{"id":31321,"date":"2022-12-16T11:20:54","date_gmt":"2022-12-16T10:20:54","guid":{"rendered":"https:\/\/madwise.si\/blog\/?p=31321"},"modified":"2023-04-28T09:07:49","modified_gmt":"2023-04-28T07:07:49","slug":"email-marketing-spletna-prodaja","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/email-marketing-spletna-prodaja\/","title":{"rendered":"5 email taktik za bolj\u0161o spletno prodajo"},"content":{"rendered":"\n

Ecommerce zadnja 3 leta zaznamujejo \u0161tevilne spremembe. Od 2019 do 2022 je dele\u017e spletne prodaje glede na celotno globalno maloprodajo narasel s 15 % na izjemnih 22 %.<\/p>\n\n\n\n

V tem \u010dasu so se pojavili novi marketin\u0161ki kanali, ki spodbujajo spletno prodajo. AI omogo\u010da hitrej\u0161o produkcijo digitalnih vsebin za predstavitev in marketing izdelkov. Tudi dru\u017ebena omre\u017eja so v tem \u010dasu sunkovito zrasla in za\u010dela omogo\u010dati dru\u017ebeno nakupovanje.<\/p>\n\n\n\n

A kljub vsem tem spremembam je potrebno poudariti, da email marketing ostaja ena izmed ecommerce stalnic, ki svoj status kanala z najvi\u0161jo donosnostjo samo \u0161e bolj utemeljuje. Kar se ti\u010de u\u010dinkovitosti razli\u010dnih kanalov, se je 47 % marketingarjev strinjalo, da je email naju\u010dinkovitej\u0161i, sledijo pa si dru\u017ebena omre\u017eja (39 %), SEO (33 %) in vsebinski marketing (33 %).<\/p>\n\n\n\n

Email taktike za pove\u010danje spletne prodaje<\/h2>\n\n\n\n

U\u010dinkovitost email marketinga pa lahko \u0161e dodatno izkoristite v svojem ecommerce poslu, \u010de upo\u0161tevate naslednjih 5 taktik za pove\u010danje spletne prodaje.<\/p>\n\n\n\n

<\/a>1. Vzbudite zanimanje s pozivi na gumbih<\/h3>\n\n\n\n

Ne glede na to, kako lep ali velik bo gumb v emailu, dizajn ne more samostojno pripomo\u010di k vi\u0161jim klikom in tudi prodaji. Pri klikih je najpomembnej\u0161i poziv k dejanju ali CTA (angl. call to action<\/em>), zato si vzemite nekoliko ve\u010d \u010dasa, da izberete nepredvidljive pozive, ki va\u0161e bralce spodbudijo k dejanjem.<\/p>\n\n\n\n

Dobro pravilo za izbiro poziva na gumbih je, da se izognete zgolj obve\u0161\u010danju, kaj sledi za uporabnika, in poudarite vrednost ponudbe.<\/p>\n\n\n

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Vir: https:\/\/reallygoodemails.com\/emails\/finish-ordering-for-cinco-or-tres-or-seis-de-mayo<\/a><\/figcaption><\/figure>\n<\/div>\n\n
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Vir: https:\/\/reallygoodemails.com\/emails\/youre-in-your-free-tome-invite-is-here<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n

Uporabnik ne potrebuje prenosa PDF dokumenta, temve\u010d potrebuje informacije, ki jih va\u0161 vodi\u010d ponuja. Prav tako jih ne zanima, kako va\u0161 izdelek deluje, temve\u010d jih zanima, kako lahko va\u0161 izdelek re\u0161i njihov problem.<\/p>\n\n\n\n

Upo\u0161tevajte to pri izbiri napisov na gumbih in vzbudite zanimanje.<\/p>\n\n\n\n

Produkt ali storitev<\/th>Obi\u010dajen poziv<\/th>Spodbuden poziv<\/th><\/tr><\/thead>
Aplikacija za rezervacijo miz v deljenih delovnih prostorih<\/td>Prenesite aplikacijo<\/td>Rezervirajte najljub\u0161o mizo<\/strong><\/td><\/tr>
Organizirani enodnevni izleti<\/td>Izberite destinacijo<\/td>Kam bi \u0161li na izlet?<\/strong><\/td><\/tr>
Suho sadje in ore\u0161\u010dki<\/td>Kupi zdaj<\/td>Izberi zdrav prigrizek<\/strong><\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n
\n\n\n\n

<\/a><\/a>2. Potegnite uporabnika v uporabni\u0161ko izku\u0161njo<\/h3>\n\n\n\n

Vsi poudarjajo, da so privla\u010dne fotografije produktov ali storitev klju\u010dne za dobro spletno prodajo. Vendar \u2013 kaj to zares pomeni?<\/p>\n\n\n\n

\u010ce je potrebno izpostaviti eno pravilo pri izbiri grafi\u010dnega materiala, sledite temu, da potegnete uporabnika v izku\u0161njo, kako je uporabljati va\u0161e izdelke ali storitve.<\/p>\n\n\n

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Vir: https:\/\/reallygoodemails.com\/emails\/outsmart-the-weather<\/a><\/figcaption><\/figure>\n<\/div>\n\n
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Vir: https:\/\/reallygoodemails.com\/emails\/now-stocking-the-westwell-clicker-stretch-belt<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n

V emailih lahko na\u0161tevate napredne zna\u010dilnosti va\u0161ega produkta, ki zvenijo bolj ali manj impresivno. Lahko pa samo poka\u017eete, kako impresivno deluje va\u0161 izdelek. Zgoraj imamo dva primera, ki u\u010dinkovito zdru\u017eujeta oboje. S slikami najprej pritegneta pozornost in jasno poka\u017eeta USP izdelkov (nepremo\u010dljivost pohodni\u0161kih \u010devljev in raztegljivost pasu), v nadaljevanju emaila pa na\u0161tejeta tudi prednosti.<\/p>\n\n\n\n

Ne pozabite namre\u010d, da va\u0161i kupci ne kupujejo va\u0161ega izdelka, temve\u010d tisto, kar mu va\u0161 izdelek prinese. Zato \u010dim bolj neposredno poudarite, kako se bo va\u0161 izdelek umestil v njihov \u017eivljenjski slog ali pa tega dvignil na povsem nov nivo.<\/p>\n\n\n\n

\"\"<\/a><\/figure>\n\n\n\n

3. Usmerite pogled na glavni CTA<\/h3>\n\n\n\n

Ko oblikujete emaile, ne podlezite dizajnerskim trendom, ki prina\u0161ajo zgolj estetiko, ne pa tudi konverzije. Izognite se nepotrebnim dekorativnim elementom in fotografijam za ozadje, ki nimajo nobenega pomena.<\/p>\n\n\n\n

Raj\u0161i izberite vizualne elemente, ki usmerjajo pogled na va\u0161 glavni CTA. To ne pomeni, da morate okrog gumba postaviti ne\u0161teto pu\u0161\u010dic, ki ka\u017eejo nanj. <\/p>\n\n\n\n

To lahko naredite tako subtilno, da ve\u010dina prejemnikov va\u0161ega emaila ne bo niti opazila, da jih spodbujate h kliku na izbrani gumb.<\/p>\n\n\n\n

Poglejmo si nekaj primerov, ki to naredijo zelo u\u010dinkovito.<\/p>\n\n\n

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Vir: https:\/\/reallygoodemails.com\/emails\/6-days-to-transfer-to-namecheap-<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n

Uporabite lahko ozadje elementa z gumbom, da z gradientom ali svetlej\u0161o barvo pritegne pogled na predel, kjer se nahaja gumb. Tu imejte v mislih, da se lahko pozicija elementov spreminja glede na velikost zaslona, zato postavitev vedno preverite na razli\u010dnih napravah.<\/p>\n\n\n

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Vir: https:\/\/reallygoodemails.com\/emails\/15-off-any-2-cleanses-ends-soon-lovebirds-<\/a><\/figcaption><\/figure>\n<\/div>\n\n
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Vir: https:\/\/reallygoodemails.com\/emails\/we-cant-stop-smiling<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n

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

Z nekoliko ve\u010d kreativnosti pa lahko izkoristite tudi motive na fotografijah ali grafikah, da naka\u017eejo pot h kliku. Zelo u\u010dinkovit je usmerjen pogled osebe na fotografiji ali pa postavitev fotografiranih elementov, ki kot pu\u0161\u010dica usmerijo pogled.<\/p>\n\n\n\n

<\/a><\/a>4. Cena pod izdelkom<\/h3>\n\n\n\n

\u017delite s predstavitvijo izdelkov v svojih emailh izstopati? \u017delite poskusiti nekaj druga\u010dnega?<\/p>\n\n\n\n

Poigrajte se z razli\u010dnimi elementi in jih testirajte v razli\u010dnih email kampanjah, le ceno izdelka vedno ohranite pod predstavitvijo izdelka. Zakaj?<\/p>\n\n\n\n

Znanstvena raziskava<\/a> je pokazala, da ima lokacija cene nad ali pod izdelkom velik vpliv na uspe\u0161nost prodaje. Cene, ki so vertikalno prikazane ni\u017eje, se kupcem zdijo ni\u017eje in tako spodbudijo vi\u0161jo prodajo \u2013 ne da bi zni\u017eale percepcijo kakovosti izdelka.<\/p>\n\n\n\n

Za primer: cena zobne nitke (2,49 $) se je kupcem zdela za 9 % ni\u017eja, \u010de je bila prikazana pod izdelkom kot nad njim. V trgovini z alkoholnimi pija\u010dami se je prodaja povi\u0161ala za 35,2 %, ko so cene prikazali pod steklenicami kot pa nad njimi.<\/p>\n\n\n\n

To ne pomeni, da morajo biti va\u0161i izdelki predstavljeni na dolgo\u010dasen na\u010din. Za zgled vzemite nekaj spodnjih primerov, ki zdru\u017eujejo privla\u010den videz emaila in ceno, zapisano pod izdelkom.<\/p>\n\n\n

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Vir: https:\/\/reallygoodemails.com\/emails\/open-your-envelope-<\/a><\/figcaption><\/figure>\n<\/div>\n\n
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Vir: https:\/\/reallygoodemails.com\/emails\/take-another-look<\/a><\/figcaption><\/figure>\n<\/div>\n\n
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Vir: https:\/\/reallygoodemails.com\/emails\/confirming-your-executive-razors<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n

5. Interaktivna email vsebina<\/h3>\n\n\n\n

Medtem ko na dru\u017ebenih medijih vse me\u017eika in se premika, da pritegne na\u0161o pozornost, ve\u010dina uporabnikov emaile \u0161e vedno dojema kot precej stati\u010dne. Zato je potrebno izkoristiti element presene\u010denja in jih povabiti k interakciji z emailom kar v njihovem inboxu.<\/p>\n\n\n\n

\u010ce smo \u0161e pred nekaj leti dr\u017eali pesti, da bodo prejemniki po kliku na izdelek nakup tudi opravili, jih lahko sedaj povabimo k nakupu neposredno v email sporo\u010dilu. Z interaktivnimi email vsebinami lahko uporabniki spremljajo zalogo, pobli\u017ee pogledajo izdelek, ga dodajo v ko\u0161arico in celo zaklju\u010dijo naro\u010dilo.<\/p>\n\n\n

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Vir: https:\/\/reallygoodemails.com\/emails\/introducing-google-pixel-buds<\/a><\/figcaption><\/figure>\n<\/div>\n\n
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Vir: https:\/\/reallygoodemails.com\/emails\/these-beloved-books-are-getting-an-emoji-makeover<\/a><\/figcaption><\/figure>\n<\/div>\n\n
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Vir: https:\/\/reallygoodemails.com\/emails\/nest-learning-thermostat-eu-announcement<\/a><\/figcaption><\/figure>\n<\/div>\n\n\n

Tako lahko povi\u0161ate verjetnost konverzije in tudi odgovorite na \u017eelje uporabnikov. Skoraj 60 % uporabnikov poro\u010da namre\u010d, da se odzovejo na interaktivne email vsebine. To pomeni, da jih z veseljem uporabljajo.<\/p>\n\n\n\n

Dyspatch<\/a> kot eden izmed ponudnikov AMP re\u0161itev za emaile navaja, da lahko z njihovimi produkti zvi\u0161ate odzivnost uporabnikov za 500 %, pridobite za 86 % ve\u010d klikov in pove\u010date konverzijo za 300 %.<\/p>\n\n\n\n

Ali to pomeni, da v marketingu ne potrebujemo ve\u010d pristajalnih (angl. landing<\/em>) strani? Absolutno ne, saj je email samo eden izmed digitalnih kanalov. Vendar \u010de lahko izkoristite interes uporabnika, ne da bi od njega zahtevali 5 razli\u010dnih korakov na 3 razli\u010dnih platformah, ne ignorirajte tega potenciala.<\/p>\n\n\n\n

Email marketing je mo\u010den kanal, a ne edini<\/h2>\n\n\n\n

\u010ce \u017eelite maksimalno izkoristiti prilo\u017enosti za pove\u010danje konverzije pri spletni prodaji, preverite 3 podro\u010dja, kamor svoje resurse in trud vlagajo najuspe\u0161nej\u0161a ecommerce podjetja.<\/p>\n\n\n\n

Na povezavi lahko prenesete tudi na\u0161 vodi\u010d za ecommerce trende v 2023.<\/p>\n\n\n\n

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KAM GRE ECOMMERCE V 2023 ><\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Odkrijte, kako lahko z majhnimi spremembami v svojih emailih pove\u010date prodajo prek spleta. Z vami delimo 5 preverjenih taktik za dvig konverzije v ecommerce emailih.<\/p>\n","protected":false},"author":4,"featured_media":31345,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[31],"tags":[],"class_list":["post-31321","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketinsko-svetovanje","entry"],"acf":{"izpostavljen_vodic_shortcode":"","drugi_del_vsebine":"","onemogoci_kazalo":false},"yoast_head":"\n5 email taktik za bolj\u0161o spletno prodajo - Madwise Blog<\/title>\n<meta name=\"description\" content=\"Kako lahko z majhnimi spremembami v e-mailih pove\u010date spletno prodajo? 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