Email marketing je del skoraj vsake u\u010dinkovite marketin\u0161ke kampanje na spletu. Od najve\u010djih mednarodnih korporacij do najmanj\u0161ih podjetij \u2013 vsi se zana\u0161amo na ta brezpla\u010den prodajni kanal, ki pa prina\u0161a visoko dodano vrednost. Tukaj je nekaj trikov, kako so lahko va\u0161e email kampanje \u0161e bolj\u0161e.<\/p>\n\n\n\n
Vpra\u0161ajte se, v \u010dem ste druga\u010dni<\/h2>\n\n\n\n
\u010ce ste naro\u010deni na vsaj nekaj e-novic, lahko opazite, da promocijska email sporo\u010dila prihajajo v va\u0161 nabiralnik skoraj neprekinjeno: 24 ur na dan, 7 dni na teden. A nekatera sporo\u010dila samo zaznamo (in izbri\u0161emo ali pa ozna\u010dimo kot prebrana, ne da bi jih odprli), druga kliknemo in preletimo, zelo redka pa podrobno pogledamo.<\/p>\n\n\n\n
V \u010dem se skrivajo razlike med temi sporo\u010dili? Vsak marketin\u0161ki strokovnjak si vsaj enkrat tedensko zastavi vra\u0161anje \u2013 zakaj je email A bolj\u0161i od emaila B? Je to samo sre\u010da ali raketna znanost?<\/p>\n\n\n\n
Kako pove\u010dati stopnjo odpiranj (Open Rate)?<\/h2>\n\n\n\n
Eno izmed najpogostej\u0161ih vpra\u0161anj, ki jih na Madwise dobimo v zvezi z email marketingom, je \u201cKako lahko izbolj\u0161amo open rate?\u201d. \u010ceprav je trenutno \u2013 zaradi Applove Mail Privacy Protection politike \u2013 vedno te\u017eje pridobiti to\u010den podatek, koliko ljudi je odprlo na\u0161 email, to \u0161e ne pomeni, da ne sledimo metrikam in optimiziramo email kampanj za \u010dim bolj\u0161i open rate.<\/p>\n\n\n\n
Tukaj je nekaj taktik, ki lahko pove\u010dajo open rate va\u0161ih email kampanj.<\/p>\n\n\n\n
\n
Testirajte razli\u010dne zadeve emailov (angl. \u201csubject line\u201d), ton in vsebino va\u0161ega emaila.<\/li>\n\n\n\n
Testirajte razli\u010dna besedila v podnaslovu (angl. \u201cpreheader\u201d ali \u201cpreview\u201d).<\/li>\n\n\n\n
Spremenite po\u0161iljateljevo ime in email naslov (primer: ime zaposlenega namesto naziva podjetja).<\/li>\n\n\n\n
Testirajte dan po\u0161iljanja, \u010das v dnevu in frekvenco po\u0161iljanja.<\/li>\n\n\n\n
\u010ce imate dovolj podatkov, ne pozabite na personalizacijo in segmentacijo.<\/li>\n<\/ul>\n\n\n\n
Odprtje emaila je samo prvi korak pri uspe\u0161nosti email kampanje. Ko uporabnik odpre va\u0161 email, pa je pomembno, da ga prepri\u010da tudi vsebina. V nadaljevanju preverite, kako oblikovati in postaviti email sporo\u010dila, da dose\u017eejo bolj\u0161e rezultate.<\/p>\n\n\n\n
Ste \u017ee sli\u0161ali za magi\u010dni trikotnik ali narobe obrnjeno piramido?<\/p>\n\n\n\n
Gre za postavitev vsebine, ki jo lahko opazimo pri najuspe\u0161nej\u0161ih email kampanjah. Jo zaznate na spodnjih primerih emailov?<\/p>\n\n\n\n<\/figure>\n\n\n\n
Kako je sestavljen \u010darobni trikotnik<\/h3>\n\n\n\n<\/figure>\n\n\n\n
Na vrhu izpostavite najbolj klju\u010dne elemente va\u0161ega emaila: banner ali sliko, produkt, glavno ponudbo in glavni poziv k dejanju (angl. \u201cCTA\u201d). To so primarni elementi.<\/p>\n\n\n\n
Sledijo sekundarni elementi, kamor sodijo dodatne ponudbe in dodatni pozivi k dejanjem. Torej, vse, kar je dobrodo\u0161lo, da va\u0161 uporabnik vidi ali naredi, \u010de ne sledi primarni ponudbi.<\/p>\n\n\n\n<\/figure>\n\n\n\n
To je osnovna postavitev, ki jo upo\u0161tevajte pri email kampanjah. Spodaj pa razi\u0161\u010dite \u0161e nekaj priljubljenih spletnih strani za primere uspe\u0161nih kampanj.<\/p>\n\n\n\n
Inspiracija pri oblikovanju vsebine emailov<\/h2>\n\n\n\n
Tudi pri emailih dr\u017ei, da boste do dobrih praks najenostavneje pri\u0161li, \u010de opazujete, kaj po\u010dnejo druga podjetja. Tukaj je nekaj spletnih strani, ki vam bodo pomagale pri generiranju idej za va\u0161e email kampanje:<\/p>\n\n\n\n
Testirajte in se ne bojte spreminjati emailov<\/h2>\n\n\n\n
\u010ce ugotovite, da so dolo\u010deni elementi vsebine v va\u0161ih emailih spregledani in brez klikov, jih brez zadr\u017ekov odstranite, saj o\u010ditno ne slu\u017eijo uporabnikom. Poigrajte se z dodajanjem novih elementov, za katere predvidevate, da bodo pritegnili ve\u010d interesa.<\/p>\n\n\n\n
Skratka, najpomembnej\u0161a stvar, ki jo lahko naredite, je, da poslu\u0161ate svoje uporabnike, da se nau\u010dite, kako jim bodo va\u0161e kampanje bolj\u0161e slu\u017eile, in da testirate z razli\u010dnimi iteracijami.<\/p>\n\n\n\n
V spodnji tabeli pa preverite \u0161e povpre\u010dje razli\u010dnih metrik za podro\u010dje spletnih trgovin, da la\u017eje ocenite, ali so va\u0161i emaili uspe\u0161ni ali ne.<\/p>\n\n\n\nVir: MailChimp<\/figcaption><\/figure>\n","protected":false},"excerpt":{"rendered":"
Veste, da bi lahko iztr\u017eili ve\u010d z email marketingom, a niste prepri\u010dani, kako izbolj\u0161ati rezultate? Preverite nekaj prakti\u010dnih taktik za bolj\u0161i open rate va\u0161ih emailov in bolj\u0161o odzivnost prejemnikov va\u0161ih emailov.<\/p>\n","protected":false},"author":41,"featured_media":31585,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[31],"tags":[],"class_list":["post-31576","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":"\n
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