Uzwile ngokuthengisa kwe-imeyili, uqinisekile. Kuyinto eyisisekelo esiyinhloko kuwo wonke amasu wokuthengisa digital. Kodwa ukuthi ukukhangisa kwe-imeyli okuphumelelayo, okuhlosiwe kubheka kanjani? Yini eguqukile ezweni lokuthengisa nge-imeyili? Futhi liletha inani elingakanani etafuleni?
Iyini ukumaketha kwe-imeyili?
Kafushane, ukumaketha nge-imeyili kungachazwa njenganoma yikuphi ukuxhumana nge-imeyili okuthunyelwa kulowo ongase abe ikhasimende ngenhloso yokumguqulela endalini. Kodwa njengomthengisi, kungcono ukuthi ucabange ngokumaketha nge-imeyili njenge indlela yokuxhumana yomuntu siqu eyakha ubudlelwano bokwethembana phakathi kwakho, umkhiqizo wakho kanye noxhumana naye.
Ukumaketha nge-imeyili kungenye yeziteshi eziningi zesu elijwayelekile lokumaketha kwedijithali. Okunye kufaka phakathi i-SEO, ukumaketha kokuqukethwe, inkundla yezokuxhumana, i-PPC (ukukhokha ngokuchofoza ngakunye), ukumaketha kwe-influencer ukubiza ezimbalwa. Kodwa ukumaketha nge-imeyili kuyaqhubeka nokuletha inani. Empeleni, i-imeyili inesilinganiso se-ROI sika-$38 ku-$1 ngayinye echithiwe.
Kodwa khumbula, hhayi wonke ama-imeyili adalwe alinganayo. Ukunikeza le miphumela emihle, udinga ukwenza ama-imeyili asebenzayo. Ukwenza lokho, kubalulekile ukuqonda ukuthi yikuphi ukumaketha kwe-imeyli engekho.
Yini ukumaketha nge-imeyili AKUKHO
Imikhankaso yokumaketha ye-imeyili ephumelelayo ihlanganisa isu, ukwenza kube ngokwakho kanye nemvamisa enengqondo. Kodwa ngokuvamile, abakhangisi benza ukukhangisa kwe-eblast okungenamsebenzi. Nazi ezinye izinto abathengisi okufanele bazigweme uma kukhulunywa ngokumaketha nge-imeyili:
"Ukuchitha-futhi-Ukuthandaza": Kulezi zinsuku, ukuqhumisa uhlu lwakho lwendlu ngemiyalezo elingana nosayizi owodwa akusanqamuki. Cabanga ngakho -– akuwona wonke umuntu kusizindalwazi sakho se-imeyili ozovula i-imeyili efanayo ngoba nje ngamunye uzoba nezinto azithandayo kanye nezimfanelo. Hlukanisa uhlu lwakho ukuze uqinisekise ukuthi umlayezo wakho uqondile futhi wandisa umzamo wakho wokumaketha.
Uhlu lokuthenga: Kungakhathaliseki ukuthi kulinga kangakanani, UNGATHENGI uhlu lwama-imeyili. Akukhona nje kuphela ukuthi uhlu oluthengiwe alusebenzi kahle uhlelo lokumaketha lwe-imeyili, kodwa ezikhathini eziningi ama-ESP ekhelini le-IP okwabelwana ngalo ngeke aze akuvumele ngisho nokuthenga uhlu. Kungani? Ngoba ikheli le-imeyili elibi lekhasimende elilodwa lingalimaza kakhulu ukulethwa kwawo wonke amanye amakhasimende kukheli le-IP elifanayo. Okokugcina, izinhlu eziningi ezitholakalayo ukuze zithengwe ngokuvamile azikho phezulu ngekhwalithi.
Flying Blind: Uma ungalandeli ngokuqhubekayo amazinga avulekile, amazinga okuchofoza-ngamazinga kanye nokuguqulwa kwemikhankaso yakho yokumaketha ye-imeyili, khona-ke kungenzeka ukuthi ungakaze uthumele i-imeyili kuqala. Uzokwazi kanjani ukuthi uhlelo lwakho lokuthengisa lwe-imeyili lusebenza kanjani ngaphandle uma ulinganisa ngokusebenza ukusebenza kwalo? Amaphakheji amaningi wokuthengisa i-imeyili kanye amapulatifomu wokumaketha okuzenzekelayo faka amakhono okubika ukuze ukwazi ukuphinda kabili kulokho okusebenzayo kanye nembazo okungasebenzi.
I-Evolution ye-imeyili Marketing
Lezi zinsuku kunzima ukuzicabangela impilo ngaphandle kwe-imeyili, kodwa ukumaketha kwe-imeyili kunomlando okhathazekile oqhubeka nokuguquka.
1971 – I-imeyili yokuqala ethunyelwa emlandweni. URay Tomlinson uthumele i-imeyili yokuqala ngqa. Uthini umlayezo okukulokhu kugxuma okungokomlando kwezokuxhumana? UTomlinson uthi bekuyi, "into efana ne-QWERTYUIOP."
1978 - Ukuqhuma kwe-imeyili eyinqwaba kuthunyelwe. U-Gary Thuerk, umphathi wezokumaketha kwa-Digital Equipment Corp, uthumele ukuqhuma kwe-imeyili enkulu ekhuthaza imishini ye-DEC kubasebenzisi abangu-400 nge-Arpanet. I-imeyili yokuphromotha isebenzile, njengoba iholele ekuthengisweni kwenani lezigidi ezingu-$13.
1996 - I-Hotmail yethule isevisi ye-imeyili yokuqala yamahhala esekelwe kuwebhu. I-Hotmail yasungulwa ngu-Sabeer Bhatia no-Jack Smith. Igama elithi "Hotmail" lalifakwe nezinhlamvu HTML (HoTMiL). Ngokwemvelo, abathengisi bashesha ukusebenzisa leli thuba futhi ukumaketha nge-imeyili kwaqala ukuqala.
2003 - Umthetho we-CAN-SPAM Usayinwe Wangena Emthethweni e-United States. Ngasekuqaleni kwawo-2000, ugaxekile base beyinkinga enkulu kuwo wonke umuntu. Ngo-2003, uMongameli uGeorge W. Bush wasayina i-CAN-SPAM yaba umthetho, njengengxenye yomzamo kazwelonke wokulwa nokhukhulelangoqo wama-imeyili angacelwanga. Abathengisi babazi ukuthi badinga ukulungisa isu labo le-imeyili uma bezofinyelela izethameli zabo.
Usuku lwamanje - I-imeyili Marketing Renaissance. Ukukhangisa okusekelwe kumvume, okwaziwa nangokuthi marketing kwangaphakathi, uye washintsha indlela abathengisi nabathengi ababhekene ngayo. I-imeyili idlala indima ebalulekile kuhambo lomthengi olungenayo. Ngokuhlala uxhumane namathemba anentshisekelo nge-imeyili, ungasiza ukwakha ubuhlobo nokudonsa izinkomba eduze kokuguqulwa.
Izenzo Ezinhle Zokuthengisa Nge-imeyili
Thola imvume. Uma ufuna ukwenza umkhankaso oyimpumelelo wokumaketha nge-imeyili, into yokuqala okudingeka uyenze ukuthola “imvume” kubamukeli bakho. Ukuthengisa izimvume (okubuye kwaziwe njengokumaketha kwangaphakathi) kuyilungelo, hhayi ilungelo, lokuletha imilayezo yomuntu siqu nebalulekile kubantu abafuna ngempela ukuyithola. Lokhu kusho ukuthi uzofuna ukuthumela i-imeyili kulabo abakhethe ukungena, noma ababonise intshisekelo yabo yokufunda okwengeziwe ngenkampani yakho. Lokhu kungaba izivakashi zewebhusayithi ezigcwalisa ifomu lokulanda okuqukethwe, ukucela
ukuzwa kumthengisi noma ubhalisele ibhulogi yakho noma incwadi yezindaba.
Yenza kube ngokwakho. Ukuthumela i-imeyili engeyena umuntu noma engabalulekile kuzokutholela ithikithi lekilasi lokuqala kufolda yogaxekile. Uma i-imeyili ingenziwanga ngeyakho, Amakhasimende angu-52% bathi bazothola enye indawo abangaya kuyo. Abathengisi bangakuvimbela kanjani lokhu?
Ngokumaketha okuzenzakalelayo, ungakwazi ukulandelela iwebhusayithi yoxhumana naye kanye nokuziphatha kwe-imeyili. Ingabe kukhona umkhiqizo othile noma ikhasi lesevisi kuwebhusayithi yakho ahlala eyivakashela? Mthumele i-imeyili ephakamisa lowo mkhiqizo noma isevisi. Ingabe ulande izingcezu zokuqukethwe ezithile? Mthumelele ucezu olufanayo. Hlala ubalulekile futhi uzozuza ukwethenjwa oxhumana naye.
Hlukanisa uhlu lwakho. Enye indlela elula yokudala imilayezo yomuntu siqu, eqondiwe iwukuhlukanisa uhlu lwakho. Ungakwazi ukuhlukanisa abathintwayo bakho ngemibandela eyahlukene, njengezibalo zabantu, indawo, isihloko somsebenzi, njll. Ungakwazi futhi ukuhlukanisa ngomuntu womthengi, ukuze wenze imilayezo yakho iqondiswe nakakhulu. Isibonelo, i-CEO kaCindy ingase idinge imiyalezo ehlukile kune-Andy Account Manager noma uMary Marketing Manager.
Qaphela ukwethula. Izwe lokulethwa kwe-imeyili liyashintsha, futhi nakuba kungase kubonakale kungavamile kubakhangisi, kubaluleke kakhulu ukusebenzisana kuphela nabaqondisi ababambe iqhaza.
Kungani? Idumela lakho lesizinda libaluleke kakhulu. I-ISP ikhula ngokuya ngokuyinkimbinkimbi empini yabo ngokumelene nogaxekile kanye ne-imeyili engadingeki. Ngaphezu kokubandakanyeka kokulandelela, ama-ISP manje alandela isizinda sakho sokuthumela.
Kodwa kukhona okuhle okukhulu kule nkathi entsha yokulethwa. Isibonelo, kusukela i-SharpSpring yethula amathuluzi okuxhumana nge-imeyili, amakhasimende abone ukuvulwa nokuchofoza okungaphezulu. Futhi, ukucindezela i-imeyili okuthunyelwa kubamukeli abangenantshisekelo sekuvele kuvele kwenyusa isithunzi samakhasimende ngama-ISP kanjalo.
Ukucabangela lapho ukhetha Abathengisi be-imeyili yokuthengisa
Uma usulungele ukukhetha umdayisi we-imeyili wokumaketha, qiniseka ukuthi uzibuza le mibuzo:
- Ingabe i-automation yokuthengisa ifakiwe njengengxenye yephakheji yokumaketha ye-imeyili?
- Ingabe ihlanganisa kalula ne-CRM nezinye izinhlelo zokusebenza?
- Ingabe inkundla idinga inkontileka yesikhathi eside noma inyanga nenyanga?
- Kubiza malini? Ingabe iyangena kubhajethi yakho?
- Ungakwazi yini ukuhlukanisa kalula uhlu lwakho lwe-imeyili?
- Ingabe kulula ukwakha ama-imeyili okuthengisa aklanyelwe ngaphandle kokufaka amakhodi?
- Ingabe ingathumela izexwayiso ezizenzakalelayo zeqembu lakho lokuthengisa lapho ithemba selilungele ukuthengwa?
