Xa ukhangela umjelo wokuthengisa onembuyekezo ezinzileyo kwaye eqikelelwayo kutyalo-mali, awujongi ngaphaya kokuthengisa nge-imeyile. Ngaphandle kokulawulwa kakhulu, ikwakunika umva $42 nganye $1 echithwe kumaphulo. Oku kuthetha ukuba i-ROI ebaliweyo yokuthengisa i-imeyile inokufikelela ubuncinane kwi-4200%. Kule post yebhlog, siya kukunceda uqonde indlela i-imeyile yakho yokuthengisa i-ROI isebenza ngayo- kunye nendlela yokwenza ukuba isebenze ngcono.
Yintoni i-imeyile yeNtengiso ye-ROI?
I-imeyile yokuthengisa i-ROI igubungela ixabiso olizuzayo kwiikhankaso zakho ze-imeyile xa kuthelekiswa nexabiso olichitha kubo. Yile ndlela owazi ngayo xa iphulo lakho lisebenza, libandakanya umyalezo ochanekileyo, kwaye litsala uhlobo oluchanekileyo lwabathengi - okanye xa ilixesha lokuma kwaye uzame esinye, isicwangciso esisebenzayo ngakumbi.
Indlela yokubala i-imeyile yeNtengiso ye-ROI?
Ungayibala i-ROI yakho usebenzisa ifomyula elula:
Masithi, uchitha malunga ne-10,000 yeedola ekulungiseni kakuhle iibhokisi zakho zeposi, ukuyila iitemplates, kunye nokuthumela ii-imeyile zentengiso kubasebenzisi bakho- eli liXabiso lakho elichithiweyo okanye inani lemali oyityalayo kwisitishi sakho sentengiso ye-imeyile.
Ufumana i-300,000 yeedola kubathengi abaguqulwe ngamaphulo akho ngenyanga. Eli liXabiso lakho elizuziweyo, ingeniso yakho evela kumaphulo akho okuthengisa nge-imeyile ngexesha elithile. Unezinto zakho ezimbini eziphambili apho, kwaye umlingo ungaqala ngoku.
Ke, njengoko ifomula ikubonisa, i-ROI yakho ephakathi kwiphulo lakho lokuthengisa yi-29 yeedola nganye oyihlawulayo. Phindaphinda loo nombolo nge-100. Ngoku uyazi ukuba ukuchitha i-$ 10,000 kwimikhankaso yokuthengisa kukulethela ukukhula kwe-2900% okukhokelela ekufumaneni i-$ 300,000.
Yintoni eyenza i-imeyile yokuthengisa i-ROI ibaluleke kangaka?
Kukho isizathu esicacileyo - kufuneka wazi ukuba ufumana ngaphezu koko unikelayo. Ukuqonda imbuyekezo yakho kutyalo-mali kukuvumela ukuba:
- Fumana umfanekiso ochanekileyo wabathengi bakho. Xa usazi ukuba yeyiphi indlela yokuthengisa i-imeyile esebenzayo, uyazi ukuba yintoni ekhuthaza amathuba akho kwaye ibashukumisele ekubeni benze isigqibo sokuthenga. Ke, wenza iimpazamo ezimbalwa xa uchonga umntu wakho womthengi okanye ulungiselela imiyalezo yokuthengisa - kwaye unciphise ixesha eliyimfuneko ukuze uqhubele phambili ukwehla kwifuneli yokuthengisa.
- Khulisa ukugcwala kwewebhusayithi yakho. Xa ufuna ukutyelelwa ngakumbi kwiwebhusayithi yakho, i-SEO yinto yokuqala efika engqondweni. Nangona kunjalo, i-SEO ithatha ixesha kunye neetoni zomsebenzi ngaphambi kokuba iqalise iziphumo zokuqhuba. Imikhankaso yokuthengisa nge-imeyile inokwazisa ngokukhawuleza abaphulaphuli bakho ojolise kubo kwi-portal yakho ye-intanethi ngokukhawuleza nangokulula ngokunika into yexabiso kumamkeli ngamnye, ukubakhuthaza ukuba bakujonge, kwaye baphonononge yonke imithombo yolwazi malunga nawe kunye nophawu lwakho.
- Yahlula abaphulaphuli bakho ekujoliswe kubo. Okukhona uqonda abathengi bakho abanakho, kokukhona kulula kuwe ukwenza umxholo ojolise kuwo kwaye unikeze into ekhethekileyo kwiqela ngalinye. Isenokuba nabathengi abatsha okanye ababhalisile bexesha elide, kwaye unokukhetha abona bathengi basabelayo kwaye ukhuthaze abona bathengi basebenzayo. Oko kuthetha ukuba uya kukwazi ukwakha iinguqulelo zakho kunye nokucofa-ngokusebenzisa amaxabiso ngaphandle komzamo.
- Fumanisa izinto ezinokwenzeka zobuntu. Ukwenziwa komntu kubaluleke kakhulu kwinzuzo kunye nempumelelo yamaphulo okuthengisa nge-imeyile. Ngokutsho kwe-Smart HQ, malunga ne-72% yabathengi banxibelelana kuphela nee-imeyile zokuthengisa ezenzelwe wena.
IiNgcebiso eziGqwesileyo zokuNyusa i-imeyile yeNtengiso ye-ROI
I-ROI yakho ayibekwanga etyeni, akunjalo? Inokulungiswa kwaye yandiswe ngokuthatha amanyathelo afanelekileyo. Ke, nje ukuba ufumane i-ROI eyaneleyo, ungaqala ukusebenza ekwakhiweni kwempumelelo yakho ngokufumana awona manqaku abalulekileyo amaphulo akho entengiso ye-imeyile kunye nokutofa ixabiso elingakumbi kuwo. Zininzi iindlela zokwenza oko, kwaye siza kunikela ukukhanya kwezona zenzo zidumileyo.
Eyona ndlela yoku-1 yokuSebenza: Bopha amandla eDatha
Awukwazi ukufunda iingcinga zabaphulaphuli ojolise kubo - kwaye ukuba i-telepathy ibinokwenzeka, besiya kulwa ngokungqongqo kuyo. Yonke into oyifunayo ibekwe kumachibi edatha amabini. Zombini ziyafumaneka kuwe kwaye ziquka ukuqonda okubalulekileyo kwindlela oziphethe ngayo.
- Idatha yendwendwe yewebhusayithi. Abasebenzisi abeza kwiwebhusayithi yakho kwaye bafunde iphepha ngalinye banokuba ngabathengi bakho abalungileyo-ukuba uyakwazi ukufumanisa oko kubambe umdla wabo kwaye ubanike le nto bayifunayo. Ukwenza oku, kuya kufuneka ube nolwandlalo lweenjongo zabo eziphambili, amanani abantu, kunye nezinto eziphambili kubo kwaye usebenzise olo lwazi ukulungisa iitemplate zakho. Unokufunda iindwendwe zakho zemihla ngemihla ngeGoogle Analytics. Sisixhobo ekufuneka ubenaso kuye nabani na ofuna ukufunda ngakumbi malunga nokuba iindwendwe zabo zivela phi, leliphi iphepha abalijonga rhoqo, nokuba ngabakhenkethi bexesha elinye okanye babuya yonke imihla okanye iveki. Ngolwazi olunjalo ezandleni zakho, uya kuqonda ngcono ukuhoya umdla wabaphulaphuli ojolise kubo kunye nokuguqula abatyeleli babe ngababhalisi.
- Idatha yephulo. Ungaze ulujongele phantsi ulwazi onokuthi unikwe lona ngamaphulo angaphambili. Ezinye izixhobo ziyakubonisa:
- Uhlobo lwesixhobo esisetyenziselwa ukujonga umyalezo wakho;
- Xa abasebenzisi ngabona basebenzayo ngelixa benxibelelana nee-imeyile zakho;
- Ngawaphi amakhonkco abangele olona thethathethwano lubalulekileyo;
- Inani labathengi abaye baguquka;
- Iintengo ezenziwe ngabathengi abaguquliweyo.
Le datha ikuvumela ukuba unike olona vavanyo luchanekileyo kunye nonxibelelwano oluguqukayo olukhuselekileyo phakathi kwabamkeli bakho kunye nawe. Oku kusizisa kwindlela elandelayo yokunyusa i-imeyile yokuthengisa i-ROI.
Uqheliselo oluNgcono lwesi-2: Beka phambili ukuPhunyezwa okukhulu
Awukwazi ukuthetha nge-ROI de ube uzithembile malunga nokuhanjiswa kwakho. Ayisayi kuzakha; Kuya kufuneka usebenze kwizinto ezininzi ukufezekisa ukusebenza kakuhle kwaye ubone amaphulo akho ebangela iziphumo. Okukhona uthumela iibhokisi zeposi, kokukhona uya kudibana nemiceli mngeni.
Ukuhanjiswa kwe-imeyile ligama elisetyenziswa ukuchaza ipesenti yee-imeyile ezihlala kwiibhokisi zabamkeli bakho. Igxininisa kwii-imeyile ezinikwe ukufikelela kwi-inbox kwaye zibonwe ngummkeli. Kungenxa yoko le nto ukuhanjiswa kwe-imeyile kubalulekile xa uvavanya ukusebenza kwamaphulo akho okuthengisa nge-imeyile.
Ukuhanjiswa kwe-imeyile kuqulethe uluhlu olubanzi lweemeko ekufuneka kuhlangatyezwane nazo ngaphambi kokuba ubale umyalezo wakho njengoko unikiwe kwaye ube negalelo kwimpumelelo yakho.
- Isidima somthumeli. Abathumeli abaninzi banokuthumela i-imeyile, kodwa kuphela ezona zithembekileyo zinokwenza ukuba ifikelele kumamkeli abazimiseleyo. Udumo oluhle lomthumeli luvela kwisizinda esisempilweni kunye nedilesi ye-IP ethembekileyo ezinikeleyo, kunye nomsebenzi ozinzile, ongaguqukiyo, kunye nosemthethweni webhokisi yeposi.
- Iiprothokholi zokuqinisekisa. Xa abancedisi befumana ukufumanisa ukuba i-imeyile ivele kwi-domain eboniswe kwidilesi yomthumeli, umyalezo uthunyelwa kwifolda ye-spam. Ukuchongwa okuchanekileyo kufuna iirekhodi ze-DNS, ezifana nerekhodi ye-SPF, utyikityo lwe-DKIM, kunye nomgaqo-nkqubo we-DMARC. Ezo rekhodi zinceda abamkeli baqinisekise imeyile engenayo kwaye bangqine ukuba ayiphazanyiswanga okanye ithunyelwe ngaphandle kolwazi lomnini wesizinda.
Ukuhanjiswa kwe-imeyile elungileyo akuyeki ukuthumela umyalezo kwiibhokisi zakho zemiyalezo engenayo. Ibandakanya oku kulandelayo:
- Inani eliphantsi leentsimbi ezithambileyo nezinzima. Ngamanye amaxesha, ngokukhawuleza emva kokuba uthumele ii-imeyile zakho, ufumana ezinye zazo emva, mhlawumbi ngenxa yemibandela yesikhashana, njengeengxaki zeseva, ukwaphula ukuthunyelwa kwakho kokuthumela okanye i-inbox yommkeli ogcweleyo (i-soft bounces), okanye ingxaki ngoluhlu lwakho lokuposa, okt. ukuthumela kwidilesi ye-imeyile engekhoyo (i-hard bounces). Iibounces ezithambileyo zifuna ukuba uthobe isantya kwaye unyathele ngononophelo ukuze uhlale kwiinceba ezilungileyo ze-ISP yakho, ngelixa iibounces ezinzima zinokulimaza igama lakho njengomthumeli. Ukugcina ukuhanjiswa kwe-imeyile elungileyo, kufuneka uqinisekise ukuba ii-imeyile zakho azibhaqwa.
- Inani le-imeyile liye ngqo kwi-Inbox. Kuthetha ukuba, abapheli kwifolda yeNkunkuma okanye babanjwe ngumgibe wogaxekile. Izinto ezinjalo ziyenzeka ngalo lonke ixesha, ukanti abathumeli bahlala bebonakala kubo, bengazi ukuba bayakwazi ukuhanjiswa.
- Inani lee-imeyile ezivuliweyo/unxibelelwano lwe-imeyile. Ithini inqaku le-imeyile yakho ukuba ithunyelwe ukuba ayizange ivulwe? Imiyalezo yakho ilandela injongo ethile, kwaye xa le njongo ingafezekiswanga, ayenzi mahluko ekufikeleleni kwakho. Umsebenzi wakho kukuqinisekisa ukuba ithemba lakho liyakwazi ukubona ii-imeyile zakho kwaye banomdla wokuzivula nokufunda umxholo wabo.
Ke, ukuba ufuna ukuphucula iROI yakho yokuthengisa, zibuze:
- Ngaba ndiqwalasele iiprothokholi zam zokuqinisekisa i-imeyile ngokweenjongo zam zentengiso ye-imeyile?
- Ngaba ndiwaqhube ngokwaneleyo amaphulo okufudumala?
- Ngaba uluhlu lwam lokuthumela lucoceke ngokwaneleyo?
- Ngaba ndinazo zonke ii-KPIs emehlweni am?
- Ndinaso isixhobo sokujonga uluhlu lwabamnyama?
Kakade ke, kuthatha ixesha ukuze ukufikelela kunikezelo oluphezulu. Iziphumo zakho zangoku zinokwanela ukufumana i-ROI elungileyo, kodwa ukuba ufuna ukuya ngcono, ngokukhawuleza, kwaye womelele, kuya kufuneka ubeke iliso kwinkqubela phambili yakho, ulungele ukuthatha inyathelo elongezelelweyo, kwaye ungaze unikezele kwinkqubela phambili yakho. shushubeza.
Eyona Nkqubo 3: Yakha uluhlu lwe-imeyile olugxile kakhulu
Esi sicwangciso sibaluleke kakhulu kwishishini ukuya kwishishini (B2B) ukuthengisa nge-imeyile. Xa uthumela umyalezo kumntu, ufuna ukuba abe ngumntu ofanelekileyo, ofanele ukutyala ixesha lakho kunye nomzamo wakho, kwaye akwazi ukuzuza ngokwenene kwisipho sakho. Akukho nto imbi ngaphezu kokuthumela i-imeyile emva kwe-imeyile kumntu omchaze njengomenzi wesigqibo kuphela ukufumanisa ukuba akasasebenzi kwinkampani ekujoliswe kuyo! Okukhona kukho iidilesi ezingabalulekanga kuluhlu lwakho, kokukhona usezantsi umyinge wothethathethwano uya kuhamba.
Ukuqokelela idatha ekhethekileyo ngakumbi nge izixhobo zobuntlola zokuthengisa kunye nophando olucokisekileyo lukuvumela ukuba ugcine uluhlu lwakho lokuthumela lucocekile kwaye luxabisekile. Ngokwesiqhelo, oko kuthetha ukuba kufuneka wenze uphononongo lwangaphambi kokuthengisa ngokuya kumaphepha e-LinkedIn abantu abajongeka njengabenzi-zigqibo abagqibeleleyo, ukuqokelela kunye nokuqinisekisa idatha yoqhagamshelwano. Ewe, ayinguye wonke umntu onexesha lale nto-into entle ukuba ukhuphe amaqela ngaphandle ukuze akuncede.
Eyona ndlela ingcono yesi-4: Sebenzisa Ngaphezulu kweSimbo esinye kunye nethoni
Ukuthetha malunga nobuntu, okukhona usazi malunga necandelo ngalinye labaphulaphuli bakho abafumanayo, kokukhona uqonda ithoni yabo kunye nelizwi elikhethiweyo. Amanye amathemba akho anokuthi abambelele kumxholo obonakalayo, ngelixa abanye benokukhetha indlela ye-laconic. Abanye abasebenzisi bakholelwa kwizifundo zetyala kunye nobungqina bentlalontle, ngelixa abanye bafuna uphononongo oluneenkcukacha kunye nomxholo omninzi wemfundo ngaphambi kokuba bakuthathe njengomthengisi othembekileyo.
Umxholo ukuvumela ukuba uziveze kwaye uthethe malunga neenkonzo zakho ngokuyilayo, ngoko ungalibazisi ukuzivumela ukuba uhambe kwaye usebenze kwiindidi ezahlukeneyo zomxholo kwiindidi ezahlukeneyo zamathuba akho, ababhalisile kunye nabathengi. Ulungile ukuba uhambe ixesha elide njengowakho itemplates musa ukophula izikhokelo zokufikelela kwi-imeyile, qulathe amagama e-spam trigger, okanye ukuphuphuma ngamakhonkco angeyomfuneko.
Yeyiphi imiba ye-imeyile ekufuneka isoloko ilungiselelwe wena?
- Umgca wesihloko. Le yeyona nto itsala ingqalelo kubo bonke abamkeli abajonga ii-inbox zabo. Okukhona ithembisa ukuba bodwa, kokukhona amathuba okuba i-imeyile yakho ivulwe. Umgca wesifundo esifanelekileyo ngokwenene ngumsebenzi wobugcisa: awuyinto engabonakaliyo, ayithengi kakhulu, iyakuhenda ngesithembiso sexabiso elikhethekileyo, kwaye icacile malunga nomntu othumele i-imeyile kunye neenjongo zabo.
- Umthumeli wesazisi. Ungaze unike abamkeli bakho idilesi esuka ku:name@gmail.com. Banike igama lakho, isihloko sakho, igama lenkampani yakho kunye nefoto yakho. Nokuba yeyiphi na icandelo lakho ekujoliswe kulo, ithemba lakho kufuneka lazi ukuba bajongana nabani. Xa idilesi yakho ye-imeyile yonke into abayibonayo, banokuqala ukucinga ukuba bathetha ne-bot.
- Imbonakalo. Unokwenza umxholo wakho uhambelane nezinto ezikhethwa ngumsebenzisi ngombala okanye wenze uyilo lwetemplate yakho ye-imeyile ijolise ngakumbi ngokwesini (ingakumbi ukuba uthengisa izinto ezilungiselela isini esithile okanye unikezela ngeenzuzo kwiqela elithile). Kodwa lumka, nangona-ayizizo zonke iinkonzo ze-imeyile ezixhasa ifomathi ye-HTML.
- Isingxobo kunye nejagoni yobuchwephesha. Xa usazi malunga nemizi-mveliso kunye neendawo abasebenza kuzo abamkeli bakho, uyasiqonda eso sigama esikhala intsimbi kubo. Ke ngoko, unokongeza ukuqhelana ngakumbi kwiitemplate zakho, ubonisa ukuba unomdla wokwenyani kwimiba yabo yemihla ngemihla kwaye uyazazi izinto eziphambili kuzo.
Eyona Nkqubo 5: Gcina uFikelelo lwakho lulungiselelwe iSelfowuni
Kuba sikhankanye ukhetho, kufuneka sivume iminyaka ehambayo esiphila kuyo. Abantu abahluli kwii-smartphones zabo kunye nezixhobo zombane, bazisebenzisa njengendawo yokuthumela kwihlabathi leenkcukacha, umxholo kunye nokuzonwabisa. Abathengi kunye noosomashishini basebenzisa izixhobo zabo ukuthenga, ukulawula ukuhamba komsebenzi wabo, kwaye, ewe, khangela i-imeyile. Ke, ukuba ii-imeyile zakho azikwazi ukujongwa kwi-smartphone, uyaphoswa ngabathengi abaninzi. Umsebenzisi oqhelekileyo akanayo nantoni na ngaphandle kwesigulane - ukuba kubathatha ngaphezu kwemizuzwana ye-3 ukulayisha i-imeyile okanye ukuba ukufundwa kwayo kungaphantsi kokwanelisayo, baya kuyivala ngokukhawuleza kwaye baqhubele phambili kwiminye imiyalezo ephuculweyo.
Ukuqinisekisa ukuba imiyalezo yakho ihambelana neselula, vumela umphuhlisi wakho wewebhu kunye nomlawuli wobugcisa abajonge, kwaye babone ukuba banokuphuculwa njani kwaye benziwe bathandeke ngakumbi emehlweni abantu ojolise kubo.
Eyona ndlela yokuSebenza 6: Sebenzisa i-imeyile yokuthengisa ngokuzenzekela
Olu qheliselo lubalulekile kwishishini ukuya kumthengi (B2C) izicwangciso zentengiso, ngakumbi ngoku xa i-e-commerce ikhula. Kungenxa yoko le nto ukuzenzekela ngokuzenzekelayo Iimpawu ziqhele ukunikezwa ngababoneleli ngenkonzo ye-imeyile abaninzi (I-ESP). Ezi mpawu zenza kube lula uku:
- Cwangcisa ii-imeyile. Ngaba udiniwe kukuhlala ulinde ukuthumela iincwadana zeendaba kunye nemiyalezo yokuthengisa ngexesha elifanelekileyo? Awunyanzelekanga ukuba wenze njalo. Isetingi ezizenzekelayo zikuvumela ukuba ukhethe ixesha elichanekileyo, ukongeza uluhlu lwabafowunelwa, kwaye uphumle ngokulula, usazi ukuba imiyalezo iya kufikelela kwiibhokisi zeposi zabamkeli bakho ngaphandle kokulibaziseka.
- Misela ii-imeyile zentengiselwano. Iimpawu zentengiso ye-imeyile zilandelela imbali yokuthenga yabasebenzisi kwaye zenze ii-invoyisi, ii-imeyile zokuqinisekisa, izaziso, kunye nezilumkiso ezivumela umthengi ngamnye oguquliweyo asonge isigqibo somthengi okanye aqhubeke nokunxibelelana newebhusayithi.
- Thumela izaziso ezilahliweyo kwinqwelo. Olu hlobo lomyalezo sisixhobo esinamandla sokuthengisa kwakhona esikunceda ukuba ubambe kwakhona abatyeleli besiza abangakhange benze ngqondo zabo. Ivuselelwa nanini na into yongezwa kwinqwelo yenyani kodwa ingathathwanga phambili, ii-imeyile ezishiyiweyo zenqwelo ezishiyiweyo zityhala ngokukhawuleza abasebenzisi ukuba bathathe inyathelo kwaye babonise ukuba ukhetho lwabo lubalulekile.
I-imeyile yeNtengiso ye-ROI
I-imeyile yokuthengisa i-ROI yi-KPI exabisekileyo kwaye iyalawuleka engakubonisa inkqubela phambili yakho nge-imeyile yokuthengisa imephu yendlela-kwaye mingaphi imingeni engaphambili. Ikuvumela ukuba usasaze imali yakho phakathi kweendlela zokuthengisa ngokufanelekileyo kwaye ikukhuthaza ukuba uzame nangakumbi.
Siyathemba ukuba iinkqubo esizidwelise apha ziya kukunceda ufezekise iinjongo zakho zentengiso kwaye zikukhuthaze ukuba udlulele ngaphaya kweziphumo zakho zangoku. Ukwandisa amaphulo akho kwaye uqinisekise ukuba akukho zinkcukacha zidlulayo kuwe, sicebisa ukuba uzame iindlela zakho kunye Ngefolda. Yona iqonga elidibanisa uvavanyo lokuhanjiswa kwe-imeyile kunye nokulungiswa kwangempela kweengxaki ze-spam, uhlalutyo lokubeka ixesha langempela, ukudibanisa kunye nee-ESP ezinkulu, kunye nokunye.
Ithamsanqa elihle, kwaye ngamana amandla e-ROI angaba nawe!
Ukwazisa: Martech Zone unobambiswano kunye Ngefolda kwaye sisebenzisa ikhonkco lethu lokudlulisela kulo lonke eli nqaku.
