Sběr kontaktů pro emailový marketing

Sběr kontaktů pro emailový marketing

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Jak vybrat vhodn? syst?m pro e-mail marketing?

E-mail marketing je kl??ovou sou??st? marketingov?ho mixu v?t?iny firem, a? u? v?segmentu B2B nebo B2C. Dlouhodob? vykazuje nejvy??? m?ru rentability vlo?en?ch prost?edk? a d?ky modern?m p??stup?m je mo?n? pracovat se z?kaznick?mi daty v?ce sofistikovan? a individu?ln? p?izp?sobovat komunikaci aktu?ln? pot?eb? sv?ch z?kazn?k?. D?le?it?m aspektem e-mail marketingu je v?b?r vhodn?ho n?stroje, kter? umo?n? realizovat z?m?r, pro kter? je ?e?en? nakupov?no.

Krit?ria v?b?ru vhodn?ho ?e?en?

Syst?m? pro e-mail marketing je na trhu velk? mno?stv?, spr?vn?mu v?b?ru by v?dy m?la p?edch?zet anal?za pot?eb a po?adavk?. Proto jsme vybrali n?sleduj?c? krit?ria, kter? by m?ly nazna?it sm?ry, jak?mi je mo?n? se vydat.

Doru?itelnost

V?t?ina e-mailov?ch n?stroj? vyu??v? pro rozes?lky newsletter? sv?ch klient? sd?len? IP adresy. Jejich v?hodou je, ?e nen? ze strany IT odd?len? klienta nic pot?eba nastavovat, zna?nou nev?hodou je pr?v? sd?len? s?ostatn?mi klienty dan?ho n?stroje. Pokud se dostanete do ??patn?ho sousedstv?? nap?. spammera, tak se m??e rapidn? zhor?it doru?itenost i Va?ich nez?vadn?ch newsletter? a legitimn? p??jemce, jejich? datab?zi jste si dlouhodob? a n?kladn? budovali.

Druhou mo?nost? je m?t dedikovanou IP adresu pouze pro Va?e e-maily z?dan?ho n?stroje. V?takov?m p??pad? je udr?en? spr?vn? reputace odes?latele jen ve Va?ich ruk?ch a vyplat? se vhodn? pracovat s?aktivn? / neaktivn? ??st? datab?ze, automaticky odhla?ovat p??jemce, kte?? klikaj? na tla??tko spamu (nap?. na freemailu od Seznam.cz) apod.

Doru?itelnost je pro spr?vn? funguj?c? e-mail marketing zcela z?sadn?, pokud s?n? m?te probl?m, ?asto pom??e zm?nit e-mailov? ?e?en? a pracovat opatrn? se svoj? datab?z?.

Segmentace a dynamizace rozes?lky

manfaat voltaren
P?ed v?b?rem vhodn?ho e-mailov?ho n?stroje je vhodn? se rozmyslet, jak? typ newsletter? budete cht?t rozes?lat. Shodn? sd?len? na v?echny kontakty v?datab?zi bez rozd?lu ji? dnes nen? zcela aktu?ln? strategi?, p?esto v?t?in? m??e n?komu pln? dosta?ovat (p?edev??m p?i relativn? mal?m celkov?m po?tu kontakt?). Vhodn?j?? je tedy vyu??vat segmentovan? rozes?lky na r?zn? skupiny dle r?zn?ch krit?ri?, p??padn? hromadn? zaslan? e-mail dynamizovat dle charakteristik jednotliv?ch kontakt?. Segmentovanou rozes?lku vyu?ijete v?situaci, kdy m?te nap?. dv? velk? skupiny a na n? chcete zaslat zcela jin? sd?len?, v?p??pad?, ?e se kombinuje v?ce krit?ri?, je t?m?? nere?ln? si nad?le vysta?it pouze s?odd?len?mi rozes?lkami (po?et mo?n?ch kombinac? za?ne velmi rychle r?st), ale je pot?eba vyu??t pr?v? n?jakou formu dynamizace.

Vytv??et r?zn? seznamy p??jemc? a vyu??t je tak pro segmentovan? rozes?lky umo??uje v?t?ina n?stroj? na trhu. Dynamiza?n? mo?nosti v?ak ji? nejsou tak samoz?ejm? a jednotliv? n?stroje se v?nich velice li??. Od jejich nulov? podpory a? po velmi sofistikovan? mo?nosti.

Marketingov? automatizace

Marketingov? automatizace se st?v? ??m d?l t?m v?ce d?le?itou. V?t?ina n?stroj? pro e-mailov? marketing umo??uje spou?t?t tzv. autorespondery, tzn. zpr?vy zas?lan? na z?klad? ur?it? akce ? v?t?inou se v?ak omezuj? pouze jen na z?kladn? funkcionalitu (p?i nov?m kontaktu v?datab?zi, shoda datum? apod.). Pokro?il? n?stroje maj? k?dispozici propracovan? editory automatizovan?ch program?, kde je mo?n? vytv??et slo?it? rozhodovac? stromy dle r?zn?ch filtr? a charakteristik. D?le?itost marketingov? automatizace se ukazuje i na v?konnosti t?chto program? ? i relativn? mal? mno?stv? odeslan?ch zpr?v (pln? personalizovan?ch a spou?t?n?ch dle jasn? definovan?ch akc? z?kazn?ka) dok??e generovat zaj?mav? tr?by.

P?i v?b?ru e-mailov?ho n?stroje tedy dobr? zn?t mo?nosti automatizace, kter? bude n?sledn? mo?n? vyu??t. V?znam a mo?nosti marketingov? automatizace se pochopiteln? zvy?uje s?velikost? datab?ze a daty, kter? jsou k dispozici.

Z?kaznick? data

Z?kaznick? data jsou v?e-mail marketingu velmi d?le?it? pro spr?vn? rozhodov?n? o typu komunikace s?ka?d?m jednotlivcem. V?p??pad? jednodu???ch n?stroj? moc mo?nost? k?dispozici nen? a je pot?eba si vysta?it se standardn? datab?z?, kde do sloupc? je mo?n? ulo?it n?kter? dopl?kov? data (nap?. jm?no, m?sto apod.). U pokro?ilej??ch syst?m? jsou k?dispozici ?ir?? mo?nosti ? od sledov?n? pohybu po webu, ukl?d?n? historie objedn?vek, synchronizace ?ady stav? ze CRM apod. Velmi cenn? jsou tak? data, kter? z?kazn?k o sob? s?m poskytne vypln?n?m r?zn?ch formul??? ? k?tomu by e-mail ?e?en? tak? m?lo m?t vhodnou podporu, pokud byste cht?li tento typ z?sk?v?n? dat vyu??vat.

Cena

Cenu ?e?en? nyn? uv?d?me na posledn?m m?st?, ale ?asto je cena sp??e prvn?m krit?riem, kter? u v?t?iny vstupuje p?i v?b?ru do porovn?n?. My uv?d?me a? takto na konci, proto?e d??ve ne? se pust?te do porovn?v?n? cen?k? a propo??t?v?n? n?klad? je pot?eba si definovat po?adovanou funkcionalitu, dle n? vybrat vhodn? kandid?ty a a? pot? vyb?rat z?cenov?ch nab?dek.

Cena za e-mailov? ?e?en? se v?t?inou odv?j? od jednoho z?n?sleduj?c?ch krit?ri? (m?s??n? poplatek):

  • Cena za velikost datab?ze
  • Cena za odeslan? e-mail

Doporu?ujeme propo??tat, jak? z?variant V?m bude vych?zet l?pe, ale obecn? je ?asto v?hodn?j?? cena za odeslan? e-mail, proto?e v?s ne?ene do co nej?ast?j?? rozes?lky hromadn?ch e-mail? na celou datab?zi. Alespo? v?p??pad? pokro?ilej??ch zp?sob? vyu?it? e-mailov?ho marketingu.

Ze zm?n?n?ho je z?ejm?, ?e se v?t?inou nejedn? o velkou vstupn? investici, sp??e je pot?eba po??tat s?pravideln?mi m?s??n?mi n?klady. U slo?it?j??ch ?e?en? je nutn? tak? po??tat s?n?klady na vhodn? vyu?it? n?stroje a nap?. propojen? se CRM apod.

Z?v?r

V?b?r e-mail ?e?en? je d?le?it?m rozhodnut?m o sm??ov?n? cel?ho marketingu spole?nosti, o tom, jak komunikovat se sv?mi z?kazn?ky, sb?rat nov? kontakty a st?vaj?c? co nejv?ce vyt??ovat. N?stroj? na trhu existuje velk? ?ada, nelze snadno ozna?it nejlep?? ?e?en?, proto?e je nutn? v?dy p?edem analyzovat pot?eby a z?m?ry a a? pot? vybrat k?nim nejl?pe pasuj?c? produkt. Douf?me v?ak, ?e jsme odhalili kl??ov? krit?ria a obecn? mo?n? funkcionality, kter? je mo?n? o?ek?vat.

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