{"id":6583,"date":"2024-04-11T19:45:22","date_gmt":"2024-04-11T16:45:22","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/es\/?p=6583"},"modified":"2024-04-11T20:03:23","modified_gmt":"2024-04-11T17:03:23","slug":"kako-lahko-personalizacija-in-avtomatizirani-procesi-izboljsajo-konverzije","status":"publish","type":"post","link":"https:\/\/masterbase.com\/sl\/como-la-personalizacion-y-los-procesos-automatizados-pueden-mejorar-las-conversiones\/masterbase\/","title":{"rendered":"Kako lahko personalizacija in avtomatizirani procesi izbolj\u0161ajo konverzije"},"content":{"rendered":"

<\/p>\n

Kaj je personalizacija pri elektronskem sporo\u010danju?<\/h3>\n

Gre za taktiko tr\u017eenja, ki na podlagi podatkov va\u0161ih naro\u010dnikov pripravi bolj specifi\u010dna sporo\u010dila, prilagojena vsakemu od njih.<\/p>\n

Pri tem gre za prilagajanje vsebine na podlagi edinstvenih lastnosti va\u0161ih naro\u010dnikov, kot so ime, spol, lokacija, datum rojstva, pa tudi - in to je \u0161e pomembneje - njihovo vedenje (izra\u017eanje interesov, nedavni nakupi in drugo).<\/p>\n

Glede na to, kako marketin\u0161ka sporo\u010dila preplavljajo po\u0161tne predale uporabnikov e-po\u0161te, so personalizirana sporo\u010dila veliko bolj u\u010dinkovita pri pritegovanju pozornosti prejemnikov in zato uspe\u0161nej\u0161a.<\/p>\n

Imajo 2,5-krat vi\u0161jo stopnjo klikov in 6-krat ve\u010djo verjetnost, da bodo dosegli konverzijo. Poleg tega 73% potro\u0161nikov poro\u010da, da bi raje poslovali z blagovnimi znamkami, ki uporabljajo osebne podatke za pove\u010danje ustreznosti njihove izku\u0161nje.<\/strong> (Vir: Experian).<\/span><\/p>\n

\u0160e nikoli ni bilo tako enostavno zagotoviti naro\u010dnikom personalizacijo, po kateri hrepenijo, kot danes, zahvaljujo\u010d MasterBase\u00ae<\/a> in njegov diferenciran postopek avtomatizacije, ki pridobiva podatke iz razli\u010dnih virov (splet, CRM, ERP, preglednica Excel) ter ustvarja oznake in polja za prilagajanje imena, teme in vsebine (vklju\u010dno s kopijo, slikami, razdelki vsebine in drugimi).<\/p>\n

Kaj je proces avtomatizacije e-po\u0161tnega tr\u017eenja?<\/h3>\n

To se zgodi, ko programska oprema v ozadju samodejno po\u0161ilja kampanje va\u0161im strankam in potencialnim strankam v skladu s pravili, ki jih dolo\u010dite.<\/p>\n

V procesih avtomatizacije, ki temeljijo na delovni tokovi<\/em> ali delovnih tokovih (kampanjah) se samodejna sporo\u010dila enkrat nastavijo in nato po\u0161ljejo z dolo\u010deno vsebino in postavitvijo vsaki\u010d, ko naro\u010dnik izpolni vnaprej dolo\u010den pogoj.<\/p>\n

V primeru MasterBase\u00ae je potek podoben, razlika pa je v tem, da vsebina ni vnaprej dolo\u010dena, temve\u010d je konfigurirana glede na pogoje, povezane z vsakim stikom, na podlagi modela Get, Manage and Act, kot je podrobno opisano v \u010dlanku: Pridobite, upravljajte in ukrepajte. Trije ukrepi za doseganje prave personalizacije 1:1.<\/em><\/strong><\/p>\n

Kako personalizacija in avtomatizacija pomagata pove\u010dati konverzije?<\/h3>\n

Po nekaterih podrobnostih personalizacije in avtomatizacije se morda spra\u0161ujete, kako se prihodki dejansko pove\u010dajo. Veliko vpra\u0161anje. Poglejmo nekaj odgovorov.<\/p>\n

    \n
  1. Avtomatizacija daje strankam tisto, kar \u017eelijo<\/strong>\n

    Tr\u017eenje po e-po\u0161ti ima med vsemi tr\u017enimi strategijami najvi\u0161jo stopnjo konverzije. Pravzaprav je povpre\u010dna donosnost nalo\u017ebe na vsak dolar, porabljen za e-po\u0161tno tr\u017eenje, 38 dolarjev. Vendar pa je tak\u0161na donosnost nalo\u017eb mo\u017ena le, \u010de stranke \u017eelijo sli\u0161ati va\u0161e podjetje.<\/p>\n

    \u010ce ste veliko podjetje, ki ustvarja ve\u010d vrst vsebin, kot na primer BuzzFeed, bi bilo to brez avtomatizacije \u0161e posebej te\u017eko. \u010ce \u017eelite, da bodo va\u0161i naro\u010dniki pozorni, morate vedeti, kaj \u017eelijo, in jim to ponuditi.<\/p>\n

    Predstavljajte si, koliko \u010dasa bi dru\u017eba BuzzFeed potrebovala za komuniciranje, \u010de bi vsako sporo\u010dilo ro\u010dno poslala vsaki stranki s 23 seznamov stikov, namesto da bi uporabila podatke, personalizacijo in avtomatizacijo za po\u0161iljanje ustreznih sporo\u010dil.<\/p>\n

    Z uporabo avtomatizacije tr\u017eenja uporabljate preverjene metode, ki temeljijo na podatkih in dejanjih strank ter se pretvorijo v komunikacijo, ki naro\u010dnikom zagotavlja to\u010dno to, kar \u017eelijo.<\/p>\n<\/li>\n

  2. Ve\u010dja ustreznost vodi k ve\u010dji prodaji<\/strong>\n

    Z avtomatizacijo tr\u017eenja ne samo, da lahko po\u0161iljate prilagojena sporo\u010dila, ki se spro\u017eijo samodejno, temve\u010d lahko zaradi pravil, ki jih nastavite, tudi natan\u010dneje izberete najbolj\u0161e prejemnike za vsako po\u0161iljanje.<\/p>\n

    Personalizacija vsakega od teh sporo\u010dil se resni\u010dno izpla\u010da. Po poro\u010danju Venture Beata se je po uporabi tehnik personalizacije pove\u010dala u\u010dinkovitost med 70% in 94% tr\u017enikov.<\/p>\n

    Ustreznej\u0161a kot so va\u0161a sporo\u010dila, ve\u010dje so mo\u017enosti za pove\u010danje prodaje.<\/p>\n<\/li>\n

  3. Zaradi personalizacije se stranka po\u010duti posebno<\/strong>\n

    Prej smo omenili, da 73% potro\u0161nikov raje posluje z blagovnimi znamkami, ki personalizirajo, 86% potro\u0161nikov pa pravi, da ima personalizacija pomembno vlogo pri njihovih nakupnih odlo\u010ditvah.<\/p>\n

    Kljub prepri\u010dljivim statisti\u010dnim podatkom 70% blagovnih znamk \u0161e vedno ne personalizira. To je zelo zaskrbljujo\u010de, \u010de upo\u0161tevamo, da potro\u0161niki porabijo ve\u010d denarja pri blagovnih znamkah, ki po\u0161iljajo personalizirana sporo\u010dila, kot pri tistih, ki tega ne po\u010dnejo.<\/p>\n<\/li>\n<\/ol>\n\n\n

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

    Strategije za uspe\u0161no digitalno komuniciranje so se razvile od po\u0161iljanja enakih, standardiziranih sporo\u010dil vsem naro\u010dnikom in stiskanja pesti v pri\u010dakovanju konverzije do po\u0161iljanja pravo\u010dasnih, ciljno usmerjenih in personaliziranih sporo\u010dil, ki prina\u0161ajo prihodke. In to z avtomatiziranim postopkom.<\/p>","protected":false},"author":239642484,"featured_media":13094,"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-6583","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing"],"yoast_head":"\nC\u00f3mo la personalizaci\u00f3n y los procesos automatizados pueden mejorar las conversiones - 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\/sl\/kako-lahko-personalizacija-in-avtomatizirani-procesi-izboljsajo-konverzije\/masterbase\/\" \/>\n<meta property=\"og:locale\" content=\"sl_SI\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"C\u00f3mo la personalizaci\u00f3n y los procesos automatizados pueden mejorar las conversiones - MasterBase\u00ae\" \/>\n<meta property=\"og:description\" content=\"Las estrategias para lograr el \u00e9xito en las comunicaciones digitales han evolucionado desde el env\u00edo de mensajes tipo, id\u00e9nticos, al total de los suscriptores y quedarse cruzando los dedos a la espera de una conversi\u00f3n, hacia el env\u00edo oportuno y focalizado de mensajes personalizados que disparan los ingresos. 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