{"id":28818,"date":"2020-05-06T11:35:08","date_gmt":"2020-05-06T09:35:08","guid":{"rendered":"https:\/\/madwise.si\/blog\/?p=28818"},"modified":"2021-12-16T21:50:01","modified_gmt":"2021-12-16T20:50:01","slug":"zmagovalni-prodajni-emaili","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/zmagovalni-prodajni-emaili\/","title":{"rendered":"5 stvari, ki jih mora imeti vsak zmagovalni prodajni email (s primeri)"},"content":{"rendered":"<p><strong>Email<\/strong> je eden izmed najbolj <strong>stabilnih in raz\u0161irjenih marketin\u0161kih kanalov<\/strong>. <a href=\"https:\/\/www.statista.com\/statistics\/255080\/number-of-e-mail-users-worldwide\/\" target=\"_blank\" rel=\"noopener noreferrer\">Statista<\/a> ocenjuje, da ga uporablja <strong>kar 3,9 milijarde ljudi<\/strong>, \u0161tevilo uporabnikov pa naj bi do leta 2023 naraslo na kar 4,3 milijarde uporabnikov. To je ogromna prednost za \u0161tevilna podjetja, saj email marketing prina\u0161a odli\u010dne rezultate in visok ROI. V povpre\u010dju je <a href=\"https:\/\/dma.org.uk\/uploads\/misc\/marketers-email-tracker-2019.pdf\">ROI za emaile 42<\/a>, kar pomeni, da za vsak dolar, porabljen za email marketing, lahko v povpre\u010dju pri\u010dakujete povrnjenih 42 dolarjev.<\/p>\n<p>\u010ce se vam zdi, da \u0161e ne dosegate optimalnih rezultatov s svojimi prodajnimi emaili, z vami delimo nekaj nasvetov. V nadaljevanju preverite 5 klju\u010dnih stvari, ki jih potrebuje va\u0161 naslednji email, da ustvari <strong>vrhunske prodajne rezultate<\/strong>.<\/p>\n<h2>1.\u00a0\u00a0 Zadeva emaila (subject line), ki vzbudi radovednost<\/h2>\n<p>Open rate je prvi kazatelj uspe\u0161nosti va\u0161e prodajne email kampanje. Gre za procentualni dele\u017e prejemnikov, ki so va\u0161 email odprli. Na open rate vplivajo \u0161tevilni dejavniki (od va\u0161e industrije in dol\u017eine prodajnega procesa do kakovosti kontaktov v bazi prejemnikov), vendar v povpre\u010dju <a href=\"https:\/\/mailchimp.com\/resources\/email-marketing-benchmarks\/\">open rate zna\u0161a 21,33 %<\/a>. \u010ce se vam zdi, da je va\u0161 open rate prenizek, je subject line va\u0161a prva prilo\u017enost, da ga zvi\u0161ate.<\/p>\n<p>Dober subject je kratek, vendar uspe vzbuditi zanimanje in radovednost v prejemniku. To pomeni, da vam ni potrebno v subjectu povsem razkriti vsebine emaila, temve\u010d zgolj prepri\u010dati prejemnika, naj klikne. Pri tem so vam lahko v pomo\u010d razli\u010dne taktike: uporaba emotikonov, personalizacije, \u0161tevilk in posebnih znakov \u2026<\/p>\n<p>Za vsak posel veljajo druga\u010dne specifike, ki vas bodo pripeljale do rezultatov, zato izvedite split teste, s katerimi lahko preverite uspe\u0161nost dveh ali ve\u010d subjectov. Dolo\u010den dele\u017e va\u0161e baze bo prejel enega izmed subjectov v testu in na podlagi najbolj\u0161ih rezultatov bo sistem ostalim kontaktom v va\u0161i bazi poslal email z zmagovalnim subjectom.<\/p>\n<p><a href=\"https:\/\/neilpatel.com\/\">Neil Patel<\/a> ima odli\u010dne subjecte, ki vedno vzbudijo zanimanje \u2013 z jasno komuniciranimi prednostmi, intrigantnimi vpra\u0161anji ali deljenjem svojih izku\u0161enj.<\/p>\n<p><img decoding=\"async\" width=\"796\" height=\"199\" class=\"alignnone size-full wp-image-28825\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/email_marketing_prodajni_rezultati_madwise.jpg\" alt=\"\" srcset=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/email_marketing_prodajni_rezultati_madwise.jpg 796w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/email_marketing_prodajni_rezultati_madwise-300x75.jpg 300w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/email_marketing_prodajni_rezultati_madwise-768x192.jpg 768w\" sizes=\"(max-width: 796px) 100vw, 796px\" \/><\/p>\n<h3>3 pravila za zmagovalne prodajne rezultate:<\/h3>\n<ul>\n<li>Kratke subject vrstice, ki imajo do pribli\u017eno 8 besed.<\/li>\n<li>Vzbudite radovednost in interest, ki spodbudi k odpiranju emaila.<\/li>\n<li>Odstopajte od ostalih subjectov v prejemnikovem inboxu z uporabo personaliziranih podatkov, \u0161tevilk, posebnih znakov ali emotikonov.<\/li>\n<\/ul>\n<h2>2.\u00a0\u00a0 Va\u0161a druga prilo\u017enost: preview ali preheader vrstica<\/h2>\n<p>Preheader ali preview line je kratko besedilo, ki ga prejemnik vidi v svojem po\u0161tnem nabiralniku po zadevi emaila.<\/p>\n<p>\u010ce pri pripravi vsebine email sporo\u010dila ne vpi\u0161ete preview vrstice, bo ve\u010dina po\u0161tnih nabiralnikov prikazala za\u010detno besedilo va\u0161ega emaila. Ponavadi je to opcija za ogled sporo\u010dila v spletnem brskalniku: \u201cSporo\u010dilo se ne prikazuje pravilno?\u201d To ni ravno najprivla\u010dnej\u0161e besedilo, ki bi prejemnika va\u0161ega emaila spodbudilo h kliku.<\/p>\n<p>Zato je mnogo bolje, \u010de subject line opremite s prilagojeno preview vrstico (praviloma gre za posebno polje v orodju, ki ga uporabljate za email marketing ali <a href=\"https:\/\/madwise.si\/marketinske-storitve\/marketinska-avtomatizacija\/\">marketin\u0161ko avtomatizacijo<\/a>).<\/p>\n<p>Tukaj je nekaj primerov prodajnih emailov, ki odli\u010dno podpirajo subject in vsebino emaila.<\/p>\n<p><img decoding=\"async\" width=\"720\" height=\"720\" class=\"alignnone size-full wp-image-28836\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/email_marketing_prodaja_madwise_00006.png\" alt=\"\" srcset=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/email_marketing_prodaja_madwise_00006.png 720w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/email_marketing_prodaja_madwise_00006-300x300.png 300w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/email_marketing_prodaja_madwise_00006-150x150.png 150w\" sizes=\"(max-width: 720px) 100vw, 720px\" \/><\/p>\n<h3>3 pravila za zmagovalne prodajne rezultate:<\/h3>\n<ul>\n<li>Poskrbite za kratko besedilo do 50 znakov s presledki, saj dalj\u0161e preview vrstice ne bodo v celoti prikazane v po\u0161tnih nabiralnikih na mobilnih napravah (kot je vidno na zgornji sliki).<\/li>\n<li>Ne povzemajte vsebine emaila, temve\u010d nadgradite subject line.<\/li>\n<li>Dodajte poziv k dejanju (CTA), ki bo prejemnika spodbudil, da odpre email.<\/li>\n<\/ul>\n<h2>3.\u00a0\u00a0 Prvi stavki so klju\u010dnega pomena<\/h2>\n<p>Super, prejemnik je odprl va\u0161 email. Nagradite ga z zanimivim za\u010detkom emaila, ki bo ohranil njegov interes, da email prebere do konca in celo klikne na katero izmed povezav. Namen prvega stavka je, da bralca prepri\u010da, da prebere drugi stavek. In namen drugega stavka je, da bralca prepri\u010da, da prebere tretjega in tako naprej.<\/p>\n<p>Preverite nekaj primerov u\u010dinkovitega uvoda v prodajne emaile.<\/p>\n<p><img decoding=\"async\" width=\"1440\" height=\"720\" class=\"alignnone size-full wp-image-28844\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/4.png\" alt=\"\" srcset=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/4.png 1440w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/4-300x150.png 300w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/4-1024x512.png 1024w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/4-768x384.png 768w\" sizes=\"(max-width: 1440px) 100vw, 1440px\" \/><\/p>\n<p><img decoding=\"async\" width=\"1440\" height=\"720\" class=\"alignnone size-full wp-image-28845\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/5.png\" alt=\"\" srcset=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/5.png 1440w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/5-300x150.png 300w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/5-1024x512.png 1024w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/5-768x384.png 768w\" sizes=\"(max-width: 1440px) 100vw, 1440px\" \/><\/p>\n<h3>3 pravila za zmagovalne prodajne rezultate:<\/h3>\n<ul>\n<li>V prvih dveh ali treh odstavkih ponudite odgovor na klju\u010dno vpra\u0161anje, zakaj bi moral prejemnik nadaljevati z branjem emaila \u2013 to je lahko jasno skomunicirana prednost, ki jo ponujate, ali zanimiva prigoda, ki pritegne pozornost.<\/li>\n<li>Uvod prodajnih emailov naj bo kratek \u2013 nekaj stavkov \u2013 potem pa preidite k bistvu emaila (npr. akcija, zgodbe zadovoljnih kupcev, napoved novega produkta \u2026).<\/li>\n<li>Prvi stavki naj narekujejo slog celotnega emaila, saj \u017eelite, da email deluje kot premi\u0161ljena celota in ne naklju\u010dno zlepljeni odseki, ki jih je dopisal vsak \u010dlan va\u0161e ekipe.<\/li>\n<\/ul>\n<h2>4.\u00a0\u00a0 Personalizirana vsebina<\/h2>\n<p>Poka\u017eite, da vam je mar in da poznate prejemnike svojih emailov. S tem ne mislimo samo personalizacije imena prejemnika v subject vrstici. To danes po\u010dnejo \u017ee vsi.<\/p>\n<p>Potrudite se in uporabite vse razpolo\u017eljive podatke, da kontaktov po\u0161ljete email z vsebino, ki ga bo zanimala. Lahko gre za prilagoditev nagovora glede na njihovo starost, prilagoditev izdelkov glede na zadnje nakupe ali prilagoditev fotografij.<\/p>\n<p>Tukaj je preprosta, vendar zelo u\u010dinkovita ideja. <a href=\"https:\/\/reallygoodemails.com\/\">Really Good Emails<\/a> v svoje emaile pogosto vklju\u010dijo header z imenom prejemnika. Le komu ni v\u0161e\u010d, \u010de vidi svoje ime na prvi sliki v emailu?<\/p>\n<p><img decoding=\"async\" width=\"1068\" height=\"564\" class=\"alignnone size-full wp-image-28835\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/email_marketing_prodaja_madwise_00005.png\" alt=\"\" srcset=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/email_marketing_prodaja_madwise_00005.png 1068w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/email_marketing_prodaja_madwise_00005-300x158.png 300w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/email_marketing_prodaja_madwise_00005-1024x541.png 1024w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/email_marketing_prodaja_madwise_00005-768x406.png 768w\" sizes=\"(max-width: 1068px) 100vw, 1068px\" \/><\/p>\n<h3>3 pravila za zmagovalne prodajne rezultate:<\/h3>\n<ul>\n<li>V vsebini uporabite osebne podatke, ki podpirajo va\u0161 prodajni email.<\/li>\n<li>\u010ce imate mo\u017enost, pripravite ve\u010d verzij vsebine za posamezne persone ali segmente baze.<\/li>\n<li>Email naj bo pripravljen tako, da ima prejemnik ob\u010dutek, da ste ga napisali samo zanj.<\/li>\n<\/ul>\n<h2>5.\u00a0\u00a0 Pozivi k dejanjem (CTA)<\/h2>\n<p>Za konec nikar ne pozabite klju\u010dnega namena prodajnih emailov \u2013 od prejemnikov \u017eelite, da nekaj naredijo. To je lahko obisk va\u0161e spletne trgovine, rezervacija termina, nakup, ogled novega izdelka, sledenje na dru\u017ebenih omre\u017ejih &#8230; Zato ne pozabite jasno skomunicirati naslednjega koraka, ki ga \u017eelite od prejemnika.<\/p>\n<p>Tukaj je nekaj primerov z jasnimi pozivi k dejanjem.<\/p>\n<p><img decoding=\"async\" width=\"1440\" height=\"720\" class=\"alignnone size-full wp-image-28842\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/1.png\" alt=\"\" srcset=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/1.png 1440w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/1-300x150.png 300w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/1-1024x512.png 1024w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/1-768x384.png 768w\" sizes=\"(max-width: 1440px) 100vw, 1440px\" \/><\/p>\n<p><img decoding=\"async\" width=\"1440\" height=\"720\" class=\"alignnone size-full wp-image-28843\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/2.png\" alt=\"\" srcset=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/2.png 1440w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/2-300x150.png 300w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/2-1024x512.png 1024w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2020\/05\/2-768x384.png 768w\" sizes=\"(max-width: 1440px) 100vw, 1440px\" \/><\/p>\n<h3>3 pravila za zmagovalne prodajne rezultate:<\/h3>\n<ul>\n<li>Vklju\u010dite samo 1 glavni CTA, ostali naj bodo manj poudarjeni, da svojemu kupcu olaj\u0161ate izbiro in ga spodbudite k naslednjemu koraku.<\/li>\n<li>Napisi na gumbih naj bodo jasni in kratki, da kupec v trenutku prepozna, kaj je naslednji korak.<\/li>\n<li>Gumbi in povezave naj bodo oblikovani tako, da izstopajo in pritegnejo pozornost kupca.<\/li>\n<\/ul>\n<h2>Povzetek \u2013 kaj ima vsak prodajni email, ki prina\u0161a rezultate?<\/h2>\n<ol>\n<li><strong>Privla\u010den<\/strong> <strong>subject<\/strong>, ki pritegne interes kupca.<\/li>\n<li><strong>Preview vrstico<\/strong>, ki kupca spodbudi k odpiranju emaila.<\/li>\n<li><strong>Zanimiv<\/strong> <strong>uvod z 2-3 stavki<\/strong>, ki kupca prepri\u010dajo, da si ogleda cel email.<\/li>\n<li><strong>Personalizirana vsebina<\/strong>, ki je prilagojena interesu kupca.<\/li>\n<li><strong>Jasen poziv k dejanju (CTA),<\/strong> ki kupca povabi k naslednjemu koraku (nakupu, ogledu izdelka, rezervaciji).<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"<p>Po\u0161iljate prodajne emaile, ki jih nih\u010de ne odpira in bere? Preverite, kaj mora imeti va\u0161 naslednji prodajni email, da vam prinese odli\u010dne prodajne rezultate in visok ROI. Trik ni v najvi\u0161jem popustu ali najprivla\u010dnej\u0161i akciji, temve\u010d v 5 enostavnih stvareh.<\/p>\n","protected":false},"author":4,"featured_media":28820,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-28818","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketinska-avtomatizacija","entry"],"acf":{"izpostavljen_vodic_shortcode":"","drugi_del_vsebine":"<h2>\u017delite \u0161e bolj\u0161e prodajne rezultate?<\/h2>\n<p>\u010ce se vam zdi, da bi lahko dosegali vrhunske prodajne rezultate, a niste \u0161e tam, se <a href=\"https:\/\/madwise.si\/kontakt\">obrnite na nas<\/a>. Na\u0161i strokovnjaki za email marketing in marketin\u0161ko avtomatizacijo vam bodo pomagali izkoristiti potencial za bolj\u0161o prodajo in rast va\u0161ega posla.<\/p>\n"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>5 stvari, ki jih mora imeti vsak zmagovalni prodajni email (s primeri) - Madwise Blog<\/title>\n<meta name=\"description\" content=\"Kaj mora imeti uspe\u0161en prodajni email? 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