{"id":16830,"date":"2020-03-09T17:20:55","date_gmt":"2020-03-09T15:20:55","guid":{"rendered":"https:\/\/www.gpec.ro\/blog\/?p=16830"},"modified":"2020-03-09T16:00:54","modified_gmt":"2020-03-09T14:00:54","slug":"email-marketing-sperante-si-asteptari-la-inceput-de-drum","status":"publish","type":"post","link":"https:\/\/www.gpec.ro\/blog\/email-marketing-sperante-si-asteptari-la-inceput-de-drum","title":{"rendered":"Email marketing &#8211; speran\u021be \u0219i a\u0219tept\u0103ri la \u00eenceput de drum"},"content":{"rendered":"<div class=\"fcbkbttn_buttons_block\" id=\"fcbkbttn_left\"><div class=\"fcbkbttn_like \"><div class=\"fb-like fb-like-button_count\" data-href=\"https:\/\/www.gpec.ro\/blog\/email-marketing-sperante-si-asteptari-la-inceput-de-drum\" data-colorscheme=\"light\" data-layout=\"button_count\" data-action=\"like\"  data-size=\"small\"><\/div><\/div><\/div><p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-16934\" src=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/02\/gpec_blog_Andrei-Georgescu-1024x586.png\" alt=\"\" width=\"910\" height=\"521\" srcset=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/02\/gpec_blog_Andrei-Georgescu-1024x586.png 1024w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/02\/gpec_blog_Andrei-Georgescu-300x172.png 300w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/02\/gpec_blog_Andrei-Georgescu-768x440.png 768w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/02\/gpec_blog_Andrei-Georgescu.png 2048w\" sizes=\"auto, (max-width: 910px) 100vw, 910px\" \/><\/p>\n<p><strong>De c\u00e2nd sunt jurat GPeC, destul de des aud de la magazinele participante care nu prea au nimic implementat \u00een zona de email marketing ca scuz\u0103: \u201dLa noi nu prea func\u021bioneaz\u0103 email marketing-ul\u201d. \u0218i apoi vine \u00eentrebarea: p\u0103i, ce baz\u0103 de date ave\u021bi? \u201dAh, c\u00e2teva sute\/c\u00e2teva mii de adrese de email \u0219i le-am trimis c\u00e2teva mesaje dar nu s-a \u00eent\u00e2mplat nimic\u201d.<\/strong><\/p>\n<p><strong>Well, normal c\u0103 nu s-a \u00eent\u00e2mplat nimic. Email marketing-ul este canal de comunicare de curs\u0103 lung\u0103, \u00een care cel mai important element \u00eel reprezint\u0103 baza de date. \u0218i aici sunt c\u00e2teva principii pe care a\u0219 vrea s\u0103 le clarific.<\/strong><\/p>\n<p><!--more--><\/p>\n<p><span style=\"font-weight: 400;\">E clar c\u0103 nu po\u021bi str\u00e2nge o baz\u0103 de date cu o mas\u0103 critic\u0103 peste noapte, \u0103sta este \u0219i motivul pentru care, da, email marketing-ul nu func\u021bioneaz\u0103 la capacitate maxim\u0103 pentru business-urile la \u00eenceput de drum, nu au cum s\u0103 aib\u0103 rezultate vizibile la \u00eenceput. Dar s-ar putea s\u0103 nu aib\u0103 rezultate nici pe termen mediu \u0219i lung, dac\u0103 nu fac nimic legat de <strong>colectarea bazelor de date<\/strong> \u00eenc\u0103 din prima zi, colectare care trebuie s\u0103 fie un process <strong>on going<\/strong>, permanent.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Primul lucru pe care \u00eel po\u021bi face pentru cre\u0219terea bazelor de date ca s\u0103 ai rezultate pe termen mediu \u0219i lung este <em><strong>s\u0103 \u00ee\u021bi optimizezi site-ul<\/strong><\/em>. \u0218i aici ai <strong>2 target-uri<\/strong> mari pe care dore\u0219ti s\u0103 le captezi \u00een baza de date:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><strong>Poten\u021bialii clien\u021bi<\/strong><\/li>\n<li style=\"font-weight: 400;\"><strong>Clien\u021bii existen\u021bi<\/strong><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Av\u00e2nd \u00een minte aceste grupe mari \u00eencepi s\u0103 analizezi s\u0103 vezi dac\u0103 \u00een <strong>procesul de comand\u0103<\/strong>, logat sau nu, cei care comand\u0103 sunt invita\u021bi s\u0103 se aboneze la newsletter, ori ba? E important s\u0103 existe mecanismele, bifa cu scopul <strong>\u201cvreau s\u0103 m\u0103 abonez la comunic\u0103rile de marketing\u201d<\/strong>, dar mai important este ca l\u00e2ng\u0103 bifa asta s\u0103 existe un mesaj, un pretext care s\u0103 m\u0103 fac\u0103 s\u0103-mi doresc s\u0103 dau acordul \u2013 ceva care te diferen\u021biaz\u0103 de concuren\u021b\u0103 \u2013 de la un simplu \u201cvrei s\u0103 te notific\u0103m legat de cele mai mici pre\u021buri la vacan\u021be \u00een destina\u021biile tale preferate?\u201d la \u201cvrei s\u0103 afli povestea din spatele produselor noastre hand made?\u201d.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Pentru poten\u021bialii clien\u021bi<\/strong> \u2013 trebuie s\u0103 te asiguri c\u0103 ai MINIM un formular de abonare la newsletter \u0219i acela este foarte vizibil pe home page \u0219i \u00een toate paginile site-ului \u0219i nu este ascuns \u00een footer sau prin diverse col\u021buri, ci se vede mare \u0219i bine delimitat, iar \u00een formular oferi pretexte care te diferen\u021biaz\u0103 de concuren\u021b\u0103 \u0219i care prezint\u0103 interes pentru poten\u021bialii abona\u021bi.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Doar c\u0103, atunci c\u0103nd vine vorba de <strong>prospec\u021bi<\/strong>, strategia \u0219i imagina\u021bia sunt \u00een locul perfect de manifestare; ideal ar fi ca <em>pretextele de abonare<\/em> s\u0103 fie diferite \u00een func\u021bie de sec\u021biunea din site. De exemplu, dac\u0103 vinzi produse de b\u0103rba\u021bi \u0219i femei ar fi frumos s\u0103 schimbi mesajul \u00een zona produselor de b\u0103rba\u021bi cu un pretext cu care rezoneaz\u0103 mai bine b\u0103rba\u021bii, \u0219i la fel \u00een zona produselor de femei.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-17000\" src=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/03\/email-marketing.png\" alt=\"\" width=\"726\" height=\"406\" srcset=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/03\/email-marketing.png 640w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/03\/email-marketing-300x168.png 300w\" sizes=\"auto, (max-width: 726px) 100vw, 726px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Tot legat de prospec\u021bi, po\u021bi s\u0103 te g\u00e2nde\u0219ti s\u0103 creezi permanent pretexte, care pot fi legate de <strong>lansarea unui nou produs<\/strong>, care pot fi legate de <strong>pove\u0219tile produselor tale<\/strong>, care pot fi legate de <strong>evenimente speciale<\/strong> \u2013 gen \u201dnu rata ofertele noastre de Black Friday\u201d, sau colec\u021bia de var\u0103. Pretexte care pot fi legate de<strong> colec\u021bii de produse speciale<\/strong> organizate sub forma unor pdf-uri. Inclusiv <strong>desc\u0103rcarea unei bro\u0219uri<\/strong> este un pretext pentru a ob\u021bine un acord de marketing \u0219i a cre\u0219te bazele de date, programarea la un test drive, sau un formular de support \u2013 toate formularele, care reprezint\u0103 interac\u021biuni cu clien\u021bii, reprezint\u0103 <strong>pretexte de a ob\u021bine acorduri de marketing<\/strong> \u0219i de a cre\u0219te baza de date.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Apoi, dac\u0103 \u00eencepi s\u0103 ai puse la punct mai multe <strong>procese de ob\u021binere a acordurilor<\/strong> din site pentru clien\u021bi \u0219i prospecti, vei avea <strong>3 direc\u021bii<\/strong>:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><em><strong>O comunicare de mas\u0103<\/strong><\/em>, nediferen\u021biat\u0103 c\u0103tre toat\u0103 baza de date comunicare pe calendarul de marketing\u2013 care va \u00eencepe s\u0103-\u0219i dovedeasc\u0103 eficien\u021ba \u00een timp pe m\u0103sur\u0103 ce baza ta de date cre\u0219te.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><em><strong>O comunicare targetat\u0103, bazat\u0103 pe interesele abona\u021bilor<\/strong><\/em> \u2013 doar c\u0103 acest gen de comunicare, ca \u0219i costuri, este eficient s\u0103 fie implementat\u0103 dup\u0103 ce fiecare segment definit are o mas\u0103 critic\u0103. Voi reveni \u00eentr-un alt articol despre segmentare.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><em><strong>O comunicare automatizat\u0103<\/strong><\/em> \u2013 care poate \u0219i este recomandat s\u0103 fie setat\u0103 de la bun \u00eenceput. Nu va avea volum mare pentru un site la \u00eenceput, dar va avea rezultate.<\/span><\/li>\n<\/ul>\n<p><strong>\u00cen comunic\u0103rile automatizate este obligatoriu s\u0103 ai minim 4 flow-uri implementate:<\/strong><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Program de bun venit pentru un nou abonat \u00een baza de date\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Program de bun venit pentru clien\u021bi \u2013 post achizi\u021bie<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Program de co\u0219uri abandonate<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Evaluarea NPS post achizi\u021bie<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Sunt flow-uri simple \u0219i foarte eficiente. Lumea \u00een general se concentreaz\u0103 pe programul de co\u0219uri abandonate, care este un flow eficient ca \u0219i conversii \u00eentr-adev\u0103r, dar la fel de eficiente sunt \u0219i <strong>programele de bun venit:<\/strong>\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong><em>Pentru prospec\u021bi<\/em><\/strong>, scopul programului trebuie s\u0103 confere <strong>\u00eencredere<\/strong> c\u0103 este \u00een locul potrivit s\u0103-i ofere mai multe pretexte ca s\u0103 mearg\u0103 \u00een pasul urm\u0103tor spre curiozitate \u0219i apoi spre achizi\u021bie. De ce zic c\u0103 acest program este important? Este simplu, \u00een cazul co\u0219urilor abandonate presupunem c\u0103 am vrut s\u0103 cump\u0103r\u0103m produsul\/produsele \u0219i ceva ne-a re\u021binut s\u0103 finaliz\u0103m comanda.<br \/>\n\u00cen cazul programelor de bun venit lucrurile stau la fel, ne-am dat adresa de email pentru c\u0103 ceva ne-a atras aten\u021bia, ok, nu suntem chiar gata s\u0103 cump\u0103r\u0103m, dar ne-am manifestat interesul. Din acel moment trebuie ca toat\u0103 <strong>comunicarea<\/strong> s\u0103 fie axat\u0103 pe \u00eent\u0103rirea \u00eencrederii \u0219i rezolvarea problemelor prospectului (\u00een m\u0103sura \u00een care le-am identificat la abonare) astfel \u00eenc\u00e2t s\u0103-l aducem mai aproape de <strong>decizia de achizi\u021bie<\/strong>. Programul de bun venit nu \u00eenseamn\u0103 un email, de cele mai multe ori este o serie de emailuri automate, 2 p\u00e2n\u0103 la 5.<\/span><\/span><\/span><\/span><\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong><em>Pentru client<\/em><\/strong>, scopul programului de welcome este de a sus\u021bine alegerea f\u0103cut\u0103 \u2013 <strong>c\u00e2\u0219tigarea \u00eencrederii<\/strong> post achizi\u021bie \u0219i preg\u0103tirea achizi\u021biei urm\u0103toare. Dac\u0103 tot procesul de achizi\u021bie decurge perfect, am v\u0103zut business-uri unde a doua comand\u0103 era plasat\u0103 \u00een propor\u021bie de <em>35% la aproximativ o s\u0103pt\u0103m\u00e2n\u0103 dup\u0103 prima<\/em>. \u00cen acest program po\u021bi oferi mai multe informa\u021bii despre suportul pe care clientul \u00eel poate primi despre produsul achizi\u021bionat: informa\u021bii despre utilizare sau montaj sau contexte \u00een care produsul este folosit de al\u021bii etc.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Apoi ai o parte \u00een care email marketing-ul te poate ajuta la optimizarea business-ului: <strong>NPS<\/strong>-ul, un email \u00een care practic ceri celui care a comandat de la tine s\u0103-\u021bi spun\u0103 dac\u0103 pe baza experien\u021bei avute te-ar recomanda sau nu unui prieten. Dup\u0103 ce \u00ee\u021bi d\u0103 o not\u0103 de la 0 la 10 po\u021bi s\u0103-l \u00eentrebi de ce \u021bi-a dat nota respectiv\u0103 \u0219i s\u0103-\u021bi \u00eembun\u0103t\u0103\u021be\u0219ti practic business-ul pe baza <strong>feedback<\/strong>-ului clien\u021bilor \u2013 \u0219i, crede\u021bi-m\u0103, am v\u0103zut de foarte multe ori feedback-uri cu probleme pe care oamenii din interiorul companiilor nici m\u0103car nu \u0219i le imaginau, unele foarte deranjante pentru clien\u021bi \u0219i foarte simplu de rezolvat.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Well, NPS-ul este influen\u021bat destul de mult de experien\u021ba creat\u0103 de celelalte programe automatizate \u2013 programul de bun venit ca poten\u021bial client, programul de bun venit ca \u0219i client sau comunicarea de support post achi\u021bizie \u2013 to\u021bi ace\u0219ti pa\u0219i premerg\u0103tori \u00ee\u0219i vor pune amprenta \u00een evaluarea pe care clientul o d\u0103 unui business.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<hr \/>\n<p><strong><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-16831 alignleft\" src=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/02\/andrei-georgescu.jpg\" alt=\"andrei georgescu\" width=\"218\" height=\"238\" srcset=\"https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/02\/andrei-georgescu.jpg 494w, https:\/\/www.gpec.ro\/blog\/wp-content\/uploads\/2020\/02\/andrei-georgescu-274x300.jpg 274w\" sizes=\"auto, (max-width: 218px) 100vw, 218px\" \/>Andrei Georgescu<\/strong><\/p>\n<p><strong>Managing Director <a href=\"http:\/\/www.whiteimage.net\/\">White Image<\/a><\/strong><\/p>\n<p>Andrei Georgescu este co-fondator si director general al White Image de mai bine de 16 ani. Este pasionat de date si solutii care genereaza rezultate. \u00cen prezent, White Image ofera solutii de gestionare a datelor si de e-mail marketing pentru clienti din e-commerce, bancar, auto, resurse umane si multe alte domenii. White Image a obtinut de-a lungul timpului 7 premii internationale. De asemenea, \u00eel puteti gasi pe Andrei ca profesor la scoala IAA unde preda E-Mail Marketing, gestionarea datelor si automatizarea marketingului.<\/p>\n","protected":false},"excerpt":{"rendered":"<div class=\"fcbkbttn_buttons_block\" id=\"fcbkbttn_left\"><div class=\"fcbkbttn_like \"><div class=\"fb-like fb-like-button_count\" data-href=\"https:\/\/www.gpec.ro\/blog\/email-marketing-sperante-si-asteptari-la-inceput-de-drum\" data-colorscheme=\"light\" data-layout=\"button_count\" data-action=\"like\"  data-size=\"small\"><\/div><\/div><\/div><p>De c\u00e2nd sunt jurat GPeC, destul de des aud de la magazinele participante care nu prea au nimic implementat \u00een zona de email marketing ca scuz\u0103: \u201dLa noi nu prea func\u021bioneaz\u0103 email marketing-ul\u201d. \u0218i apoi vine \u00eentrebarea: p\u0103i, ce baz\u0103 de date ave\u021bi? \u201dAh, c\u00e2teva sute\/c\u00e2teva mii de adrese de email \u0219i le-am trimis c\u00e2teva mesaje dar nu s-a \u00eent\u00e2mplat nimic\u201d. Well, normal c\u0103 nu s-a \u00eent\u00e2mplat nimic. Email marketing-ul este canal de comunicare de curs\u0103 lung\u0103, \u00een care cel mai important element \u00eel reprezint\u0103 baza de date. \u0218i aici sunt c\u00e2teva principii pe care a\u0219 vrea s\u0103 le clarific.<\/p>\n","protected":false},"author":21,"featured_media":16934,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3467],"tags":[556,51,3469,3471],"class_list":["post-16830","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing","tag-andrei-georgescu","tag-email-marketing","tag-mailing-list","tag-white-image"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts\/16830","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/users\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/comments?post=16830"}],"version-history":[{"count":16,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts\/16830\/revisions"}],"predecessor-version":[{"id":16999,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/posts\/16830\/revisions\/16999"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/media\/16934"}],"wp:attachment":[{"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/media?parent=16830"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/categories?post=16830"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.gpec.ro\/blog\/wp-json\/wp\/v2\/tags?post=16830"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}