{"id":38252,"date":"2023-01-30T07:16:05","date_gmt":"2023-01-30T07:16:05","guid":{"rendered":"https:\/\/smartmessage.com\/blog_tr\/email-marketings-duo-forces-segmentation-and-personalization\/"},"modified":"2024-05-15T12:59:33","modified_gmt":"2024-05-15T12:59:33","slug":"e-posta-pazarlamada-kisisellestirme-ve-segmentasyonun-onemi","status":"publish","type":"post","link":"https:\/\/smartmessage.com\/tr\/blog-tr\/e-posta-pazarlamasi\/e-posta-pazarlamada-kisisellestirme-ve-segmentasyonun-onemi\/","title":{"rendered":"E-posta Pazarlamada Ki\u015fiselle\u015ftirme ve Segmentasyonun \u00d6nemi"},"content":{"rendered":"

Her ne kadar e-posta pazarlama toplu g\u00f6nderim mant\u0131\u011f\u0131 ile \u00e7al\u0131\u015f\u0131yor olsa da g\u00fcn\u00fcm\u00fcz pazarlama d\u00fcnyas\u0131nda her m\u00fc\u015fteri veya m\u00fc\u015fteri aday\u0131 kendini \u00f6zel hissettirecek i\u00e7erikler almak ister. Ki\u015fiselle\u015ftirme \u00f6ncelikli olarak bu amaca hizmet ederken, ileri ki\u015fiselle\u015ftirme yani segmentasyon da e-posta kanal\u0131n\u0131z\u0131n verimlili\u011fini artt\u0131rman\u0131z\u0131 sa\u011flayacakt\u0131r.<\/p>\n

Ki\u015fiselle\u015ftirme t\u00fcrlerini 3 farkl\u0131 ba\u015fl\u0131kta toplayabiliriz.<\/p>\n

1- Ad\u0131, soyad, cinsiyet, \u015fehir, firma gibi demografik bilgileri konu ba\u015fl\u0131\u011f\u0131 ve e-posta i\u00e7erisinde kullanmak<\/p>\n

2- Demografik bilgilere ek olarak farkl\u0131 ilgi alanlar\u0131n\u0131 harmanlayarak \u00fcye gruplar\u0131 (segment) olu\u015fturmak. \u00d6rne\u011fin ki\u015finin tuttu\u011fu tak\u0131m ya da kart limiti gibi bilgilerle daha hedef odakl\u0131 g\u00f6nderimler yapabilirsiniz.<\/p>\n

3- Bireyin web sitesi ve\/veya mobilde yapt\u0131\u011f\u0131 davran\u0131\u015flara g\u00f6re ki\u015fiselle\u015ftirilmi\u015f i\u00e7erikler (tavsiye motoru mesajlar\u0131) iletmek<\/p>\n

\u00dcyenize ad\u0131 ve soyad\u0131yla hitap etmenin pozitif alg\u0131s\u0131 yan\u0131 s\u0131ra ilgilendi\u011fi alanlar\u0131 bilerek ya da davran\u0131\u015flar\u0131ndan analiz ederek sunulan i\u00e7erikler, orta ve uzun vadede m\u00fc\u015fteri sadakatini, dolay\u0131s\u0131yla da IP\u2019leriniz i\u00e7in olumlu bir kriter olan etkile\u015fimi artt\u0131racakt\u0131r.<\/p>\n

Experian\u2019\u0131n yapt\u0131\u011f\u0131\u00a0ara\u015ft\u0131rmaya<\/a>\u00a0g\u00f6re, ki\u015fiselle\u015ftirilmi\u015f e-postalar 6 kat daha fazla etki yarat\u0131yor.<\/em><\/p>\n

Monetate\u2019in yapt\u0131\u011f\u0131\u00a0ara\u015ft\u0131rmaya<\/a>\u00a0g\u00f6re, ki\u015fiselle\u015ftirilmi\u015f deneyim sunan markalar\u0131n %20\u2019ye kadar sat\u0131\u015f art\u0131\u015f\u0131 yakalad\u0131klar\u0131 g\u00f6r\u00fclm\u00fc\u015ft\u00fcr.<\/em><\/p>\n

Segmentasyon<\/a>\u00a0ise \u00fcyelerinizin ki\u015fisel bilgileri olsun ya da olmas\u0131n belli ilgi alanlar\u0131, harcama al\u0131\u015fkanl\u0131klar\u0131, hangi tak\u0131m\u0131 tuttuklar\u0131 ya da bir\u00e7ok farkl\u0131 k\u0131r\u0131l\u0131ma g\u00f6re grupland\u0131rd\u0131\u011f\u0131n\u0131z liste yap\u0131s\u0131d\u0131r. Ama\u00e7, ki\u015filerin ilgilendi\u011fi \u00fcr\u00fcn ya da servisleri en do\u011fru \u015fekilde tespit ederek etkile\u015fime ge\u00e7ecekleri i\u00e7erikler sunmakt\u0131r. Liste kalitesi ile ilgili blog yaz\u0131m\u0131z i\u00e7in\u00a0t\u0131klay\u0131n.<\/a><\/p>\n

\u00dcyenizin ilk ba\u015fta e-posta listenize kay\u0131t olma sebebi do\u011frultusunda i\u00e7erikler iletmek, onu bir segmente d\u00e2hil etmeniz, okuma oranlar\u0131n\u0131z\u0131 oldu\u011fu kadar cironuza da olumlu katk\u0131 sa\u011flayacakt\u0131r.<\/p>\n

A tak\u0131m\u0131n\u0131 tutan birine B tak\u0131m\u0131 hakk\u0131nda e-posta g\u00f6ndermek ya da ayl\u0131k geliri 3.000 TL olan m\u00fc\u015fteriye 15.000 TL\u2019lik \u00fcr\u00fcn g\u00f6stermek, mevcut pazarlama d\u00fcnyas\u0131nda kabul edilebilir bir strateji de\u011fildir. Her zaman oldu\u011fu gibi \u00fcyenize s\u00fcrekli istemedi\u011fi i\u00e7erikleri yollamak iyi ihtimalle \u00fcyelikten ayr\u0131lma, k\u00f6t\u00fc ihtimalle de spam i\u015faretlenme ile sonlanacakt\u0131r.<\/p>\n

DMA\u2019n\u0131n yapt\u0131\u011f\u0131 ara\u015ft\u0131rmaya g\u00f6re, segmente edilmi\u015f ve hedeflenmi\u015f e-postalar toplam gelirin %58\u2019ini olu\u015fturmaktad\u0131r.<\/em><\/p>\n

E\u011fer mevcutta \u00fcye listenize ait hi\u00e7bir k\u0131r\u0131l\u0131m yok ise endi\u015fe etmeyin. Bundan sonra yapaca\u011f\u0131n\u0131z ilk g\u00f6nderimden itibaren segment olu\u015fturmaya ba\u015flayabilirsiniz. \u0130\u00e7eri\u011finizle ilgilenen ki\u015fileri, en az\u0131ndan okuyan veya belli \u00fcr\u00fcn ya da servis linkine t\u0131klayanlar olarak grupland\u0131rman\u0131z her g\u00f6nderim sonras\u0131nda size daha da \u00f6zelle\u015ftirilmi\u015f bir segment sunacakt\u0131r. B\u00f6ylece elinizde hi\u00e7 yoktan ne t\u00fcr i\u00e7eriklerle ilgilendi\u011fini bildi\u011finiz ki\u015filer olacakt\u0131r.<\/p>\n

E-posta pazarlama konusunda pratik ipu\u00e7lar\u0131 i\u00e7in blog sayfam\u0131zdaki di\u011fer yaz\u0131lar\u0131m\u0131z\u0131\u00a0okuyabilirsiniz.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Her ne kadar e-posta pazarlama toplu g\u00f6nderim mant\u0131\u011f\u0131 ile \u00e7al\u0131\u015f\u0131yor olsa da g\u00fcn\u00fcm\u00fcz pazarlama d\u00fcnyas\u0131nda…<\/p>\n","protected":false},"author":6,"featured_media":37360,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[515],"tags":[],"class_list":{"0":"post-38252","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-e-posta-pazarlamasi"},"yoast_head":"\nE-posta Pazarlamada Ki\u015fiselle\u015ftirme ve Segmentasyon | SmartMessage<\/title>\n<meta name=\"description\" content=\"M\u00fc\u015fterilerinizle daha etkili bir ileti\u015fim kurmak i\u00e7in e-posta pazarlamada ki\u015fiselle\u015ftirme ve segmentasyon kullan\u0131m\u0131n\u0131n \u00f6nemi bu yaz\u0131m\u0131zda SmartMessage'da!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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