Ukumaketha nge-imeyili kuye kwahlala kuwo wonke amashumi eminyaka njengelinye lamathuluzi okuxhumana anenzuzo kakhulu ezinkampanini eziningi. Ukuze uthole okuningi ekukhangiseni nge-imeyili, kufanele uthuthukise isu lokumaketha nge-imeyili elifanelana nebhizinisi lakho, eligxile ekufinyeleleni imigomo ethile, nokusebenzisa zonke izinzuzo ezinikezwa yileli thuluzi.
Ingabe ukumaketha nge-imeyili kuyasebenza?
Ukuthengisa nge-imeyili kungenye yamathuluzi okuthengisa anenzuzo kakhulu. Futhi lokhu kubangelwa ikakhulukazi izici ezine egqama ngazo:
- Izindleko eziphansi zemikhankaso ye-imeyili: Inani lamathuluzi okuthengisa nge-imeyili liphansi, futhi amaningi awo anikela ngezinhlelo zamahhala ezifika kumkhawulo wababhalisile. Kwenza izindleko ze-imeyili ngayinye zithunyelwe zisondele kuqanda.
- Umthamo obalulekile wokwenza kube ngokwakho okunikezayo: Ngenxa yokwazi kusengaphambili umamukeli womlayezo, ungakwazi ukulungisa okuqukethwe kwama-imeyili akho nezici zomamukeli.
- Izinhlobonhlobo zamafomethi: Ngokuphambene nalokho okwenzeka kwezinye iziteshi, nge-imeyili, ungumnikazi wemidiya, futhi amathuba okudala awapheli. Ungathumela kusuka kumbhalo ongenalutho kuya ku-imeyili esebenzisanayo efana nokusebenza kwewebhusayithi.
- Sonke sisebenzisa i-imeyili nsuku zonke: Sonke sihlola i-imeyili yethu okungenani kanye ngosuku. Abasebenzisi abangu-44% bahlola ama-imeyili abo phakathi kuka-1 no-3 izikhathi ngosuku, kanye no-20% ngaphezu kwezikhathi eziyishumi ngosuku.
Manje njengoba usucacile ukuthi kufanele usebenzise isu lokumaketha nge-imeyili ebhizinisini lakho, singaqala ukuhlaziya ukuthi singalithuthukisa kanjani.
Okhiye besu le-imeyili lokumaketha elisebenzayo
Izici ezilandelayo zingamakholomu lapho isu lakho le-imeyili lokumaketha kufanele lisekelwe khona, futhi uma elinye lazo lingaphumeleli, kuzoba sengathi wakha isakhiwo esinesisekelo esibuthakathaka. Ngalokhu kufanele ugweme izinqamuleli, amaqhinga, noma "ama-hacks" aqinisekisa imiphumela emangalisayo, ngokushesha nangomzamo omncane. Umgomo wakho kufanele kube ukwakha isu lesikhathi eside elinenzuzo. Kuwo wonke amaphuzu alandelayo, uzothola amasu, amasu, namathuluzi okuthuthukisa izihloko ezilandelayo:
- Ukuqasha: Ithola ukukhulisa isisekelo sakho sokuxhumana nabantu abangaba amakhasimende.
- Ukusebenzisana: Ithola oxhumana nabo ukuthi bavule ama-imeyili obathumelayo futhi bahlanganyele nokuqukethwe kwakho.
- Ukuguqulwa: Ithuthukisa inzuzo ngokudala imikhankaso ekhuphula ukuthengisa kwakho.
- Ubuqotho: Isebenzisa izinzuzo zokumaketha nge-imeyili ukuze ukhulise ukwethembeka kwamakhasimende akho futhi uqinisekise ukusinda kwenkampani yakho esikhathini esimaphakathi/eside.
Ungadala kanjani isu lokumaketha le-imeyili elisebenzayo
Amasu okuthengisa nge-imeyili ahlukaniswe abe yizinjongo ezi-3 okufanele uziphishekele:
- Khulisa uhlu lwakho loxhumana nabo.
- Thuthukisa ukuvuleka nezinga lokusebenzelana lemikhankaso yakho.
- Khulisa inzuzo yakho.
Inselele yokuqala obhekana nayo uma unquma ukubheja ekukhangiseni nge-imeyili ukuthola isizindalwazi samakhasimende angaba khona ongathumela kuwo imikhankaso yakho. Kodwa awufuni nje idatha yanoma ubani. Kufanele uthole ama-imeyili wabasebenzisi abathanda umkhiqizo/isevisi yakho. Leli phuzu lokuqala libalulekile ngoba uma abasebenzisi abasohlwini lwakho bengalingani nababukeli obahlosile, yonke imizamo yakho izoba yize. Ukufeza lokhu, kufanele unikeze okuthile okuthakaselayo izethameli zakho futhi uzinikeze zona ukuze uthole imininingwane yazo yokuxhumana. Yaziwa ngele-“Lead Magnet.”
1. Yakha uzibuthe oholayo
Uzibuthe oholayo uyisiphakamiso senani osinika izethameli zakho mahhala ukuze uthole imininingwane yazo yokuxhumana. Kungaba ngamafomethi ahlukene, futhi ngayinye yazo izosebenza kakhulu noma kancane kuye ngokuthi imodeli yebhizinisi lakho isekelwe ekunikezeni amasevisi, ukuthengisa imikhiqizo, noma isofthiwe njengesevisi (i-SaaS). Ezinye izibonelo yilezi:
- I-eBook: Okuqukethwe ngefomethi yencwadi ye-elekthronikhi edingida isihloko othakaselayo kuzithameli zakho.
- Ama-Webinars: Isemina eku-inthanethi lapho isisombululo senkinga sixoxwa khona ngokubonakalayo.
- Imicimbi yobuso nobuso: Lo mcimbi udingida isihloko osithandayo izethameli zakho.
- Isifundo samahhala: Kulesi sifundo, uzosiza ukuxazulula inkinga yezithameli ozihlosile. Isibonelo esihle kakhulu sezinhlelo yilezo ezihlelwe nguLeroy Merlin kuzo zonke izinhlobo zezihloko.
- Izaphulelo ezikhethekile: Unganikeza isaphulelo esikhethekile ekuthengeni kokuqala ukuze ubonise ikhwalithi yesevisi yakho futhi ulwe nokungaqiniseki okwenza abasebenzisi abaningi bangathengi umkhiqizo wakho.
Kukhona futhi izimiso eziyisisekelo okufanele uzibuthe oholayo ahambisane nazo ukuze asebenze kahle ngokunganaki ifomethi:
- Nikeza ngokuqukethwe kwenani eliphezulu: Ufuna abasebenzisi abasebenzisa okuqukethwe bahlatshwe umxhwele ikhwalithi yakho futhi bavuse umuzwa wokubonga ngomkhiqizo wakho ngokuthola okuthile kwenani mahhala.
- Ukunikeza ukuzanelisa okusheshayo: Kufanele uxazulule inkinga/isidingo ngokushesha ukuze uqinisekise ukuthi abasebenzisi abaningi ngangokunokwenzeka bathola umvuzo wabo.
2. Heha amakhasimende akho okungenzeka ukuthi uwasebenzise kuzibuthe wakho oholayo
Ukuze uthole amakhasimende akho okungenzeka ukuthi alande uzibuthe wakho oholayo, kufanele uwahehele efomini lapho azoshiya khona imininingwane yawo yokuxhumana ukuze awuthole. Leli fomu ngokuvamile lizotholakala kuwebhusayithi yakho, kodwa ungakwazi futhi ukudala imikhankaso ezinkundleni zokukhangisa ukuze ulithole.
3. Isu lokuqukethwe
Isu lokuqukethwe lihlose ukuhlinzeka ngolwazi olubalulekile kuzithameli oziqondise kuyo yonke inqubo yazo yesinqumo sokuthenga. Inikeza izibonelo zendatshana ezixazulula izinkinga ezihlobene nomkhiqizo/isevisi yakho noma exhuma kuzimiso namagugu aheha abasebenzisi kumkhiqizo wakho. Enye yezinzuzo eziyinhloko zokukhangisa ku-inthanethi amandla akho amakhulu okuhlukanisa. Izokuvumela ukuthi ufinyelele izethameli zakho ozihlosile ngozibuthe oholayo futhi ukwandise uhlu lwakho loxhumana nabo.
4. Thola amakhasimende akho okungenzeka ukuthi alande uzibuthe wakho oholayo
Ukuze uzuze imiphumela, kufanele usebenzise amathuluzi akuvumela ukuthi ubonise amafomu akho ezindaweni ezivelele zewebhusayithi yakho ngaphandle kwekhasi lapho izivakashi zakho zizulazula khona. Ezinye izici ezijabulisayo ezinikezwa yilawa mathuluzi yilezi:
- Amafomu antantayo: Akuvumela ukuthi ubonise uzibuthe wakho wokuhola ngokusebenzisa izakhiwo ezintantayo ezingxenyeni ezivelele zewebhusayithi yakho.
- Amafomu okuphuma: Ungakwazi ukunikeza izivakashi zakho uzibuthe oholayo ngaphambi kokushiya iwebhusayithi yakho ukuze zithwebule idatha yazo ngewindi le-pop-up.
- Ukwenza umlayezo kube ngokwakho: Ngokuhlukaniswa komsebenzisi, ungabonisa omazibuthe abaholayo abahlukene kuye ngokuziphatha kwesivakashi ngasinye kuwebhusayithi yakho.
- Ukuhlolwa kwe-A/B: Ikuvumela ukuthi udale izivivinyo ukuze uthole idizayini yokuguqula ehamba phambili.
Ungakuthuthukisa kanjani ukusebenzisana nama-imeyili akho
Izinga elijwayelekile lokuvula lingama-26.84%. Ngale datha, cishe u-3/4 wohlu lwakho awusebenzi. Kungenzeka ngezizathu eziningana:
- Kungenzeka ukuthi imilayezo yakho ifika kufolda yogaxekile.
- Oxhumana nabo abanantshisekelo kulokho okufanele ubatshele khona.
- Ukuthi amanothi akho alahlekile phakathi kwenqwaba yemilayezo, abathintwayo bakho bathole nsuku zonke.
1. Ukufaka ama-imeyili akho ebhokisini lakho lokungenayo
Kungenzeka ukuthi ama-imeyili akho afika kufolda yogaxekile futhi awafundwa abasebenzisi bakho. Bonke abahlinzeki be-imeyili (i-Gmail, i-Outlook, njll.) banezihlungi zogaxekile ezinquma ukuthi yimiphi imilayezo okufanele iphelele ebhokisini lokungenayo nokuthi yimiphi okungafanele. Izici ezicatshangelwa izihlungi ezilwa nogaxekile ziyahlukahluka kuye ngenkundla, kodwa ezinye ezifanele kakhulu ezizokusiza ukuthi uvimbele imilayezo yakho ekugcineni ingena kufolda yogaxekile yilezi:
- Imvume yababhalisile bakho: Ungathengi uhlu lwama-imeyili futhi usebenzise ukuqinisekiswa okukabili ukuze uqinisekise ikhwalithi yohlu lwakho loxhumana nabo.
- Isithunzi seseva: Uma uthumela imikhankaso yakho ukusuka kumaseva abiwe nezinye izinkampani/abasebenzisi abenza izenzo zogaxekile, imikhankaso yakho izobhekana nemiphumela. Ngakho-ke, gwema ukusebenzisa amathuluzi noma amaseva anamanani aphansi nedumela.
- Ivolumu nesivinini sokuthunyelwa: Ivolumu nezinga lokuthunyelwa kwakho kungabangela ama-alamu okuhlunga ogaxekile.
- Ukugunyazwa komthumeli: Lokhu kubhekisela ezitifiketini ezifana ne-DKIM “evumela inhlangano ukuthi izibophezele ekuthumeleni umlayezo ukuze umamukeli akwazi ukuwuqinisekisa”.
- Okuqukethwe komlayezo: Okuqukethwe yi-imeyili yakho nakho kuyathinta, ngakho kufanele unakekele amaphuzu alandelayo: Izihlungi zingahlukanisa amafayela anamathiselwe njengemiyalezo eyingozi; kanye nombhalo we-imeyili, uma usebenzisa amagama anjengokuthi “Mahhala,” “Iphromoshini,” “Isaphulelo,” “Thenga manje,” izimpawu zokuloba ezeqile noma amagama angalungile kuzobangela ukuthi izihlungi ezimelene nogaxekile zisebenze.
- Umlando womsebenzi: Izenzo ozenze esikhathini esidlule zigcinwa izihlungi zogaxekile futhi zithinta imikhankaso yakho yesikhathi esizayo.
2. Khulisa izinga elivulekile
Uma usuwutholile umlayezo wakho ebhokisini lokungenayo labasebenzisi bakho, kufanele unake ukuze bachofoze futhi basebenzise okuqukethwe kwakho. Ungakwenza lokhu ngezindlela ezahlukene:
- Thuthukisa isihloko sama-imeyili akho: Kufanele uthole ukunaka komsebenzisi ngokudlulisela ngokucacile okuqukethwe okufihlwe ku-imeyili yakho. Kodwa umngane wakho omkhulu uwukudala ngoba uma usebenzisa isitayela esihlukile esivusa umuzwa othile (ukumangala, ilukuluku, noma ukuzijabulisa), abasebenzisi bakho bazogqama kunabanye.
- Hlela izethameli zakho: Hlukanisa izethameli zakho ukuze uqinisekise ukuthi uthumela okuqukethwe okufanele kubasebenzisi bakho.
- Yiba njalo ekuthumeleni kwakho i-imeyili: Uma uthumela incwadi yakho yezindaba noma ukuxhumana njalo ngosuku olufanayo lweviki, abasebenzisi bakho bazolindela umlayezo wakho, futhi izinga lakho lokuvula lizokhuphuka. Amathuluzi amaningi anikeza ithuba lokuhlela ukuthunyelwa kwemikhankaso yakho ngendlela eguquguqukayo evumelaniswe nosuku elethula izinga lokuvula lomsebenzisi ngamunye elingcono kakhulu.
- Hlela ukuthumela kwakho ngokuzenzakalelayo: Thatha ithuba lokuzenzakalela kwamathuluzi okuthengisa nge-imeyili ukuze uthumele imilayezo efanele kumsebenzisi ngamunye ngokuya ngokusebenzisana kwabo nomkhiqizo wakho.
Wonke lawa macebiso azokusiza ukuthi uthuthuke, kodwa ungakhohlwa ukuthi ukhiye wokuthuthukisa amasu okuthengisa ama-imeyili esikhathi eside ukulandela inqubo yokuhlaziya kanye nokwenza ngcono okuqhubekayo.
3. Thola imilayezo yakho ifundwe
Iningi labasebenzisi lisebenzisa i-smartphone ukuhlola i-imeyili yethu. Ngakho-ke, kufanele uqiniseke ukuthi okuqukethwe kwama-imeyili akho kuguqulelwe kumadivayisi eselula.
Ungayikhulisa kanjani i-ROI yemikhankaso yakho yokumaketha nge-imeyili
Konke okushiwo ngenhla kuzokusiza ukuthi ukhulise uhlu lwakho loxhumana nabo okungenzeka kube amakhasimende futhi udale imikhankaso enentshisekelo kubabukeli bakho. Kodwa lena akuyona inhloso yakho enkulu. Okubalulekile ebhizinisini lakho ukuthi isu lakho lokumaketha nge-imeyili likusiza ukuthi uthengise okwengeziwe.
1. Hlukanisa uhlu lwakho loxhumana nabo
Isegmentation ingesinye sezikhali zokumaketha zama-imeyili ezinamandla kakhulu. Ungayisebenzisa ngendlela ehlukile kubasebenzisi abangenawo umlando wokuthenga (amakhasimende angaba khona) kanye namakhasimende akho amanje.
2. Ukuhlukanisa amakhasimende angaba khona
Indlela esebenzayo yokutshala amakhasimende akho angahle ihambisane nesigaba somkhiqizo/isevisi anentshisekelo kuso kanye nesigaba senqubo yesinqumo sokuthenga. Ukuze uthole lolu lwazi, ungahlaziya ukuthi yimaphi amakhasi (ama-URL) kuwebhusayithi yakho, uwavakashele, noma uwahlukanise ngokuya ngozibuthe oholayo olandiwe.
3. Ukuhlukanisa amakhasimende amanje
Uma uhlukanisa amakhasimende akho amanje, unolwazi olwengeziwe, ngenxa yokuba nomlando wawo wokuthenga. Ngalolu lwazi, ungahlukanisa amakhasimende akho ngokusho:
- Isigaba somkhiqizo: Hlela okuqukethwe okuthumela koxhumana nabo kuye ngomlando wabo wokuthenga. Isibonelo esihle salokhu iphephandaba elithunyelwe yi-Amazon encoma imikhiqizo.
- Imvamisa yokuthenga: Ngokuhlaziya imvamisa yokuthenga kwamakhasimende akho, ungahlela imikhankaso ukuze uvule kabusha abathengi abangazange bathenge isikhathi eside ngezipesheli.
- Ukuziphatha: Ngokuhlanganisa ithuluzi lakho lokumaketha le-imeyili, uzodala izingxenye zabasebenzisi ngokuya ngokuziphatha kwabo. Esinye sezenzo ezibaluleke kakhulu ukutholwa kwekalishi elahliwe, kodwa ungakha i-automation eyinkimbinkimbi ehambisana nenqubo yokuthenga yabasebenzisi.
- Ubuqotho: Ukuhlukanisa amakhasimende akho ngokwezinga lawo lokwethembeka kukusiza ukuthi unikele ngezinsiza ezengeziwe kulawo makhasimende akulethela izinzuzo ezibaluleke kakhulu. Ngokumaketha nge-imeyili, ungaklomelisa amakhasimende akho athembeke kakhulu ngemititilizo ekhethekile kanye nokuphathwa okukhethekile ukuze uklomelise ukwethembeka kwawo kumkhiqizo wakho.
I-4. Ukwenza okuthandwa nguwe
Uma ususebenze kusizindalwazi sakho ukuze uhlukanise izethameli zakho, uzokwenza imikhankaso yakho ibe ngeyakho ukuze unikeze okuqukethwe ngakunye okuhambisana nomsebenzisi. Ukuze wenze imilayezo yakho ibe ngeyakho, akudingekile ukuthi udale umkhankaso ohlukile wesegimenti ngayinye yomsebenzisi. Amathuluzi amaningi akuvumela ukuthi ufake phakathi ibanga eliguqukayo emilayezweni yakho ukuze idrayivu eyodwa izobonisa amanothi engeziwe kubo bonke abasebenzisi bakho.
5. Ukuhlaziya nokwenza kahle
Uma usuthule imikhankaso yakho, umsebenzi uzobe usuqalile. Kungasiza uma usebenza njalo nangokuqhubekayo ukuze ulungiselele imikhankaso yakho. Sicela ungathathi lutho kalula, futhi uzame ukuzibeka ezicathulweni zamaklayenti akho ukuze wenze imikhankaso yakho ibe ngokugcwele. Futhi, okubaluleke kakhulu, yenza zonke izinqumo zakho ngokusekelwe kudatha. Zama amasu amasha adlula okujwayelekile futhi uvumele abasebenzisi bakho bakutshele ukuthi azosebenza yini.