I-imeyili Marketing & AutomationUkumakethwa Kwamaselula Nethebulethi

Ingabe I-Apple's Mail Privacy Protection (MPP) Ikuthinta Kanjani Ukumaketha Nge-imeyili?

Ngokukhishwa kwakamuva kwe-iOS15, i-Apple inikeze abasebenzisi bayo be-imeyili Ukuvikelwa Kobumfihlo Bemeyili (I-MPP), ekhawulela ukusetshenziswa kwamaphikseli okulandelela ukukala ukuziphatha okufana namazinga avulekile, ukusetshenziswa kwedivayisi, nesikhathi sokuhlala. I-MPP iphinde ifihle amakheli e-IP wabasebenzisi, okwenza ukulandelela indawo kube okujwayelekile kakhulu. Nakuba ukwethulwa kwe-MPP kungase kubonakale kuwuguquko futhi kunamandla kwabanye, abanye abahlinzeki bebhokisi leposi abakhulu (Ama-MBPs), njenge-Gmail ne-Yahoo, sekuyiminyaka isebenzisa amasistimu afanayo.

Ukuze uqonde kangcono i-MPP, kubalulekile ukuthi uhlehle futhi uqale uqonde ukuthi ukuzizwisa kwesilinganiso esivulekile sabakhangisi kuzoshintsha kanjani.

Ukugcinwa kunqolobane kwesithombe kusho ukuthi izithombe eziku-imeyili (okuhlanganisa namaphikseli okulandelela) zilandwa kuseva yoqobo futhi zigcinwe kuseva ye-MBP. Nge-Gmail, ukulondoloza isikhashana kwenzeka lapho i-imeyili ivuliwe, okuvumela umthumeli ukuthi abone ukuthi lesi senzo senzeka nini.

Lapho uhlelo lwe-Apple luhluka khona kwabanye nini ukulondolozwa kwezithombe kuyenzeka.

Bonke ababhalisile abasebenzisa iklayenti leposi le-Apple eline-MPP bazoba nezithombe zabo ze-imeyili zilandwe kuqala futhi zigcinwe kunqolobane lapho i-imeyili ilethwa (okusho ukuthi wonke amaphikseli okulandelela alandwa ngokushesha), okubangela ukuthi i-imeyili ibhaliswe njenge ivuliwe ngisho noma umamukeli engazange ayivule ngokoqobo i-imeyili. I-Yahoo isebenza ngokufanayo ne-Apple. Kafushane, amaphikseli manje abika izinga lokuvula le-imeyili elingu-100% elingelona iqiniso.

Kungani kubalulekile lokhu? Ukuba semthethweni imibukiso yedatha ukuthi i-Apple ibusa ukusetshenziswa kweklayenti le-imeyili cishe ku-40%, ngakho lokhu ngokungangabazeki kuzoba nomthelela esilinganisweni sokumaketha kwe-imeyili. Isibonelo, izinqubo zokumaketha ezimisiwe ezifana nokunikezwa okusekelwe endaweni, i-lifecycle automation kanye nokusetshenziswa kobuchwepheshe obuhlukahlukene bokunikezwayo okulinganiselwe njengezibali-sikhathi zokubala ukwehla kuzoba nzima, uma kungeke kusondele ukungakwazi ukukusebenzisa ngempumelelo ngoba amanani avulekile awathembekile.

I-MPP intuthuko edabukisayo yabakhangisi be-imeyili abanomthwalo wemfanelo asebevele banamathele ezindleleni zokuziphatha ezithuthukisa ulwazi lwababhalisile. Thatha umqondo wokwazi ukukala ukusebenzelana usebenzisa isilinganiso esivulekile ukuze ukhethe ukuphuma kwababhalisile abangasebenzi njalo, futhi ngokufanayo, ukhethe ukuphuma kwababhalisele abangasebenzi. Lezi zinqubo, uma zisetshenziswa ngendlela efanele, ziyizisusa ezibalulekile zokulethwa okuhle, kodwa kuzoba nzima kakhulu ukuzisebenzisa.

Ukwethulwa kwe-GDPR eminyakeni embalwa edlule kubonise ukuthi kungani imboni yamukela ukumaketha kokuziphatha.

I-GDPR ithathe okuningi kwalokho osekuvele kubhekwa njengezindlela ezihamba phambili - imvume eqinile, ukubeka izinto obala, kanye nokukhetha okubanzi/okuncanyelwayo - futhi kwakwenza kwaba imfuneko. Noma abanye abadayisi be-imeyili bakubheka njengokubuhlungu ukuhambisana nakho, kugcine kuphumele kudatha yekhwalithi engcono kanye nobudlelwano obuqinile bomkhiqizo/nekhasimende. Ngeshwa, akubona bonke abathengisi abalandela i-GDPR eduze njengoba kufanele noma bathole izintuba ezifana nokungcwaba imvume yokulandelela ama-pixel kuzinqubomgomo zobumfihlo ezinde. Leyo mpendulo cishe iyisizathu esikhulu i-MPP nezinqubo ezifanayo manje esezamukelwa kuzo ukuqinisekisa abathengisi balandela imikhuba yokuziphatha.

Isimemezelo se-MPP ye-Apple singesinye isinyathelo esibhekise kubumfihlo babathengi, futhi ngithemba ukuthi ingasungula kabusha ukwethenjwa kwamakhasimende futhi iqinise kabusha ubudlelwano bomkhiqizo/nekhasimende. Ngenhlanhla, abakhangisi be-imeyili abaningi baqale ukuzivumelanisa nezimo ngaphambi kokwethulwa kwe-MPP, beqaphela ukunemba kwamamethrikhi esilinganiso esivulekile, njengokulanda kusengaphambili, ukufaka kunqolobane amandla esithombe okuzenzakalelayo/ukukhubaza, ukuhlola isihlungi nokubhaliswa kwe-bot.

Ngakho-ke abathengisi bangaqhubekela kanjani phambili ekukhanyeni kwe-MPP, noma ngabe sebevele sebeqalile ukuzivumelanisa nezimiso zokumaketha zokuziphatha, noma ukuthi lezi zinselele zintsha yini?

Ngokuvumelana ne I-DMA umbiko wocwaningo I-Market Email Tracker 2021, ingxenye yesine kuphela yabathumeli empeleni ethembele emazingeni avulekile ukukala ukusebenza, ngokuchofoza okusetshenziswa ngokuphindwe kabili kakhulu. Abakhangisi kudingeka bashintshe ukugxila kwabo ekubukeni okuphelele nokuphelele kokusebenza komkhankaso, okuhlanganisa amamethrikhi afana namazinga okubekwa kwebhokisi lokungenayo namasiginali yesithunzi somthumeli. Le datha, ehlanganiswe namamethrikhi ekujuleni kwefaneli yokuguqulwa okufana namazinga okuchofoza kanye namazinga okuguqulwa, ivumela abakhangisi ukuthi balinganise ngempumelelo ukusebenza ngale kokuvula, futhi iyizilinganiso ezinembe kakhulu nezinengqondo. Nakuba abakhangisi kungase kudingeke basebenze kanzima ukuze baqonde ukuthi yini ekhuthaza ababhalisile babo ukuze bababandakanye, i-MPP izokhuthaza abakhangisi be-imeyili ukuthi bazimisele kakhulu ngokuthola ababhalisile abasha futhi bahlale begxile kumamethrikhi azoyisa ibhizinisi labo phambili ngempela.

Ngaphezu kwalokho, abadayisi be-imeyili kufanele babheke imininingwane yabo yamanje yababhalisile futhi bayihlole. Ingabe abathintwayo babo basesikhathini samanje, bavumelekile futhi banikeza inani eliphelele? Ngokugcizelela ekutholeni ababhalisile abengeziwe, abathengisi bavame ukunganaki isikhathi esidingekayo ukuze baqinisekise ukuthi abathintwayo asebevele benabo kusizindalwazi sabo bayasebenza futhi bawusizo. Idatha embi ilimaza isithunzi somthumeli, ivimbele ukusebenzelana kwe-imeyili, futhi imane ichithe izinsiza ezibalulekile. Yilapho amathuluzi athanda khona Everest - inkundla yempumelelo ye-imeyili - ngena. I-Everest inamandla okuqinisekisa ukuthi izinhlu zihlanzekile ukuze abakhangisi bakwazi ukugxilisa isikhathi sabo nemali bakhulume futhi baxhumane nababhalisile ababalulekile abanamandla okuguqula, kunokumosha ngamakheli e-imeyili angavumelekile umphumela ekubhampiseni nasekungaleveli.

Uma idatha nekhwalithi yokuxhumana isiqinisekisiwe, ukugxila kwabakhangisi be-imeyili kufanele kushintshele ekulethweni okuhle nokubonakala emabhokisini okungenayo obhalisile. Indlela eya kubhokisi lokungenayo iyinkimbinkimbi kakhulu kunalokho abamakethi abaningi be-imeyili abacabanga ngayo, kodwa i-Everest iphinde ikhiphe ukuqagela ekulethweni kwe-imeyili ngokunikeza imininingwane engasebenza emikhankasweni. Umsebenzisi we-Everest,

Ukulethwa kwethu kwenyukile, futhi sisesimweni esingcono sokususa engafuneki irekhoda ngaphambili kakhulu ohlelweni. Ukubekwa kwethu kwebhokisi lokungenayo kunamandla kakhulu futhi kuyaqhubeka kukhuphuka...ukuze sihlale siphumelele sithatha zonke izinyathelo futhi sisebenzisa amathuluzi angcono kakhulu embonini ukwenza kanjalo.

U-Courtney Cope, uMqondisi Wokusebenza Kwedatha e- I-MeritB2B

Ngokubonakala kumamethrikhi wokumaketha we-imeyili nesithunzi somthumeli, kanye nokuhlonza izindawo zezinkinga nokunikeza izinyathelo zokuzixazulula, lezi zinhlobo zamathuluzi zibalulekile kubakhangisi nge-imeyili.

Ngokucabangela i-MPP kanye nokugqama okusha kwemikhuba emihle yokumaketha, abakhangisi be-imeyili kufanele bacabange kabusha amamethrikhi namasu ukuze baphumelele. Ngendlela ekabili - amamethrikhi okucabanga kabusha, ukuhlola izinga lesizindalwazi kanye nokuqinisekisa ukulethwa nokubonakala - abakhangisi be-imeyili banethuba elingcono kakhulu lokulondoloza ubudlelwano obubalulekile namakhasimende abo kungakhathaliseki ukuthi izibuyekezo ezintsha ziphuma kubahlinzeki abakhulu bebhokisi lemeyili.

Abathengisi be-imeyili balandelela kanjani ukusebenza kokumaketha kwe-imeyili?
Source: Ukusebenza

Landa umbiko we-DMA's Email Tracker 2021

UGreg Kimball

U-Greg uyiNhloko Yomhlaba Wonke Yezisombululo Ze-imeyili kwa-Validity. Ungumdali nomakhi. Kungakhathaliseki ukuthi wakha iwebhusayithi, udala inkundla yokuxhumana nabantu, noma wakha amabhilidi, inqubo iyafana; imininingwane iwumdlalo. Futhi uthanda ukudlala.

Izihloko ezihlobene Nalesi

Buyela emuva kunkinobho phezulu
Close

I-Adblock itholiwe

Martech Zone iyakwazi ukukunikeza lokhu okuqukethwe ngaphandle kwenkokhiso ngoba senza imali ngesayithi yethu ngemali engenayo yezikhangiso, izixhumanisi ezingaphansi, noxhaso. Singajabula uma ungasusa i-ad blocker yakho njengoba ubuka isayithi lethu.