{"id":462,"date":"2011-12-06T16:19:03","date_gmt":"2011-12-06T15:19:03","guid":{"rendered":"https:\/\/www.domovanje.com\/blog\/?p=462"},"modified":"2017-09-26T14:02:40","modified_gmt":"2017-09-26T13:02:40","slug":"5-temeljev-uspesnega-e-postnega-marketinga","status":"publish","type":"post","link":"https:\/\/www.domovanje.com\/blog\/2011\/12\/06\/5-temeljev-uspesnega-e-postnega-marketinga\/","title":{"rendered":"5 temeljev uspe\u0161nega e-po\u0161tnega marketinga"},"content":{"rendered":"<p><strong>Kako z e-po\u0161to do uspeha v prodaji<\/strong><\/p>\n<p>E-po\u0161tni marketing oz. e-mailing je na\u010din tr\u017eenja, ki preverjeno dosega prodajne rezultate. Va\u0161a <strong>investicija se ve\u010d kot le povrne<\/strong>: Direct Marketing Association poro\u010da, da je njegova <a title=\"Raziskava DMA\" href=\"http:\/\/www.magillreport.com\/Email-Remains-ROI-King-Net-Marketing-Set-to-Overtake-DM\/\" target=\"_blank\">stopnja povra\u010dila investicije (ROI) kar 4065 %<\/a>. Sli\u0161i se fantasti\u010dno. Kako pa to dose\u017eemo?<\/p>\n<p>\u010ce \u017eelimo zgraditi hi\u0161o, za\u010dnemo pri temeljih. Naj bodo mo\u010dni, \u00a0da se nam hi\u0161a ne bo sesula na glavo. Temelji uspe\u0161nega e-po\u0161tnega marketinga so:<!--more--><\/p>\n<p>&nbsp;<\/p>\n<h2>1. Projektni pristop<\/h2>\n<p>E-po\u0161tni marketing je najbolj uspe\u0161en, \u010de se ga lotevamo dolgoro\u010dno. Spremljamo rezultate poslanih sporo\u010dil in na podlagi teh vsako naslednje sporo\u010dilo bolje dosega cilje. To seveda pomeni, da moramo na za\u010detku <strong>zastaviti cilje<\/strong>, ki jim bomo sledili: pove\u010danje prodaje, pove\u010danje povpra\u0161evanja, obve\u0161\u010denost ali kaj drugega. Cilji naj bodo merljivi in dosegljivi. Nad njimi bdi <strong>vodja projekta<\/strong>, ki koordinira ekipo sodelujo\u010dih. Skrbi za pravo\u010dasno izvedbo <strong>rednih nalog<\/strong>: pripravo in pisanje vsebin, izdelavo e-po\u0161tnih sporo\u010dil, po\u0161iljanje in merjenje odziva.<\/p>\n<p>&nbsp;<\/p>\n<h2>2. Prepri\u010dljive vsebine<\/h2>\n<p>Mnogi se ustra\u0161ijo pisanja besedil. Toda \u010de so na\u0161i cilji jasno zastavljeni, bodo besede stekle same od sebe. Pri pisanju sku\u0161amo biti <strong>kratki in jedrnati<\/strong>, saj ljudje danes nimajo veliko \u010dasa za branje. Jasno izpostavimo <strong>korist za bralca<\/strong> in ga spodbudimo k odzivu s <strong>pozivom k akciji<\/strong>. Ve\u010d nasvetov o pisanju za splet preberite v prispevku <a title=\"Kako napisati odli\u010dna besedila za spletno stran\" href=\"https:\/\/www.domovanje.com\/blog\/2011\/09\/03\/kako-napisati-odlicna-besedila-za-spletno-stran\/\">Kako napisati odli\u010dna besedila za spletno stran<\/a>.<\/p>\n<p>&nbsp;<\/p>\n<h2>3. Komunikacijska podpora<\/h2>\n<p>Ve\u010dina sporo\u010dil vabi bralca k obisku <strong>spletne strani<\/strong>, v\u010dasih pa tudi k temu, da vas <strong>pokli\u010dejo<\/strong>. Zato je zelo pomembno, na kak\u0161ni spletni strani bodo bralci pristali in kak\u0161na bo njihova izku\u0161nja pri telefonskem klicu.<\/p>\n<p>\u010ce jih s povezavo pripeljete na spletno stran, jih <strong>ne<\/strong> usmerite na vstopno stran, kjer bodo morali \u0161e enkrat iskati tisto, kar poudarjate v sporo\u010dilu. Povezava naj jih vodi na podstran to\u010dno tistega izdelka, storitve ali dogodka, ki ga opisujete. Na strani naj imajo mo\u017enost <strong>takoj narediti naslednji korak<\/strong>: poslati povpra\u0161evanje, kupiti izdelek ali se prijaviti na dogodek. \u010ce bralca spodbujate k klicu, naj linija ne bo kar naprej zasedena, na drugi strani pa naj ga pri\u010daka prijazna oseba s prodajnimi ve\u0161\u010dinami.<\/p>\n<p>&nbsp;<\/p>\n<h2>4. Baza naslovov<\/h2>\n<p><strong>Komu lahko po\u0161iljate<\/strong> <strong>sporo\u010dila in<\/strong> <strong>kje dobiti naslove<\/strong>? Najprej poskrbimo, da si na vrat ne nakopljete in\u0161pekcije: <a title=\"Zakon o elektronskem poslovanju\" href=\"http:\/\/www.uradni-list.si\/1\/objava.jsp?urlid=200661&amp;stevilka=2566\" target=\"_blank\">Zakon o elektronskem poslovanju<\/a> med drugim pravi, da lahko komercialna sporo\u010dila po\u0161iljate tistim, ki so vnaprej <strong>sogla\u0161ali s po\u0161iljanjem<\/strong>, v sporo\u010dilih pa mora biti jasno navedeno, kdo jih po\u0161ilja. <a title=\"Zakon o elektronskih komunikacijah\" href=\"http:\/\/zakonodaja.gov.si\/rpsi\/r01\/predpis_ZAKO3781.html\" target=\"_blank\">Zakon o elektronskih komunikacijah<\/a> dodaja, da lahko tisti, ki od kupca svojih izdelkov ali storitev pridobi e-naslov, tega uporablja za neposredno tr\u017eenje <strong>podobnih izdelkov ali storitev<\/strong>, vendar mora kupcu dati mo\u017enost, da po\u0161iljanje enostavno in brezpla\u010dno zavrne. Sporo\u010dila lahko torej po\u0161iljate <strong>svojim strankam in tistim, ki so vam to izrecno dovolili<\/strong>.<\/p>\n<p><strong>Kaj pa, \u010de teh ni dovolj?<\/strong><\/p>\n<p>Mo\u017enosti za pridobitev dodatnih naslovov je veliko. Lahko organizirate <strong>nagradno igro<\/strong>. Sodelujo\u010di vam oddajo naslov in dovolijo po\u0161iljanje. Nagradna igra lahko poteka na spletu (npr. na Facebooku), v va\u0161ih prodajalnah ali pa na sejmu.<\/p>\n<p>Na spletno stran obvezno dodajte <strong>obrazec za prijavo<\/strong> na va\u0161e e-novice. Tudi tu lahko ponudite manj\u0161o nagrado, na primer e-knjigo ali serijo nasvetov. K prijavi povabite tudi v va\u0161ih <strong>tiskanih gradivih<\/strong>, <strong>podpisih e-po\u0161te<\/strong> in povsod drugod, kjer se podjetje pojavlja. Nekateri <strong>naslove tudi kupujejo<\/strong>, toda tu svetujemo previdnost in upo\u0161tevanje omenjene zakonodaje.<\/p>\n<p>Predvsem pa ne pozabite, da je grajenje baze tek na dolge proge. Prej ko za\u010dnete, prej boste na cilju.<\/p>\n<p>&nbsp;<\/p>\n<h2>5. Orodje za e-po\u0161tni marketing<\/h2>\n<p>Mnogi svoja prva mno\u017ei\u010dna sporo\u010dila po\u0161ljejo iz Outlooka ali podobnega orodja. Z njim lahko oblikujete estetska sporo\u010dila, toda to ni dovolj. Ne veste, kaj se z njimi dogaja. So jih naslovniki sploh odprli? So zainteresirani? Morda je med njimi va\u0161a naslednja velika stranka, ki potrebuje samo \u0161e va\u0161 telefonski klic, da pride do prodaje.<\/p>\n<p>Da lahko merite uspe\u0161nost svojih sporo\u010dil in iz njih iztr\u017eite ve\u010d, potrebujete orodje za e-po\u0161tni marketing, ki vam bo pokazalo, <strong>kdo je odprl va\u0161e sporo\u010dilo<\/strong> in <strong>kdo je kliknil na povezavo v njem<\/strong>. Najbolj zainteresirane nato spodbudite z dodatnim sporo\u010dilom ali klicem, ob tem pa ne izgubljate \u010dasa in denarja za nezainteresirane.<\/p>\n<p>S pomo\u010djo <strong>samodejnega odzivnika<\/strong> poskrbite, da vsak, ki se prijavi na va\u0161e e-novice, brez va\u0161ega posredovanja dobi pozdravno sporo\u010dilo, pa tudi obljubljeno serijo nasvetov ali e-knjigo. Orodje naj poskrbi tudi za <strong>odjavo s klikom na povezavo<\/strong>: ko se nekdo odjavi, se va\u0161a baza samodejno posodobi. Tako imate manj dela z urejanjem baze, hkrati pa zadostite enemu od pogojev zakonodaje.<\/p>\n<p>Tudi <strong>oblikovanje lepih sporo\u010dil<\/strong> je s pravim orodjem mala \u0161ala. Besedila, slike in povezave samo vstavite v \u017ee pripravljeno predlogo in sporo\u010dila so pripravljena za po\u0161iljanje.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Kako z e-po\u0161to do uspeha v prodaji E-po\u0161tni marketing oz. e-mailing je na\u010din tr\u017eenja, ki preverjeno dosega prodajne rezultate. Va\u0161a investicija se ve\u010d kot le povrne: Direct Marketing Association poro\u010da, da je njegova stopnja povra\u010dila investicije (ROI) kar 4065 %. Sli\u0161i se fantasti\u010dno. Kako pa to dose\u017eemo? \u010ce \u017eelimo zgraditi hi\u0161o, za\u010dnemo pri temeljih. Naj [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":4900,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_ef_editorial_meta_date_first-draft-date":"","_ef_editorial_meta_paragraph_assignment":"","_ef_editorial_meta_checkbox_needs-photo":"","_ef_editorial_meta_number_word-count":"","footnotes":""},"categories":[96],"tags":[28],"class_list":["post-462","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-e-postni-marketing","tag-dostavljalec"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>5 temeljev uspe\u0161nega e-po\u0161tnega marketinga - Domovanje.com Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.domovanje.com\/blog\/2011\/12\/06\/5-temeljev-uspesnega-e-postnega-marketinga\/\" \/>\n<meta property=\"og:locale\" content=\"sl_SI\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"5 temeljev uspe\u0161nega e-po\u0161tnega marketinga - Domovanje.com Blog\" \/>\n<meta property=\"og:description\" content=\"Kako z e-po\u0161to do uspeha v prodaji E-po\u0161tni marketing oz. e-mailing je na\u010din tr\u017eenja, ki preverjeno dosega prodajne rezultate. Va\u0161a investicija se ve\u010d kot le povrne: Direct Marketing Association poro\u010da, da je njegova stopnja povra\u010dila investicije (ROI) kar 4065 %. Sli\u0161i se fantasti\u010dno. Kako pa to dose\u017eemo? \u010ce \u017eelimo zgraditi hi\u0161o, za\u010dnemo pri temeljih. 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Va\u0161a investicija se ve\u010d kot le povrne: Direct Marketing Association poro\u010da, da je njegova stopnja povra\u010dila investicije (ROI) kar 4065 %. Sli\u0161i se fantasti\u010dno. Kako pa to dose\u017eemo? \u010ce \u017eelimo zgraditi hi\u0161o, za\u010dnemo pri temeljih. 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