{"id":38213,"date":"2023-05-07T11:00:58","date_gmt":"2023-05-07T11:00:58","guid":{"rendered":"https:\/\/smartmessage.com\/blog_tr\/email-deliverability-guide-part1\/"},"modified":"2024-05-15T13:00:58","modified_gmt":"2024-05-15T13:00:58","slug":"eposta-ulasilabilirlik-kilavuzu01","status":"publish","type":"post","link":"https:\/\/smartmessage.com\/tr\/blog-tr\/e-posta-pazarlamasi\/eposta-ulasilabilirlik-kilavuzu01\/","title":{"rendered":"E-Posta Ula\u015f\u0131labilirlik Rehberi: Y\u00f6ntemler ve \u00d6nemi"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Okunma oranlar\u0131, e-posta pazarlama d\u00fcnyas\u0131nda ba\u015far\u0131 \u00f6l\u00e7\u00fct\u00fc olarak kabul edilen metriklerden biridir. Tabii bu noktada g\u00f6nderilen mesaj\u0131n hedef kitleye ula\u015fmas\u0131 daha \u00f6nemlidir. Mesajlar \u00fcyelerinize ula\u015fm\u0131yorsa okuma alman\u0131z da pek m\u00fcmk\u00fcn olmayabilir. Dolay\u0131s\u0131yla e-posta pazarlamada ba\u015far\u0131 hedefleyen i\u015fletmeler, ula\u015f\u0131labilirlik konusunda birtak\u0131m \u00f6nlemler ald\u0131\u011f\u0131 ve do\u011fru uygulamalar\u0131 tercih etti\u011fi takdirde i\u015flerinin kolayla\u015ft\u0131rmas\u0131 m\u00fcmk\u00fcn h\u00e2le gelir.\u00a0<\/span><\/p>\n<h2><b>E-Posta Pazarlamada Ula\u015f\u0131labilirlik Nedir, Neden \u00d6nemlidir?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">E-posta ula\u015f\u0131labilirli\u011fi her pazarlamac\u0131n\u0131n u\u011fruna \u00e7ok \u00e7al\u0131\u015ft\u0131\u011f\u0131, kula\u011fa \u00e7ok basit gelen bir kavram olsa da asl\u0131nda tan\u0131mlamas\u0131 \u015fa\u015f\u0131rt\u0131c\u0131 derecede zor bir kelimedir. Zaman zaman kafa kar\u0131\u015ft\u0131rabilen bu kavram asl\u0131nda e-posta pazarlama ba\u015far\u0131s\u0131n\u0131n temel unsurlar\u0131ndan biridir. Kar\u0131\u015f\u0131kl\u0131\u011f\u0131n ba\u015flad\u0131\u011f\u0131 nokta ise ula\u015f\u0131labilirlik oran\u0131d\u0131r. Bu oran, \u201csoft bounce\u201d (ula\u015fmayan) ve \u201chard bounce\u201d (ge\u00e7ersiz) olmadan, markan\u0131z\u0131n ne oranda \u00fcyelerinizin \u201ce-posta kutusuna\u201d ula\u015ft\u0131\u011f\u0131n\u0131z\u0131 g\u00f6stermektedir. Ancak e-posta kutusuna ula\u015fmak demek bir e-postan\u0131n spam klas\u00f6r\u00fcne mi ula\u015ft\u0131\u011f\u0131n\u0131 yoksa kurum g\u00fcvenli\u011fi sebebiyle engellenip hi\u00e7 mi ula\u015fmad\u0131\u011f\u0131n\u0131 hesaba katmamaktad\u0131r.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cBen spam g\u00f6nderici de\u011filim, t\u00fcm iletilen (ula\u015fan) e-postalar\u0131m spam kutusuna m\u0131 gidiyor?\u201d diyebilirsiniz. Hakl\u0131 olabilirsiniz ama spam kutusu sadece spam g\u00f6ndericiler i\u00e7in de\u011fildir. ISP (Internet Service Provider) olarak bilinen sa\u011flay\u0131c\u0131lar, kullan\u0131c\u0131lar\u0131 spam ya da k\u00f6t\u00fc ama\u00e7l\u0131 i\u00e7eriklerden korumak ad\u0131na her g\u00f6nderici ve g\u00f6nderilen i\u00e7eri\u011fi farkl\u0131 kriterler do\u011frultusunda incelemektedir. Bu do\u011frultuda e-postan\u0131n gelen kutusuna m\u0131 yoksa spam klas\u00f6r\u00fcne mi ait oldu\u011funa karar vermektedir.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Spam Filtreleri Neden \u00d6nemlidir?<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Filtreler, e-postalar\u0131 baz\u0131 kriterlere g\u00f6re organize eder. Ba\u015flarda filtrelerin amac\u0131 sadece spam e-postalar\u0131 tespit etmek, <a href=\"https:\/\/smartmessage.com\/tr\/maillerin-spama-dusmesini-engellemek\/\">maillerin spama d\u00fc\u015fmemesi<\/a>, spam klas\u00f6r\u00fcne y\u00f6nlendirmek ya da tamamen engellemek \u00fczerine kuruluydu. G\u00fcn\u00fcm\u00fczde ise ISP\u2019ler filtreleri gelen e-postay\u0131 gelen kutusunda sosyal kategorilendirmek i\u00e7in kullanmaktad\u0131r.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">G\u00f6ndermi\u015f oldu\u011funuz e-posta ister gelen kutusu ya da spam klas\u00f6r\u00fcne d\u00fc\u015fs\u00fcn isterse de tamamen engellensin, mutlaka bir filtreden ge\u00e7ecektir. Filtre teknolojisi e-posta pazarlamadaki ba\u015far\u0131n\u0131zda \u00fcst d\u00fczey bir role sahiptir. Bu sebeple filtrelerle bar\u0131\u015f\u0131k olmak, nas\u0131l \u00e7al\u0131\u015ft\u0131klar\u0131n\u0131 anlamak ve ISP\u2019lerin nas\u0131l kulland\u0131\u011f\u0131n\u0131 \u00f6\u011frenmek bu kanaldaki ba\u015far\u0131n\u0131z\u0131 artt\u0131racakt\u0131r.<\/span><\/p>\n<h2><b>ISP\u2019ler E-Postalar\u0131 Neden ve Nas\u0131l Filtreler?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">ISP\u2019ler, kendi g\u00fcvenlik sistemlerini kurmu\u015f olmalar\u0131, 3. parti bir firmadan yard\u0131m almalar\u0131 veya her ikisini harmanlayarak kullanmalar\u0131 fark etmeksizin spam filtresi kullanmak i\u00e7in can atmaktad\u0131rlar. \u00dcstelik spam, s\u0131k\u0131c\u0131 oldu\u011fu kadar tehlikelidir de. K\u00f6t\u00fc ama\u00e7l\u0131 yaz\u0131l\u0131m (malware) ve sahte i\u00e7erikli (phishing) e-postalar bu tarz i\u015fler yapanlar i\u00e7in y\u00fcksek k\u00e2r sa\u011flarken s\u00fcrekli rekabet halinde olan ISP\u2019ler ve kullan\u0131c\u0131lar\u0131 i\u00e7in de son derece maliyetli olabilir. \u015eu an d\u00fcnyada g\u00f6nderilen t\u00fcm e-postalar\u0131n y\u00fczde 50\u2019sini a\u015fan k\u0131sm\u0131n\u0131n spam olmas\u0131 sebebiyle spam filtrelerinin sunuculara olan y\u00fck\u00fc bir hayli hafifletti\u011fini s\u00f6yleyebiliriz.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Filtre T\u00fcrleri Nelerdir?<\/span><\/h3>\n<p><span style=\"font-weight: 400;\"><span data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;e posta pazarlamada g\u00f6nderici&quot;}\" data-sheets-userformat=\"{&quot;2&quot;:637,&quot;3&quot;:{&quot;1&quot;:0},&quot;5&quot;:{&quot;1&quot;:[{&quot;1&quot;:2,&quot;2&quot;:0,&quot;5&quot;:{&quot;1&quot;:2,&quot;2&quot;:0}},{&quot;1&quot;:0,&quot;2&quot;:0,&quot;3&quot;:3},{&quot;1&quot;:1,&quot;2&quot;:0,&quot;4&quot;:1}]},&quot;6&quot;:{&quot;1&quot;:[{&quot;1&quot;:2,&quot;2&quot;:0,&quot;5&quot;:{&quot;1&quot;:2,&quot;2&quot;:0}},{&quot;1&quot;:0,&quot;2&quot;:0,&quot;3&quot;:3},{&quot;1&quot;:1,&quot;2&quot;:0,&quot;4&quot;:1}]},&quot;7&quot;:{&quot;1&quot;:[{&quot;1&quot;:2,&quot;2&quot;:0,&quot;5&quot;:{&quot;1&quot;:2,&quot;2&quot;:0}},{&quot;1&quot;:0,&quot;2&quot;:0,&quot;3&quot;:3},{&quot;1&quot;:1,&quot;2&quot;:0,&quot;4&quot;:1}]},&quot;8&quot;:{&quot;1&quot;:[{&quot;1&quot;:2,&quot;2&quot;:0,&quot;5&quot;:{&quot;1&quot;:2,&quot;2&quot;:0}},{&quot;1&quot;:0,&quot;2&quot;:0,&quot;3&quot;:3},{&quot;1&quot;:1,&quot;2&quot;:0,&quot;4&quot;:1}]},&quot;9&quot;:0,&quot;12&quot;:0}\"><a href=\"https:\/\/smartmessage.com\/tr\/guvenilir-e-posta-pazarlama-icin-gonderen-bilgileri-neden-kritik\/\">E-posta pazarlamada g\u00f6nderici<\/a>den<\/span>\u00a0\u00e7\u0131kan e-posta son kullan\u0131c\u0131ya ula\u015fana kadar ula\u015f\u0131labilirli\u011fi ve gelen kutusuna girmeyi etkileyen bir\u00e7ok filtre ile kar\u015f\u0131la\u015fmaktad\u0131r.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Gateway Spam Filtreleri<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">\u015eirketlerin sistemine d\u00e2hil edilen, adeta ISP\u2019lerin savunma hatt\u0131ndaki ilk yard\u0131mc\u0131lar\u0131 say\u0131labilecek fiziki sunuculard\u0131r. \u015eirkete gelen her e-posta gelen kutusuna ula\u015fmadan \u00f6nce bu filtreden ge\u00e7mek zorundad\u0131r. Hangi e-postan\u0131n spam hangisinin zarars\u0131z oldu\u011funu zamanla \u00f6\u011frenen bu filtrelerin tek dezavantaj\u0131 sadece \u015firkete gelen e-postalar\u0131 inceledi\u011fi i\u00e7in d\u0131\u015f d\u00fcnyadaki farkl\u0131 spam t\u00fcrlerini \u00f6\u011frenerek geli\u015fememesidir.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Parti Spam Filtreleri<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Kendi metotlar\u0131 do\u011frultusunda i\u00e7erik kontrol\u00fc ve belli ba\u015fl\u0131 rep\u00fctasyon kriterleri ile zarars\u0131z e-postalar\u0131 spam e-postalardan ay\u0131rmaya \u00e7al\u0131\u015fan \u015firketlerdir. 3. parti filtreler gateway filtrelerin karar verme s\u00fcre\u00e7lerine d\u00e2hil olabilece\u011fi gibi bu filtreyi ge\u00e7en e-postalar\u0131n spam klas\u00f6r\u00fcne mi yoksa gelen kutusuna m\u0131 ait oldu\u011fu \u00fczerinde etki sahibi olabilir. Bu filtreleri kullanan \u00e7ok say\u0131da firma olmas\u0131 sebebiyle spam e-posta hakk\u0131nda \u00f6\u011frenimleri bir hayli fazlad\u0131r. Bu da e-postan\u0131n hangi i\u015fleme tabii tutulaca\u011f\u0131 konusunda y\u00fcksek bilgi sa\u011flamaktad\u0131r.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Masa\u00fcst\u00fc Spam Filtreleri<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Son kullan\u0131c\u0131n\u0131n bilgisayar\u0131nda bulunan koruma y\u00f6ntemidir. Ki\u015fisel tercihler do\u011frultusunda ayarlanabildi\u011fi i\u00e7in belki de ge\u00e7mesi en zor spam filtreleridir. Bunlar i\u00e7erisinde en bilineni olan Microsoft\u2019un SmartScreen spam filtresini kullanan Outlook program\u0131d\u0131r.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Filtreleme T\u00fcrleri Nelerdir?<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">ISP\u2019ler filtrelemeyi ba\u015fl\u0131ca 3 ba\u015fl\u0131k alt\u0131nda incelemektedir. Bunlar:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">E-postan\u0131n kayna\u011f\u0131<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">G\u00f6nderenin rep\u00fctasyonu<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">G\u00f6nderilen e-postan\u0131n i\u00e7eri\u011fi<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Spam filtreleri, \u00f6\u011frenebilen algoritmalar olarak da d\u00fc\u015f\u00fcn\u00fclebilir. E-postalar\u0131n\u0131z\u0131 g\u00fcn\u00fcn her an\u0131nda e\u015f zamanl\u0131 olarak analiz eden ve bu verileri \u00f6\u011frenebilen s\u00f6z konusu sistem, zararl\u0131 e-postalar\u0131 kolayca tespit edebilir. Filtreleme i\u015flemleri, genellikle y\u00fczde 100\u2019e yak\u0131n do\u011fruluk pay\u0131 ile \u00e7al\u0131\u015f\u0131r.\u00a0<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Kaynak<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Spam g\u00f6ndericiler rep\u00fctasyon sistemini her defas\u0131nda IP ve domain de\u011fi\u015ftirerek alt etmeye \u00e7al\u0131\u015fmaktad\u0131r. Ancak spam filtreleri g\u00f6nderen do\u011frulamas\u0131, devaml\u0131l\u0131\u011f\u0131 ve ne kadar s\u00fcredir ayn\u0131 IP ve domainden g\u00f6nderim yap\u0131ld\u0131\u011f\u0131na bakarak filtreleme i\u015flemini ger\u00e7ekle\u015ftirmektedir. ISP\u2019ler yeni IP ve domainden g\u00f6nderilen e-postalara her zaman dikkatli yakla\u015fmaktad\u0131r. Uzun s\u00fcredir ayn\u0131 IP ve domaini kullanan g\u00f6nderenler ise daha g\u00fc\u00e7l\u00fc rep\u00fctasyona sahip olabilece\u011fi gibi daha g\u00fcvenilir kabul edilmektedir.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Rep\u00fctasyon<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">G\u00f6ndericinin rep\u00fctasyonu algoritmalar ve milyonlarca veri analizi neticesinde hesaplanmaktad\u0131r. Rep\u00fctasyon skoru 0 ile 100 (Return Path) veya-10 ile 10 (IronPort) \u015feklinde derecelendirilmektedir. ISP\u2019ler ise rep\u00fctasyon skoruna g\u00f6re gelen e-postan\u0131n filtreleme i\u015flemini ger\u00e7ekle\u015ftirmektedir. Ba\u015fl\u0131ca rep\u00fctasyon ba\u015fl\u0131klar\u0131 ise \u015fu \u015fekildedir:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Spam \u015fik\u00e2yeti<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Spam trap adresler<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Mesaj i\u00e7eri\u011fi<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Hacim<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Kara listeler<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Rep\u00fctasyon skorunun belirlenmesinde belki de en \u00f6nemli kriter olmas\u0131 sebebiyle \u015fik\u00e2yet oranlar\u0131n\u0131 az say\u0131da tutmak, bu paralelde i\u00e7erik ile g\u00f6nderim s\u0131kl\u0131\u011f\u0131n\u0131 ayarlamak her e-posta pazarlamac\u0131n\u0131n as\u0131l hedefi olmal\u0131d\u0131r.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">\u0130\u00e7erik<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">\u0130\u00e7erik analizi s\u0131ras\u0131nda e-postan\u0131n belki de her unsuru kontrol edilmektedir. \u201cHeader\u201d, \u201cfooter\u201d yap\u0131s\u0131, HTML kodlaman\u0131n d\u00fczeni, kullan\u0131lan imaj boyutlar\u0131, i\u00e7erikteki fontlar\u0131n rengi ve puntosu, URL uzunluklar\u0131, konu ba\u015fl\u0131\u011f\u0131, ek ve daha bir\u00e7ok madde i\u00e7eri\u011fin filtreden ge\u00e7erken bak\u0131ld\u0131\u011f\u0131 ba\u015fl\u0131klard\u0131r.<\/span><\/p>\n<h2><b>E-Posta Pazarlamada Ula\u015f\u0131labilirlik Ad\u0131na Liste Kalitesi ve \u015eikayetler Neden \u00d6nemlidir?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Dijital pazarlaman\u0131n en m\u00fchim metriklerinden biri olan e-posta pazarlamas\u0131, do\u011fru kurguland\u0131\u011f\u0131 takdirde markalar\u0131 rakiplerinden bir ad\u0131m \u00f6ne ta\u015f\u0131r. Elbette e-posta pazarlamas\u0131nda ula\u015f\u0131labilirlik, stratejik a\u00e7\u0131dan \u00fczerinde en \u00e7ok durulmas\u0131 gereken hususlardan biridir. ISP\u2019ler g\u00f6nderim yapt\u0131\u011f\u0131n\u0131z e-posta kutular\u0131n\u0131 takip eder ve e\u011fer k\u00f6t\u00fc liste yap\u0131s\u0131na sahipseniz i\u00e7eri\u011finizi filtreleyebilir ya da tamamen engelleyebilir. Bu durum, rep\u00fctasyon skorunuzun ciddi \u00f6l\u00e7\u00fcde d\u00fc\u015fmesine neden olur. Bu gibi durumlar\u0131 \u00f6nlemek ad\u0131na her kampanyadan \u00f6nce muhakkak e-posta do\u011frulamaya ba\u015fvurabilirsiniz. Takip edilen 3 farkl\u0131 kullan\u0131c\u0131 tipi vard\u0131r:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Bilinmeyen adresler (ge\u00e7ersiz)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u201cspam trap\u201d adresler\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">aktif olmayan kullan\u0131c\u0131lar.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Kullan\u0131c\u0131 \u015fik\u00e2yetleri de k\u00f6t\u00fc liste kalitesi ibarelerinden biri olup filtreleme a\u015famas\u0131nda y\u00fcksek \u00f6nem arz etmektedir. ISP\u2019ler, g\u00f6nderilen e-postalar\u0131n al\u0131c\u0131lar a\u00e7\u0131s\u0131ndan g\u00fcvenilir ve do\u011fru kaynaklardan aktar\u0131ld\u0131\u011f\u0131ndan emin olmaya \u00e7al\u0131\u015f\u0131r. Bunun i\u00e7in markan\u0131z\u0131n IP itibar\u0131 ad\u0131na ISP\u2019lerin \u00f6nemi b\u00fcy\u00fckt\u00fcr. Kara listeye d\u00fc\u015fen IP adresi \u00fczerinden yap\u0131lan e-posta g\u00f6nderim i\u015flemleri i\u015flevsizdir. Maillerinizin ger\u00e7ek al\u0131c\u0131lara iletildi\u011finden emin olmak, e-posta pazarlamada ula\u015f\u0131labilirlik seviyesini art\u0131rmak ve web sitenizin kara listeye d\u00fc\u015fmesini \u00f6nlemek ad\u0131na kullan\u0131c\u0131 \u015fik\u00e2yetlerini dikkate alman\u0131z faydal\u0131 olacakt\u0131r.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Bilinmeyen kullan\u0131c\u0131lar<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Bilinmeyen kullan\u0131c\u0131 asl\u0131nda hi\u00e7 var olmam\u0131\u015f, ISP taraf\u0131ndan \u00fcyeli\u011fi sonland\u0131r\u0131lm\u0131\u015f ya da kullan\u0131c\u0131 taraf\u0131ndan terk edilmi\u015f adreslerdir. Bir di\u011fer bilinen ad\u0131 ise \u201chard bounce\u201d\u2019tur. G\u00f6nderilen mesaj ki\u015fiye ula\u015fmayaca\u011f\u0131 i\u00e7in ISP\u2019ler taraf\u0131ndan 550 hata kodu geri bildirimi yap\u0131lmaktad\u0131r. Bu t\u00fcr adresler listenizden hemen kald\u0131r\u0131lmal\u0131d\u0131r. Bilinmeyen kullan\u0131c\u0131 oran\u0131, bilinmeyen kullan\u0131c\u0131 say\u0131s\u0131n\u0131n g\u00f6nderilen toplam ki\u015fi say\u0131s\u0131na oran\u0131yla elde edilmektedir. Gelen kutusuna y\u00fcksek oranlarla girmek hedefleniyorsa bu rakam 2%\u2019nin alt\u0131nda olmal\u0131d\u0131r. %10\u2019u ge\u00e7en bilinmeyen oran\u0131 e-posta pazarlamada ula\u015f\u0131labilirlikte ciddi sorunlar ya\u015faman\u0131za sebep olacakt\u0131r.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Spam Trap adresleri<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">\u201cSpam Trap\u201d adres herhangi bir ger\u00e7ek ki\u015fi ya da kuruma ait olmayan, tamamen yem ama\u00e7l\u0131 olu\u015fturulmu\u015f e-posta adresleridir. Opt-in olabilme kabiliyetleri olmad\u0131\u011f\u0131 i\u00e7in data listenize giri\u015f \u015fekilleri ya kural ve izinlere ayk\u0131r\u0131 yollardan olmu\u015ftur ya da zay\u0131f liste hijyenidir. Bu adreslerden birine g\u00f6nderim yapman\u0131z ise iyi ihtimalle IP\u2019nizin g\u00f6zetim alt\u0131na al\u0131nmas\u0131yla, k\u00f6t\u00fc ihtimalle de kara listeye girmesiyle sonu\u00e7lanacakt\u0131r.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u0130ki t\u00fcr spam trap adres bulunmaktad\u0131r:<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Tekrar kullan\u0131ma al\u0131nm\u0131\u015f spam trap adresler<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">T\u00fcm veri listeniz izinli \u00fcyelerden olu\u015fsa bile baz\u0131 adresler \u201cSpam Trap\u201d olabilir. Bunun da ba\u015fl\u0131ca sebebi, ISP\u2019lerin bir sene gibi uzun bir s\u00fcre boyunca kullan\u0131lmayan adresleri \u201cSpam Trap\u201d adreslere \u00e7evirmesidir. Ama\u00e7, e-posta pazarlaman\u0131n daima aktif kitleye yap\u0131lmas\u0131n\u0131 te\u015fvik etmektir.<\/span><\/p>\n<h4><span style=\"font-weight: 400;\">Tuzak spam trap adresler<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Spam yapanlar\u0131 yakalamak \u00fczere \u00f6zellikle tuzak ama\u00e7l\u0131 yarat\u0131lm\u0131\u015ft\u0131r. Genelde sat\u0131l\u0131k e-posta listelerinde ya da robotlar taraf\u0131ndan taranarak bulunmalar\u0131 i\u00e7in bilin\u00e7li internet sitelerine g\u00f6m\u00fclm\u00fc\u015f adreslerdir.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Ge\u00e7ersiz ve Spam Trap Adresleri Temizlemek \u0130\u00e7in Yap\u0131labilecekler Nelerdir?<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">ISP\u2019ler, spam g\u00f6nderim yapan kaynaklar\u0131 tespit etmek ad\u0131na spam trap ile sahtek\u00e2rl\u0131k kontrol\u00fc ger\u00e7ekle\u015ftirir. Bu t\u00fcr mail adreslerine g\u00f6nderim yapmad\u0131\u011f\u0131n\u0131z takdirde e-posta pazarlamada ula\u015f\u0131labilirlik hedefinize bir ad\u0131m daha yakla\u015fman\u0131z m\u00fcmk\u00fcn olur. Spam trap adresler, pek \u00e7ok farkl\u0131 t\u00fcrde olabildi\u011fi i\u00e7in fark\u0131nda olmadan bu kaynaklara ileti g\u00f6nderiyor olabilirsiniz. Bu t\u00fcr adresleri temizlemek i\u00e7in \u015funlar\u0131 yapabilirsiniz:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Yeni verileri karantinaya al\u0131n: Ho\u015f geldin e-postas\u0131 g\u00f6nderip, ge\u00e7ersiz geri d\u00f6n\u00fc\u015f\u00fc almayana kadar yeni veri listenizi ayr\u0131 tutun ve <a href=\"https:\/\/smartmessage.com\/tr\/e-posta-pazarlama-basarisinda-veri-yonetimi-neden-cok-onemli\/\">veri y\u00f6netimi<\/a>ni planl\u0131 yap\u0131n.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Kolay bilgi g\u00fcncelleme imk\u00e2n\u0131 sunun: Kullan\u0131c\u0131lar s\u0131kl\u0131kla e-posta adreslerini de\u011fi\u015ftirebilir. \u00dcyelik bilgisinin kolay de\u011fi\u015ftirilebilir olmas\u0131 ge\u00e7ersiz e-posta say\u0131s\u0131n\u0131 azaltacakt\u0131r.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Double opt-in izin yap\u0131s\u0131 kullan\u0131n: \u00dcyeli\u011fi g\u00f6nderilen ikinci bir e-posta ile onaylanan adres kesinlikle ge\u00e7erli bir adres olacakt\u0131r.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Veri kayna\u011f\u0131n\u0131 dikkatli se\u00e7in: \u00dc\u00e7\u00fcnc\u00fc partilerden temin edece\u011finiz verileri belli aral\u0131klarla kontrol edin ve nereden temin edildi\u011fini sorgulay\u0131n.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u00dcye listenize d\u00fczenli g\u00f6nderim yap\u0131n: Genelde az g\u00f6nderim yapmak y\u00fcksek ge\u00e7ersiz adreslerle kar\u015f\u0131la\u015fman\u0131za sebep olabilir. Uzun s\u00fcredir kullan\u0131lmayan adresler spam trap adrese \u00e7evrildi\u011fi i\u00e7in s\u0131k g\u00f6nderim yapmak fark\u0131ndal\u0131\u011f\u0131 artt\u0131racakt\u0131r.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u00dcye aktivitelerini d\u00fczenli kontrol edin: Genel bir kural olarak, 1 seneye yak\u0131nd\u0131r i\u00e7eri\u011finizle etkile\u015fime ge\u00e7meyen kullan\u0131c\u0131 art\u0131k sizin i\u00e7in verimli bir \u00fcye de\u011fildir ve hemen listenizden \u00e7\u0131kar\u0131lmal\u0131d\u0131r.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Basit liste temizli\u011fi i\u015flemi yap\u0131n: satis@smartmessage.com gibi genel adresleri, test@test.com gibi kullan\u0131lmas\u0131 m\u00fcmk\u00fcn olmayan adresleri ya da @gmal.com gibi bariz yaz\u0131m hatalar\u0131 olan adresleri listenizden temizlemelisiniz.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">E\u011fer e-posta pazarlama alan\u0131nda faaliyetlerinize yeni ba\u015flad\u0131ysan\u0131z ve elinizde birikmi\u015f bir data s\u00f6z konusuysa ayda 1 kez g\u00f6nderim yapmay\u0131 deneyebilirsiniz. Bu sayede sonraki aylarda etkile\u015fim h\u00e2linde olmayan adresleri listeden \u00e7\u0131karman\u0131z kolayla\u015f\u0131r. \u00dcstelik tuzak e-posta adreslerini de liste d\u0131\u015f\u0131 b\u0131rakarak markan\u0131z\u0131n e-posta pazarlamada ula\u015f\u0131labilirlik d\u00fczeyini art\u0131rabilirsiniz.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Pasif adresler<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Pasif adresler, k\u0131saca, \u00fcye listenizde olan ancak okuma, t\u0131klama ya da herhangi bir aksiyon almayan ki\u015filerdir.Pasif \u00fcyeler bir\u00e7ok istenmeyen sonuca sebep olabilir. Ge\u00e7ersiz ya da spam trap adres kayna\u011f\u0131 olabilece\u011fi gibi raporlar\u0131n\u0131z\u0131 olumsuz etkileyerek genel rep\u00fctasyonunuzu d\u00fc\u015f\u00fcrebilir. Al\u0131nacak \u00f6nlemler ise son derece basittir.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Pasif \u00fcyeleri tespit edin.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Okuma, t\u0131klama ve \u2018bounce\u2019 rakamlar\u0131n\u0131 aktif olarak takip edin.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Rakamlar ne zaman d\u00fc\u015fmeye ba\u015flarsa, en ba\u015ftaki seviye ile k\u0131yaslayarak gerekli temizli\u011fi yap\u0131n.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Pasif adreslerin veri kayna\u011f\u0131n\u0131 tespit etmeye \u00e7al\u0131\u015f\u0131n. Hangi kanal ya da platformdan geliyorsa \u00f6nlem alman\u0131z daha kolay olacakt\u0131r.<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">\u015eik\u00e2yetler<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">ISP\u2019lerin \u00f6ncelikli amac\u0131 kullan\u0131c\u0131lar\u0131n\u0131 korumakt\u0131r. Bu sebeple onlar\u0131n geri bildirim ve tercihlerine \u00e7ok \u00f6nem vermektedirler. E\u011fer al\u0131c\u0131, g\u00f6nderilen e-postay\u0131 \u015fik\u00e2yet ederse (spam i\u015faretlerse) ISP bu e-postan\u0131n istenmedi\u011fini d\u00fc\u015f\u00fcnerek ileriki g\u00f6nderimlerini engelleyecektir. Sonu\u00e7 olarak, \u015fik\u00e2yetler d\u00fc\u015f\u00fck rep\u00fctasyona sebep olan en \u00f6nemli kriterlerden biridir.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Kullan\u0131c\u0131lar\u0131n bir \u015fik\u00e2yette bulunabilece\u011fi 3 yol bulunmaktad\u0131r.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><i><span style=\"font-weight: 400;\">Spam Butonu<\/span><\/i><span style=\"font-weight: 400;\">: Kullan\u0131c\u0131n\u0131n spam butonuna basmas\u0131yla olur.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><i><span style=\"font-weight: 400;\">Postmaster \u015eik\u00e2yeti<\/span><\/i><span style=\"font-weight: 400;\">: ISP\u2019nin \u201cpostmaster\u201d adresine \u015fik\u00e2yet mesaj\u0131 g\u00f6ndermesiyle olur.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><i><span style=\"font-weight: 400;\">Filtre Uygulama \u015eik\u00e2yeti<\/span><\/i><span style=\"font-weight: 400;\">: Kullan\u0131c\u0131, filtreleme yapan uygulamaya ya da kullan\u0131c\u0131 \u015fik\u00e2yetini kabul eden kara listelere ba\u015fvuru yapar.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Kullan\u0131c\u0131lar bir\u00e7ok sebepten dolay\u0131 \u015fik\u00e2yette bulunabilir, sorunun kayna\u011f\u0131n\u0131 bulmaya \u00e7al\u0131\u015fmak en az\u0131ndan problemleri azaltacakt\u0131r. Bu y\u00f6ndeki tavsiyelerimiz ise \u015fu \u015fekildedir:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u00dcye listelerinin kayna\u011f\u0131n\u0131 inceleyerek olas\u0131 \u015fik\u00e2yetleri tespit edin ya da kayna\u011f\u0131ndan emin olmad\u0131\u011f\u0131n\u0131z verileri hi\u00e7 kullanmay\u0131n.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">E\u011fer \u00fcye, markan\u0131za ya da listenize neden kay\u0131t oldu\u011funu hat\u0131rlam\u0131yorsa b\u00fcy\u00fck olas\u0131l\u0131kla sizi \u015fik\u00e2yet edecektir. Do\u011fru zamanda do\u011fru i\u00e7erikle g\u00f6nderilmi\u015f bir \u201cHo\u015f geldin\u201d e-postas\u0131 ise \u00fcyenize ne s\u0131kl\u0131kta ne t\u00fcr i\u00e7erikler ile ula\u015faca\u011f\u0131n\u0131z\u0131 anlatarak etkile\u015fiminizi g\u00fc\u00e7lendirecektir.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u00dcyenizin ilgisini \u00e7ekmeyen i\u00e7erikler y\u00fcksek oranda \u015fik\u00e2yet alacakt\u0131r. \u00dcye tercihlerini \u00f6\u011frenmek ve bu do\u011frultuda i\u00e7erik sunmak hem hedefli pazarlama yapman\u0131z\u0131 sa\u011flayacak hem de \u015fik\u00e2yet rakamlar\u0131n\u0131 d\u00fc\u015f\u00fcrecektir.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u00dcyelikten ayr\u0131lma linkinin kolay eri\u015filebilir olmas\u0131na dikkat edin. \u00c7\u0131k\u0131\u015f linkini bulamayan kullan\u0131c\u0131 hi\u00e7 d\u00fc\u015f\u00fcnmeden spam butonuna basacakt\u0131r.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u201cFeedback loop\u201d program\u0131yla ISP\u2019lerin iletti\u011fi \u015fik\u00e2yet listelerini hemen i\u015fleme alarak sizden e-posta almak istemeyen ki\u015fileri listenizden \u00e7\u0131kar\u0131n.<\/span><\/li>\n<\/ul>\n<h2><b>Ba\u015far\u0131l\u0131 E-Posta Kampanyalar\u0131 i\u00e7in SmartMessage Marketing Platform Yan\u0131n\u0131zda!<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Spam filtreleri e-posta ekosisteminin \u00f6nemli birer par\u00e7as\u0131d\u0131r. Onlar olmasayd\u0131 milyonlarca spam e-posta sunucular\u0131 i\u015fgal edecek ve neredeyse sistemin \u00e7al\u0131\u015fmas\u0131na engel olacakt\u0131. Bireysel d\u00fc\u015f\u00fcnd\u00fc\u011f\u00fcm\u00fczde, spam filtreleri dostumuz diyebiliriz. \u0130stemedi\u011fimiz e-postalar\u0131n gelen kutumuza d\u00fc\u015fmesini engelledikleri gibi almam\u0131z gereken mesajlar\u0131 da bize ula\u015ft\u0131rd\u0131\u011f\u0131 i\u00e7in memnun olmaktay\u0131z. \u00dcstelik bu filtreler sayesinde \u00f6nemli transactional e-postalar bize ula\u015fmaktad\u0131r. Tabii bu gibi avantajlar\u0131 sayesinde s\u00f6z konusu filtrelerin e-posta kampanyalar\u0131 a\u00e7\u0131s\u0131ndan da yads\u0131namaz bir katk\u0131s\u0131 mevcuttur.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">E-posta pazarlamada ula\u015f\u0131labilirlik seviyesinin y\u00fcksek olmas\u0131, marka sadakati ve kullan\u0131c\u0131 g\u00fcveni kazanman\u0131za yard\u0131mc\u0131 olacakt\u0131r. Bunun i\u00e7in al\u0131c\u0131lar\u0131n iznine dayal\u0131 olan ve organik bir \u015fekilde b\u00fcy\u00fcyen bir abone taban\u0131na sahip olmak olduk\u00e7a \u00f6nemlidir. E-posta pazarlamada ula\u015f\u0131labilirlik a\u00e7\u0131s\u0131ndan ba\u015far\u0131l\u0131 ve al\u0131c\u0131 odakl\u0131 iletiler olu\u015fturmak i\u00e7in hedef kitlenizin geri bildirimlerini dikkate alman\u0131z faydal\u0131 olur. <\/span><b>SmartMessage<\/b><span style=\"font-weight: 400;\"> ile e-posta kampanyan\u0131z\u0131n hedef kitlesine ki\u015fiselle\u015ftirilmi\u015f bir deneyim sunabilirsiniz. \u00dcstelik<\/span><i><span style=\"font-weight: 400;\"> frequency capping <\/span><\/i><span style=\"font-weight: 400;\">\u00f6zelli\u011fi ile hedef kitlenizin siz fark\u0131nda olmadan markan\u0131zdan uzakla\u015fma ihtimalini de azaltman\u0131z m\u00fcmk\u00fcnd\u00fcr. Detayl\u0131 bilgi i\u00e7in bizimle ileti\u015fime ge\u00e7ebilirsiniz.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Okunma oranlar\u0131, e-posta pazarlama d\u00fcnyas\u0131nda ba\u015far\u0131 \u00f6l\u00e7\u00fct\u00fc olarak kabul edilen metriklerden biridir. Tabii bu noktada&#8230;<\/p>\n","protected":false},"author":6,"featured_media":37684,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[515],"tags":[],"class_list":{"0":"post-38213","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-e-posta-pazarlamasi"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Spam Nedir ve Spam Filtreleri Neden \u00d6nemlidir? | SmartMessage<\/title>\n<meta name=\"description\" content=\"E-posta ula\u015f\u0131labilirli\u011fi a\u00e7\u0131s\u0131ndan b\u00fcy\u00fcl \u00f6nem ta\u015f\u0131yan spam konusunun ele al\u0131nd\u0131\u011f\u0131 yaz\u0131m\u0131z\u0131 okumak i\u00e7in sayfam\u0131z\u0131 ziyaret edin!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/smartmessage.com\/tr\/blog-tr\/e-posta-pazarlamasi\/eposta-ulasilabilirlik-kilavuzu01\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Spam Nedir ve Spam Filtreleri Neden \u00d6nemlidir? 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