{"id":12717,"date":"2021-08-10T14:15:40","date_gmt":"2021-08-10T11:15:40","guid":{"rendered":"https:\/\/www.minicrm.ro\/blog\/?p=12717"},"modified":"2021-09-29T14:11:11","modified_gmt":"2021-09-29T11:11:11","slug":"cum-sa-obii-rezultate-folosind-email-marketing-i-newslettere","status":"publish","type":"post","link":"https:\/\/www.minicrm.ro\/blog\/2021\/08-10\/cum-sa-obii-rezultate-folosind-email-marketing-i-newslettere\/","title":{"rendered":"Cum s\u0103 ob\u021bii rezultate folosind email marketing \u0219i newslettere"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">\u00cen ciuda apari\u021biei mai recente a unor metode de marketing digital mai sofisticate, email marketing-ul r\u0103m\u00e2ne unul dintre instrumentele de promovare cu rezultate constant bune. Trimiterea de email-uri \u00een mas\u0103, cu scop promo\u021bional, are avantajul de a oferi <strong>rezultate u\u0219or m\u0103surabile<\/strong>, de a putea testa <strong>varia\u021bii ale aceluia\u0219i mesaj<\/strong> \u0219i de a ajunge instant la un <strong>num\u0103r mare de poten\u021biali clien\u021bi<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00cen plus, email-ul pare s\u0103 fie considerat un canal de promovare mai pu\u021bin deranjant de c\u0103tre utilizatori. Conform unui <a href=\"https:\/\/dma.org.uk\/press-release\/73-of-consumers-say-email-is-their-preferred-marketing-channel\" rel=\"noreferrer noopener\" target=\"_blank\">studiu<\/a> efectuat \u00een Marea Britanie, 73% din consumatorii ruga\u021bi s\u0103 aleag\u0103 pe ce canale de marketing prefer\u0103 s\u0103 primeasc\u0103 mesaje numesc pe una din primele dou\u0103 pozi\u021bii e-mailul.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\">De ce s\u0103 faci email marketing?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Campaniile de marketing prin email <strong>sunt foarte eficiente<\/strong> dintr-un motiv foarte simplu: azi aproape <strong>oricine are o adres\u0103 de email<\/strong>. Oricine ar fi clientul t\u0103u \u0219i \u00een orice parte a globului s-ar afla, po\u021bi comunica oric\u00e2nd cu el cu un simplu email. De asemenea, adresele de email sunt mai u\u0219or comunicate de oameni dec\u00e2t numerele de telefon sau, mai grav, adresele lor fizice.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dac\u0103 vrei s\u0103 po\u021bi comunica rapid cu o mul\u021bime de clien\u021bi, trimiterea de emailuri r\u0103m\u00e2ne \u00een continuare prima ta op\u021biune.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">C\u00e2t de eficiente sunt campaniile de email marketing? Continu\u0103 s\u0103 r\u0103m\u00e2n\u0103 <strong>extrem de eficiente<\/strong>, chiar dac\u0103 social media a devenit \u00een ultimii ani un canal alternativ destul de puternic de marketing.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/roi-return-on-investment-capital-gain-PYMPDNF.jpg\" alt=\"Campaniile de email marketing au un Return On Investment (ROI) ridicat\" class=\"wp-image-12723\" width=\"844\" height=\"522\" srcset=\"https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/roi-return-on-investment-capital-gain-PYMPDNF.jpg 1200w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/roi-return-on-investment-capital-gain-PYMPDNF-300x186.jpg 300w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/roi-return-on-investment-capital-gain-PYMPDNF-650x402.jpg 650w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/roi-return-on-investment-capital-gain-PYMPDNF-768x475.jpg 768w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/roi-return-on-investment-capital-gain-PYMPDNF-485x300.jpg 485w\" sizes=\"auto, (max-width: 844px) 100vw, 844px\" \/><\/figure><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Campaniile de newslettere au un ROI (Return of Investment) de 37:1 p\u00e2n\u0103 la 42:1!<\/strong>. Cu alte cuvinte, pentru fiecare 1 euro cheltuit cu resursele pentru aceste servicii, ob\u021bii un venit de 37 sau chiar peste 40 de euro (\u00een cazul campaniilor de succes).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Trimite newsletter \u0219i email-uri promo\u021bionale respect\u00e2nd legea<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Trimiterea de email-uri \u00een mas\u0103 poate fi un teren periculos din punct de vedere legal. A\u0219a c\u0103, \u00eenainte de a \u00eencepe, s\u0103 ne asigur\u0103m c\u0103 nu vei \u00eenc\u0103lca legea.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Tipuri de email<\/strong><\/h3>\n\n\n\n<br>\n\n\n\n<p class=\"wp-block-paragraph\">Primul lucru pe care trebuie s\u0103 \u00eel \u0219tii este c\u0103 legea e diferit\u0103 \u00een func\u021bie de <strong>tipul de email <\/strong>pe care \u00eel trimi\u021bi. Dac\u0103 acesta are un caracter <strong>comercial sau promo\u021bional<\/strong> (\u00eencearc\u0103 s\u0103 v\u00e2nd\u0103 ceva), este necesar ca destinatarii s\u0103 \u00ee\u0219i fi dat acordul prealabil pentru a primi acest tip de mail-uri.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dac\u0103 nu are caracter comercial, ci este<strong> informativ sau tranzac\u021bional <\/strong>(ex: trimiterea unei facturi sau a unui reminder de plat\u0103), atunci nu este nevoie de un acord explicit, \u00een interpretarea majorit\u0103\u021bii speciali\u0219tilor.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Ob\u021binerea acordului pentru primirea de mail-uri comerciale<\/strong><\/h3>\n\n\n\n<br>\n\n\n\n<p class=\"wp-block-paragraph\">A\u0219adar, nu pute\u021bi trimite mesaje comerciale din senin unor liste de adrese ale unor oameni cu care nu a\u021bi mai avut contact \u00eenainte \u0219i care nu \u0219i-au dat acordul de a fi pe aceast\u0103 list\u0103. Dar exist\u0103 modalit\u0103\u021bi multiple prin care se poate ob\u021bine acest acord.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p><span class=\"has-inline-color has-black-color\">De exemplu, pute\u021bi oferi gratuit un e-book vizitatorilor site-ului vostru, \u00een schimbul unei adrese de email \u0219i bifarea unui c\u00e2mp de genul &#8220;sunt de acord s\u0103 primesc mesaje promo\u021bionale&#8221;. Acest gen de activitate se nume\u0219te <strong>&#8220;lead magnet&#8221;. <\/strong>Astfel de acorduri se ob\u021bin deseori \u0219i de la evenimente offline, nu doar din online.<\/span><\/p><\/blockquote>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"801\" src=\"https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/e-mail-service-P4HB8CZ.jpg\" alt=\"Mesaje Spam. Trimiterea de mail-uri comerciale f\u0103r\u0103 un acord prealabil este interzis\u0103\" class=\"wp-image-12726\" srcset=\"https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/e-mail-service-P4HB8CZ.jpg 1200w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/e-mail-service-P4HB8CZ-300x200.jpg 300w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/e-mail-service-P4HB8CZ-602x402.jpg 602w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/e-mail-service-P4HB8CZ-768x513.jpg 768w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/e-mail-service-P4HB8CZ-449x300.jpg 449w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/figure><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Lucrurile sunt mult mai simple \u0219i regulile mai nuan\u021bate atunci c\u00e2nd trimite\u021bi newslettere c\u0103tre clien\u021bi existen\u021bi, cu care ave\u021bi deja un contract sau un raport comercial. Acestea nu vor fi considerate din start &#8220;nesolicitate&#8221;. A\u0219adar, pute\u021bi \u00eencerca s\u0103 vinde\u021bi un serviciu complementar, dac\u0103 acesta are leg\u0103tur\u0103 cu serviciul actual pe care \u00eel utilizeaz\u0103 clien\u021bii.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Exist\u0103 interpret\u0103ri diferite ale legisla\u021biei \u00een func\u021bie de tipul de destinatar. Astfel, doar destinatarii persoane fizice ar fi proteja\u021bi de intruziunile campaniilor de email marketing, nu \u0219i persoanele juridice. Vezi un punct de vedere legal <a href=\"https:\/\/www.avocatoo.ro\/blog\/2-noi-amenzi-aplicate-de-asnpdcp-in-legatura-cu-trimiterea-de-e-mailuri-nesolicitate\/\" rel=\"noreferrer noopener\" target=\"_blank\">aici<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Reguli de utilizare a datelor personale<\/strong><\/h3>\n\n\n\n<br>\n\n\n\n<p class=\"wp-block-paragraph\">\u00cen special dup\u0103 intrarea \u00een vigoare a GDPR, utilizarea datelor personale \u00een Europa a devenit o problem\u0103 foarte serioas\u0103. A\u0219adar, trebuie s\u0103 fii atent la asta atunci c\u00e2nd colectezi adrese de mail pentru baza ta de date.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p><span class=\"has-inline-color has-black-color\">Trebuie s\u0103 ai pe website o <a href=\"https:\/\/www.minicrm.ro\/politica-datelor\/\" rel=\"noreferrer noopener\" target=\"_blank\">politic\u0103 de confiden\u021bialitate a datelor<\/a> pe care utilizatorii s\u0103 o citeasc\u0103 \u00eenainte de a-\u0219i da acordul de utilizare a datelor personale. Aici trebuie s\u0103 specifici <strong>ce date sunt folosite, \u00een ce scop, cum \u0219i unde sunt p\u0103strate, cum pot fi accesate, modificate sau \u0219terse<\/strong> (la cererea utilizatorului). Recomandarea este, dac\u0103 nu ave\u021bi o astfel de politic\u0103 deja, s\u0103 apela\u021bi la un specialist \u00een \u0219tiin\u021be juridice care s\u0103 o redacteze.<\/span><\/p><\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">De asemenea, indiferent de tipul de email \u00een mas\u0103, sunte\u021bi obliga\u021bi s\u0103 da\u021bi <strong>posibilitatea destinatarilor s\u0103 se dezaboneze<\/strong> de la primirea de mail-uri, printr-un link vizibil \u0219i u\u0219or de identificat. Toate mail-urile trebuie s\u0103 con\u021bin\u0103 obligatoriu acest buton &#8220;dezabonare&#8221;.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Segmentare public<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">La fel ca \u00een orice alt canal de marketing, targetarea este un element esen\u021bial. \u00cen cazul email marketing-ului, este important\u0103 cantitatea \u0219i calitatea datelor pe care le avem despre destinatari. Cu c\u00e2t sunt mai multe variabile \u00een baza de date cu contacte, cu at\u00e2t vom putea s\u0103 construim mesaje relevante pentru poten\u021bialii clien\u021bi.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p><span class=\"has-inline-color has-black-color\">Exemple de variabile: nume, domeniu de activitate, cifra de afaceri a companiei, website, tehnologie website folosit\u0103, num\u0103r de angaja\u021bi, vechimea companiei etc.<\/span><\/p><\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"font-size:18px\">\u00cen mod normal, aceste date despre clien\u021bi se pot p\u0103stra \u00eentr-o baz\u0103 de date de tip CSV sau Excel, dar utilizatorii MiniCRM au beneficiul de a avea toate aceste date \u00een sistem, preg\u0103tite oric\u00e2nd pentru a fi filtrate \u0219i segmentate \u00een grupuri extrem de specifice. <strong>\u00cen MiniCRM exist\u0103 peste 200 de variabile care pot fi folosite pentru segmentarea extrem de fin\u0103 a destinatarilor, la care se pot ad\u0103uga c\u00e2mpuri cu informa\u021bii specifice pentru activitatea ta.<\/strong><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1039\" src=\"https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/Screenshot-2019-11-04-at-16.01.40-1.png\" alt=\"\" class=\"wp-image-12729\" srcset=\"https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/Screenshot-2019-11-04-at-16.01.40-1.png 1920w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/Screenshot-2019-11-04-at-16.01.40-1-300x162.png 300w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/Screenshot-2019-11-04-at-16.01.40-1-743x402.png 743w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/Screenshot-2019-11-04-at-16.01.40-1-768x416.png 768w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/Screenshot-2019-11-04-at-16.01.40-1-1536x831.png 1536w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/Screenshot-2019-11-04-at-16.01.40-1-500x271.png 500w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/><\/figure><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p><span class=\"has-inline-color has-black-color\">De exemplu, po\u021bi preg\u0103ti un mail specific doar pentru poten\u021bialii clien\u021bi care au statusul <strong>&#8220;oportunitate pierdut\u0103&#8221;<\/strong> (au fost \u00een contact cu firma, dar nu s-a realizat o v\u00e2nzare \u00een trecut), care au fost ultima oar\u0103 <strong>contacta\u021bi acum 1-2 ani<\/strong>, \u0219i care apar ca motiv al pierderii la <strong>&#8220;pre\u021b prea mare&#8221;<\/strong>. <\/span><\/p><\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Acestora le po\u021bi trimite un newsletter atunci c\u00e2nd ai o nou\u0103 ofert\u0103 de pre\u021b sau o promo\u021bie. Chiar dac\u0103 acest segment din baza ta de contacte va fi foarte mic, \u0219ansele ca persoanele din el s\u0103 fie interesate de ofert\u0103 sunt foarte mari.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Alege un subiect care s\u0103 atrag\u0103 aten\u021bia<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Ceea ce scrii \u00een subiectul newsletter-ului este un element hot\u0103r\u00e2tor pentru succesul sau e\u0219ecul campaniilor de email marketing.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Exper\u021bii \u00een marketing \u0219i publicitate ne spun \u00een general c\u0103 felul \u00een care scrii un titlu este jum\u0103tate din efort atunci c\u00e2nd redactezi un material de marketing. Este la fel \u0219i \u00een cazul unui email, iar aici titlul este de fapt ceea ce scriem \u00een rubrica &#8220;subiect&#8221;.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p><span class=\"has-inline-color has-black-color\">Mai multe studii arat\u0103 c\u0103 <strong>majoritatea consumatorilor (70-80%) citesc doar titlurile<\/strong> articolelor de \u0219tiri. Cei care citesc \u0219i restul materialului trebuie s\u0103 fie convin\u0219i de ceea ce v\u0103d \u00een titlu.<\/span><\/p><\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">La fel ca \u00een cazul \u0219tirilor, oric\u00e2t de interesant este ceea ce ai de comunicat \u00een campaniile de email marketing, <strong>f\u0103r\u0103 un titlu\/subiect atractiv, con\u021binutul nu va ajunge s\u0103 fie v\u0103zut<\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Care este lungimea optim\u0103 pentru un subiect de email?<\/strong><\/h3>\n\n\n\n<br>\n\n\n\n<p class=\"wp-block-paragraph\">Un num\u0103r prea mare de cuvinte va duce la trunchierea textului \u0219i va fi mai greu de procesat de c\u0103tre destinatar. Un num\u0103r prea mic de cuvinte ar putea s\u0103 nu spun\u0103 destul despre ceea ce se reg\u0103se\u0219te \u00een email.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p><span class=\"has-inline-color has-black-color\">Datorit\u0103 mai multor <a href=\"https:\/\/martech.org\/study-email-marketing-subject-lines-6-10-words-deliver-highest-open-rates\/\" rel=\"noreferrer noopener\" target=\"_blank\">cercet\u0103ri<\/a> de email marketing, \u0219tim c\u0103 <strong>subiectele \u00eentre 6 \u0219i 10 cuvinte<\/strong> au cele mai mari \u0219anse s\u0103 duc\u0103 la deschiderea email-ului.<\/span><\/p><\/blockquote>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Subiectele personalizate<\/strong><\/h3>\n\n\n\n<br>\n\n\n\n<p class=\"wp-block-paragraph\">De asemenea, \u0219tim c\u0103 mesajele personalizate (chiar din subiect) ajut\u0103 la cre\u0219terea \u0219anselor ca email-ul s\u0103 fie deschis. Prin folosirea de c\u00e2mpuri dinamice, se poate folosi o adresare direct\u0103 de genul: <\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p><span class=\"has-inline-color has-black-color\">&#8220;un serviciu nou pentru firma {<strong>introdu nume firm\u0103<\/strong>}<strong>&#8220;<\/strong> <\/span><\/p><p><span class=\"has-inline-color has-black-color\">sau <\/span><\/p><p><span class=\"has-inline-color has-black-color\"><strong>&#8220;Drag\u0103 <\/strong>{<strong>introducere nume<\/strong>}<strong>, m-am g\u00e2ndit c\u0103 \u021bi-ar pl\u0103cea acest software&#8221;<\/strong><\/span><\/p><\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Platforma MiniCRM poate completa automat aceste c\u00e2mpuri variabile cu detalii din baza de date cu clien\u021bi.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Alte trucuri de marketing pentru subiecte de email<\/strong><\/h3>\n\n\n\n<br>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Formularea subiectului ca \u00eentrebare<\/strong> duce uneori la rezultate mai bune, deoarece \u00eencurajeaz\u0103 la g\u0103sirea r\u0103spunsurilor din spatele \u00eentreb\u0103rii \u0219i stimuleaz\u0103 curiozitatea.<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Utilizarea de cifre \u0219i\/sau caractere speciale (ex: %, $)<\/strong> rupe monotonia c\u0103su\u021bei de email \u0219i d\u0103 \u0219anse \u00een plus ca mesajul t\u0103u s\u0103 fie remarcat printre multitudinea de alte email-uri.<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li>Exist\u0103 p\u0103reri diferite despre <strong>utilizarea emoji-urilor<\/strong> \u00een campaniile de email marketing. Din experien\u021ba anterioar\u0103, putem spune c\u0103, atunci c\u00e2nd sunt relevante \u0219i nu sunt folosite excesiv, emoji-urile \u00een subiectul unui email ajut\u0103, dar \u00eentr-o mic\u0103 m\u0103sur\u0103. ?<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Apoi urmeaz\u0103 c\u00e2teva sugestii pe care le numim trucuri de marketing, pentru c\u0103 for\u021beaz\u0103 limita dintre ce este etic sau acceptabil \u00een campaniile de email marketing.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Un exemplu este scrierea de subiecte de forma <strong>&#8220;re: cerere de ofert\u0103&#8221;.<\/strong> Ad\u0103ugarea artificial\u0103 a acelui &#8220;re:&#8221; la \u00eenceputul subiectului este menit\u0103 s\u0103 dea impresia c\u0103 email-ul este continuarea unei discu\u021bii anterioare cu destinatarii din baza de date. Este mai probabil c\u0103 ace\u0219ti destinatari vor da click, s\u0103 vad\u0103 despre ce discu\u021bie anterioar\u0103 este vorba.<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li>Tot aici discut\u0103m despre diverse alte forme de click bait, care s\u0103 stimuleze curiozitatea<strong> (ex: &#8220;Nu mi-a venit s\u0103 cred c\u00e2nd am aflat c\u0103 produsul poate face asta.&#8221;)<\/strong>. Acestea pot func\u021biona dac\u0103 se dore\u0219te o rat\u0103 mare de deschidere, dar atunci c\u00e2nd con\u021binutul nu e pe m\u0103sura promisiunii din subiect, reac\u021bia poate fi advers\u0103 \u0219i num\u0103rul de dezabon\u0103ri ar putea fi afectat.<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Editarea \u0219i designul mesajului propriu-zis<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Email-uri cu design \u00een HTML vs. simplu text<\/strong><\/h3>\n\n\n\n<br>\n\n\n\n<p class=\"wp-block-paragraph\">V-ar pl\u0103cea s\u0103 primi\u021bi un email ca cel din st\u00e2nga sau unul ca cel din dreapta? V\u0103 atrage designul sau v\u0103 intereseaz\u0103 doar textul?<\/p>\n\n\n\n<figure class=\"wp-block-gallery columns-2 is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\"><ul class=\"blocks-gallery-grid\"><li class=\"blocks-gallery-item\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"254\" height=\"402\" src=\"https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/screenshot-mail.google.com-2021.08.10-12_29_59-254x402.png\" alt=\"\" data-id=\"12738\" data-full-url=\"https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/screenshot-mail.google.com-2021.08.10-12_29_59.png\" data-link=\"https:\/\/www.minicrm.ro\/blog\/?attachment_id=12738\" class=\"wp-image-12738\" srcset=\"https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/screenshot-mail.google.com-2021.08.10-12_29_59-254x402.png 254w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/screenshot-mail.google.com-2021.08.10-12_29_59-190x300.png 190w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/screenshot-mail.google.com-2021.08.10-12_29_59.png 493w\" sizes=\"auto, (max-width: 254px) 100vw, 254px\" \/><figcaption class=\"blocks-gallery-item__caption\">Email creat \u00een HTML<\/figcaption><\/figure><\/li><li class=\"blocks-gallery-item\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"287\" height=\"402\" src=\"https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/screenshot-mail.google.com-2021.08.10-13_09_48-287x402.png\" alt=\"\" data-id=\"12741\" data-full-url=\"https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/screenshot-mail.google.com-2021.08.10-13_09_48.png\" data-link=\"https:\/\/www.minicrm.ro\/blog\/?attachment_id=12741\" class=\"wp-image-12741\" srcset=\"https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/screenshot-mail.google.com-2021.08.10-13_09_48-287x402.png 287w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/screenshot-mail.google.com-2021.08.10-13_09_48-214x300.png 214w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/screenshot-mail.google.com-2021.08.10-13_09_48.png 552w\" sizes=\"auto, (max-width: 287px) 100vw, 287px\" \/><figcaption class=\"blocks-gallery-item__caption\">Email text<\/figcaption><\/figure><\/li><\/ul><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Este greu de dat o regul\u0103 general\u0103 la acest capitol de email marketing. Uneori forma conteaz\u0103 la fel de mult ca \u0219i con\u021binutul. Acest lucru este cu siguran\u021b\u0103 valabil c\u00e2nd vorbim despre web design \u0219i companiile investesc mul\u021bi bani \u00een UX (user experience) pentru a direc\u021biona utilizatorul de pe site spre rezultatul dorit, adic\u0103 spre o conversie\/v\u00e2nzare.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p><span class=\"has-inline-color has-black-color\">Regulile UX se pot aplica \u0219i \u00een email marketing, \u00eens\u0103 acestea sunt cu siguran\u021b\u0103 mai pu\u021bin eficiente aici. <strong>Utilizatorul de email este obi\u0219nuit s\u0103 primeasc\u0103, \u00een general, mesaje simple, f\u0103r\u0103 decora\u021biuni.<\/strong><\/span><\/p><p><span class=\"has-inline-color has-black-color\">C\u00e2nd primi\u021bi un email de la colegi sau prieteni, are acesta vreun element de design special? O poz\u0103 de background, c\u0103su\u021be de text colorate, fonturi deosebite? Cu siguran\u021b\u0103 c\u0103 nu.<\/span><\/p><\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Dar ce email-uri primi\u021bi care au aceast\u0103 form\u0103? Cele promo\u021bionale probabil. Dac\u0103 mesajele promo\u021bionale au un design \u00een HTML\/CSS, iar cele normale nu, acest lucru v\u0103 ajut\u0103, poate chiar incon\u0219tient, s\u0103 le identifica\u021bi mai u\u0219or pe cele promo\u021bionale.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To\u021bi oamenii dezvolt\u0103 la un moment dat un anumit <strong>nivel de &#8220;rezisten\u021b\u0103 la persuasiune&#8221;<\/strong>, care \u00eei va face s\u0103 ignore mesajele promo\u021bionale. Acela\u0219i lucru se poate \u00eent\u00e2mpla cu email-urile.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p><span class=\"has-inline-color has-black-color\">Drept urmare, \u00een campaniile voastre de email marketing, ar fi important s\u0103 testa\u021bi dac\u0103 nu cumva acela\u0219i mesaj este mai eficient dac\u0103 este conceput f\u0103r\u0103 un design special \u00een HTML.<\/span><\/p><\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">\u00cenc\u0103 o <strong>problem\u0103 cu email-urile HTML<\/strong> este c\u0103 trebuie s\u0103 fi\u021bi aten\u021bi ca nu cumva elementele de stil s\u0103 nu fie deschise corect de anumite browsere sau furnizori de e-mail.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nu de pu\u021bine ori am v\u0103zut imagini din con\u021binutul unor email-uri care erau aparent corect dimensionate \u0219i \u00eencadrate, dar destinatarii care foloseau, de exemplu, Outlook, vedeau imaginile ne-redimensionate, care le acopereau tot ecranul. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Din acest motiv, este important s\u0103 testa\u021bi codul pe mai multe browsere \u0219i aplica\u021bii de mail.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pe de alt\u0103 parte, \u021bine\u021bi cont c\u0103 prin c\u00e2teva mici ajust\u0103ri ale design-ului putem mult mai bine s\u0103 <strong>direc\u021bion\u0103m aten\u021bia cititorului \u00eenspre elementele cele mai importante<\/strong>. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">De exemplu, este mult mai probabil ca cititorii s\u0103 dea click pe un link sub forma unui buton colorat dec\u00e2t pe unul f\u0103r\u0103 design, care nu iese \u00een eviden\u021b\u0103 cu nimic.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Personalizarea mesajului<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Furnizorii de servicii pentru trimiterea de email-uri \u00een mas\u0103 ofer\u0103 posibilitatea ca email-urile s\u0103 fie personalizate, dac\u0103 exist\u0103 unele detalii despre destinatari \u00een baza de date cu contacte. A\u0219adar, dac\u0103 ai \u00eentr-un tabel detalii despre clien\u021bi\/prospec\u021bi, cum ar fi <strong>nume, companie, website, num\u0103r de angaja\u021bi sau chiar tehnologii folosite <\/strong>po\u021bi folosi \u00een textul mail-ului c\u00e2mpuri dinamice\/variabile, care s\u0103 ia date din aceste tabele \u0219i s\u0103 genereze texte personalizate, pe baza unui \u0219ablon unic. Exemplu:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p><span class=\"has-inline-color has-black-color\">Drag\u0103 {<strong>nume<\/strong>}, am v\u0103zut c\u0103 \u00eenc\u0103 folosi\u021bi {<strong>nume tehnologie<\/strong>} \u00een activitatea {<strong>nume companie<\/strong>}. Ne-am g\u00e2ndit c\u0103 v-ar putea interesa o alt\u0103 solu\u021bie&#8230;<\/span><\/p><\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Cu c\u00e2t un mesaj este mai personalizat, cu at\u00e2t este mai probabil s\u0103 aib\u0103 rezultate. Chiar dac\u0103 utilizatorii au dezvoltat deja o rezisten\u021b\u0103 psihologic\u0103 \u0219i la acest gen de abordare \u00een trimiterea de newslettere.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">A\/B Testing \u00een email marketing<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u00cenainte de a trimite mesajul pe care l-ai conceput, este mereu o idee bun\u0103 s\u0103 preg\u0103te\u0219ti mai multe variante ale aceluia\u0219i mail.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p><span class=\"has-inline-color has-black-color\">A\/B testing \u00eenseamn\u0103 s\u0103 schimbi un element pe care vrei s\u0103 \u00eel testezi (subiectul mail-ului, o por\u021biune de text din con\u021binut, culoarea unui buton, pozi\u021bia unei imagini etc.) \u0219i s\u0103 creezi o variant\u0103 B a \u00eentregului mail.<\/span><\/p><\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Apoi, vei putea <strong>trimite varianta A \u0219i varianta B simultan c\u0103tre lista de clien\u021bi<\/strong>. Jum\u0103tate va primi varianta A, iar cealalt\u0103 varianta B. Cine prime\u0219te email-ul A \u0219i cine email-ul B este stabilit aleator.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La final vei putea compara care variant\u0103 a func\u021bionat mai bine \u0219i vei \u0219tii ca pe viitor s\u0103 aplici modelul de succes \u0219i \u00een alte campanii.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Dac\u0103 folose\u0219ti MiniCRM, ai o op\u021biune pentru trimiterea mesajelor \u00een 2 pa\u0219i:<\/strong> testul A\/B pe un segment limitat de destinatari din baza de date (ex: 20% din list\u0103) + decalat, dup\u0103 1-2 zile, trimiterea automat\u0103 doar a variantei cu cele mai bune rezultate (A sau B) c\u0103tre restul de 80% din list\u0103. Astfel, adaptezi strategia ta de comunicare \u00een timp real.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"744\" height=\"402\" src=\"https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/Screenshot-2019-11-08-at-15.00.52-744x402.png\" alt=\"\" class=\"wp-image-12744\" srcset=\"https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/Screenshot-2019-11-08-at-15.00.52-744x402.png 744w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/Screenshot-2019-11-08-at-15.00.52-300x162.png 300w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/Screenshot-2019-11-08-at-15.00.52-768x415.png 768w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/Screenshot-2019-11-08-at-15.00.52-1536x830.png 1536w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/Screenshot-2019-11-08-at-15.00.52-500x270.png 500w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/Screenshot-2019-11-08-at-15.00.52.png 1920w\" sizes=\"auto, (max-width: 744px) 100vw, 744px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>ATEN\u021aIE! Dac\u0103 vrei ca testul s\u0103 fie relevant, va trebui s\u0103 schimbi mereu un singur element din mesaj. De exemplu, dac\u0103 varianta B are o alt\u0103 culoare pe un buton din con\u021binut, dar \u0219i un text diferit pe el, fa\u021b\u0103 de varianta A, nu vei \u0219tii dac\u0103 performan\u021ba diferit\u0103 se datoreaz\u0103 culorii butonului sau textului diferit.<\/em><\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Trimitere newsletter<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Ultimul lucru de care s\u0103 \u021bii cont \u00eenainte de a trimite newsletter-ul sau campania ta de email marketing, este care este momentul cel mai potrivit pentru a trimite. <strong>Cea mai mare parte dintre destinatari deschide email-ul \u00een primele 24 de ore de la primire sau nu \u00eel deschide deloc.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Chiar mai mult, <a href=\"https:\/\/www.superoffice.com\/blog\/email-open-rates\/\" rel=\"noreferrer noopener\" target=\"_blank\">23% din toate deschiderile<\/a> se petrec \u00een mai pu\u021bin de 1 or\u0103 de la trimitere.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Din acest motiv, devine foarte important s\u0103 alegi cel mai bun moment posibil pentru transmiterea mesajului. \u00cen principiu,<strong> nu se trimit e-mailuri \u00een timpul weekend-ului<\/strong>, iar unii speciali\u0219ti \u00een marketing nu trimit mesaje \u00een mas\u0103 nici vinerea.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00cen ce prive\u0219te ora din zi, se estimeaz\u0103 faptul c\u0103 majoritatea persoanelor \u00ee\u0219i <strong>verific\u0103 mai atent email-ul la \u00eenceputul zilei de lucru \u0219i dup\u0103 pauza de mas\u0103<\/strong>. Dac\u0103 trimitem un mail cu pu\u021bin timp \u00eenainte de aceste momente, \u0219ansele ca el s\u0103 fie citit sunt mai mari.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Desigur, nu toat\u0103 lumea \u00ee\u0219i \u00eencepe ziua la aceea\u0219i or\u0103, dar expedierea \u00eentre ora 8 \u0219i 9 pare o op\u021biune bun\u0103, chiar \u0219i pentru cei care \u00eencep ceva mai t\u00e2rziu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dac\u0103 nu e\u0219ti la birou \u00een ziua \u0219i la ora cele mai favorabile, platforma de email marketing pe care o folose\u0219ti ofer\u0103 cu siguran\u021b\u0103 posibilitatea de a programa email-ul pentru a fi trimis la o or\u0103 viitoare, f\u0103r\u0103 interven\u021bia ta manual\u0103.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">M\u0103surare rezultate campanii email marketing<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Exist\u0103 o <strong>serie de indicatori<\/strong> pe care ar trebui s\u0103 \u00eei urm\u0103re\u0219ti pentru a \u00een\u021belege dac\u0103 email-urile tale au avut sau nu succes. \u00cen mod uzual, po\u021bi genera rapoarte despre rezultatele campaniei de email din serviciul de email marketing pe care \u00eel folose\u0219ti.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Principalii <strong>indicatori de succes pentru campania de email marketing<\/strong> sunt:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>rata de deschidere<\/strong><\/li><li><strong>rata de click<\/strong><\/li><li><strong>rata de dezabonare<\/strong><\/li><\/ul>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1138\" height=\"595\" src=\"https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/screenshot-r3.minicrm.hu-2021.08.10-12_39_15.png\" alt=\"Exemplu raport rezultate campanie email marketing - MiniCRM\" class=\"wp-image-12747\" srcset=\"https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/screenshot-r3.minicrm.hu-2021.08.10-12_39_15.png 1138w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/screenshot-r3.minicrm.hu-2021.08.10-12_39_15-300x157.png 300w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/screenshot-r3.minicrm.hu-2021.08.10-12_39_15-767x402.png 767w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/screenshot-r3.minicrm.hu-2021.08.10-12_39_15-768x402.png 768w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/screenshot-r3.minicrm.hu-2021.08.10-12_39_15-500x261.png 500w\" sizes=\"auto, (max-width: 1138px) 100vw, 1138px\" \/><\/figure><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Rata de deschidere<\/strong><\/h3>\n\n\n\n<br>\n\n\n\n<p class=\"wp-block-paragraph\">\u00cen primul r\u00e2nd, ne vom uita la <strong>rata de deschidere a unui email<\/strong>, care ne spune c\u00e2\u021bi destinatari au deschis email-ul pe care l-au primit. Dac\u0103 aceast\u0103 rat\u0103 este mic\u0103, \u00eenseamn\u0103 fie c\u0103 ai trimis mesajul \u00eentr-un moment nepotrivit, fie (mai probabil) c\u0103 <strong>subiectul email-ului nu a fost suficient de interesant <\/strong>\u00eenc\u00e2t s\u0103 \u00eei provoace pe destinatari s\u0103 \u00eel deschid\u0103.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p><span class=\"has-inline-color has-black-color\">Dar care ar fi <strong>rata de deschidere optim\u0103<\/strong>? De unde s\u0103 \u0219tiu dac\u0103 cifrele sunt bune sau rele? Dac\u0103 trimi\u021bi frecvent mesaje pe email, vei putea cel pu\u021bin s\u0103 compari indicatorii de la o campanie la alta. Mai ai mereu \u0219i op\u021biunea de a face A\/B testing, astfel \u00eenc\u00e2t s\u0103 ai ni\u0219te repere de calitate.<\/span><\/p><\/blockquote>\n\n\n\n<p class=\"wp-block-paragraph\">Dar rata de deschidere depinde foarte mult \u0219i de cine sunt oamenii c\u0103tre care este direc\u021bionat\u0103 o campanie de email, de tipul de mesaj trimis \u0219i de segmentul economic \u00een care activezi.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dac\u0103 sunt <strong>clien\u021bi fideli<\/strong>, atunci te vei a\u0219tepta la rate mai mari de deschidere. Dac\u0103 sunt doar clien\u021bi poten\u021biali abona\u021bi la un newsletter, rata va fi mai mic\u0103.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dac\u0103 mesajul vinde ceva, va fi mai slab dec\u00e2t unul care informeaz\u0103.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dac\u0103 subiectul e din <strong>industria alimentelor \u0219i b\u0103uturilor sau din retail <\/strong>va avea o rat\u0103 medie de deschidere mai slab\u0103 dec\u00e2t unul despre servicii financiare sau de s\u0103n\u0103tate, pentru c\u0103 decizia de cump\u0103rare \u0219i achizi\u021bia de alimente \u0219i b\u0103uturi se face rareori online (\u0219i mai ales pe mail).<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p><span class=\"has-inline-color has-black-color\">\u00cens\u0103 ca s\u0103 avem un reper general, \u00een 2020, conform <a href=\"https:\/\/www.campaignmonitor.com\/resources\/guides\/email-marketing-benchmarks\/\" rel=\"noreferrer noopener\" target=\"_blank\">Campaign Monitor<\/a>, s-a observat o <strong>rat\u0103 medie de deschidere a email-urilor \u00een mas\u0103 de 18%<\/strong>, lu\u00e2nd \u00een calcul domenii multiple de activitate \u0219i tipuri diferite de mesaje.<\/span><\/p><\/blockquote>\n\n\n\n<h4 class=\"wp-block-heading\">Rata real\u0103 de deschidere<\/h4>\n\n\n\n<br>\n\n\n\n<p class=\"wp-block-paragraph\">\u00cens\u0103 m\u0103sur\u0103toarea de mai sus poate fi uneori \u00een\u0219el\u0103toare. <strong>Rata real\u0103 de deschidere este de obicei mai mic\u0103. <\/strong>De ce? Pentru c\u0103 din punct de vedere tehnic, nu putem face distinc\u021bia \u00eentre o persoan\u0103 real\u0103 care deschide un email pentru a-l citi \u0219i un sistem automat de r\u0103spuns setat de destinatar (de exemplu, un &#8220;vacation response&#8221;).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dac\u0103 un client din lista ta este plecat \u0219i \u0219i-a setat mail-ul s\u0103 deschid\u0103 mesajele \u0219i s\u0103 trimit\u0103 un r\u0103spuns predefinit (&#8220;sunt \u00een vacan\u021b\u0103. reveni\u021bi.&#8221;), sistemul \u00eel va socoti la indicatorul &#8220;open rate&#8221; \u0219i rata total\u0103 va p\u0103rea mai mare dec\u00e2t este. Acela\u0219i lucru se \u00eent\u00e2mpl\u0103 \u00een unele cazuri (mai rare) c\u00e2nd destinatarii folosesc un sistem de pre-fetch care le arat\u0103 un preview al con\u021binutului, f\u0103r\u0103 ca ei s\u0103 \u00eel deschid\u0103. Acest preview automat poate fi num\u0103rat la categoria &#8220;mail deschis&#8221;, chiar dac\u0103 de fapt email-ul nu a fost citit.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Rata de click<\/strong><\/h3>\n\n\n\n<br>\n\n\n\n<p class=\"wp-block-paragraph\">Apoi, vom m\u0103sura <strong>rata de click<\/strong> \u00een interiorul mesajului. Aceasta se poate calcula raportat fie la num\u0103rul celor care au deschis mail-ul &#8211; CTOR (&#8220;c\u00e2\u021bi dintre cei care au deschis au \u0219i dat click pe un link din con\u021binut&#8221;), fie la num\u0103rul total de destinatari &#8211; CTR (&#8220;c\u00e2\u021bi dintre cei care au primit mail-ul au ajuns la punctul \u00een care au dat un click pe un link&#8221;).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O rat\u0103 de click bun\u0103, \u00ee\u021bi arat\u0103 c\u0103 mesajul t\u0103u a fost conving\u0103tor. Din nou, ce constituie o rat\u0103 de click bun\u0103 trebuie considerat ca fiind relativ, dar media absolut\u0103 este undeva la <strong>2-3% pentru CTR, respectiv 13-14% pentru CTOR.<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Rata de dezabonare<\/strong><\/h3>\n\n\n\n<br>\n\n\n\n<p class=\"wp-block-paragraph\">Nu \u00een ultimul r\u00e2nd, trebuie s\u0103 ai \u00een vedere <strong>rata de dezabonare<\/strong>, adic\u0103 procentul de destinatari care s-au dezabonat de la mail-urile tale \u00een urma mesajului pe care l-ai trimis. Aici ar trebui s\u0103 \u021binte\u0219ti spre <strong>0%<\/strong>. Chiar \u0219i un procentaj de peste 1% ar trebui s\u0103 \u00ee\u021bi dea de g\u00e2ndit. \u00censeamn\u0103 c\u0103 persoanele din lista ta te consider\u0103 deja spammer.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><em>Aten\u021bie! O rat\u0103 constant mare de dezabonare poate determina furnizorul serviciilor de email marketing pe care le folose\u0219ti s\u0103 \u00ee\u021bi pun\u0103 \u00eentreb\u0103ri despre felul \u00een care se face trimiterea mesajelor. Va trebui s\u0103 demonstrezi c\u0103 nu e\u0219ti spammer \u0219i nu trimi\u021bi mesaje nesolicitate, dac\u0103 vrei s\u0103 po\u021bi continua.<\/em><\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Cum se trimite un newsletter sau email \u00een mas\u0103 din MiniCRM<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Presupun\u00e2nd c\u0103 ai deja o list\u0103 de contacte semnificativ\u0103 \u00eenc\u0103rcat\u0103 \u00een platforma MiniCRM, pa\u0219ii pentru trimiterea unui newsletter sunt simpli. Cite\u0219te mai jos pa\u0219ii, urm\u0103re\u0219te tutorialul video despre trimiterea de emailuri \u00een mas\u0103 sau consult\u0103 <a href=\"https:\/\/www.minicrm.ro\/help\/emailuri-in-masa\/\" rel=\"noreferrer noopener\" target=\"_blank\">pagina de help<\/a>.<\/p>\n\n\n\n<iframe loading=\"lazy\" width=\"560\" height=\"315\" src=\"https:\/\/www.youtube.com\/embed\/zisitcmBNNw\" title=\"YouTube video player\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen=\"\"><\/iframe><br>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Pasul 1. <\/strong>Vei crea un \u0219ablon \u00een care vei plasa con\u021binutul mesajului t\u0103u. Po\u021bi lucra \u00een editorul obi\u0219nuit de text sau \u00een varianta HTML.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1048\" src=\"https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/Screenshot-2019-12-20-at-13.01.46.png\" alt=\"\u0218ablon trimitere email-uri - MiniCRM\" class=\"wp-image-12753\" srcset=\"https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/Screenshot-2019-12-20-at-13.01.46.png 1920w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/Screenshot-2019-12-20-at-13.01.46-300x164.png 300w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/Screenshot-2019-12-20-at-13.01.46-736x402.png 736w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/Screenshot-2019-12-20-at-13.01.46-768x419.png 768w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/Screenshot-2019-12-20-at-13.01.46-1536x838.png 1536w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/Screenshot-2019-12-20-at-13.01.46-500x273.png 500w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/><\/figure><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Pasul 2. <\/strong>Vei crea un filtru pentru a segmenta utilizatorii c\u0103tre care vrei s\u0103 trimi\u021bi newsletter-ul.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1039\" src=\"https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/Screenshot-2019-11-04-at-16.01.40-1-1.png\" alt=\"Filtru pentru segmentarea destinatarilor newsletter-ului - MiniCRM\" class=\"wp-image-12756\" srcset=\"https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/Screenshot-2019-11-04-at-16.01.40-1-1.png 1920w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/Screenshot-2019-11-04-at-16.01.40-1-1-300x162.png 300w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/Screenshot-2019-11-04-at-16.01.40-1-1-743x402.png 743w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/Screenshot-2019-11-04-at-16.01.40-1-1-768x416.png 768w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/Screenshot-2019-11-04-at-16.01.40-1-1-1536x831.png 1536w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/Screenshot-2019-11-04-at-16.01.40-1-1-500x271.png 500w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/><\/figure><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Pasul 3.<\/strong> Apas\u0103 pe &#8220;trimite mesaj&#8221; \u0219i selecteaz\u0103 &#8220;email \u00een mas\u0103&#8221;.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Pasul 4.<\/strong> \u00cen c\u0103su\u021ba care apare, vei putea selecta \u0219ablonul cu textul preg\u0103tit de tine anterior, vei putea alege cine s\u0103 apar\u0103 ca &#8220;emi\u021b\u0103tor&#8221; al mesajului \u0219i vei putea fie s\u0103 trimi\u021bi mail-ul pe loc, fie s\u0103 programezi trimiterea pentru mai t\u00e2rziu. De asemenea, vei putea alege s\u0103 faci un A\/B test, dac\u0103 dore\u0219ti. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Not\u0103: din meniul &#8220;secven\u021be de follow-up&#8221;, po\u021bi seta ca acest mail s\u0103 fie trimis periodic, \u00een mod automat, dac\u0103 este cazul. De exemplu, po\u021bi seta ca to\u021bi utilizatorii noi s\u0103 primeasc\u0103 un mesaj de \u00eent\u00e2mpinare.<\/strong><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"1036\" src=\"https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/Screenshot-2019-11-06-at-09.05.46.png\" alt=\"Op\u021biuni de trimitere a unui email \u00een mas\u0103 - MiniCRM\" class=\"wp-image-12759\" srcset=\"https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/Screenshot-2019-11-06-at-09.05.46.png 1920w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/Screenshot-2019-11-06-at-09.05.46-300x162.png 300w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/Screenshot-2019-11-06-at-09.05.46-745x402.png 745w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/Screenshot-2019-11-06-at-09.05.46-768x414.png 768w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/Screenshot-2019-11-06-at-09.05.46-1536x829.png 1536w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/Screenshot-2019-11-06-at-09.05.46-500x270.png 500w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/><\/figure><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Pasul 5.<\/strong> Urm\u0103re\u0219te rezultatele campaniilor (rat\u0103 de deschidere, rat\u0103 de click) \u00een sec\u021biunea de rapoarte. Vei putea vedea exact care sunt utilizatorii care au dat click pe un link din email-ul t\u0103u.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1920\" height=\"969\" src=\"https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/Screenshot-2019-11-08-at-14.13.40.png\" alt=\"Raport rezultate campanie email marketing - MiniCRM\" class=\"wp-image-12762\" srcset=\"https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/Screenshot-2019-11-08-at-14.13.40.png 1920w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/Screenshot-2019-11-08-at-14.13.40-300x151.png 300w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/Screenshot-2019-11-08-at-14.13.40-767x387.png 767w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/Screenshot-2019-11-08-at-14.13.40-768x388.png 768w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/Screenshot-2019-11-08-at-14.13.40-1536x775.png 1536w, https:\/\/minicrm-wp-ro.s3.amazonaws.com\/uploads\/2021\/08\/Screenshot-2019-11-08-at-14.13.40-500x252.png 500w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>\u00cen ciuda apari\u021biei mai recente a unor metode de marketing digital mai sofisticate, email marketing-ul r\u0103m\u00e2ne unul dintre instrumentele de promovare cu rezultate constant bune. Trimiterea de email-uri \u00een mas\u0103, cu scop promo\u021bional, are avantajul de a oferi rezultate u\u0219or m\u0103surabile, de a putea testa varia\u021bii ale aceluia\u0219i mesaj \u0219i de a ajunge instant la [&hellip;]<\/p>\n","protected":false},"author":60,"featured_media":13347,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"gallery","meta":{"footnotes":""},"categories":[174],"tags":[486,474,489],"class_list":["post-12717","post","type-post","status-publish","format-gallery","has-post-thumbnail","hentry","category-marketing-campanii-masurabile","tag-email-marketing","tag-trimitere-emailuri-crm","tag-trimitere-newsletter","post_format-post-format-gallery"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Cum s\u0103 ob\u021bii rezultate folosind email marketing \u0219i newslettere<\/title>\n<meta name=\"description\" content=\"Sfaturi email marketing \u0219i trimitere newslettere. 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