Uma ufuna isiteshi sokumaketha esinembuyiselo engaguquki futhi ebikezelwa ekutshalweni kwezimali, awubheki ngaphezu kokumaketha nge-imeyili. Ngaphandle kokuthi ukwazi ukulawuleka, kuphinde kukubuyisela $42 ku-$1 ngayinye esetshenziswe emikhankasweni. Lokhu kusho ukuthi i-ROI ebaliwe yokumaketha nge-imeyili ingafinyelela okungenani ku-4200%. Kulokhu okuthunyelwe kwebhulogi, sizokusiza uqonde ukuthi i-ROI yokumaketha yakho ye-imeyili isebenza kanjani - nokuthi ungayenza kanjani isebenze kangcono nakakhulu.
Iyini i-imeyili Marketing ROI?
I-ROI yokuthengisa nge-imeyili ihlanganisa inani olizuzayo emikhankasweni yakho ye-imeyili uma kuqhathaniswa nenani olisebenzisa kuyo. Wazi kanjena uma umkhankaso wakho usebenza, ufaka umlayezo olungile, futhi uheha uhlobo olulungile lwabathengi - noma uma sekuyisikhathi sokuma bese uzama elinye, isu elisebenzayo.
Ungabala Kanjani I-imeyili Marketing ROI?
Ungakwazi ukubala i-ROI yakho usebenzisa ifomula elula:
Ake sithi, uchitha cishe u-$10,000 ekulungiseni kahle amabhokisi akho eposi, ukubhala izifanekiso, nokuthumela ama-imeyili okuthengisa kubasebenzisi bakho – leli Inani Elichithiwe noma inani lemali oyitshalayo esiteshini sakho sama-imeyili sokumaketha.
Uzuza u-$300,000 ngamakhasimende aguqulelwe ngemikhankaso yakho ngenyanga. Leli Inani lakho Elizuziwe, okuyinzuzo yakho evela emikhankasweni yakho ye-imeyili yokumaketha phakathi nenkathi ethile yesikhathi. Unezinto zakho ezimbili eziyinhloko lapho, futhi umlingo ungaqala manje.
Ngakho-ke, njengoba ifomula ikubonisa, isilinganiso sakho se-ROI esivela kumkhankaso wakho wokumaketha singama- $29 ngedola ngalinye olikhokhayo. Phindaphinda leyo nombolo ngo-100. Manje uyazi ukuthi ukusebenzisa u-$10,000 emikhankasweni yokumaketha kukulethele ukukhula okungu-2900% okuholele ekutheni uzuze u-$300,000.
Yini eyenza i-imeyili Marketing ROI Ibaluleke Kangaka?
Kunesizathu esisobala - kufanele wazi ukuthi uthola okungaphezu kwalokho okunikezayo. Ukuqonda imbuyiselo yakho ekutshalweni kukuvumela ukuthi:
- Thola isithombe esinembile sabathengi bakho. Uma wazi ukuthi yiliphi isu lokumaketha le-imeyili elisebenzayo, uyazi ukuthi yini ekhuthaza amathemba akho futhi ewashukumisela ukuthi enze isinqumo sokuthenga. Ngakho-ke, wenza amaphutha ambalwa lapho uhlonza abantu bomthengi wakho noma ulungiselela imilayezo yokumaketha - futhi unciphisa isikhathi esidingekayo ukuze amathemba aqhubekele phansi ngefaneli yokuthengisa.
- Khulisa ithrafikhi yewebhusayithi yakho. Uma ufuna ukuvakashelwa okwengeziwe kuwebhusayithi yakho, i-SEO yinto yokuqala efika engqondweni. Nokho, i-SEO ithatha isikhathi namathani omsebenzi ngaphambi kokuthi iqale imiphumela yokushayela. Imikhankaso yokumaketha nge-imeyili ingethula ngokushesha izethameli zakho ozihlosile kuphothali yakho eku-inthanethi ngokushesha futhi kalula ngokunikeza okuthile okuyigugu kumamukeli ngamunye, ibakhuthaze ukuthi bakubheke, futhi bahlole yonke imithombo yolwazi ngawe nomkhiqizo wakho.
- Hlukanisa izethameli oziqondise. Lapho uqonda ngokwengeziwe amakhasimende akho okungenzeka kube lula, kuba lula ngawe ukuthi udale okuqukethwe okuqondiwe futhi unikeze okuthile okukhethekile eqenjini ngalinye. Kungase kuhlanganise abathengi abasha noma ababhalise isikhathi eside, futhi ungakhetha amakhasimende asabela kakhulu futhi ukhuthaze abathengi abakhuthele kakhulu. Lokho kusho ukuthi uzokwazi ukwakha ukuguqulwa kwakho kanye namazinga okuchofoza kalula.
- Zitholele amathuba amaningi okwenza kube ngokwakho. Ukwenza kube ngokwakho kubaluleke kakhulu enzuzweni nasekuphumeleleni kwemikhankaso yokumaketha nge-imeyili. Ngokusho kwe-Smarter HQ, cishe u-72% wamakhasimende uxhumana kuphela nama-imeyili okumaketha aqondene nawe.
Izindlela Ezinhle Kakhulu Zokukhulisa I-imeyili Yokuthengisa I-ROI
I-ROI yakho ayimisiwe etsheni, akunjalo? Ingalungiswa futhi yandiswe ngokuthatha izinyathelo ezifanele. Ngakho-ke, uma usuthole i-ROI eyanele, ungaqala ukusebenzela ekwakheni impumelelo yakho ngokuthola amaphuzu abaluleke kakhulu emikhankaso yakho ye-imeyili yokumaketha futhi ujove inani elithe xaxa kuyo. Ziningi izindlela zokwenza, futhi sizocacisa ngezinqubo ezidume kakhulu.
Ukwenza Okungcono Kakhulu 1: Bopha Amandla Wedatha
Awukwazi ukufunda imicabango yezithameli ozihlosile - futhi ukube ukufunda nge-telepathy bekungenzeka, besiyobe sisamelene nakho ngokuqinile. Konke okudingayo kutholakala kumachibi edatha amabili. Kokubili kuyatholakala kuwe futhi kufaka phakathi imininingwane ebalulekile ekuziphatheni kwamathemba akho.
- Idatha yesivakashi sewebhusayithi. Abasebenzisi abeza kuwebhusayithi yakho futhi bafunde ikhasi ngalinye bangaba amakhasimende akho angcono kakhulu - inqobo nje uma ukwazi ukuthola ukuthi yini ebambe intshisekelo yabo futhi ubanikeze abakufunayo. Ukwenza lokhu, kufanele ube nohlaka lwezinhloso zabo ezibalulekile, izibalo zabo zabantu, kanye nezinto eziza kuqala kuzo futhi usebenzise lolo lwazi ukwenza izifanekiso zakho zifanele. Ungafunda izivakashi zakho zansuku zonke nge-Google Analytics. Kuyithuluzi okufanele ube nalo lanoma ubani ofuna ukufunda okwengeziwe mayelana nokuthi izivakashi zakhe zivelaphi, yiliphi ikhasi abalibuka kakhulu, noma ngabe izivakashi zesikhathi esisodwa noma ezibuyayo nsuku zonke noma isonto. Ngolwazi olunjalo ezandleni zakho, uzoqonda kangcono ukuthungela izithameli zakho ozihlosile futhi uguqule izivakashi zibe ababhalisile.
- Idatha yomkhankaso. Ungalokothi udebe ulwazi imikhankaso yangaphambilini engakunikeza ngayo. Amanye amathuluzi ayakubonisa:
- Uhlobo lwedivayisi esetshenziswa ukubuka umlayezo wakho;
- Uma abasebenzisi kuyibo abakhuthele kakhulu ngenkathi bexhumana nama-imeyili akho;
- Iziphi izixhumanisi ezidale ukusebenzelana okubaluleke kakhulu;
- Inombolo yamakhasimende aguquliwe;
- Ukuthengwa okwenziwe abathengi abaguquliwe.
Le datha ikuvumela ukuthi unikeze ukuhlolwa kokusebenza okunembe kakhulu kanye nokuxhumana okunamandla okuvikelekile phakathi kwabamukeli bakho nawe. Lokhu kusiletha kumkhuba olandelayo wokuthuthukisa i-ROI yokumaketha nge-imeyili.
Ukwenza Okungcono Kakhulu 2: Beka Eqhulwini Ukulethwa Okukhulu
Awukwazi ukukhuluma nge-ROI uze uqiniseke mayelana nokulethwa kwakho. Ngeke kuzakhe; udinga ukusebenza ezintweni eziningi ukuze uthole ukusebenza okuhle kakhulu futhi ubone imikhankaso yakho idala imiphumela. Uma uthumela amabhokisi eposi engeziwe, uzobhekana nezinselele ezengeziwe.
Ukulethwa kwe-imeyili yitemu elisetshenziswa ukuchaza amaphesenti ama-imeyili ahlala ebhokisini lokungenayo labamukeli bakho. Igxile kuma-imeyili anikezwe ukufinyelela kubhokisi lokungenayo futhi abonwe ngumamukeli. Yingakho kubalulekile ukulethwa kwe-imeyili uma uhlola ukusebenza kwemikhankaso yakho yokumaketha ye-imeyili.
Ukulethwa kwe-imeyili kuqukethe izinhlobonhlobo zezimo okufanele kuhlangatshezwane nazo ngaphambi kokuthi ubale umlayezo wakho njengolethiwe futhi ube neqhaza empumelelweni yakho.
- Isithunzi somthumeli. Abathumeli abaningi bangathumela i-imeyili, kodwa abathembeke kakhulu kuphela abangayenza ifinyelele kumamukeli abahlosile. Idumela elihle lomthumeli lisuka esizindeni esinempilo kanye nekheli le-IP elithembekile elizinikele, nomsebenzi webhokisi leposi ozinzile, ongaguquki, nosemthethweni.
- Izivumelwano zokuqinisekisa. Lapho amaseva atholayo engakwazi ukunquma ukuthi i-imeyili iphuma esizindeni esikhonjiswe ekhelini lomthumeli, umlayezo uthunyelwa kufolda yogaxekile. Ukuhlonza okulungile kudinga amarekhodi e-DNS, njengerekhodi le-SPF, isiginesha ye-DKIM, kanye nenqubomgomo ye-DMARC. Lawo marekhodi asiza abamukeli ukuqinisekisa imeyili engenayo futhi afakazele ukuthi ayizange iphazanyiswe noma ithunyelwe ngaphandle kolwazi lomnikazi wesizinda.
Ukulethwa okuhle kwe-imeyili akugcini ekuthumeleni umlayezo kumabhokisi okungenayo alabo abazobathemba. Kubandakanya okulandelayo:
- Inombolo ephansi yamabhampa athambile futhi aqinile. Kwesinye isikhathi, ngemuva nje kokuthumela ama-imeyili akho, uthola amanye awo emuva, ngenxa yezinkinga zesikhashana, njengezinkinga zeseva, ukwephula ukuvumelana kwakho kokuthumela noma ibhokisi lokungenayo eligcwele lomamukeli (amabhampa athambile), noma inkinga ngohlu lwakho lokuposa, okungukuthi, ukuthumela ekhelini le-imeyili elingekho (ukubhampa kanzima). Amabhampa athambile adinga ukuthi wehlise ijubane futhi unyathele ngokucophelela ukuze uhlale ezinhlelweni ezinhle ze-ISP yakho, kuyilapho ukuqhuma okuqinile kungalimaza isithunzi sakho njengomthumeli. Ukuze ulondoloze ukulethwa okuhle kwe-imeyili, kufanele uqinisekise ukuthi ama-imeyili akho awabhampa.
- Ama-imeyili amaningi aqonde ku-Inbox. Kusho ukuthi, azigcini kufolda kadoti noma zibanjwe yisicupho sogaxekile. Izinto ezinjalo zenzeka ngaso sonke isikhathi, nokho abathumeli bahlala besobala kubo, belimaza ngokungazi ukuthi bazokhululwa.
- Inani lama-imeyili/ukusebenzelana kwe-imeyili okuvuliwe. Iyini inhloso yokuthi i-imeyili yakho ilethwe uma ingakaze ivulwe? Imilayezo yakho iphishekela umgomo othile, futhi uma lo mgomo ungafinyelelwa, akwenzi mehluko ekuletheni kwakho. Umsebenzi wakho uwukuqinisekisa ukuthi amathemba akho ayakwazi ukubona ama-imeyili akho nokuthi empeleni anentshisekelo yokuwavula nokufunda okuqukethwe kwawo.
Ngakho-ke, uma ufuna ukuthuthukisa i-ROI yakho yokumaketha, zibuze:
- Ingabe ngizilungisile izivumelwano zami zokuqinisekisa i-imeyili ngokwezinjongo zami zokuthengisa nge-imeyili?
- Ingabe ngiye ngaqhuba imikhankaso eyanele yokufudumala?
- Ingabe uhlu lwami lokuthumela luhlanzeke ngokwanele?
- Ingabe nginawo wonke ama-KPI emehlweni ami?
- Ingabe nginethuluzi lokuhlola izinhla ezivinjelwe?
Yiqiniso, kuthatha isikhathi ukufeza ukulethwa okuphezulu. Imiphumela yakho yamanje ingase yanele ukuze uthole i-ROI enhle, kodwa uma ufuna ukuhamba kangcono, ngokushesha, futhi uqine, kufanele ubeke iso ekuqhubekeleni phambili kwakho, ulungele ukuthatha izinyathelo ezengeziwe, futhi ungalokothi ulahle ithemba lakho. kulungele.
Ukwenza Okungcono Kakhulu 3: Yakha Uhlu Lwe-imeyili Olugxile Kakhulu
Lelisu libaluleke kakhulu kubhizinisi-kuya-ibhizinisi (B2B) ukumaketha nge-imeyili. Uma uthumela umlayezo komunye umuntu, ufuna ukuthi kube umuntu olungile, ofanele ukutshala isikhathi sakho nomzamo wakho kuye, futhi okwazi ukuzuza ngempela kulokho okunikezwayo. Akukho okubi njengokuthumela i-imeyili ngemva kwe-imeyili kumuntu omchaze njengomenzi wesinqumo ukuze uthole ukuthi akasasebenzi enkampanini eqondiwe! Uma kukhona amakheli angabalulekile ohlwini lwakho, izinga lokuzibandakanya kwakho lizokwehla.
Iqoqa idatha ekhethekile kakhulu nge amathuluzi obuhlakani bokuthengisa futhi ucwaningo olunzulu lukuvumela ukuthi ugcine uhlu lwakho lokuthumela luhlanzekile futhi lubalulekile. Ngokuvamile, lokho kusho ukuthi kufanele wenze ukuhlola kwangaphambi kokudayiswa ngokuya emakhasini e-LinkedIn abantu ababukeka njengabenzi bezinqumo abaphelele, ukuqoqa nokuqinisekisa idatha yokuxhumana. Yebo, akuwona wonke umuntu onesikhathi salokhu - okuhle ukuthi ukhiphe amaqembu angaphandle ukuze akusize.
Indlela Engcono Kakhulu yesi-4: Sebenzisa Isitayela Nephimbo Ngaphezu Kwesisodwa
Uma sikhuluma ngokwenza kube ngokwakho, uma wazi okwengeziwe ngesegimenti ngayinye yababukeli bakho abamukelayo, yilapho uqonda ngokwengeziwe ithoni yabo nezwi abalithandayo. Amanye amathemba akho angase anamathele kokuqukethwe okubukwayo kakhudlwana, kanti abanye bangakhetha indlela ye-laconic eyengeziwe. Abanye abasebenzisi bakholelwa ezifundweni nasebufakazini bomphakathi, kanti abanye badinga ukubuyekezwa okuningiliziwe nokuqukethwe okuningi okufundisayo ngaphambi kokuthi bakuthathe njengomthengisi othembekile.
Okuqukethwe kukuvumela ukuthi uziveze futhi ukhulume ngamasevisi akho ngobuciko, ngakho-ke ungangabazi ukuzivumela ukuthi uhambe futhi usebenze ngezinhlobo ezahlukene zokuqukethwe ngezinhlobo ezahlukene zamathemba akho, ababhalisile, namakhasimende. Usulungele ukuhamba isikhathi eside njengokwakho izifanekiso ungaphuli izinkombandlela zokufinyelela kuma-imeyili, qukatha amagama abangela ugaxekile, noma uchichime izixhumanisi ezingadingekile.
Yiziphi izici ze-imeyili yakho okufanele ngaso sonke isikhathi zibe ngezomuntu siqu?
- Umugqa wesihloko. Lesi isidlali sokunaka sabo bonke abamukeli abahlola amabhokisi abo okungenayo. Uma ithembisa ukwehluka okwengeziwe, ayanda amathuba okuthi i-imeyili yakho ivulwe. Umugqa wesihloko ohlobene ngempela uwumsebenzi wobuciko: awuphazamisi, awudayisi ngokweqile, ukukulinga ngesithembiso senani eliyingqayizivele, futhi kucace kakhulu ngomuntu othumele i-imeyili nemigomo yakhe.
- Ubunikazi bomthumeli. Ungalokothi unikeze abamukeli bakho ikheli elisuka ku-:name@gmail.com. Banikeze igama lakho, isihloko sakho, igama lenkampani yakho, nesithombe sakho. Kungakhathalekile ukuthi iyiphi ingxenye yezethameli oziqondise, amathemba akho kufanele azi ukuthi usebenzelana nobani. Uma ikheli lakho le-imeyili kuwukuphela kwalo abakubonayo, bangase baqale ukucabanga ukuthi bakhuluma ne-bot.
- Okubukwayo. Ungakwazi ukuhlela okuqukethwe kwakho ukuze kuhlangabezane nezintandokazi zomsebenzisi ngombala noma wenze ukwakheka kwesifanekiso sakho se-imeyili kucacise ubulili (ikakhulukazi uma uthengisa izinto ezihlinzekela ubulili obuthile noma unikeza izinzuzo zeqembu elithile). Kodwa qaphela, nakuba - akuzona zonke izinsiza ze-imeyili ezisekela ifomethi ye-HTML.
- I-Slang ne-jargon yobungcweti. Uma wazi ngezimboni nezindawo abamukeli bakho abasebenza kuzo, uyaliqonda lelo gama elishaya insimbi kubo. Ngakho-ke, ungakwazi ukwengeza ukujwayeleka okwengeziwe kuzifanekiso zakho, okubonisa ukuthi unentshisekelo yangempela ezindabeni zazo zansuku zonke futhi uyazi ngezinto eziza kuqala kuzo.
Ukwenza Okungcono Kakhulu 5: Gcina Ukufinyelela Kwakho Kwenzelwe Iselula
Njengoba sikhulume ngokuncamelayo, kufanele sivume iminyaka ephathwayo esiphila kuyo. Abantu abahlukani nama-smartphone namagajethi abo, bawasebenzisa njengendawo yokungena emhlabeni wolwazi, okuqukethwe, nokuzijabulisa. Abathengi nosomabhizinisi basebenzisa amadivayisi wabo ukuze bathenge, baphathe ukugeleza komsebenzi wabo, futhi, yebo, bahlole i-imeyili. Ngakho-ke, uma ama-imeyili akho engakwazi ukubukwa ku-smartphone, uphuthelwa abathengi abaningi abangaba abathengi. Umsebenzisi omaphakathi akanasineke - uma kubathatha ngaphezu kwamasekhondi angu-3 ukulayisha i-imeyili noma uma ukufunda kwayo kungaphansi kokugculisayo, bazoyivala ngokushesha futhi badlulele kweminye imilayezo elungiselelwe kakhudlwana.
Ukuze wenze isiqiniseko sokuthi imilayezo yakho ihambelana neselula, vumela umthuthukisi wakho wewebhu kanye nomqondisi wezobuciko ukuthi ayibheke, futhi abone ukuthi ingathuthukiswa kanjani futhi yenziwe ijabulise ngokwengeziwe emehlweni ezithameli zakho ozihlosile.
Indlela Engcono Kakhulu yesi-6: Sebenzisa I-imeyili Marketing Automation
Lo mkhuba ubalulekile kubhizinisi kuya kubathengi (B2C) amasu okuthengisa, ikakhulukazi manje lapho i-e-commerce idlondlobala. Kungakho ukuzenzekelayo kokuzenzekelayo izici zivame ukunikezwa abahlinzeki besevisi ye-imeyili abaningi (Ama-ESP). Lezi zici zenza kube nokwenzeka uku:
- Hlela ama-imeyili. Ukhathele ukuhlala ulinde ukuthumela izincwadi zezindaba nemilayezo yokukhangisa ngesikhathi esifanele? Awudingi. Izilungiselelo ezizenzakalelayo zikuvumela ukuthi ukhethe isikhathi esifanele, ungeze uhlu loxhumana nabo, futhi uphumule kalula, wazi ukuthi imilayezo izofinyelela ebhokisini leposi labamukeli bakho ngaphandle kokulibaziseka.
- Setha ama-imeyili okwenziwayo. Izici ezizenzakalelayo zokumaketha nge-imeyili zilandelela umlando wokuthenga wabasebenzisi futhi zenze ama-invoyisi, ama-imeyili okuqinisekisa, izaziso, nezaziso ezivumela umthengi ngamunye oguquliwe asonge ngokushesha isinqumo sakhe somthengi noma aqhubeke nokusebenzisana newebhusayithi.
- Thumela izaziso zenqola ezilahliwe. Lolu hlobo lomlayezo luyithuluzi lokumaketha kabusha elinamandla elikusiza ukuthi uthwebule futhi abavakashi besayithi abangazange baphendule. Icushwa noma nini lapho into yengezwa ekalishini ebonakalayo kodwa ingaqhutshekisiwe, ama-imeyili ezinqola alahliwe acindezela kancane abasebenzisi ukuthi benze isenzo futhi babonise ukuthi ukukhetha kwabo kubalulekile.
I-imeyili Marketing ROI
I-ROI yokuthengisa nge-imeyili iyi-KPI ebalulekile futhi elawulekayo engakubonisa inqubekelaphambili yakho ngomephu womgwaqo wokumaketha nge-imeyili - nokuthi zingaki izinselelo ezisalindile. Ikuvumela ukuthi usabalalise imali yakho phakathi kweziteshi zokuthengisa ngempumelelo ngangokunokwenzeka futhi ikukhuthaza ukuthi uzame kanzima.
Sithemba ukuthi izinqubo esizibale lapha zizokusiza ufinyelele izinjongo zakho zokumaketha futhi zikukhuthaze ukuthi weqe imiphumela yakho yamanje. Ukuze uthuthukise imikhankaso yakho futhi uqinisekise ukuthi akukho mininingwane edlulayo kuwe, siphakamisa ukuthi uzame izindlela zakho kanyekanye Ifolda. Yinkundla ehlanganisa ukuhlolwa kokulethwa kwe-imeyili nokulungiswa kwangempela kwezinkinga zogaxekile, izibalo zokubeka ngesikhathi sangempela, ukuhlanganiswa nama-ESP amakhulu, nokuningi.
Sikufisela inhlanhla, futhi kwangathi amandla e-ROI angaba nawe!
Ukudalula: Martech Zone unobudlelwano Ifolda futhi sisebenzisa isixhumanisi sethu sokudlulisela kuso sonke lesi sihloko.
