{"id":6487,"date":"2024-03-06T13:05:32","date_gmt":"2024-03-06T11:05:32","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/es\/?p=6487"},"modified":"2024-03-09T20:50:16","modified_gmt":"2024-03-09T18:50:16","slug":"3-napake-v-vsebini-e-postnega-trzenja-ki-se-jim-morate-izogniti","status":"publish","type":"post","link":"https:\/\/masterbase.com\/sl\/3-errores-de-contenido-en-email-marketing-que-debes-evitar\/masterbase\/","title":{"rendered":"3 napake v vsebini e-po\u0161tnega tr\u017eenja, ki se jim morate izogniti"},"content":{"rendered":"

<\/p>\n

Ve\u010dina potro\u0161nikov pravi, da bodo komunicirali le z osebno prilagojenimi sporo\u010dili. Zato se blagovne znamke trudijo, da bi personalizacijo pravilno izvajale, vendar \u0161tevilne \u0161e vedno delajo osnovne napake pri avtomatizaciji, ki lahko kupce odvrnejo od nakupovanja.<\/p>\n

Tukaj so tri pogoste napake pri tr\u017eenju e-po\u0161te in kako se jim izogniti.<\/p>\n

Preve\u010d prilagajanja<\/strong><\/h3>\n

Zaradi mno\u017eice oglasov v spletnem svetu smo vsi \u017ee videli nekatere, ki so tako personalizirani, da so zastra\u0161ujo\u010di, zlasti tiste, ki se prika\u017eejo po interakciji z izdelkom, njegovi omembi ali ogledu.<\/p>\n

\u010ceprav je ve\u010dkrat zanikal, da prislu\u0161kuje va\u0161im pogovorom, se je Facebook zna\u0161el pod udarom predvsem zaradi stra\u0161ljivega ciljanja oglasov na podlagi podatkov, za katere ve\u010dina uporabnikov sploh ni vedela, da jim dru\u017ebeni velikan sledi.<\/p>\n

\u010ceprav se zdi, da bi bilo koristno vedeti vse o svojih uporabnikih in prilagoditi njihovo izku\u0161njo, ima lahko pretiravanje ravno nasprotni u\u010dinek.<\/p>\n

Menimo, da je najbolj\u0161a strategija preglednost. Preglednost glede podatkov, ki jih zbirate, povabilo uporabnikom, da se odlo\u010dijo za zbiranje podatkov, in zagotavljanje konkretnih podrobnosti o tem, kaj zbirate in kako jih uporabljate, je danes najprimernej\u0161a strategija.<\/p>\n

\u010ce svoje ob\u010dinstvo pozivate, naj se z izpolnitvijo obrazca prijavi na prejemanje novic ali naro\u010dnine na blog, priporo\u010damo, da zelo jasno poveste, kaj lahko pri\u010dakujejo, in \u0161e pomembneje, kako se lahko odjavijo, \u010de to \u017eelijo storiti. S tem vzpostavite veliko vi\u0161jo raven zaupanja in doka\u017eete, da imate v mislih res najbolj\u0161e interese\/izku\u0161nje svojih uporabnikov.<\/p>\n

Slaba sinhronizacija<\/strong><\/h3>\n

Zagotovo boste kupce razjezili, \u010de jim boste prikazali oglas za izdelek, ki bi jim bil v\u0161e\u010d, ko pa ga bodo \u017eeleli kupiti, bodo ugotovili, da ga ni na zalogi. Ko ga kupijo, pa se jim vedno znova prikazuje isti oglas.<\/p>\n

Zato je danes ve\u010d kot potrebno, celo nujno, da je mogo\u010de kampanje e-po\u0161tnega tr\u017eenja po\u0161iljati po urniku, v realnem \u010dasu in v skladu s podatki o zalogah izdelkov. Na ta na\u010din lahko kupce dose\u017eete s kampanjami e-po\u0161tnega tr\u017eenja s prilagojenimi promocijami in ponudbami v realnem \u010dasu, ki u\u010dinkovito vodijo do konverzije in ne do zavrnitve potro\u0161nikov.<\/p>\n

Pomanjkanje pozivov k ukrepanju <\/strong><\/h3>\n

Kot ste nedvomno \u017ee ve\u010dkrat sli\u0161ali, mora vsebina vsebovati vsaj en poziv k akciji (CTA). To velja tako za pristajalno stran, objavo na blogu kot tudi za va\u0161a sporo\u010dila.<\/p>\n

Brez poziva k akciji prepre\u010dite, da bi ob\u010dinstvo izvedelo, kaj od njega pri\u010dakujete. Zagotovo so va\u0161i bralci pametni, vendar bi to od njih zahtevalo preve\u010d. Niso vede\u017eevalci.<\/p>\n

Najprej morate imeti jasno vizijo svojega namena.<\/p>\n

Kak\u0161en rezultat pri\u010dakujete?<\/strong><\/h3>\n

\u017delite promovirati vsebino, ki ste jo napisali? \u017delite objaviti prihajajo\u010do predstavitev ali dogodek? \u017delite opraviti prodajo?<\/p>\n

Besedilo, slike in oblikovanje sporo\u010dila usmerite tako, da bodo bralce vodili k temu cilju. Preden ga po\u0161ljete, poskrbite, da bo va\u0161 poziv k akciji jasen, privla\u010den in jih bo usmeril k \u017eelenemu rezultatu.<\/p>\n

Odli\u010dno, toda kako ustvariti odli\u010den poziv k akciji? Tukaj je nekaj predlogov:<\/p>\n

# 1: poskrbite, da bo va\u0161e CTA enostavno najti<\/h3>\n

Ne skrivajte poziva k akciji. Uporabite svetle barve, krepko besedilo ali velike gumbe. Postavite ga na mesto, kjer bo izstopal.<\/p>\n

# 2: Uporabite prave besede za poziv k akciji<\/h3>\n

Besede so pomembne. \u010ce je CTA dolgo\u010dasen ali nejasen, ga bodo bralci presko\u010dili.<\/p>\n

Uporabite besede za akcijo, kot sta \"preberi ve\u010d\" ali \"kupi zdaj\". Uporabite ob\u010dutek nujnosti. Spodbujajte radovednost.<\/p>\n

# 3: Ne zamenjujte<\/h3>\n

Prese\u017eek je vedno slab. \u010ce imate v enem sporo\u010dilu ve\u010d pozivov k akciji, se lahko pome\u0161ajo z drugimi sporo\u010dili in zmedejo va\u0161e ob\u010dinstvo.<\/p>\n

Bralci se bodo odlo\u010dili, da ne bodo ukrepali, kot ste pri\u010dakovali, in ne bodo ukrepali.<\/p>\n

# 4: Ponovite CTA<\/h3>\n

Po potrebi poziv k akciji ponovite ve\u010dkrat.<\/p>\n

Bralcu \u017eelite \u010dim bolj olaj\u0161ati prehod iz e-po\u0161tnega sporo\u010dila neposredno na va\u0161e spletno mesto ali izdelek. \u010ce poziv k akciji ve\u010dkrat ponovite, bodo imeli ve\u010d mo\u017enosti, da ga opazijo in z njim komunicirajo.<\/p>\n

\u00a0<\/p>\n\n\n

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

To je splo\u0161no znano, vendar ga je vredno ponoviti: personalizacija je klju\u010dnega pomena za u\u010dinkovito tr\u017eenje e-po\u0161te, saj pove\u010duje relevantnost in spodbuja ob\u010dinstvo, da prebere va\u0161a sporo\u010dila in stori tisto, kar \u017eelite, namesto da jih samo odpre.<\/p>","protected":false},"author":239642484,"featured_media":11878,"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":[],"class_list":["post-6487","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing"],"yoast_head":"\n3 errores de contenido en email marketing que debes 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