Imikhuba Engcono Kakhulu Yokumaketha Kwe-imeyili
Kulezi zinsuku, abadayisi be-imeyili bazo zonke izinhlobo bazi ukubaluleka kokuxhumana nezithameli zakho ozihlosile. Ukuze uhlale uphezulu komqondo, kufanele uhlale u-imeyili uhlu lwakho. Kodwa kusho ukuthini “okuvamile”? Mangaki ama-imeyili amaningi kakhulu - noma ambalwa kakhulu?
Ukuvama kokumaketha kwe-imeyili kudinga ibhalansi ethambile, njengoba izethameli zakho zizozikhipha ngokushesha ohlwini uma zingawatholi ama-imeyili akho ewusizo. Ukuthola i-cadence efanele kubalulekile empumelelweni yokumaketha nge-imeyili. Qhubeka ufunde ukuze ufunde imikhuba ehamba phambili yokumaketha kwama-imeyili nokuthi ungalithuthukisa kanjani ikhalenda lakho le-imeyili.
Amathrendi Wokumaketha nge-imeyili kanye Nezintandokazi Zabathengi
Njengomkhuba, ukumaketha nge-imeyili kunezibalo ezihlaba umxhwele, ezifana nezidumile I-ROI ka-$44 kulo lonke idola elisetshenzisiwe. Futhi, iningi labathengi kuyo yonke imigqa yokukhiqiza babheka i-imeyili njengesiteshi somuntu siqu sokumaketha. Ngokusobala, maningi amathuba okuxhumana nezithameli zakho.
Uma kucatshangelwa lezi zinzuzo, abakhangisi bedijithali abaningi bacabanga ukuthi okuningi kungcono uma kuziwa ekukhangiseni nge-imeyili. Futhi ngempela, ngokusho kwe- Umbiko weDigital Marketing Association ka-2020 (PDF), imikhiqizo ithumela isilinganiso sama-imeyili angu-26.8 ngeviki, okuhlanganisa ama-imeyili azenzakalelayo nemikhankaso ehlukene. Iningi lithumela ama-imeyili okuthengisa kanye noma kabili ngeviki.
Ngeshwa, iningi lalawo ma-imeyili alinikezi inani kubathengi. I-DMA yakuthola lokho U-85% wabathengi ukholelwa ukuthi ngaphansi kwesigamu sama-imeyili okuthengisa "abelusizo" kubo. Uma iphezulu imvamisa ye-imeyili, imilayezo embalwa empeleni ibonakala ifanele abamukeli. Engeza eqinisweni lokuthi u-18% kuphela wabakhangisi abahlukanisa imikhankaso yabo, futhi iningi labathengi kungenzeka lithole ama-imeyili amaningi kakhulu ngokuthanda kwabo.
Qaphela ukuthi ukuvama kwama-imeyili okuphezulu akuholeli ezilinganisweni eziphakeme zokuzikhipha ohlwini, nakuba izifundo eziningi zibonise ukuthi “ama-imeyili amaningi kakhulu” ayisizathu esingu-#1 sokuzikhipha ohlwini. Abanye abantu bathatha lokho njengobufakazi obengeziwe bokuthi okuningi = okungcono. Nokho, khumbula ukuthi ukuzikhipha ohlwini kuthatha isikhathi. Futhi ngamaklayenti e-imeyili anamuhla, ngokuvamile kulula ukususa ama-imeyili kunokuzikhipha ohlwini. Njengomakethi, ukuvama kwakho akufanele kusekelwe emazingeni avulekile - noma ngisho nasezilinganisweni eziphansi zokuzikhipha ohlwini.
Kufanele kusekelwe ekutheni mangaki ama-imeyili izethameli zakho eziqondiwe ezizowafunda futhi zichofoze kuwo.
Izinhlobo zama-imeyili
Ukunquma imvamisa yakho yokumaketha ye-imeyili efanelekile, kufanele ucabangele ukuthi mangaki nokuthi yini izinhlobo zama-imeyili izethameli zakho ziyakwamukela. Abathengi banamathuba amaningi okuthi bavule ama-imeyili okwenziwayo kunawokuthengisa. Amanye ama-imeyili azenzakalelayo, njengemilayezo yosuku lokuzalwa oluhle nezikhumbuzi zenqola elahliwe, engeza ivolumu. Futhi uma uthumela uhlu lwakho kokubili “ukuqhuma” nemikhankaso eqondiwe, ungathatha kalula isikhala esiningi sebhokisi lokungenayo.
Ingabe lokho kuyinto enhle noma embi? Kuncike ngempela ekuhlanganiseni kwakho.
Ngokuvamile, imikhankaso eqondiwe yenza kangcono kakhulu kunokuqhuma kwama-imeyili, ngoba ihambisana nezintshisakalo zababhalisile. Ngempela, ama-imeyili ahlukanisiwe ezimboni ze-B2C, ikakhulukazi ezokuthengisa, angakhuphula ukuthengisa lapho imvamisa inyuswa. Lokho kuhambisana nokuthola kwe-DMA lokho U-65% wabathengi uncamela ama-imeyili anezaphulelo nezaphulelo ezikhethekile.
Lokho kusho, kusabalulekile cabanga ukunciphisa ukubuyisela okuvela kuma-imeyili amaningi. Njengoba ivolumu ikhula, abamukeli abambalwa bazovula ama-imeyili akho, futhi labo abawavulayo baba mancane amathuba okuthi bachofoze. Ngakho-ke nakuba izinga lakho lokuzikhipha ohlwini lingase linganyuki, awukhiqizi inani elanele lokuthethelela izindleko zokuthumela ama-imeyili amaningi kangaka.
Kungani Imvamisa Ye-imeyili Elungile Ibalulekile
Sibone idatha esekela imvamisa yama-imeyili aphezulu naphansi, nakuba imiphumela ekugcineni incike embonini yakho nakubathameli. Kufanele futhi ulinganise izinzuzo ngokumelene nezingozi zakho kokubili ukuthumela ngokweqile kanye nokuthumela kancane.
Imvamisa ye-imeyili ephezulu
buhle: Hlala uphezulu futhi unikeze izethameli zakho amathuba amaningi okuxhumana nomkhiqizo wakho. Ilungele abathengisi, abadali bokuqukethwe, namanye amabhizinisi asebenzisa imali engalindelekile.
bawo: Ingozi enkulu yokukhathala komkhiqizo noma ukucasula izethameli zakho. Kungaba inselele ukuthuthukisa njalo okuqukethwe okusha kwawo wonke amasegimenti.
Imvamisa ye-imeyili ephansi
buhle: Thumela okuqukethwe okwenziwe ngokwezifiso kakhulu nokunobuciko okungase kube nenani elikhulu kuzithameli zakho. Kulula ukuphatha. Ilungele amabhizinisi asekelwe kusevisi adinga ukwakha ukwethembana nezithameli zawo.
bawo: Ukuqashelwa okuphansi kungabangela abamukeli ukuba bazikhiphe ohlwini noma bamake njengogaxekile. (Ukuqashelwa komkhiqizo yisizathu #1 sokuthi abathengi bavule i-imeyili yokumaketha.) Ubukhona bebhokisi lokungenayo elincane uma kuqhathaniswa namanye amabhrendi.
Futhi, inhlanganisela yomkhiqizo wethu yezinhlobo ze-imeyili ithinta ukuthi yiziphi izinzuzo ozitholayo noma ubungozi ozitholayo. Isibonelo, imikhankaso yamasegimenti yansuku zonke ingase ibe nengqondo kubathengisi, kodwa hhayi kuhlelo lokusebenza lokukhiqiza. I-imeyili eyodwa yanyanga zonke yeklabhu yobhiya wenyanga ingase ilindelwe kakhulu, kuyilapho ama-imeyili okuthengisa anjalo ngeviki angase ashaywe indiva.
Zonke lezo zici ezihlukene kungani imvamisa ye-imeyili yakho kufanele ekugcineni ibonise okuthakaselayo izethameli zakho ezihlosiwe kumkhiqizo wakho.
Ukuqinisekisa Uhambo Lokuthenga Lwezithameli Zakho
Abathengisi be-imeyili abaningi kakhulu babheka ukungena komthengi njengesibani esiluhlaza ukuze bathumele noma yikuphi okuqukethwe nakho konke okukhangisa. Lokho kuyiphutha elibi kakhulu. Nakuba “ama-imeyili amaningi kakhulu” ngokuvamile eyisizathu esiphezulu sokuzikhipha ohlwini, "ulwazi olungabalulekile" luyisekhondi eliseduze.
Uma uthole uhlu lwakho kuzibuthe oholayo, njenge-e-book yamahhala, ama-imeyili akho kufanele alandele kulokho okuqukethwe. Ake sithi uyifemu yokuklama ikhaya futhi ukhiqiza umkhondo ovela ebhukwini lakho le-e-book “Izindlela Ezinhle Ezingu-10 Zokuthuthukisa Ivula Lakho Lephethi.” Labo baholi ngokusobala banentshisekelo yokuphila ngaphandle, futhi bangase bagcine sebekulungele ukubhuka amasevisi akho. Kodwa uma uzibhalisela i-newsletter yakho yamasonto onke egxile ekwakhiweni kwekhishi namajimu asekhaya, kungenzeka ukuthi uwalahlekele.
Isixazululo ukuhlukanisa uhlu lwakho, bese uletha okuqukethwe ngemvamisa enengqondo ngesegimenti ngayinye. Labo abanikeza ama-imeyili abo ukuze bathole isaphulelo cishe ngeke bafune ama-imeyili wokuphromotha wansuku zonke, kuyilapho ukuhola okukhiqizayo kusuka kumanani aphezulu wamahhala bangase bakhethe okuqukethwe kweviki okuqhubeka nokubanikeza inani.
Kunoma ikuphi, setha lokho okulindelekile lapho uthwebula ikheli labo le-imeyili, kunokwenza ababhalisile balinde ukuze bafunde ukuthi uzobathumela kaningi kangakanani i-imeyili. Ukwazi umthombo womkhondo wakho, noma ngabe kuyifomu lokubhalisa lencwadi yezindaba, a ikhasi lokufika, noma enye into, izokusiza ukuthi uqinisekise abakuthakaselayo ngama-imeyili akho okuthengisa.
Umugqa Omuhle Phakathi Kokuvumelana Nogaxekile
Khumbula, abathengi ngokuvamile abayazi imininingwane yezomthetho ye-CAN-SPAM, GDPR, neminye imithetho. Abanandaba noma ama-imeyili akho angenabo ugaxekile ngokobuchwepheshe ngoba bakhethe ukungena. Ngokuphathelene nabo, noma iyiphi i-imeyili engafuneki ingogaxekile. Uma bengalazi igama lomkhiqizo wakho (ubungozi bokuvama kwe-imeyili ephansi), bangase bakumake njengogaxekile. Nokho, bangase futhi babheke ama-imeyili amaningi njengogaxekile - ngisho noma bazi ukuthi babhalisele uhlu.
Yingakho kubalulekile ukuyidlala iphephile. Imibiko yogaxekile ilimaza isithunzi sakho nge-ISP yakho, ngakho kufanele ukhathazeke kakhulu ngalokho kunezinga lakho lokuzikhipha ohlwini. Futhi, uma uqonda izethameli oziqondise nohambo lwazo lokuthenga, kulula ukuthola imvamisa yakho ye-imeyili efanelekile.
Ukuhlela I-Email Marketing Cadence Yakho
Uma kuhlanganiswe, ukuvama kwakho, ukuxutshwa kwezinhlobo, kanye nesikhathi sama-imeyili kuhlanganisa ukumaketha kwakho kwe-imeyili. I-cadence efanele izogcina umkhiqizo wakho ubonakala, inikeze inani kubamukeli bakho, futhi ivimbele ukuzikhipha okusabisayo ohlwini - noma okubi nakakhulu, umbiko wogaxekile. Futhi-ke, izokweseka yakho imigomo yomkhankaso wokumaketha nge-imeyili.
Uma ungazi ukuthi ungaqala kuphi, qala ngeshejuli ephephile yama-imeyili angu-4-5 ngenyanga. (Lokhu kuhlanganisa ama-imeyili okumaketha kuphela, hhayi imilayezo yokwenziwayo.) Qiniseka ukuthi umkhankaso ngamunye uya engxenyeni yohlu lwakho nokuthi ayikho ingxenye ethola imikhankaso eminingi.
Bese, gcina iso lakho amamethrikhi. Bheka ukuthi izinga lakho elivuliwe kanye namazinga okuchofoza ahluka kanjani phakathi nenyanga. Uma amamethrikhi akho ehla ngemva kwemikhankaso embalwa yokuqala, cishe uthumela ama-imeyili amaningi kakhulu. Uma ziba ngcono, izethameli zakho ziba matasa kakhulu futhi ungase ukwazi ukuthumela ama-imeyili engeziwe…kuze kube yilapho izimpendulo zehla.
Ukuthola leyo ndawo emnandi kungathatha isikhathi, kodwa ngokuhlukanisa izethameli zakho futhi ugxile kokuqukethwe kwenani eliphezulu, ungathola ukusebenza okungcono kakhulu ngaphandle kwesango.
Ukufaka phezulu
Sengiphetha, ayikho inombolo ewumlingo yokuvama kokumaketha kwe-imeyili. Inani eliphelele lama-imeyili liyahlukahluka ngomkhiqizo, ingxenye yezethameli, nomkhankaso ngamunye ngokwawo. Isu lakho elingcono kakhulu ukuhola ngocwaningo nokuqukethwe okuhle kakhulu. Yazi izethameli zakho ozihlosile nokuthi zifuna ukukubona ini.
Bese, sebenzisa ukumaketha kwe-imeyili okuzenzakalelayo ukuze uthuthukise isikhathi somkhankaso wakho futhi uqinisekise ukuthi abaqondisi abalungile bathola ama-imeyili ahambisana nabo. Hlola futhi ulungise kuze kube yilapho usushaye unyawo lwakho.
