, kde, kedy a ako sa dozviete o hist\u00f3rii va\u0161ej spolo\u010dnosti.<\/p>\n<p>\u010co by mala obsahova\u0165 sekvencia uv\u00edtac\u00edch e-mailov: Prv\u00fd e-mail<\/p>\n<ul>\n<li>Predstavte seba a\/alebo spolo\u010dnos\u0165, ktor\u00fa zastupujete.<\/li>\n<li>Zdie\u013eajte nie\u010do zauj\u00edmav\u00e9 alebo neo\u010dak\u00e1van\u00e9 o sebe alebo svojej spolo\u010dnosti.<\/li>\n<li>Stanovte si o\u010dak\u00e1vania, \u010do budete poskytova\u0165.<\/li>\n<li>Pozvite ich, aby v\u00e1s sledovali na niektorom z kan\u00e1lov soci\u00e1lnych m\u00e9di\u00ed, alebo si vytvorte biely zoznam va\u0161ej e-mailovej adresy.<\/li>\n<li>Dodajte aktualiz\u00e1ciu obsahu, ktor\u00fa ste im s\u013e\u00fabili.<\/li>\n<\/ul>\n<p>Prv\u00fd e-mail je porovnate\u013en\u00fd s prv\u00fdm rande: Dojem, ktor\u00fd zanech\u00e1, je rozhoduj\u00faci.<\/p>\n<p>Nasleduj\u00faci de\u0148 m\u00f4\u017eete posla\u0165 druh\u00fd e-mail.<\/p>\n<p>M\u00f4\u017ee obsahova\u0165 odkaz na v\u00e1\u0161 najlep\u0161\u00ed pr\u00edspevok na blogu, video alebo nie\u010do in\u00e9, \u010do pova\u017eujete za u\u017eito\u010dn\u00e9. Najlep\u0161ie by bolo, keby bol tento obsah exkluz\u00edvny alebo \"\u0165a\u017eko dostupn\u00fd\" na va\u0161ej str\u00e1nke.<\/p>\n<p>Uistite sa, \u017ee ka\u017ed\u00fd odoslan\u00fd e-mail obsahuje odkaz na in\u00fd zdroj. Napr\u00edklad prv\u00e1 spr\u00e1va m\u00f4\u017ee obsahova\u0165 odkaz na s\u00fabor PDF, druh\u00e1 odkaz na va\u0161u webov\u00fa str\u00e1nku a tretia odkaz na video.<\/p>\n<p>Posielanie div\u00e1kov na r\u00f4zne miesta pom\u00e1ha vytv\u00e1ra\u0165 pocit neo\u010dak\u00e1van\u00e9ho. \u013dud\u00ed u\u017e nud\u00ed dost\u00e1va\u0165 t\u00fd\u017ede\u0148 \u010do t\u00fd\u017ede\u0148 to ist\u00e9.<\/p>\n<h2>2. Upsellov\u00e1 kampa\u0148<\/h2>\n<p>Prirodzen\u00fdm v\u00fdsledkom e-mailovej propag\u00e1cie je \u010fal\u0161\u00ed predaj. T\u00e1to t\u00fa\u017eba k\u00fapi\u0165 \u010fal\u0161ie produkty je s\u00fa\u010das\u0165ou cyklu: je to vtedy, ke\u010f je z\u00e1kazn\u00edk otvorenej\u0161\u00ed pre tovar, ktor\u00fd dop\u013a\u0148a jeho p\u00f4vodn\u00fd n\u00e1kup.<\/p>\n<p>T\u00fato potrebu \u010fal\u0161\u00edch produktov by ste mali zoh\u013eadni\u0165 vo svojom predajnom cykle.<\/p>\n<p>Dodato\u010dn\u00fd predaj m\u00f4\u017eete spravova\u0165 dvoma sp\u00f4sobmi.<\/p>\n<p>Prv\u00e1 je na mieste n\u00e1kupu. Svoje publikum m\u00f4\u017eete vyzva\u0165 k \u010fal\u0161iemu n\u00e1kupu pred alebo bezprostredne po uskuto\u010dnen\u00ed prv\u00e9ho n\u00e1kupu.<\/p>\n<p>Druh\u00fd sp\u00f4sob je prostredn\u00edctvom e-mailovej sekvencie. Upsell sekvenciu mus\u00edte vykona\u0165 do p\u00e4tn\u00e1stich dn\u00ed od prv\u00e9ho n\u00e1kupu produktu na va\u0161ej str\u00e1nke.<\/p>\n<p>Sekvencia e-mailov, ktor\u00fa pou\u017eijete pri upsellingu, bude podobn\u00e1 tej, ktor\u00fa by ste pou\u017eili pri propag\u00e1cii, ale je d\u00f4le\u017eit\u00e9 ma\u0165 na pam\u00e4ti, \u017ee osoba, na ktor\u00fa sa zameriavate, si od v\u00e1s pr\u00e1ve nie\u010do k\u00fapila. Sekvencia e-mailov preto nemus\u00ed by\u0165 tak\u00e1 dlh\u00e1 ako pri po\u010diato\u010dnej propag\u00e1cii. Navrhuj\u00fa sa dva e-maily: jeden na informovanie o tom, \u017ee s\u00fa k dispoz\u00edcii ponuky, a druh\u00fd na upozornenie, \u017ee ponuka sa bl\u00ed\u017ei ku koncu.<\/p>\n<h2>3. Poradie naroden\u00edn<\/h2>\n<p>Narodeninov\u00e1 kvapkov\u00e1 kampa\u0148 je skvel\u00fd sp\u00f4sob, ako sa spoji\u0165 so svoj\u00edm publikom a z\u00edska\u0165 \u010fal\u0161ie pr\u00edjmy. Navy\u0161e m\u00f4\u017eete \u013eu\u010fom posiela\u0165 narodeninov\u00e9 \u017eelania, \u010do je dobr\u00e1 vec.<\/p>\n<p>Ak chcete spusti\u0165 narodeninov\u00fa kampa\u0148, mus\u00edte pozna\u0165 d\u00e1tum ich narodenia.<\/p>\n<p>Tieto inform\u00e1cie m\u00f4\u017eete z\u00edska\u0165 vo formul\u00e1ri na odber, ale pre niektor\u00fdch \u013eud\u00ed to m\u00f4\u017ee by\u0165 probl\u00e9m. Ak sa vyd\u00e1te touto cestou, nech je to volite\u013en\u00e9. T\u00ed, ktor\u00ed nechc\u00fa uvies\u0165 svoj d\u00e1tum narodenia, jednoducho zadaj\u00fa nepravdiv\u00e9 \u00fadaje.<\/p>\n<p>Druh\u00fd sp\u00f4sob, ako zisti\u0165 d\u00e1tum narodenia osoby, je, ke\u010f je u\u017e na va\u0161om zozname. V\u00fdhodou tohto pr\u00edstupu je, \u017ee o tieto \u00fadaje po\u017eiadate vtedy, ke\u010f ste u\u017e s danou osobou nadviazali vz\u0165ah. A \u010do je e\u0161te d\u00f4le\u017eitej\u0161ie, osoby, ktor\u00e9 sa z\u00fa\u010dastnia tohto procesu, tak urobia dobrovo\u013ene, tak\u017ee je pravdepodobnej\u0161ie, \u017ee \u00fadaje bud\u00fa pravdiv\u00e9.<\/p>\n<p>Narodeninov\u00e1 kvapkov\u00e1 kampa\u0148 je kr\u00e1tka a mala by by\u0165 pr\u00edjemn\u00e1. Prv\u00fd e-mail po\u0161lite okolo poludnia v de\u0148 naroden\u00edn danej osoby. T\u00e1to spr\u00e1va m\u00f4\u017ee ma\u0165 podobu blaho\u017eelania so z\u013eavov\u00fdm kup\u00f3nom.<\/p>\n<p>Z\u00e1rove\u0148 m\u00f4\u017eete nasleduj\u00faci de\u0148 posla\u0165 \u010fal\u0161\u00ed e-mail, v ktorom osobu informujete, \u017ee ponuku na z\u013eavu uzavriete do siedmich hod\u00edn. Je to dobr\u00fd sp\u00f4sob, ako ma\u0165 na pam\u00e4ti, \u017ee mnoho \u013eud\u00ed m\u00e1 v de\u0148 svojich naroden\u00edn lep\u0161ie veci na pr\u00e1ci ako nakupova\u0165 online. Vytv\u00e1ra to tie\u017e pocit strachu zo zme\u0161kania.<\/p>\n<p><strong style=\"font-weight: bold;\">Zhrnutie<\/strong><\/p>\n<p>Uviedli sme niektor\u00e9 z kampan\u00ed, ktor\u00e9 market\u00e9ri naj\u010dastej\u0161ie pou\u017e\u00edvaj\u00fa. Ak m\u00e1te probl\u00e9my <u>spe\u0148a\u017ei\u0165<\/u> Ak chcete roz\u0161\u00edri\u0165 svoj zoznam alebo zauja\u0165 svojich \u010ditate\u013eov, d\u00fafajme, \u017ee tento \u010dl\u00e1nok v\u00e1m posl\u00fa\u017ei ako r\u00e1mec pre bud\u00face pou\u017eitie. Preto\u017ee kvapkov\u00e9 kampane by mali by\u0165 \u00fastrednou s\u00fa\u010das\u0165ou va\u0161ej e-mailovej marketingovej strat\u00e9gie.<\/p>\n<p>V\u010faka pl\u00e1novaniu a pou\u017e\u00edvaniu n\u00e1stroja na e-mailov\u00fd marketing MasterBase\u00ae ich budete m\u00f4c\u0165 jednoducho za\u010dleni\u0165.<\/p>\n<p><a style=\"user-select: auto;\" href=\"https:\/\/ebook.masterbase.com\/como-armar-campanas-de-email-marketing-exitosas\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" style=\"width: 640px !important; position: relative; max-width: 100%; cursor: pointer; padding: 0px 1px;\" src=\"https:\/\/out.filebunker.com\/I1013\/63ea65fe10e27d0010a81de6\/7234qbsbw8aw2esw8inqq70bzqh8muzya8sy51k6cwfkzcwwgmq3ibofbuszr4y2\" width=\"640\" \/><\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>V tomto \u010dl\u00e1nku sa budeme zaobera\u0165 najd\u00f4le\u017eitej\u0161\u00edmi vecami, ktor\u00e9 potrebujete vedie\u0165, aby ste zv\u00fd\u0161ili po\u010det odberate\u013eov pomocou kampane Drip a z\u00edskali predaj prostredn\u00edctvom sekvenci\u00ed spr\u00e1v.\u00a0<\/p>","protected":false},"author":239642484,"featured_media":7193,"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":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-6872","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 v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Campa\u00f1as de goteo de email marketing. Lo que necesitas saber - 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\/e-mailovy-marketing-kvapkajuce-zvonceky-a-pistalky-co-potrebujete-vediet\/masterbase\/\" \/>\n<meta property=\"og:locale\" content=\"sk_SK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Campa\u00f1as de goteo de email marketing. 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