I-Autotarget: Injini Yokumaketha Yokuziphatha Ye-imeyili

Idiphozithi 86049558 m 2015

Ukumakethwa kwedatha kumayelana nakho konke izinkomba zokuziphatha, ukubalwa kwabantu kanye nokwenza izibikezelo analytics kumathemba akho ukuze uzimakekele ngokukhalipha okukhulu. Ngempela ngabhala uhlelo lomkhiqizo eminyakeni embalwa eyedlule ngokwezibalo Umphumela ababhalisile be-imeyili ngokuya ngokuziphatha kwabo. Lokhu kuzovumela umthengisi ukuthi ahlukanise inani labantu ababhalisile kuye ngokuthi ngubani owayekhuthele kakhulu.

Ngokukhomba kokuziphatha, abathengisi banganciphisa ukuthumela imiyalezo, noma bahlole imiyalezo ehlukile, kulabo ababhalisile abangazange bavule, bacindezele, noma bathenge (ukuguqula) kusuka ku-imeyili. Kungavumela futhi abathengisi ukuthi baphinde bavuze futhi babhekise kangcono ababhalisile babo abasebenza kakhulu. Isici asikaze sigunyazwe ukusenza sibe ngumkhiqizo naleyo nkampani, kepha enye inkampani inyukele kuleli zinga lokumaketha kwe-database kanye nokuhlukaniswa kwesigaba, i-iPost.

iPost yethule injini enamandla kakhulu yokukhomba ekuziphatheni kwayo, ebizwa ngokuthi I-AutoTargetTM (chofoza ukukhulisa isithombe):

ukuzenzakalela

UCraig Kerr, i-VP Yezokumaketha ye-iPost, unikeze imininingwane elandelayo mayelana nomkhiqizo:

I-AutotargetTM

I-Autotarget ye-iPost ivumela abathengisi ukuthi bathuthukise ngokuphawulekayo imiphumela yomkhankaso wokuthengisa we-imeyili besebenzisa ukuqagela analytics. Ukusetshenziswa kwe-Autotarget kukhonjisiwe ukukhulisa inzuzo yemikhankaso ye-imeyili okungenani ngamaphesenti angama-20 futhi yehlise kakhulu izaphulelo zamanani futhi inyuse amanani avulekile.

Enye inkampani, ngokwesibonelo, inyuse inzuzo yokumaketha nge-imeyili ngama-28%, yehlise izaphulelo, ngisho nakule makethe enzima, ngo-40% futhi yenyusa amanani avulekile ngama-90% ngemuva kwezinyanga ezimbalwa nje zokusebenzisa i-Autotarget. I-Autotarget isusa ukuqagela bese iyifaka esikhundleni sendlela efakazelwe, ezenzakalelayo eqinisekisa ukuthi i-imeyili efanele ithunyelwa kumuntu ofanele ngesikhathi esifanele.

Abathengisi abaningi be-imeyili bayaziqhenya ngokuthi balukhulise kangakanani uhlu lwabo lwe-imeyili. Futhi ngokwesiko, bavele baqhumisa kaningi ngangokunokwenzeka kubantu abaningi ohlwini lwe-imeyili ngangokunokwenzeka. Le ndlela iwukuchitha izinsizakusebenza futhi iyindlela eqinisekile yokulahlekelwa ngamakhasimende: Ngenkathi amanye amakhasimende efuna ukuthola ama-imeyili ezentengiselwano ajwayelekile, amanye ngokushesha abheka ama-imeyili njengogaxekile nothumelayo njengogaxekile.

Ubuchwepheshe obuhlukile bokuqagela bokuqagela buka-Autotarget busebenza kanzima kubakhangisi ngokufaka ulwazi ngokuzenzakalela abaluqoqayo mayelana namakhasimende? isimilo kuzo zonke iziteshi zabo. Futhi, okusha ngenguqulo yabo yakamuva, i-Autotarget isebenza nanoma yimuphi umhlinzeki wesevisi ye-imeyili (i-ESP).

Isebenza kanjani i-Autotarget

I-Autotarget iqhutshwa yimifudlana yedatha emibili: okokuqala, chofoza nge-imeyili bese uqhafaza indlela yokuziphatha yokubuka futhi, okwesibili, indlela yokuziphatha yokuthenga esiteshini esiphambanweni. I-Autotarget ngokuzenzakalela nangokuqhubekayo ithola ukuchofoza kwe-imeyili futhi ibuke idatha yokuziphatha ngqo kusuka kumhlinzeki wesevisi we-imeyili wamanje wenkampani.

Idatha yokuziphatha kwamakhasimende yomlando iba idatha ezenzekekayo

I-Autotarget ifinyelela kudatha yokuphendula nge-imeyili yansuku zonke futhi ibukisa ngokubonakalayo kuze kufike kumakhasimende angama-125 kanye nezinyanga eziyi-12? idatha elandelwayo ekuziphatheni komkhankaso we-imeyili. Lapho lawa ma-personas esunguliwe, i-Autotarget isheshe ithumele imilayezo ye-imeyili ebhekiswe kubabhalisile ngokususelwa kumuntu othile, ithuthukise amathuba okuphendula okuhle.

Isebenzisa izindlela ezifakazelwe kufaka phakathi ukuhlaziywa kwe-RFM

Ingxenye esemqoka yeqembu le-persona ukuhlaziywa kwe-RFM (Ukubuyela emuva kokuxhumana kokugcina, Ukuvama kokuxhumana, nenani lemali lekhasimende). I-Autotarget yisisombululo sokuqala se-imeyili sokuzenzekelayo nokubuyekeza ukuhlaziywa kwe-RFM ngemikhankaso yokuthengisa nge-imeyili online.

Ukuhlaziywa kwe-RFM kusetshenziswa kabanzi ezweni elingaxhunyiwe ku-inthanethi lokuhlukanisa amakhasimende ngamaqembu ngokususelwa ekuphenduleni kwawo kokuziphatha emiyalezweni ethile. Inani lokuhlaziywa kwe-RFM ukuthi kufakazelwe amashumi eminyaka ukubikezela ngokunembile indlela yokuziphatha kwamakhasimende ngokuzayo ngokuziphatha kwabo okwedlule eziteshini eziningi nasekuziphatheni kwamanye amakhasimende anamaphrofayli afanayo.

Okutshelwa amaseli we-RFM mayelana nokumaketha nezaphulelo

Ngokwemvelo, amakhasimende anamanani eseli aphakeme kakhulu e-RFM asebenzisana kakhulu nomkhiqizo, futhi kungenzeka ukuthi aphendule okunikezwayo futhi afune izephulelo eziphansi, ezimbalwa noma, mhlawumbe, ngaphandle kwezaphulelo. Igrafu ye-Autostarget RFM ye-iPost ikhombisa ukuthi mangaki amakhasimende ngeseli ye-RFM ephendulile (echofoziwe, ebukwayo, futhi ethengiwe) kunoma iluphi uhla lwezinto ezikhethiwe. Bephethe le datha, abathengisi bangakha ngokushesha futhi kalula izingxenye zamakhasimende ngokususelwa ekuphenduleni kweseli labo le-RFM ukumaketha okulandelayo okusebenzayo.

I-Autotarget ithatha imizuzu emihlanu ukusebenzisa

Azikho izinhlolovo noma amafomu adingekayo, kepha i-100% yesisekelo sababhalisile ifakwa nge-Autotarget. Amakhasimende akhiqiza idatha njalo lapho exhumana nomlayezo we-imeyili noma lapho ethenga nganoma iyiphi indawo yokuxhumana (iwebhusayithi, i-POS, noma isikhungo sezingcingo). Ngokufingqa, i-Autotarget isisombululo esinamandla, kepha sishesha futhi sisebenziseka kalula.

UCABANGANI?

Le sayithi isebenzisa i-Akismet ukunciphisa ugaxekile. Funda ukuthi idatha yakho yokuphawula isetshenziswa kanjani.