{"id":36075,"date":"2026-02-13T15:29:43","date_gmt":"2026-02-13T14:29:43","guid":{"rendered":"https:\/\/madwise.si\/blog\/?p=36075"},"modified":"2026-02-10T13:00:16","modified_gmt":"2026-02-10T12:00:16","slug":"newsletter-digitalni-marketing-nasveti","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/newsletter-digitalni-marketing-nasveti\/","title":{"rendered":"Podjetja opu\u0161\u010dajo newsletter: kaj svetujemo pri Madwise?"},"content":{"rendered":"\n<p>Za mnoga podjetja je <strong>newsletter postal vpra\u0161ljiv kanal<\/strong>, a podatki mu \u0161e vedno priznavajo izjemno donosnost. <\/p>\n\n\n\n<p>Po <a href=\"https:\/\/www.mailmodo.com\/guides\/email-marketing-roi-statistics\/\" target=\"_blank\" rel=\"noreferrer noopener\">raziskavi MailModo<\/a> zna\u0161a povpre\u010den ROI kar <strong>42 dolarjev na vsak vlo\u017een<\/strong> dolar. <\/p>\n\n\n\n<p>To je dovolj dober razlog, da premislite, <strong>kako ga uporabljati pametneje<\/strong>. <\/p>\n\n\n\n<p>V nadaljevanju razkrivamo, kaj po na\u0161em mnenju dobro deluje.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Je newsletter \u0161e vreden va\u0161e pozornosti?<\/h2>\n\n\n\n<p>Newsletter je kanal, ki ga podjetja <strong>pogosto podcenijo<\/strong>, a \u0161tevilke pripovedujejo drugo zgodbo. Leta 2024 je bilo poslanih ve\u010d kot 361 milijard e-mailov (<a href=\"https:\/\/www.statista.com\/statistics\/255080\/number-of-e-mail-users-worldwide\/\" target=\"_blank\" rel=\"noreferrer noopener\">Statista<\/a>), do leta 2027 pa se bo \u0161tevilka povzpela na <strong>408 milijard<\/strong>.<\/p>\n\n\n\n<p>Tudi vedenje uporabnikov ne podpira trditve, da e-po\u0161ta izgublja pomen. Kar <strong>42&nbsp;% ljudi preveri svoj e-mail<\/strong> vsaj trikrat na dan (<a href=\"https:\/\/www.zerobounce.net\/email-statistics-report\/\" target=\"_blank\" rel=\"noreferrer noopener\">ZeroBounce<\/a>). To pomeni, da prilo\u017enost obstaja \u2013 le izkoristiti jo je treba pametno.<\/p>\n\n\n\n<p>Pravi izziv ni v kanalu samem, temve\u010d v tem, <strong>kako izstopiti iz mno\u017eice<\/strong> in ostati relevanten. Generi\u010dni newsletterji, polni samohvale, nimajo mo\u017enosti.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Prilagojena sporo\u010dila s premi\u0161ljeno strukturo dosegajo vi\u0161jo odprtost in klikabilnost. Uporabniki prepoznajo trud \u2013 in nanj tudi reagirajo.<\/p>\n<\/blockquote>\n\n\n\n<p>Pri Madwise gledamo na newsletter kot na <strong>orodje za konkretne rezultate<\/strong>. Vsako sporo\u010dilo mora imeti namen in merljiv u\u010dinek.<\/p>\n\n\n\n<p>Dober dodatek k tej temi: \u2018<a href=\"https:\/\/madwise.si\/blog\/email-design-primeri\/\" target=\"_blank\" rel=\"noreferrer noopener\">Kako oblikovati u\u010dinkovit e-mail design, ki prepri\u010da?<\/a>\u2019.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Zakaj so nekatera podjetja opustila e-po\u0161to?<\/h2>\n\n\n\n<p>Nekatera podjetja so v zadnjih letih opustila newsletter zaradi padca t. i. <em>open rate<\/em> oziroma stopnje odprtosti (CTR). Kot <a href=\"https:\/\/www.mailerlite.com\/blog\/email-marketing-statistics\" target=\"_blank\" rel=\"noreferrer noopener\">poro\u010da portal Mailerlite<\/a>, CTR v povpre\u010dju dosega le <strong>okoli 42\u00a0%<\/strong>, kar pri mnogih spro\u017ei dvom o u\u010dinkovitosti kanala.<\/p>\n\n\n\n<p>\u0160e ve\u010dji izziv predstavlja <strong>poplava vsebin<\/strong>. Po <a href=\"https:\/\/www.statista.com\/statistics\/255080\/number-of-e-mail-users-worldwide\/\" target=\"_blank\" rel=\"noreferrer noopener\">podatkih portala Statista<\/a> je bilo leta 2024 poslanih ve\u010d kot 361 milijard e-mailov. V takem okolju je borba za pozornost izjemno zahtevna.<\/p>\n\n\n\n<p>Poleg tega je uvedba <strong>GDPR prinesla dodatne obveznosti<\/strong>, predvsem pri zbiranju soglasij in ravnanju z osebnimi podatki. Nekatera podjetja so zato raje vrgla pu\u0161ko v koruzo.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2025\/08\/razlogi-upad-newsletter-2025-1024x576.webp\" alt=\"razlogi za upad odprtosti in u\u010dinkovitosti emailov\" class=\"wp-image-36094\" srcset=\"https:\/\/madwise.si\/blog\/wp-content\/uploads\/2025\/08\/razlogi-upad-newsletter-2025-1024x576.webp 1024w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2025\/08\/razlogi-upad-newsletter-2025-300x169.webp 300w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2025\/08\/razlogi-upad-newsletter-2025-768x432.webp 768w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2025\/08\/razlogi-upad-newsletter-2025-1536x864.webp 1536w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2025\/08\/razlogi-upad-newsletter-2025-1568x882.webp 1568w, https:\/\/madwise.si\/blog\/wp-content\/uploads\/2025\/08\/razlogi-upad-newsletter-2025.webp 1600w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Na uspeh e-po\u0161tnih kampanj vplivajo GDPR, konkurenca v inboxu in ni\u017eji open rate.<\/figcaption><\/figure>\n\n\n\n<p>Na <a href=\"https:\/\/www.newsletteroperator.com\/p\/are-newsletters-dead\" target=\"_blank\" rel=\"noreferrer noopener\">portalu Newsletter Operator<\/a> opozarjajo, da neuspeh obi\u010dajno <strong>ni te\u017eava kanala<\/strong>, ampak posledica slabe prakse.<\/p>\n\n\n\n<p>Pogoste napake e-mail marketinga so:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>pomanjkljiva personalizacija, <\/li>\n\n\n\n<li>premalo testiranja vsebin,<\/li>\n\n\n\n<li>nejasna vrednost za uporabnika, zaradi katere sporo\u010dilo prezre ali se odjavi.<\/li>\n<\/ul>\n\n\n\n<p>Pri Madwise verjamemo, da newsletter <strong>\u0161e vedno deluje<\/strong> \u2013 a le, \u010de je uporabljen premi\u0161ljeno. U\u010dinkovitost prihaja iz strategije, ne iz rutine.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Kaj svetujemo pri Madwise<\/h2>\n\n\n\n<p>U\u010dinkovit za\u010detek se vedno za\u010dne pri <strong>kakovostni bazi prejemnikov<\/strong>. Gradite jo s pristnim <em>opt-in<\/em> pristopom \u2013 uporabnik mora natan\u010dno vedeti, na kaj se prijavlja. <strong>Jasni pogoji in obljube<\/strong> so temelj, ki gradi zaupanje. Brez tega bo imela tudi najbolj\u0161a vsebina omejen u\u010dinek.<\/p>\n\n\n\n<p>Naslednji korak je <strong>pametna personalizacija<\/strong>. Samo nagovor z imenom ne zadostuje. U\u010dinkovite kampanje temeljijo na razumevanju interesov in vedenja. <\/p>\n\n\n\n<p>Pri naro\u010dnikih pogosto uporabljamo <strong>Klaviyo<\/strong>, kjer z avtomatizacijo in dinami\u010dnimi sporo\u010dili dose\u017eemo bolj\u0161o relevantnost in vi\u0161je konverzije. *Tukaj <a href=\"https:\/\/madwise.si\/blog\/kako-ustvariti-klaviyo-racun\/\" target=\"_blank\" rel=\"noreferrer noopener\">preberite, kako ustvariti Klaviyo ra\u010dun<\/a>.<\/p>\n\n\n\n<p>Newsletter ne sme delovati lo\u010deno. Najbolj\u0161e rezultate prina\u0161a, ko je povezan z ostalimi digitalnimi aktivnostmi \u2013 <strong>SEO vsebinami<\/strong>, prisotnostjo na dru\u017ebenih omre\u017ejih ali vlogo pri pridobivanju leadov. Tako ne ustvarjate le prometa, ampak gradite <strong>celovit sistem<\/strong>.<\/p>\n\n\n\n<p>Povezana vsebina: \u2018<a href=\"https:\/\/madwise.si\/blog\/email-kampanje-boljsi-rezultati\/\" target=\"_blank\" rel=\"noreferrer noopener\">Kako izbolj\u0161ati va\u0161e email kampanje<\/a>\u2019.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Kako pa mi pripravimo newsletter?<\/h2>\n\n\n\n<p>V Madwise delamo z e-commerce in B2B naro\u010dniki, kjer newsletter pogosto slu\u017ei kot <strong>vezni \u010dlen med ogla\u0161evanjem in prodajo<\/strong>. <\/p>\n\n\n\n<p>Na\u0161 cilj ni ena dobra kampanja, temve\u010d strategija, ki deluje <strong>dolgoro\u010dno<\/strong> in podpira rast.<\/p>\n\n\n\n<p>\u010ce vas zanima, kako bi lahko tudi va\u0161 newsletter postal del <strong>u\u010dinkovite digitalne strategije<\/strong>, se oglasite pri nas. Skupaj pogledamo, kje so prilo\u017enosti, in pripravimo na\u010drt, ki prinese merljive rezultate.<\/p>\n\n\n\n<p>Pi\u0161ite nam na <a href=\"mailto:zivjo@madwise.si\" target=\"_blank\" rel=\"noreferrer noopener\">zivjo@madwise.si<\/a> ali nas pokli\u010dite na <a href=\"tel:+386 31 370 639\" target=\"_blank\" rel=\"noreferrer noopener\">+386 31 370 639<\/a>. Brez obveznosti.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u010ceprav se zdi, da newsletter izgublja vpliv, \u0161tevilke ka\u017eejo druga\u010de. E-novice \u0161e vedno dosegajo odli\u010den ROI \u2013 a le, \u010de jih uporabljate premi\u0161ljeno. V \u010dlanku poka\u017eemo, kje podjetja najpogosteje zgre\u0161ijo in kako lahko s personalizacijo ter avtomatizacijo znova dose\u017eete rezultate, ki \u0161tejejo.<\/p>\n","protected":false},"author":45,"featured_media":36093,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-36075","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketinska-avtomatizacija","entry"],"acf":{"izpostavljen_vodic_shortcode":"","drugi_del_vsebine":"","onemogoci_kazalo":false},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Podjetja opu\u0161\u010dajo newsletter: kaj svetujemo pri Madwise?<\/title>\n<meta name=\"description\" content=\"Newsletter ni mrtev \u2013 le napa\u010dno ga uporabljate. 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