Autor: Emilija Mihajlović
E-pošta je, uprkos svojoj starosti, i dalje broj 1 među onlajn komunikacionim kanalima, a e-mail marketing ostaje odličan alat za jednostavno, brzo i pristupačano dosezanje vaših kupaca.
E-mail marketing je slanje jedinstvenih komercijalnih sadržaja putem e-mail-a korisnicima koji su odobrili da primaju date sadržaje. To je poslovna strategija za zadržavanje i povećavanje baze korisnika kroz izvršavanje i isporučivanje bitnih sadržaja koristeći e-mail.
Da bi se postigao pozitivan efekat e-mail marketinga, poruke se moraju slati samo korisnicima koji žele da primaju informacije date kompanije. Neophodno je izbegavati slanje spam poruka. Spam je e-mail poruka koju je korisnik dobio, a koja nema direktne ili indirektne veze sa njim. E-mail marketing može biti upotrebljen za vođenje prodaje, obezbeđivanje korisničkog servisa i izgradnju bližih odnosa sa korisnicima.
E-mail je iz osnova promenio način komunikacije među ljudima, uklonio razne barijere u pisanju i omogućio milionima ljudi da učestvuju u dijalogu na jednostavan i brz način.
Prednosti E-mail marketinga
- E-mail štedi vreme. Zahvaljujući upotrebi e-mail marketinga kompanije su značajno smanjile troškove vremena u odnosu na marketing koji koristi tradicionalnu poštu.
- E-mail jača poziciju brenda. Redovno poslate e-mail poruke koje sadrže ispravno naslovljene teme poruke (Subject) jačaju poziciju kompanije i njenih proizvoda. E-mail stvara dvosmernu vezu sa korisnicima i podstiče dugotrajne, kvalitativne odnose.
- E-mail je široko rasprostranjen. On je najviše korišćen aspekt Internet-a i deo je svakodnevne aktivnosti velikog broja ljudi.
- E-mail je efikasan način za dovođenje posetilaca na Web sajt. HTML linkovi mogu biti ubačeni u E-mail, tako da brzo usmeravaju korisnike ka Web sajtu kompanije.
- E-mail se može prilagoditi korisniku. Kada se mailing liste koriste zajedno sa bazama podataka o korisnicima, kampanje se mogu prilagoditi korisnicima, tako da svaki e-mail sadrži podatke koji se odnose na datog korisnika.
- Omogućava brz odgovor na zahteve korisnika. E-mail smanjuje vreme odgovora na zahteve korisnika, od 6 do 8 nedelja u slučaju klasične pošte, na 48 sati u većini slučajeva.
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