{"id":31950,"date":"2024-12-18T13:16:49","date_gmt":"2024-12-18T12:16:49","guid":{"rendered":"https:\/\/madwise.si\/blog\/?p=31950"},"modified":"2026-03-12T13:22:18","modified_gmt":"2026-03-12T12:22:18","slug":"podatki-zero-party","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/podatki-zero-party\/","title":{"rendered":"Prilagodite e-mail vsebine s podatki zero-party"},"content":{"rendered":"\n

Personalizacija vsebin v e-mail marketingu ni ve\u010d le trend, temve\u010d klju\u010dni dejavnik za uspeh marketin\u0161kih kampanj.  Skozi personalizirane kampanje lahko podjetja pove\u010dajo prepoznavnost svoje blagovne znamke in hkrati gradijo trdne odnose s kupci. Tista podjetja, ki se zana\u0161ajo na podatke, ki jih uporabniki prostovoljno delijo \u2013 kot so njihove \u017eelje in interesi \u2013 opa\u017eajo vi\u0161jo anga\u017eiranost prejemnikov in bolj\u0161e prodajne rezultate. Podatki zero-party, ki jih stranke neposredno delijo s podjetjem, so zato postali nepogre\u0161ljiv del u\u010dinkovite e-mail marketing strategije.<\/p>\n\n\n\n

Kaj so podatki zero-party?<\/h2>\n\n\n\n

Podatki zero-party so informacije, ki jih stranke prostovoljno delijo s podjetje v okviru razli\u010dnih marketin\u0161kih aktivnosti. Sem sodijo:

– Preference: kako pogosto in na kak\u0161en na\u010din \u017eelijo prejemati sporo\u010dila (npr. e-mail, SMS).<\/p>\n\n\n\n

– Interesi: kateri izdelki ali storitve jih zanimajo.<\/p>\n\n\n\n

– Povratne informacije: mnenja o preteklih nakupih ali izku\u0161njah s storitvami.<\/p>\n\n\n\n

– Demografski podatki: starost, lokacija in druge osebne informacije, ki jih prostovoljno posredujejo. <\/p>\n\n\n\n

Kako lahko podatke zero-party vklju\u010dite v svojo e-mail marketing strategijo?<\/h2>\n\n\n\n

Podatki zero-party omogo\u010dajo napredno personalizacijo vsebin. Na njihovi osnovi lahko oblikujete prilagojena priporo\u010dila, ki odra\u017eajo \u017eelje va\u0161ih strank, s \u010dimer pove\u010date anga\u017eiranost in vzpostavite ob\u010dutek bolj osebne komunikacije. Tako se prejemniki bolj odzivajo na va\u0161a sporo\u010dila, kar vodi k ve\u010dji povezanosti z va\u0161o blagovno znamko.

Uporaba teh podatkov ugodno vpliva na anga\u017eiranost prejemnikov, saj personalizirana sporo\u010dila, zasnovana na podatkih zero-party, dosegajo vi\u0161je stopnje odprtih sporo\u010dil in klikov. Komunikacija, zasnovana na podlagi zaupanja, postane tudi bolj osebna.

Podatki zero-party omogo\u010dajo tudi naprednej\u0161e targetiranje, kar vodi v uspe\u0161nej\u0161e kampanje in posledi\u010dno tudi vi\u0161jo donosnost va\u0161ih e-mail aktivnosti.

V obdobju, ko je zadr\u017eevanje strank vse pomembnej\u0161e, saj stro\u0161ki pridobivanja novih nara\u0161\u010dajo, postaja ta strategija klju\u010dna za blagovne znamke.<\/p>\n\n\n\n

Kako lahko zbirate podatke zero-party?<\/h2>\n\n\n\n

Obstaja ve\u010d na\u010dinov zbiranja lastnih podatkov. Zbirate jih lahko prek anket, kjer stranke posredujejo svoje preference o izdelkih ali storitvah, ali pa v e-mail kampanje vklju\u010dite gumbe, ki v ozadju bele\u017eijo te vrste podatkov. Prijavni obrazci za e-novice so \u0161e ena prilo\u017enost za zbiranje pomembnih podatkov. V sklopu e-mail marketinga lahko prejemnikom omogo\u010dite tudi urejanje osebnih podatkov v centrih za nastavitve preferenc, kjer sami dolo\u010dijo, katere informacije \u017eelijo deliti.<\/p>\n\n\n\n

Ne pozabite, da je tudi pri zbiranju podatkov zero-party skladnost z zakonodajo GDPR klju\u010dnega pomena, prav tako kot transparentnost. Kontaktom vedno pojasnite prednosti deljenja podatkov z vami, saj je zaupanje temelj u\u010dinkovitega sodelovanja.<\/p>\n\n\n\n

V nadaljevanju si bomo pogledali, kako lastne podatke enostavno zbiramo s pomo\u010djo platforme Klaviyo.<\/p>\n\n\n\n

Zbiranje podatkov s prijavnimi obrazci<\/h3>\n\n\n\n

Prijavni obrazci vam omogo\u010dajo zbiranje dodatnih podatkov o strankah prek skritih polj na ravni CTA gumbov. Ta skrita polja se aktivirajo ob kliku na gumb, ki je preprosto vklju\u010den v oblikovanje obrazca. <\/p>\n\n\n\n

Tukaj je primer nastavitve skritih polj v ozadju:<\/p>\n\n\n\n

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


<\/strong>Vir: Klaviyo<\/a> <\/p>\n\n\n\n

Zbiranje podatkov prek CTA gumbov v e-mail kampanjah<\/h3>\n\n\n\n

Podatke zero-party lahko u\u010dinkovito zbirate tudi znotraj e-mail kampanj. Ustvarite interaktivne elemente, kot so kvizi, ali neposredno zastavite vpra\u0161anja prejemnikom. Preprosti kliki na gumbe z odgovori omogo\u010dajo bele\u017eenje podatkov v ozadju s pomo\u010djo skritih polj.

Tukaj si oglejte primer, kako nastaviti CTA gumbe:<\/p>\n\n\n\n

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

Vir: Klaviyo<\/a> <\/p>\n\n\n\n

V CTA gumbih enostavno uporabite naslednjo kodo:

{% update_property_link ‘profile_property’ ‘property_value’ ‘redirect_link’ %}

Pomembno je, da pravilno nastavite ime skritega polja (ang. Profile property<\/em>), dolo\u010dite njegovo vrednost in vklju\u010dite povezavo, na katero bo klik preusmeril uporabnika.<\/p>\n\n\n\n

Uporaba podatkov zero-party v e-mail marketing aktivnostih<\/h2>\n\n\n\n

Napredni lastni podatki o va\u0161ih kontaktih predstavljajo osnovo za napredno segmentacijo in po\u0161iljanje prilagojenih sporo\u010dil. Tako lahko natan\u010dneje dolo\u010dite prejemnike in prilagodite vsebino njihovim interesom ter \u017eeljam.<\/p>\n\n\n\n

Podatki zero-party vam omogo\u010dajo oblikovanje personaliziranih e-po\u0161tnih vsebin, kot so prilagojena priporo\u010dila izdelkov in posebne ponudbe. Prav tako omogo\u010dajo napredno avtomatizacijo marketin\u0161kih sekvenc, kot so serije dobrodo\u0161lice, obvestila o novih izdelkih in ogrevanje kontaktov, ki so prenehali izkazovati zanimanje za va\u0161o znamko.<\/p>\n\n\n\n

\u00a0
Ve\u010d o napredni segmentaciji kontaktov v Klaviyu si lahko preberete tukaj<\/a>.<\/p>\n\n\n\n

Potrebujete pomo\u010d pri pripravi u\u010dinkovite e-mail marketing strategije?<\/strong> Kontaktirajte nas<\/a> in skupaj bomo na\u0161li re\u0161itve, prilagojene va\u0161im potrebam.<\/p>\n\n\n\n

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

Podatki zero-party omogo\u010dajo napredno personalizacijo e-mail vsebin, saj pove\u010dujejo anga\u017eiranost, krepijo zvestobo strank in izbolj\u0161ujejo uporabni\u0161ko izku\u0161njo. Preberite si, kako te podatke vklju\u010diti v svojo strategijo za \u0161e bolj\u0161e poslovne rezultate.<\/p>\n","protected":false},"author":43,"featured_media":31953,"comment_status":"closed","ping_status":"closed","sticky":true,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5],"tags":[58,57],"class_list":["post-31950","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketinska-avtomatizacija","tag-e-mail-marketing","tag-klaviyo","entry"],"acf":{"izpostavljen_vodic_shortcode":"","drugi_del_vsebine":"","onemogoci_kazalo":false,"alternate_povezava":"https:\/\/madwise-eu.madwise-labs.si\/blog\/zero-party-data\/"},"yoast_head":"\nPrilagodite e-mail vsebine s podatki zero-party - Madwise Blog<\/title>\n<meta name=\"description\" content=\"Preberite si, kako s podatki zero-party izbolj\u0161ati personalizacijo in pove\u010dati anga\u017eiranost prejemnikov va\u0161i e-mail sporo\u010dil\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/madwise.si\/blog\/podatki-zero-party\/\" \/>\n<meta property=\"og:locale\" content=\"sl_SI\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Prilagodite e-mail vsebine s podatki zero-party - 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