Umhlaba wokumaketha wedijithali uthanda ukusebenzisa i-jargon nama-akhronimi lapho uxoxa ngemisebenzi eminingi yokuthengisa yansuku zonke. Cishe ukhubeke kokumbalwa imigomo yokuthengisa nge-imeyili lokho okukwenze waphendukela ku-Google. Futhi siyazi ukuthi ngezinye izikhathi izincazelo eziyindida mayelana namagama okumaketha athrendayo zingashiya abafundi bedidekile. Uma ubulokhu unwaya ikhanda, uzibuza ngencazelo 'ye-imeyili yokwenziwe' noma amagama afanayo, lokhu okuthunyelwe kulapha ukuze kukusize! Thola ukuthi ziyini nokuthi ungakwazi kanjani ukusebenzisa ama-imeyili omsebenzi ejensi yakho noma ibhizinisi.
Ayini Ama-imeyili Okwenziwe?
Lolu hlobo lwe-imeyili empeleni lusetshenziswa izinkampani eziningi, abaningi ababoni. I-imeyili yokwenziwayo ithunyelwa koxhumana naye oyedwa, umholi, noma ikhasimende ukusiza ukuqondisa noma ukulandelela isenzo sezentengiso esithathwe umsebenzisi nenkampani.
Izibonelo zama-imeyili okwenziwayo zifaka:
- Ukuqinisekiswa kwe-oda
- I-imeyili eletha ifa lokuqukethwe njengephepha elimhlophe noma i-eBook
- Amathikithi omcimbi noma iziqinisekiso zokubhukha
- I-imeyili ethi “ngiyabonga” yokuqedela isenzo esifana nokubhukha ucingo noma ukuvuselela ukubhalisa
- Imininingwane ye-akhawunti noma umsebenzi (njengokusetha kabusha iphasiwedi)
Ngokungafani nama-imeyili amaningi noma okumaketha, athunyelwa kuhlu noma engxenyeni yabantu, ama-imeyili okwenziwayo awukuthumela kanye kumsebenzisi othile okubangelwa isenzo salowo msebenzisi noma ukungenzi lutho. Isibonelo, ukucela ukusethwa kabusha kwephasiwedi noma ukwaziswa uma ushiye izinto ekalishini.
Marketing vs Transactional: Uyini Umehluko?
Ama-imeyili okwenziwayo ama-imeyili azenzakalelayo asetshenziselwa ukudlulisa ulwazi olubalulekile ekhasimendeni. Kodwa lokho akusho ukuthi kufanele kuzwakale sengathi zibhalwe irobhothi! Izinkampani eziningi zigeja uphawu ngokusebenzisa ikhophi eyisicefe, eyisifanekiso kuma-imeyili azo ohwebo kanye namathuba okuthengisa ashodayo. Ngobuhlakani obuncane, lawa ma-imeyili angase abe umzila wokukhiqiza imali.
Umehluko omkhulu phakathi kwama-imeyili wokumaketha nawokuthenga wehlela kuzimvume. Ukuthumela imiyalezo yokuthengisa ngobuningi, othile udinga ukungena ngokusobala ohlwini lwakho futhi avume ukwamukela imilayezo. Ama-imeyili okwenziwayo awadingi ukungena ngembaba. Kodwa zidinga ukuthi umsebenzisi aqedele uhlobo oluthile lwentengiselwano noma umcimbi (njengokuthenga amathikithi noma ukubhalisela i-akhawunti).
Into ebalulekile okumele uyiqaphele mayelana nama-imeyili okwenziwayo ukuthi uvunyelwe ukuqhubeka nokuthumela i-imeyili kumsebenzisi kuphela inqobo nje uma ulwazi luhlobene ngokuqondile nomsebenzi wabo wezohwebo. Isibonelo, ungathumela isikhumbuzi sohambele umcimbi wewebhu abayibhalisele kanye nokulandelela ngesixhumanisi sokurekhoda noma inhlolovo. Kodwa awukwazi ukumane uqhubeke ubathumelele izibuyekezo mayelana nama-webinars amasha ngaphandle uma bebhalisele izibuyekezo zokumaketha.
Futhi, kubaluleke kakhulu ukuhlola izindawo zendawo ngaphambi kokwengeza imilayezo yokumaketha kuma-imeyili okwenziwayo. Izifunda ezihlukene zinezincazelo zazo zalokho okubhekwa njenge-imeyili yomsebenzi, ngakho qaphela ukucabangela noma yimiphi imithetho esebenzayo ngaphambi kokufaka okuqukethwe kokuphromotha.
Ithuba Lokuthengisa Eligejiwe
Konke okushiwoyo, kukhona amathani wamathuba okuthengisa aphuthelwe uma kukhulunywa ngama-imeyili okwenziwayo. Ama-imeyili okwenziwayo anezilinganiso eziphakeme kakhulu zokusebenzelana ngoba athunyelwa ngemva kokuba ikhasimende lithathe isinyathelo ngebhizinisi lakho mathupha noma kuwebhusayithi yakho. Bakucela ngenkuthalo ukuthunyelwa i-imeyili!
Abavame ukukuthola njengembuyiselo yi-imeyili eyakheke kabi, umusho o-3 omude ngefonti encane enombhalo ojwayelekile othi 'ngiyabonga' futhi awekho imifanekiso, idizayini, noma ilogo. Uyawazi lawo — sonke sithole ama-imeyili okuqinisekisa anjalo. Uma inkampani yakho ithumela ama-imeyili okwenziwayo, yisikhathi sokudala ngokuqukethwe okungena kuwo!
Kuyamangaza ukuthi mangaki amaqembu athumela ama-imeyili omsebenzi abangakaze bawabheke! Ngenxa yokuthi ama-ESP amaningi anikeza ama-imeyili ohwebo ajwayelekile, afanekisiwe, izinkampani eziningi ziyawasetha futhi ziwakhohlwe. Ukuze uthuthuke kulokhu, isinyathelo sokuqala siwukuqala nje ngezinto eziyisisekelo. Ingabe ama-imeyili akho afaka phakathi ulwazi olubalulekile njengelogo yenkampani yakho, izixhumanisi ezibuyela kusayithi yenkampani, izixhumanisi zenkundla yakho yezokuxhumana, kanye/noma izixhumanisi zamakhasi e-FAQ ahlobene? Zibeke ezicathulweni zekhasimende futhi uhlole ukuhamba komsebenzi. Ingabe okwenziwayo bekungenazihibe futhi i-imeyili yathunyelwa ngaso leso sikhathi? Buyekeza ukuthi noma yiluphi ulwazi olwengeziwe lube usizo kukhasimende njengesimo se-oda, isikhumbuzi sekhalenda, noma izixhumanisi zedeshibhodi ye-akhawunti.
Khumbula ukuthi lawa ma-imeyili asetshenziselwa ukukhulisa ubudlelwano bakho ngqo namakhasimende asebenzayo futhi azibandakanye. Azifanele yini ukulandelelwa umbhalo ongenalutho?
Izibonelo Zama-imeyili Okwenziwe Angcono Kakhulu
Uma ubulokhu ubuza ukuthi “ithini i-imeyili yokwenziwe?” ngoba awunaso isiqiniseko sokuthi ibhizinisi lakho kufanele lizithumele, impendulo esheshayo ithi - yebo, kufanele. Ngaphezu nje kwezikhumbuzi zephasiwedi nama-imeyili ezinqola alahliwe, amabhizinisi amaningi namuhla athumela lezi zinhlobo zama-imeyili. Kungakhathaliseki ukuthi kuwukudlulisa ulwazi lwe-akhawunti, ukuthumela okuqukethwe (njengamathikithi noma okulandiwe), noma ukunikeza impendulo, cishe wonke amabhizinisi angazuza ekuthuthukisweni kwenqubo yawo ye-imeyili yokwenziwe.
Okulandelayo, sihlukanise izibonelo ezisebenzayo zezinhlobo zama-imeyili okwenziwayo ukuze sikukhuthaze ukuthi uyise awakho ezingeni elilandelayo futhi siwenze akusebenzele kanzima!
Ukusethwa kwe-akhawunti
Lesi yisikhathi esikhulu! Umsebenzisi obhalisela i-akhawunti yikhasimende elingase libe yimpilo yonke. Sebenzisa le imeyili yokuqinisekisa yokuqala ukuze ukhanye!
Ikakhulukazi nge-akhawunti emisiwe, abasebenzisi abasha bazojabulela ukuqalisa nokusebenzisa okuhle kwezimpahla noma amasevisi akho. Kwenze kube lula kakhulu kubo ukuthi baphindele kuwebhusayithi futhi baqale njengangaphakathi I-imeyili ka-Slack. Bayigcina imfushane futhi ifinyelele iphuzu ukuze ukwazi ukugxumela ngqo endaweni yokusebenza kodwa ufake namathiphu okwenza i-Slack ibe lula ukuyifaka esimisweni sakho sansuku zonke.
Ukuqinisekiswa kwe-oda
Sezadlula izinsuku ze-imeyili yokuqinisekisa yomusho owodwa. Ukuqinisekiswa kwe-oda kuthola ukuphakanyiswa ubuso futhi kuba ngokwandayo kubhrendi kanye nethuluzi eliwusizo lakho konke lapho amakhasimende angabona khona imininingwane ye-oda, alandelele ulwazi lokuthunyelwa, usekelo lokuxhumana, kanye neminikelo ye-snag.
Isinyathelo sokuqala esiphelele sokudala ama-imeyili okuqinisekisa ukuhleleka kwakha ukuhlobana komkhiqizo wuku…kuhle…ukuwenza umkhiqizo. Izindlela yinkampani eyodwa eqinisekisa ukuthi uphawu lwayo luyagqama. Futhi bathathe lokho baqondana neziqinisekiso ze-oda zabo ngesithombe nekhophi elingana nezinye izinto zabo zokuthengisa. Siyini isifundo? Isikhathi sokuthola okuqukethwe okunegama kulawo ma-imeyili!
Impendulo yomkhiqizo noma Yesevisi
Indlela ephumelela kakhulu yokwazi ukuthi amakhasimende akho acabangani ngebhizinisi lakho ukuwabuza. Kulula, akunjalo? Kodwa-ke, abathengisi bathola ukhula emisebenzini yansuku zonke amabhizinisi amaningi akhohlwe ukucela impendulo. Ama-imeyili okwenziwayo ayindawo ekahle kakhulu yalokhu ngoba azithumela ngokuzenzakalelayo ngenkathi ukuxhumana kusekusha engqondweni yekhasimende.
Izinkampani ezidayisayo zenza lokhu ngokuthumela ukulandela ngemuva kokulethwa kwe-oda elinamandla okulinganisa imikhiqizo ethengiwe. Target futhi kufaka phakathi isixhumanisi esicacile sokuxazulula noma yiziphi izinkinga, ukudala umuzwa ongenayo ukungqubuzana kumakhasimende okungenzeka acasuke. Uma ibhizinisi lakho lingekho ekuthengisweni, cabanga ngokuthumela umbuzo olula we-yebo/cha ukuze ulinganise izinga lokwaneliseka kwalo.
Inqola Elahliwe
Ubuwazi ukuthi amabhizinisi ane-AOV ka-$100 kuya ku-$500 thola 4% kuya ku-5% ezinqoleni zabo ezilahliwe ngokwesilinganiso? Lesi yisizathu esihle sokuqala ukuwasebenzisa uma ungakawasebenzisi. Fender wenza umsebenzi omuhle ngempela wokuguqula i-nudge ibe ukuthengisa kanzima enezikhumbuzo zokuthola imali, amabhonasi afakwe nokuthenga, nokufinyelela kalula ekusekelweni kwamakhasimende.
Kodwa-ke, ama-imeyili enqola alahliwe anezindebe zenqubomgomo yobumfihlo ezingxenyeni ezithile zomhlaba. Qiniseka ukuthi uhambisana nezimiso zakho zasendaweni ngaphambi kokuthumela.
Ama-imeyili Okwenzekayo: Imikhuba Engcono Kakhulu
Uma kukhulunywa ngezinqubo ezingcono kakhulu zama-imeyili okuhweba, abakhangisi kufanele bagqoke izigqoko zabo zokuthengisa nezinkonzo zamakhasimende. Lezi zinhlobo zama-imeyili ngeke zisebenzise izindinganiso ezifanayo njengalezo imikhuba engcono kakhulu yokuthumela ngobuningi. Khumbula ukuthi le ngxoxo ayikona ukuqhuma kwakho okukhulu okujwayelekile eqenjini labantu. Lezi yingxoxo yomuntu nomuntu nekhasimende elizibophezele.
Uma kuziwa emikhubeni ehamba phambili yama-imeyili okwenziwayo, kubalulekile ukukhumbula:
- Hlala ufaka ukufaka uphawu - qiniseka ukuthi wonke ama-imeyili esistimu akhiqizwa ngokuzenzakalela afana nomkhiqizo nethoni yenkampani ukuze amakhasimende azizwe e-oda evikelekile.
- Wenze abe usizo - lawa ma-imeyili ayingxenye yokuhlangenwe nakho kwesevisi yekhasimende ngakho kufanele anikeze umamukeli konke akudingayo ukuze aqedele kalula umsebenzi wakhe nawe noma ngabe lokho kuthenga, ukubhalisa, noma ukubhukha i-aphoyintimenti.
- Dala ukulandelela okusebenzayo - sebenzisa leli thuba ukuhlola noma cela ukubuyekezwa ngemva kokuqedwa kwemikhiqizo noma amasevisi.
- Sebenzisa amakhasi okubikezela athile - ama-imeyili okwenziwayo anqunyelwe ukuthi kungakanani okubalulekile kokumaketha okungaba kuwo, kodwa ungafaka izixhumanisi zolwazi olwengeziwe. Dala amakhasi okufika ethize kulawa makhasimende angafaka ama-upsell kanye nemilayezo yokuthengisa esindayo.
- Naka imithetho - kunemikhawulo yobumfihlo kuma-imeyili okwenziwayo, njengakuwo wonke ama-imeyili. Qiniseka ukuthi uyayazi imikhawulo ngaphambi kokudala isu elisha.
Umugqa Ongezansi
Njengoba amabhokisi okungenayo egcwala kakhulu, kuthatha isikhathi ukuthuthukisa imizamo yokuzenzakalela yilapho abakhangisi bandisa khona imbuyiselo futhi bekhulisa amakhasimende. Uma eyakho umhlinzeki wesevisi ye-imeyili ayinikezi amathuba okwengeza okuzenzakalelayo kokwenziwayo noma ukwenza ngendlela oyifisayo ama-imeyili okwenziwayo, yisikhathi sokuqala ukucabanga ngesixazululo esingakhula ngokushintsha kwezwe.
Khuluma nomunye wochwepheshe bethu ku SharpSpring futhi uthole idemo kokuthi ungashintsha kanjani lonke isu lakho ngezinhlelo ezimbalwa ezizenzakalelayo ezizenzakalelayo.
