Amanethiwekhi omphakathi Okwamanje zibhekwa njengezibalulekile futhi ziyadingeka. Sihlala sixhumana nazo kanye nomhlaba ekuphileni kwethu kwansuku zonke. imeyiliSabelana ngolwazi lwethu lwezenhlalo, lwezemfundo, kanye nolwazo zonke izinhlobo. Ngakho-ke, kungase kungamangazi ukuthi lokhu okuhlangenwe nakho kungasetshenziswa njengengxenye... ezokuhweba ngekhompyutha kanye namasu okumaketha kobudlelwano bemikhiqizo.
Isikhathi esithile, i- ezentengiso yenhlalo. Lokhu kubhekiswa ku- ukusetshenziswa kwezingosi zokuxhumana nabantu kwemisebenzi yezentengiselwano kanye nokuhlanganiswa kwemisebenzi yokuthenga ngaphakathi kwalezi zinkundla. Izinkundla zokuxhumana eziku-inthanethi azisasetshenziswa nje ukulayisha izithombe noma ukwabelana ngemicimbi yomuntu siqu, kodwa futhi ukukhiqiza ithrafikhi efanelekayo ukuya kuwebhusayithi noma esitolo esiku-inthanethi kanye nokondla izizindalwazi ezivuselelwa kamuva yi- imeyili marketingZisetshenziswa futhi ukuqhuba ukushintshana kwezentengiselwano nokuqinisa ubudlelwano namakhasimende kuzo zonke izigaba zomjikelezo wokuthenga.
Ngenxa yokufinyelela okubanzi nokufinyeleleka kwazo, amapulatifomu ezokuxhumana ayithuluzi elinamandla. Ayebhekwa njengengxenye yezentengiselwano zenhlalo kuphela, ekhawulelwe ohlwini olwabiwe kanye nezilinganiso zabasebenzisi. Kodwa namuhla, lokhu kushintshile: noma yiliphi isethi yamathuluzi ngaphakathi kwamanethiwekhi omphakathi asetshenziselwa ezentengiselwano manje abhekwa njengengxenye yawo. ezentengiso yenhlalokufaka phakathi amafomu okubhalisela, izikhangiso eziqondiwe zokukhiqiza ama-lead, kanye nezenzo eziphela nge- isu lokumaketha nge-imeyili ihlelwe kahle.
Leli gama akufanele lididaniswe nelithi ukuthengwa komphakathiUkuthenga kwezenhlalo kubhekisela kunethiwekhi yabathengi, njengoba igama layo lisho, lapho abasebenzisi babelana khona ngemibono, baqhathanisa imikhiqizo, futhi bakhuthazana. Ngakolunye uhlangothi, ukuhweba kwezenhlalo kubhekisela ku ukuxhumana phakathi kwabathengisi kanye nabathengi ngaphakathi kwendawo yomphakathi, kanye nawo wonke amathuluzi akhuthaza ukuguqulwa, okuhlanganisa ne-imeyili njengesiteshi sokulandelela.
Yindawo ekhulayo. Futhi kuya ngokuya kunokwenzeka ukufaka amathuluzi amaningi ngaphakathi kwe- ezentengiso yenhlaloZonke izilinganiso ezifakiwe kunoma iyiphi ipulatifomu, konke ukuhlaziywa noma ukubuyekezwa komkhiqizo noma ngisho nendawo, kuyingxenye yokuhweba kwezenhlalo. Lokhu kuphinde kwabangela... ukumaketha komphakathi, okuncike kakhulu ku- imeyili marketing ukuguqula ukunaka kube yimiphumela elinganisekayo.
Ukumaketha komphakathi kubhekisa ekukhangiseni okuphakathi kwenethiwekhi yokuxhumana nomphakathi. Impela usibonile isikhangiso ngenkathi uphequlula ingosi yokuxhumana nabantu. Ukutshalwa kwemali okuqhubekayo ku- ukumaketha komphakathi Futhi izibuyekezo ezinkundleni zokuxhumana kanye nezinhlelo zokusebenza ziguqula ukuhweba kwezenhlalo kube umbuso ongaba khona. Futhi, uma kuhlanganiswa ne-imeyili, kudala uhlelo lapho ukutholwa, ukunakekela kanye nokugcinwa Zisebenza ngendlela ehlanganisiwe.
Kutholakale nokuthi lokhu kuye kwathinta imikhuba yokuthenga ku-inthanethi. Akukacaci ukuthi lo mthelela uzoba muhle noma mubi ngokuhamba kwesikhathi. Kodwa singaqiniseka ukuthi ukuhweba kwezenhlalo akusaphumi esitayeleni. Futhi, ngaphakathi kwalesi simo, Ukumaketha nge-imeyili njengethuluzi lokufinyelela amakhasimende Kuzihlanganisa njengebhuloho eliguqula ukuxhumana komphakathi kube ubudlelwano obujulile nobuhlala njalo.
Ukumaketha nge-imeyili njengensika yokuhweba kwezenhlalo
I-imeyili ingenye ye- iziteshi ezizinzile nezisebenza kahle ukuze kufinyelelwe ukuxhumana namakhasimende. Ngokungafani nezinye imidiya ezingashintsha ama-algorithms, i-imeyili ivumela ukuxhumana ngqo ngesizindalwazi sabo, esakhiwe ngabantu abanikeze imvume yokuthola imiyalezo. Ngenxa yokumaketha nge-imeyili kanye nokuthumela njalo okuqukethwe nolwazi, izinkampani kanye nemikhiqizo kufeza lokho amaqembu amakhasimende ahlukaniswe bamba iqhaza ngenkuthalo, hlala unolwazi ngazo zonke izindaba zakamuva, futhi usebenzise okunikezwayo, okuhlangenwe nakho, kanye nezinzuzo.
Ukumaketha nge-imeyili kungenye yamasu aphumelela kakhulu buyela kutshalomali Kuzuzisa izinkampani. Izifundo zezimboni zibonisa ukuthi kungakhiqiza imbuyiselo ephezulu kakhulu yeyunithi ngayinye yemali etshaliweKuye ngekhwalithi yedathabheyisi kanye nesu elisetshenzisiwe, lesi siteshi siye sazivumelanisa nokuvela kobuchwepheshe, sihlanganiswa ne-CRM, i-e-commerce, i-analytics, kanye ne-automation, futhi siyakhula kanye nengxoxo yeselula kanye namanethiwekhi omphakathi, siba yingxenye ebalulekile yezimpilo zabantu ezindaweni ezahlukene.
Idatha yokusetshenziswa kwe-imeyili ikhombisa ukuthi kuwumkhuba ohlanganiswe ngokuphelele empilweni yansuku zonke. Izigidi zabasebenzisi zihlola ibhokisi labo lokungenayo njalo, futhi amaphesenti aphezulu kakhulu enza kanjalo. okungenani kanye ngosukuNgaphezu kwalokho, ama-SME amaningi abika ukuthi asebenzisa ukumaketha nge-imeyili njengethuluzi lawo eliyinhloko lokuthuthukisa finyelela amakhasimende ngempumelelongaphambi ngisho nakwezinye iziteshi zedijithali.
Ngenxa yale nhlanganisela yokufinyelela, ukujwayela, nokulawula, ukumaketha nge-imeyili sekuyinto ebalulekile ku- ukwethembekaIkuvumela ukuthi uhambe nomsebenzisi kusukela ngesikhathi ethola uhlobo oluthile ezinkundleni zokuxhumana noma ezinjinini zokusesha kuze kube yilapho ethenga futhi, kamuva, athole ukuxhumana okubalulekile okuqinisa ubudlelwano bakhe nenkampani.
Kodwa-ke, siyazi ukuthi ukuba nesizindalwazi kanye nohlu lwama-imeyili olufaneleke kakhulu, kanye nekhophi ethile kanye nomklamo omncane, akwanele ukudala imikhankaso yokumaketha nge-imeyili ephumelelayo. Kufanele usebenze kanzima, kufanele ukwenze. isuFuthi udinga ukufunda ngokusebenzisa ukuhlola. Bheka ngezansi ukuthi ungaguquka kanjani kusukela ekuthumeleni ama-imeyili ngezikhathi ezithile uye ekwakhiweni kokuxhumana okuphelele okusekelwe kudatha, ukwenza kube ngokwakho, kanye nokulinganisa okuqhubekayo.
Izinzuzo ezibalulekile zokumaketha nge-imeyili zokufinyelela amakhasimende
Ukumaketha nge-imeyili kunikeza izinzuzo eziningana ezenza kube ithuluzi lamasu Lokhu kusebenza kokubili emabhizinisini e-commerce kanye ne-B2B kanye namaphrojekthi esevisi. Nazi ezinye zezinzuzo ezifanele kakhulu uma kukhulunywa ngokufinyelela amakhasimende akho:
- Isiteshi sakhoNgokungafani nezinkundla zokuxhumana, lapho ukubonakala kuncike kuma-algorithms, uhlu lwakho lweposi luyi- impahla yomkhiqizo wakhoUma nje uhlonipha imvume futhi ugcina isizindalwazi sibuyekeziwe, ungaxhumana noxhumana nabo ngaphandle kwabalamuli.
- Inzuzo ephezulu ekutshalweni kwezimaliIzindleko zokuthumela ama-imeyili ziphansi uma ziqhathaniswa nezinye imidiya, futhi amapulatifomu amanje avumela i- i-automation ethuthukisiwe, okuthuthukisa i-ROI futhi kunciphisa imisebenzi yezandla.
- Ukuhlukaniswa okuqondileUngaqoqa oxhumana nabo ngeqembu izintshisekelo, ukuziphatha kokuthenga, izibalo zabantu, noma isigaba sohambo lwamakhasimendeLokhu kuhunyushwa kube yimilayezo efanele kakhulu, ngakho-ke, amazinga okuvula, okuchofoza, kanye nokuguqulwa angcono.
- Ukwenza ngokwezifiso okujulileAkukhona nje ukufaka igama lomamukeli. Ungavumelanisa okuqukethwe, imikhiqizo enconyiwe, izinzuzo, noma ngisho nethoni yomlayezo nengxenye ngayinye, okwenza okuhlangenwe nakho kube okomuntu siqu kakhulu.
- I-automation kanye ne-scalabilityUkumaketha nge-imeyili kukuvumela ukuthi udale imisebenzi efana Ukwamukelwa, inqola elahliwe, ngemva kokuthenga noma ukuphinda kusebenze ezivuselelwa ngokuzenzakalelayo ngokusekelwe ekuziphatheni komsebenzisi, okwandisa umthelela ngaphandle kwesidingo sokwandisa umzamo owenziwa ngesandla.
- ukulinganisa kwesikhathi sangempelaAmamethrikhi afana nokuvula, ukuchofoza, ukuguqulwa, ukugxuma, noma ukuhoxisa ukubhalisa avumela qhubeka nokwandisa Imikhankaso. Ngaphezu kwalokho, izibalo ezifana nemali engenayo ye-imeyili noma izinga lokuchofoza ukuze uvule (i-CTOR) zisiza ukuqhathanisa ukusebenza nezinye iziteshi.
- Ukuhlanganiswa kweziteshi eziningiI-imeyili ihlanganiswe nezinkundla zokuxhumana, ama-SMS, izaziso ezisheshayo noma ama-chatbot, okwenza ingxenye yolwazi lomkhiqizo oluhambisanayo kuzo zonke izindawo zokuthinta.
Lezi zici zivumela ukumaketha nge-imeyili ukuthi kungabi nje isiteshi sokuthengisa ngqo, kodwa futhi kube ithuluzi loku umkhiqizo wokwakhaUkufundisa izilaleli nokwakha ukwethembana ngokuhamba kwesikhathi kubaluleke kakhulu endaweni egcwele imiyalezo yokukhangisa.
Izibonelo zokumaketha nge-imeyili okuphumelelayo ngaphakathi kwe-e-commerce yezenhlalo
Ukuqonda amandla okumaketha nge-imeyili kulula ngezibonelo. Izinkampani ezinkulu zedijithali zisebenzisa i-imeyili njengengxenye ebalulekile yesu lazo lobudlelwano namakhasimende, ziyihlanganisa nezinkundla zokuxhumana kanye neminye imithombo yethrafikhi.
- Amazon Sebenzisa imikhankaso yokumaketha nge-imeyili ukuze uthumele izincomo ezenziwe zaba ngezakho Ngokusekelwe kumlando wokuphequlula nokuthenga, lawa ma-imeyili, afaka phakathi imikhiqizo ehlobene kanye nokunikezwa okuthile, akhulisa kakhulu inani elimaphakathi le-oda.
- Netflix ithumela ama-imeyili aneziphakamiso zochungechunge nama-movie ngokusekelwe ku- umlando wokubukaNgale ndlela, igcina ipulatifomu ikhona empilweni yansuku zonke yomsebenzisi futhi ikhuthaza ukusetshenziswa okuphindaphindiwe.
- sephora isebenzisa idatha evela ekuthengeni kwangaphambilini iye kokunikezwayo ukukhushulwa okukhethekile kanye nokwethulwa okuhambisana nokunambitheka kwekhasimende ngalinye, okwandisa ukwethembeka kwamakhasimende kanye nokuthengisa okuxubile.
Lezi zimo zibonisa ukuthi, ngokusebenzisa idatha kanye nokwenza ngokuzenzakalela, ukumaketha nge-imeyili kuhlangana kanjani nezindlela zokuxhumana ezithuthukisiwe kanye nezinhlelo zokumaketha zedijithali. Ngesikhathi esifanayo, ama-SME amaningi angaliphinda le ndlela ngezinga elincane, esebenzisa ama-CRM awo, amapulatifomu e-commerce, kanye namathuluzi e-imeyili ukwakha. ubudlelwano obuseduze nobunenzuzo nezilaleli zakho.
Amasu asebenzayo okusebenzisa ukumaketha nge-imeyili njengethuluzi lokuxhumana
Ukuze usebenzise i-imeyili ngokugcwele kwezentengiselwano zomphakathi kanye nokumaketha kwedijithali, kuyalulekwa ukulandela uchungechunge lwemikhuba emihle kakhulu esekelwe kulokho okuboniswa yidatha kanye nokuhlangenwe nakho kwemikhiqizo esebenza kahle kakhulu kulesi siteshi.
- Ukuqonda nokuhlukanisa izilaleliIsisekelo sanoma yiliphi isu eliphumelelayo ukwazi Ukhuluma nobani?Ukuchaza amaphrofayili amakhasimende nokuwahlukanisa ngokwezinto ozithandayo, ukuziphatha, noma isigaba sokuthenga kuzokuvumela ukuthi uthumele ama-imeyili afanele kakhulu.
- Chaza izinhloso ezicacile zomkhankaso ngamunyeI-imeyili ngayinye kufanele ibe nenhloso ethile: ukwazisa, ukuthengisa, ukufundisa, ukuvuselela oxhumana nabo abangasebenzi, noma ukukhulisa ukwethembeka kwamakhasimende. Lokhu kucaca kusiza ukuhlela okuqukethwe, ukuklama, kanye nokubiza isenzo.
- Nakekela okuqukethwe kanye nomklamoI-imeyili enhle ihlanganisa izihloko ezikhangayoUmklamo ohlanzekile nophendulayo, umbhalo ocacile, kanye nama-CTA abonakalayo kubalulekile. Umyalezo kufanele uskenekeke kalula, ube namabhulokhi amafushane, umbhalo ogqamile ukuze ugqamise imibono eyinhloko, kanye nezithombe ezilula nezifanele.
- Sebenzisa ukuzenzekela okuhlakaniphileUkugeleza okufana nokwamukela, ukuthengwa ngemuva kokuthenga, izincomo ezenziwe ngezifiso noma izikhumbuzo zenqola elahliwe kuyizibonelo zezindlela ezenzakalelayo ezisekela ngqo imigomo yokuthengisa nokwethembeka ngaphandle kokukhungathekisa umsebenzisi.
- Linganisa futhi ulungiseleleUkubukeza ukuvulwa, ukuchofozwa, ukuguqulwa, ukuhoxiswa, izikhalazo, noma imali engenayo ngomkhankaso ngamunye kuvumela ukulungiswa okuqhubekayo. Ukuhlolwa kwe-A / B Ngokuphathelene nezihloko, imiklamo, noma ama-CTA, ahlinzeka ngezifundo ezibalulekile ezithuthukisa ukusebenza ngokuthunyelwa ngakunye.
Njengoba kuhlanganiswe ngale ndlela nokuhweba kwakho kwezenhlalo kanye nesu lokumaketha kwedijithali, ukumaketha nge-imeyili kuba ithuluzi elinamandla lokufinyelela amakhasimende, ukuwaphelezela kuzo zonke izigaba zohambo lokuthenga, nokwakha ubudlelwano bokwethembana obuba yinzuzo kubo bobabili abantu.
Uma i-imeyili ibhekwa njengesiteshi sobunikazi, ngokusekelwe emvumeni, idatha, kanye nenani langempela lomsebenzisi, iba umngane ozinzile lapho ubhekene nezinguquko eziqhubekayo endaweni yedijithali kanye nengxenye ebalulekile yokwenza ibhizinisi lakho likhule njalo.