Ukwakha uhlu lwama-imeyili amaningi ababhalisile kuyinselele enkulu kubathengisi abaningi. Kufanele utshale imali kuma-magnets wakho wokuhola, amakhasi wokufika kanye necebo lokumaketha kokuqukethwe ukuheha ithrafikhi. Futhi akukhathaleki ukuthi bangaki ababhalisile abasha, ozogcina ulahlekelwe ngabathile kwinqubo. Ngokuya kwe-MarketingSherpa, Abathengisi balahlekelwa ama-25% ohlu lwabo lwe-imeyili njalo ngonyaka.
I-Churn iyingxenye ejwayelekile yokumaketha nge-imeyili, kepha kuningi ongakwenza ukuze ugcine ababhalisile bakho futhi. Nakhu ukuthi ungabhala kanjani ama-imeyili wokubandakanya kabusha okunamandla ukunciphisa i-churn futhi ugcine ababhalisile bakho bajabule.
Sebenzisa umugqa wesihloko esinamandla
Imigqa yezihloko ezinamandla ihlala ibalulekile kumakethi we-imeyili, kepha kubaluleke kakhulu nangama-imeyili wokuzibandakanya kabusha. Uzama ukudonsa ukunaka kothile owamisa ukufunda ama-imeyili akho esikhathini esedlule esedlule. Ngabe uzobenza kanjani ukuthi baqale ukunaka manje?
Konke kumayelana nokusebenzisa umugqa wesihloko onamandla. Isu elilodwa ukukwenza kube yinto ehlekisayo lezo zingxenye kusuka kuzwi lakho elijwayelekile nezwi. Nazi izibonelo ezimbalwa ezinhle:
- Mehlo madala
- Ngabe usinika ihlombe elibandayo?
- Ngabe kukhona esikwenzile okungalungile?
- Asibambe
Ungaba futhi oqondile ngentambo yesihloko efana:
- Ngabe usafuna ukuzwa kithi?
- Sikhansela okubhaliselwe kwakho nge-imeyili
- Ithuba lokugcina lokuthola ama-imeyili kithina
Njengasikhathi sonke, hlola imibono yakho yomugqa ohlukile nezibukeli zakho bese ukhetha ezona ezithola kakhulu kusukela kubabhalisile abangakhokhile. Ngoba uma ungakwazi ukubenza bavuleke, ngeke kube khona indlela yokubamangaza ngalo lonke umyalezo wakho wokubandakanya kabusha.
Gxila ekuboniseni inani
Ukuthola ababhalisile abangakhokhelwa ukuze uchofoze i-imeyili yakho kuyingxenye enzima. Isinyathelo esilandelayo ukubakhumbuza ngenani ibhizinisi lakho elinikezayo. Ufuna ukuthi ungagcini kuhlu lwakho kuphela, kepha futhi ubasize basebenzisane futhi njengekhasimende eliholayo noma elikhokhelayo.
Ngakho-ke sebenzisa i-imeyili yakho yokuphinda uhlanganyele ku:
- Khumbuza ababhalisile ukuthi kungani babhalise okokuqala
- Gqamisa ukuthi bazophuthelwa yini uma bezikhipha ohlwini
Nasi isibonelo se-imeyili yokuzibandakanya kabusha evela ku-American Airlines leyo aqokomisa izinzuzo zokuhlala kuhlelo lwabo lwamamayela womoya:
Hlobo luni lwezinzuzo ozigqamisayo okufanele zincike lapho obhalisile wayekhona kufele yokuthengisa ngaphambi kokungahlangani. Ukuze uthole ukuhola okuphezulu kwe-funnel oyeke ukufunda ama-imeyili akho, uzofuna ukugqamisa izinzuzo zokuhlala ubhalisile (isb. Ukufinyelela kwizeluleko zakamuva nezinsizakusebenza ezihlobene niche yakho). Uma beyikhasimende eliguqukile eliyeke ukusebenzisa umkhiqizo / isevisi yakho ngenkuthalo, uzoqokomisa izinzuzo abazilahlekile (njengoba kwenza i-American Airlines).
Sebenzisa ukwahlukaniswa kwezithameli ukwenza ngezifiso imiyalezo yokuzibandakanya oyithumelayo, ibenze bahambelana kakhulu nezidingo nezikhundla zalabo ababhalisile.
Nikeza Izinzuzo
Imikhankaso yokuzibandakanya kabusha imayelana nje nokuthola ababhalisile ukuvula nokufunda ama-imeyili akho. Ufuna ukuzibandakanya ukuze baphinde banikeze imishini yokuthengisa. Lapho uhola ngokwengeziwe ukondla ngemizamo yakho yokuthengisa nge-imeyili, kuba ngcono ibhizinisi.
Kwesinye isikhathi kusiza ukunikela ngenkuthalo ukwenza izilaleli zakho zithathe isenzo. Isibonelo, unga:
- Khuthaza ababhalisile ukuthi bavule isayithi lakho ngokubanikeza isaphulelo esikhethekile komunye wemikhiqizo yakho.
- Faka ngokuzenzakalelayo ababhalisile kuma-sweepstake lapho bekulandela kumithombo yezokuxhumana, ugcwalise inhlolovo, ubhalisele isivivinyo samahhala, noma wenze olunye uhlobo lwesenzo olufunayo.
Nasi isibonelo se-imeyili yokuzibandakanya futhi evela ku-Uber evumela abantu ukuthi basebenzise insiza yabo ngokunikeza ngesaphulelo sesikhathi esinqunyelwe:
Faka phakathi ukubizwa okuqinile kwesenzo
Phakathi kokubonakalisa ukubaluleka kwebhizinisi lakho ibhizinisi lakho nokubakhuthaza ukuthi bathathe isenzo ngenkuthazo ekhethekile, kulula kuma-imeyili wokuzibandakanya futhi ukuthi abe mude futhi abe maningi.
Kepha uma umgomo wakho oyisisekelo ukwenza ukuthi ababhalisile bakho basebenze, kuzodingeka wenze lelo phuzu eliqhakambisa kakhulu le-imeyili yakho.
Ukuba nekholi eqinile esenzweni (i-CTA) kubaluleke kakhulu kuma-imeyili owathumela ngaphambi kokususa ababhalisile abangakhokhelwa ohlwini lwakho. Ukususa ababhalisile kuyingxenye ebalulekile yokulungiswa kohlu (awufuni ukumaketha unomphela kubabukeli abangalaleli). Kepha ufuna ukwenza i-100% iqiniseke ukuthi ababhalisile bakho abangakhokhelwa abanandaba ngempela nokwamukela imilayezo yakho.
Nasi isibonelo sika-a elula kodwa imeyili enamandla nge-CTA eqinile:
Ngoba inhloso yabo ukulungiswa kohlu, abakhathazeki ukuzama ukukholisa ababhalisile ukuthi baphinde bahlanganyele. Bafuna ukwazi nje: Ngabe ufuna ukuba sohlwini noma cha?
Cela Impendulo
Ungahle ube nomqondo wokuthi kungani ababhalisile belahlekelwe yinzalo, kepha noma kunjalo, kungcono ukuyizwa iphuma emlonyeni wehhashi. Ukucela ababhalisile ukuthi bahlinzeke ngempendulo kunezinzuzo ezimbili:
- Ukuhlinzeka ngemininingwane yezithameli ongayisebenzisa ukuthuthukisa isu lakho lokuqukethwe, isikhathi se-imeyili nobuningi.
- Ukugcwalisa inhlolokhono empeleni kuyindlela yokuzibandakanya kabusha. Ababhalisile abangakhokhelwa bangaguqula imizwa yabo uma empeleni ubhekana nezikhalazo zabo ngokuqukethwe okuzayo.
Nasi isibonelo sika-a landela ukubhalisa nge-imeyili ecela impendulo:
Kuyasiza ukucela impendulo kuma-imeyili adalulwe owathumela ngemuva kokuba othile acele ngenkani ukuzikhipha ohlwini lwakho. Kepha ungathumela futhi izicelo zempendulo kubabhalisile abangakhokhelwa. Le ndlela enhle yokubonisa ukuthi ukhathalela umbono wabo futhi ufuna ukuthuthukisa okuqukethwe kwakho ukuze uhlangabezane nezidingo zabo.
Ungabheki Ukubaluleka Kokuphinda Uhlanganyele
Abathengisi abaningi be-imeyili batshala imali eningi ekwenzeni ama-imeyili wabo owemukelayo nabathengisayo kepha baphathe umlayezo wabo wokuzibandakanya njengowokufunda ngemuva - kungani usebenzisa isikhathi, imali nezinsizakusebenza zokwengeza umyalezo wezinto eziholayo okungenzeka ukuthi zingakwazi ukuguqula?
Kepha iqiniso ukuthi, ukungawunaki ama-imeyili wakho wokuzibandakanya futhi kushiya umgodi omkhulu ekuthengisweni kwakho. Abantu bayehla ngenxa yezizathu eziningi, futhi imizamo yakho yokufinyelela ingalungisa lezo zinkinga. Ukwehluleka ukuzibandakanya kabusha kuzokubiza ekuguqukeni okuphuthelwe nemali engenayo ongakaze uyithole.
