Ama-Metric e-5 wokumaketha ama-imeyili nama-KPIs Bonke Abamakethe Kufanele Balandelele

"I-imeyili akuyona into yobudala, kanti imithombo yezokuxhumana yehlukaniswe ngezizukulwane."

 Nakhu engikushoyo: 

• IGen-Z inamathiselwe kuSnapchat, Tik-Tok, nakwimithombo yezokuxhumana efanayo; 
• Intsha imayelana ne-Instagram; 
• Ochwepheshe bathanda ukulenga ku-LinkedIn; 
• Futhi abantu abaneminyaka ephakathi nendawo basathanda i-Facebook. 

Kubukeka sengathi kunemingcele ekukhetheni komuntu imithombo yezokuxhumana. 

Kodwa ... Uma kunento eyodwa efinyelela kalula esizukulwaneni ngasinye — into esetshenziswa yilowo nalowo wethu abasebenzisi be-inthanethi — yiyona eimeyili. 

Kukhona okungaphezu kwalokho 3.7 billion abasebenzisi be-imeyili emhlabeni wonke, yize beyindlela endala yokuxhumana nge-inthanethi. Kufushane kancane 300 billion ama-imeyili azothunyelwa futhi atholakale kulo nyaka. Abathengisi bathole mayelana Kubuya u- $ 32 ngedola ngalinye elisetshenziswe ekuthengisweni kwe-imeyili.

Lawa ngamaqiniso aqondile; ngakho-ke akunakuphikwa ukumaketha nge-imeyili kufanele kwenziwe. Amathuba, usuvele uyakwenza. Kodwa-ke, uma kungenjalo, qala ukwakha uhlu lwe-imeyili. Lapho konke sekusethiwe, yakha umkhankaso wakho wokuqala we-imeyili. Futhi zisuka nje, gcina umkhondo wamamethrikhi asemqoka nama-KPIs. 

Ama-KPIs (Izinkomba Zokusebenza Okubalulekile) izinombolo / izibalo ezinquma ukuthi uqhuba kanjani ngokuqhathaniswa ne- umgomo. 

Udidekile ukuthi yimaphi ama-KPIs okufanele abeke phambili nokuthi yikuphi okumele kuqedwe? Ungakhathazeki; le ndatshana izokusiza.

Kulesi sihloko, ngizokwabelana nawe ngamamethrikhi wokuthengisa ama-imeyili amahlanu nama-KPI wena (umakethi) okufanele ulandele ukuqondisisa okungcono ne-ROI enhle. Funda bese uwabhala phansi.

1. Isilinganiso sokulethwa kwe-imeyili

Ungaqasha umbhali wamakhophi ongcono kunabo bonke ongaqasha. Ungachitha izinkulungwane zamadola kumakhasi wokufika naku-SEO ku- yakha uhlu lwe-imeyili. Noma kunjalo, alikho ithuba lokuthi i-imeyili ivulwe, ingasaphathwa eyokufundwa, uma ingafinyeleli ebhokisini lokungenayo lethemba. Futhi yingakho isilinganiso sokulethwa kwe-imeyili imethrikhi ebucayi okufanele ilandelwe. 

Isilinganiso Sokulethwa Kwe-imeyili yipesenti yama-imeyili atholwa amaseva esango labahlinzeki benkonzo ye-inthanethi yababhalisile bakho (ISPs) futhi angabuyiswa njenge ukuqhuma kanzima noma okuthambile.

Ngamagama alula, iphesenti lama-imeyili angena kumabhokisi wokungenayo amathemba akho ngokuqhathaniswa nenombolo yamakheli e-imeyili athunyelwe kuwo.

Ngokufanelekile, ufuna i- Isilinganiso Sokulethwa Kwe-imeyili ukuba yi-100%, kepha empeleni, noma yini> 95% kuhle kakhulu. Ukunakekela lezi zinto ezilandelayo kuzokusiza ukufeze lokho:

1. Umsuka we-imeyili: Uma i-IP oyithumela kuyo i-imeyili ingabonakali ibalulekile futhi inokwethenjelwa ku-ISP yomamukeli noma ifakwa ohlwini lwabangenayo ohlwini lwabadlali, le imeyili izophela ku-Spam. Ngakho-ke, ukukhetha ipulatifomu yokuthengisa ezenzakalelayo nekhwalithi edumile ye-imeyili kufanele kube yinto eza kuqala kuwe uma ucabanga ngokukhangisa nge-imeyili.
   
2. Okuqukethwe kwe-imeyili: Izihlungi zogaxekile zingadalwa uma okuqukethwe kuzama ukuthengisa kakhulu. Ngakho-ke, gcina okuqukethwe kwakho kwe-imeyili kubalulekile futhi uzame ukukugwema ogaxekile-isihlungi-amagama (njenge MAHHALA noma Yenza Manje!).
   
3. Idumela lakho njengomthumeli: Uma ama-imeyili wakho wangaphambilini enempilo futhi abantu bewavula kaningi, isithunzi sakho somthumeli siyoba sihle, esizosizakala ngqo kuwe Isilinganiso Sokulethwa Kwe-imeyili.
   
4. Ukuvama kwama-imeyili: Uma imvamisa yakho ye-imeyili iphezulu kakhulu, Izinga Lokulethwa Kwe-imeyili lizoba liphansi ngokuqhathaniswa. Okungakuhle, thumela i-imeyili kobhalisile kanye noma kabili ngesonto.

Nakekela lezi zinto ezine, futhi umbozwe kakhulu ukuze ube nesilinganiso esihle sokulethwa kwe-imeyili. Ungathola amanye amathiphu ambalwa lapha.

2. Isilinganiso esivulekile

Ezimweni eziningi, i-imeyili yakho izofinyelela ebhokisini lokungenayo. Manje lapho umlingo womkopishi ubalulekile.

I-imeyili Open Rate yiphesenti lenani eliphelele lababhalisile abavule umkhankaso we-imeyili.

Le nombolo ikunikeza umbono omuhle wokubandakanya futhi ikusize ukuthi umise ibhentshimakhi. 

Futhi, kuhle, ufuna ukuthi le nombolo ifunde "100%," okusobala ukuthi akunakwenzeka. Empeleni, ama-25% -30% isilinganiso esivulekile esihle, ngakho-ke lungiselela lokho.

Izici ezimbalwa ezithinta isilinganiso esivulekile yilezi: 

1. Isihloko / Isihloko se-imeyili: Le yingxenye ebaluleke kakhulu ye-imeyili. Ezinye izifundo zibonisa ukuthi abantu abayisishiyagalombili kwabayishumi bafunda kuphela izihloko zezindaba; olunye ucwaningo lukhombisa abayisithupha kwabayishumi. Kepha ake singcolise inombolo kancane bese siyizwa ekukhangiseni IZIMBUZI uDavid Ogilvy, "Ngokwesilinganiso, abantu abaphindwe kahlanu kunabo bonke abafunda isihloko esivelele njengokufunda ikhophi yomzimba. Lapho usubhale isihloko sakho, usebenzise amasenti ayisishiyagalombili ngedola lakho. ” Ngakho-ke, bhala imigqa yezihloko elinga umfundi ukuthi azi kabanzi— ulayini wezihloko okhulisa amanani avulekile.
2. Gcina uhlu lwakho lwe-imeyili lusha: Uma obhalisile engenayo ingcosana yentshisekelo kulokho okushoyo, mancane amathuba okuthi avule i-imeyili yakho. Ngakho-ke, uma othile ebengasebenzi isikhathi eside, mkhuthaze ukuthi azikhiphe ohlwini noma asuse ohlwini — indlela elula yokuphakamisa amanani avulekile. Empeleni, Gmail ibilokhu icindezela le ajenda futhi.
   
3. Yakha umkhiqizo: Ngenkathi abantu abangama-47% bevula i-imeyili ngokususelwa esihlokweni, ama-64% asabela egameni lomthumeli. 

Sekukonke, 'I-Open rate' imethrikhi ebaluleke kakhulu, futhi kufanele wenze konke okusemandleni akho ukukhulisa le nombolo.

3. Izinga lokuchofoza

Ku-imeyili, ungenza okuningi kakhulu. Okungcono kakhulu ongakwenza ukukholisa futhi ube nentshisekelo kumfundi kunsizakalo / umkhiqizo / okunikezwayo kwakho. Abakwazi ukuthenga nge-imeyili.  Ngaleso sinyathelo esilandelayo, kufanele ubathumele kabusha ekhasini elithile lokufika kokunikezwa. Futhi yingakho i-CTR iyimethrikhi ebalulekile.

Izinga lokuchofoza nge-imeyili linani lababhalisile abachofoze okungenani isixhumanisi esisodwa kumkhankaso wakho wokuthengisa we-imeyili. 

Ngokuya ngohlobo lwe-imeyili olukholisayo, umuntu angathola i-CTR esukela ku-1% iye ngaphezu kuka-5%. Ngokujwayelekile, i-3% CTR yinhle; ngakho-ke, okokuqala, kuhlose lokho.

Kunezindlela eziningi ezivivinyiwe neziyiqiniso zokuthuthukisa i-CTR yakho. Ezinye zazo yilezi:

1. Gxila kusilinganiso esivulekile. Ngisho noma i I-CTOR ihlala ingaguquguquki, i-CTR izokwanda.
   
2. Yiba nomgomo engqondweni bese waklama i-imeyili ngokufanele. Yenze iskene uma isinde. Kunoma ikuphi, umfundi kufanele aqonde ukuthi uzama ukudlulisa ini.
   
3. Sebenzisa izixhumanisi ezifanayo izikhathi eziningi.
4. Sebenzisa izinkinobho. Zigcine zichaza esikhundleni senkinobho ejwayelekile efana nokuthi “Chofoza lapha”.
5. Qasha umbhali wamakhophi omuhle. Uma ikhophi le-imeyili libi, ubukhulu bohlu lwakho lwe-imeyili ngeke bubaluleke. Ukubhalwa kwamakhophi okusebenzayo kuyisihluthulelo se-CTR engcono. Amagama owasebenzisayo nokuthi uwasebenzisa kanjani ku-imeyili yakho angawenza noma aphule ukusebenza kwe-imeyili yakho.

 Sekukonke, i-CTR iyi-KPI ebalulekile yokuqapha.

4. Izinga lokuguqulwa

Lesi sibalo sibaluleke kakhulu kunoma yiliphi ibhizinisi — imethrikhi ebonisa ukuthi “Sithengise malini?” noma "Siqoqe mingaki imikhondo?"

Izinga lokuguqulwa lisho iphesenti lababhalisile abaqedela isenzo osifunayo noma babe amakhasimende, ngokuya ngenhloso yakho yokuguqula.

Lapho isivakashi sesifikile kuwebhusayithi yakho nge-imeyili, kungumsebenzi wakho ukuncenga. Nazi izindlela ezimbalwa zokukhuphula izinga lokuguqulwa:

1. Kwenze kube lula kubo. Ngokushesha lapho bekwazi ukwenza isenzo osithandayo, ngcono izinga lokuguqulwa. Isibonelo, cela ubuncane obungenalutho kumafomu.
   
2. Khombisa ukuthembeka kwakho. Izimpawu ezinjengobufakazi, ukubuyekezwa, izilinganiso ezivela eceleni noma ezinye izinhlobo zobufakazi bezenhlalo zisiza isivakashi ukuthi senze isinqumo sokuthenga.
3. Hlola i-CTA ehlukile (Shayela esenzweni). Amagama enkinobho oyisebenzisayo ekhasini lakho lokufika kungenye yezithako ezibaluleke kakhulu zokuguqulwa. Ukuhlola izinhlobo ezahlukahlukene ze- ama-CTA enza kahle kakhulu ingakusiza unqume ukuthi yini enamathela kubavakashi nokuthi yini engasebenzi.
4. Yenza okusobala. Nikeza isivakashi yonke intshi yolwazi abadinga ukuyazi. Isibonelo, ezinye izitolo ze-e-commerce zengeza intela ekuphumeni, okugcina ezimeni eziningi umsebenzisi angathengi.
   
5. Phelelisa i-UX yakho. Okuhlangenwe nakho komsebenzisi kungathinta kakhulu amazinga akho wokuguqulwa. Isibonelo, Ukususa ukuzulazula kuphela ukwandisa izinga lokuguqulwa ngo-30% kuya ku-40%.

Kafushane nje, ukugxila kwakho okuyinhloko kufanele kube kukhuphula izinga lokuguqulwa. “Kungani?” Ngoba ukuguqulwa okuphezulu, i-CTR engcono iyadingeka; futhi lokho, isilinganiso esivulekile. Futhi-ke, ufuna ukuthi lokho kuthengiswa kungene 😉  

5. Izindleko ngokuguqulwa ngakunye

Imethrikhi yokugcina ebalulekile (kulolu hlu) izindleko zesilinganiso sokuguqulwa ngakunye. Ungakubiza ngokuthi “ukugcinwa kwezincwadi,” “ROI” ⁠ — noma yini ofuna ukuyibiza ngayo.

Izindleko ngokuguqulwa ngakunye (noma izindleko ngokuthengisa ngakunye) inani eliphelele elikhokhelwe ukuthengiswa ngakunye (ukuguqulwa) okwenziwe ngumkhankaso othile we-imeyili.

Azikho izeluleko zokwandisa le nombolo ngoba, vele, yinombolo encike kumamethrikhi amane ashiwo ngenhla. Kodwa-ke, ukubheka le nombolo kukuvumela ukuthi unqume ukuthi imiphi imikhankaso efanele isikhathi sakho nemali yakho, futhi engeyona.

6. Ibhonasi: Okubi.

Amamethrikhi amahlanu asohlwini yiwona abaluleke kakhulu, kepha futhi udinga ukunakekela amapharamitha amabi afana nalawa:

• Inani lokukhipha ohlwini. Ngiyazi ukuthi ngishilo ukukhuthaza abamukelayo ukuthi bazikhiphe ohlwini uma bengenandaba nomkhiqizo noma insizakalo yakho, kepha kwesinye isikhathi amathemba enza lokho futhi ngenxa ezinye izizathu eziningana. Ngakho-ke, kufanele ulandelele leyo nombolo bese uzama ukugcina amakhasimende / amakhasimende angakhona ngokuqeda amaphuzu obuhlungu njengokuthumela kaningi. 
• Izinga lezikhalazo. Le phesenti ibonisa imethrikhi 'emakwe njengogaxekile'.
• Umehluko omkhulu wemethrikhi phakathi kwamadivayisi. Kakhulu, imikhankaso ye-imeyili yakhelwe futhi yathuthukiswa kuDeskithophu, futhi ngenxa yalokho, nokwenza kahle kweselula kungaphuma emqondweni. Ngakho-ke, landelela umehluko wemethrikhi kuwo wonke amadivayisi nganoma yimaphi amasiginali amabi.

Amathiphu wokuthengisa we-imeyili angeziwe

• UJab, uJab, uJab, ingwegwe yesokudla. Ungenzi i-imeyili ngayinye ngokuthengisa. Nikeza inani kuqala. Zijwayeze amaqhinga okusiza amakhasimende ukuguqulwa okungcono
• Thola isikhathi esihle somthelela omuhle we-imeyili. Kunezifundo eziphothula amahora athile noma izinsuku ezithile, kepha ngingeluleka ukuthi kuhlolwe ngezikhathi ezahlukahlukene futhi ngihlele ngokwezethameli zakho.
• Sebenzisa amapulatifomu wokuzenzekelayo njenge I-Sharpspring ukuthola imiphumela ebushelelezi futhi esheshayo.

amazwi okugcina

Kaningi, i-imeyili iboniswe njengesiteshi esihle kakhulu sokumaketha. Eqinisweni, kunjalo 40x isebenza kahle kakhulu kunezinkundla zokuxhumana ezifana ne-Facebook noma i-Twitter, uma kukhulunywa ngokutholwa kwamakhasimende.

Ngakho-ke. Ukuyigoqa, ngizogcina ngalokhu:

I-imeyili inamandla. Futhi uma ungayisebenzisi, ulahlekile. Ngakho-ke, qala ukuyisebenzisa futhi ulandelele ama-KPIs abucayi namamethrikhi angenhla ukuze uphumelele.