{"id":6719,"date":"2023-11-14T21:43:00","date_gmt":"2023-11-14T19:43:00","guid":{"rendered":"https:\/\/masterbase.com\/es\/es\/es\/es\/es\/?p=6719"},"modified":"2024-01-19T19:22:27","modified_gmt":"2024-01-19T17:22:27","slug":"faran-med-att-oka-frekvensen-av-sjotransporter","status":"publish","type":"post","link":"https:\/\/masterbase.com\/sv\/el-peligro-de-aumentar-la-frecuencia-de-envio\/masterbase\/","title":{"rendered":"Risken med att \u00f6ka frekvensen av utskick"},"content":{"rendered":"

Och vad h\u00e4nder om vi \u00f6kar den?<\/strong>\u00a0Om vi dubblar eller tripplar det?<\/strong>\u00a0<\/strong><\/h2>\n

Om du \u00f6kar frekvensen p\u00e5 dina e-postmarknadsf\u00f6ringskampanjer, fr\u00e5n en till tv\u00e5 eller tre g\u00e5nger per vecka, kommer du f\u00f6rmodligen att \u00f6ka din f\u00f6rs\u00e4ljning. S\u00e5 varf\u00f6r skulle det vara d\u00e5ligt att skicka f\u00f6r m\u00e5nga meddelanden?<\/p>\n

F\u00f6r att du kan f\u00f6rlora kunder.<\/strong><\/p>\n

Vi gjorde f\u00f6ljande test: Vi skickade 2 likv\u00e4rdiga typer av kampanjer till ett segment av kvinnliga underkl\u00e4deskonsumenter. Kampanjerna inneh\u00f6ll ett mycket likartat erbjudande.<\/p>\n

Fr\u00e5n totalt 3.000 poster fick grupp A 6 e-postmarknadsf\u00f6ringskampanjer till varje adress. Grupp B, 12 e-postmarknadsf\u00f6ringskampanjer per adress, under en period p\u00e5 3 veckor.<\/p>\n

Och vi fann att en \u00f6kning av frekvensen f\u00f6r utskick till grupp B genererade 11% avregistreringar j\u00e4mf\u00f6rt med 5% i grupp A.<\/p>\n

I grupp B k\u00f6pte dock 15% av abonnenterna, j\u00e4mf\u00f6rt med 6% i grupp A.<\/p>\n

N\u00e4r kvaliteten p\u00e5 de avregistrerade i grupp B unders\u00f6ktes visade det sig att m\u00e5nga av dem (70%) \u00e4r goda kunder och har handlat i butik b\u00e5de f\u00f6re och efter att testet genomf\u00f6rdes. De har allts\u00e5 avregistrerat sig fr\u00e5n kontaktlistan men fortsatt att handla i butiken.<\/p>\n

N\u00e4r det g\u00e4ller kvaliteten p\u00e5 de avregistrerade prenumeranterna visade det sig att de hade gjort ink\u00f6p som l\u00e5g \u00f6ver genomsnittet f\u00f6re och efter testet, j\u00e4mf\u00f6rt med genomsnittet i grupp A. De var med andra ord goda shoppare.<\/p>\n

Man kan allts\u00e5 dra slutsatsen att \u00e4ven om leveransfrekvensen \u00f6kade f\u00f6rs\u00e4ljningen f\u00f6r den aktuella kampanjen, s\u00e5 ledde den till ett betydande l\u00e4ckage av abonnenter, varav mer \u00e4n h\u00e4lften var mycket goda kunder.<\/p>\n

Detta bevisar relevansen i tales\u00e4ttet \"Br\u00f6d f\u00f6r idag, hunger f\u00f6r imorgon\".<\/p>\n

Om du \u00f6kar frekvensen i dina e-postmarknadsf\u00f6ringskampanjer f\u00e5r du mer f\u00f6rs\u00e4ljning, men ocks\u00e5 en betydande f\u00f6rlust av prenumeranter.<\/p>\n

Det \u00e4r viktigt att k\u00e4nna till kvaliteten p\u00e5 dem som v\u00e4ljer att avsluta sin prenumeration. Om du f\u00f6rlorar bra eller de b\u00e4sta kunderna .... \u00e4r det d\u00e5 v\u00e4rt att \u00f6ka frekvensen p\u00e5 utskicken?<\/p>\n

Hur beh\u00e5ller du dina b\u00e4sta kunder?<\/strong><\/h2>\n

Om du utf\u00f6r detta test och resultaten \u00e4r som visas, vet du vad du ska dra f\u00f6r slutsatser.<\/p>\n

En l\u00f6sning f\u00f6r att undvika detta l\u00e4ckage av relevanta abonnenter (kunder) \u00e4r att behandla detta segment av frekventa och viktiga k\u00f6pare p\u00e5 ett annat s\u00e4tt \u00e4n resten av segmenten i din bas.<\/p>\n

Den verkliga maskinen som ibland \u00e4r genereringen av nya kampanjer hindrar oss fr\u00e5n att se att det finns olika typer av k\u00f6pare och att de b\u00f6r behandlas p\u00e5 olika s\u00e4tt.<\/p>\n

Om viktiga kunder hade uteslutits i denna frekvens\u00f6kning hade kanske bara f\u00f6rs\u00e4ljnings\u00f6kningen och inte effekten p\u00e5 avregistreringen kunnat uppn\u00e5s, och taktiken hade varit st\u00f6djande.<\/p>\n

D\u00e4refter kommer det att vara m\u00f6jligt att m\u00e4ta om 12 s\u00e4ndningar var tillr\u00e4ckligt eller om 20 beh\u00f6vdes, men det \u00e4r f\u00f6rem\u00e5l f\u00f6r ett annat intressant test som ska genomf\u00f6ras och analyseras.<\/p>\n

Slutsatser<\/strong><\/h2>\n

Kort sagt, testning avg\u00f6r tydligt vad som fungerar och vad som inte fungerar i dina e-postmarknadsf\u00f6ringskampanjer.<\/p>\n

\u00c5 andra sidan finns det inga recept p\u00e5 den perfekta frekvensen, utan det g\u00e4ller att k\u00e4nna sin m\u00e5lgrupp och veta hur den kommer att reagera.<\/p>\n

Och slutligen har den \u00f6kande frekvensen effekter vars analys kan gynna dina aff\u00e4rsm\u00e5l.<\/p>\n

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

En vanlig fr\u00e5ga bland e-postmarknadsf\u00f6rare \u00e4r vad som \u00e4r den perfekta utskicksfrekvensen?<\/p>","protected":false},"author":239642484,"featured_media":7734,"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":[1414],"class_list":["post-6719","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing","tag-email-marketing"],"yoast_head":"\nEl 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