{"id":38260,"date":"2023-01-30T07:05:09","date_gmt":"2023-01-30T07:05:09","guid":{"rendered":"https:\/\/smartmessage.com\/blog_tr\/data-management-is-the-essence-of-succesful-email-marketing-heres-why\/"},"modified":"2024-05-15T12:24:29","modified_gmt":"2024-05-15T12:24:29","slug":"e-posta-pazarlama-basarisinda-veri-yonetimi-neden-cok-onemli","status":"publish","type":"post","link":"https:\/\/smartmessage.com\/tr\/blog-tr\/dijital-pazarlama\/e-posta-pazarlama-basarisinda-veri-yonetimi-neden-cok-onemli\/","title":{"rendered":"E-posta Pazarlama Ba\u015far\u0131s\u0131nda Veri Y\u00f6netimi Neden \u00c7ok \u00d6nemli?"},"content":{"rendered":"

E-posta pazarlama yapabilmek i\u00e7in gerekli olan ilk ko\u015ful, g\u00f6nderim yapaca\u011f\u0131n\u0131z bir \u00fcye listesine sahip olmakt\u0131r. Bir\u00e7ok pazarlama faaliyetinin aksine e-posta pazarlama belki de yat\u0131r\u0131m geri d\u00f6n\u00fc\u015f\u00fc olarak en y\u00fcksek orana sahip kanallardan biridir. Mevcut m\u00fc\u015fterilerinin e-posta bilgisine sahip olan firmalar bu kanal\u0131 \u00e7ok verimli kullan\u0131rken, herhangi bir m\u00fc\u015fteri listesine sahip olmayan firmalar ise farkl\u0131 y\u00f6ntemlerden liste temin etmeye \u00e7al\u0131\u015fmaktad\u0131r.<\/p>\n

Her ne kadar\u00a0e-posta pazarlama,<\/a>\u00a0bir kitleye g\u00f6nderim yapmak kadar basit bir i\u015flem gibi g\u00f6z\u00fckse de asl\u0131nda veri y\u00f6netimi t\u00fcm stratejiniz \u00fczerinde etkisi olan, cironuzu do\u011frudan etkileyen en \u00f6nemli kriterdir.<\/p>\n

Do\u011fru veri y\u00f6netimi sayesinde birim maliyetlerinizi d\u00fc\u015f\u00fcr\u00fcrken, segment g\u00f6nderimler yaparak karl\u0131l\u0131\u011f\u0131n\u0131z\u0131 artt\u0131rabilirsiniz. Bir di\u011fer taraftan, kendi \u00fcye listenizi kullanmad\u0131\u011f\u0131n\u0131z takdirde m\u00fc\u015fterilerinizin e-posta kutusuna giremeyecek duruma gelebilirsiniz. Veri y\u00f6netimi alt\u0131ndaki t\u00fcm ba\u015fl\u0131klar\u0131n ortak amac\u0131; e-posta pazarlamada g\u00f6nderici<\/a> olarak m\u00fc\u015fterilerinizle izinli, do\u011fru ad\u0131mlar\u0131 izleyerek ileti\u015fim kurman\u0131z ve her g\u00f6nderimde olmasa da istikrarl\u0131 okuma al\u0131yor olman\u0131zd\u0131r. Aksi takdirde okunmama, \u00fcyelikten ayr\u0131lma ve Spam i\u015faretlenme gibi bir dizi olumsuz sonu\u00e7lar ya\u015faman\u0131za neden olacakt\u0131r. Do\u011fru veri y\u00f6netimi i\u00e7in yap\u0131lmas\u0131 ve yap\u0131lmamas\u0131 gerekenleri a\u015fa\u011f\u0131daki ba\u015fl\u0131klar ile \u00f6zetleyebiliriz.<\/p>\n

Spam Nedir?<\/strong><\/p>\n

Kullan\u0131c\u0131n\u0131n bizzat talep etmedi\u011fi ve \u00e7o\u011funlukla reklam i\u00e7erikli olan e-postalar\u0131n habersiz bir \u015fekilde toplu olarak iletilmesine denir.<\/p>\n

\u0130zinli Veri<\/strong><\/p>\n

GDPR ve KVKK kapsam\u0131nda, m\u00fc\u015fterilerinize ne ama\u00e7la e-posta g\u00f6nderimi yapaca\u011f\u0131n\u0131z\u0131 belirterek izinli \u00fcye listesi olu\u015fturun. Bu i\u015flem s\u0131ras\u0131nda ne kadar farkl\u0131 demografik ya da ilgi alan\u0131 bilgisine sahip olursan\u0131z ilerleyen d\u00f6nemde o kadar segmente g\u00f6nderimler yapabilir, m\u00fc\u015fterinizle daha kuvvetli ileti\u015fim kurabilirsiniz. Double opt-in, yani \u00fcyenin e-posta adresini b\u0131rakt\u0131ktan sonra kutusuna gelen linki t\u0131klayarak \u00fcyeli\u011fini onaylad\u0131\u011f\u0131 izin toplama yap\u0131s\u0131 en sa\u011fl\u0131kl\u0131 y\u00f6ntemdir. B\u00f6ylece hem yaz\u0131m hatalar\u0131 hem de anl\u0131k bir f\u0131rsat i\u00e7in b\u0131rak\u0131lan ge\u00e7ersiz e-posta adreslerini listenize dahil etmemi\u015f olursunuz.<\/p>\n

Sat\u0131l\u0131k Veri Listesi<\/strong><\/p>\n

Veri listesi sat\u0131n almak, belki de e-posta pazarlama d\u00fcnyas\u0131nda yap\u0131labilecek en b\u00fcy\u00fck hata olup Spam g\u00f6nderici olman\u0131n ba\u015fl\u0131ca sebebidir. \u00dcye say\u0131n\u0131z\u0131n izinli ama az olmas\u0131 kesinlikle bir dezavantaj de\u011fildir. Aksine y\u00fcksek adetlerde, \u00fczerinde hi\u00e7 biri izine sahip olmad\u0131\u011f\u0131n\u0131z \u00fcye listesine g\u00f6nderim yapmak kara listelere girmenize, e-posta kanal\u0131n\u0131z\u0131n kullan\u0131lamayacak hale gelmesine neden olacakt\u0131r.<\/p>\n

Bir liste sadece para kar\u015f\u0131l\u0131\u011f\u0131 sat\u0131n al\u0131nd\u0131\u011f\u0131 i\u00e7in Spam riski ta\u015f\u0131mamaktad\u0131r. \u0130nternette, robot sistemlerin toplad\u0131\u011f\u0131 (\u201cemail harvester\u201d) bedavaya sunulan listeler de en az \u00f6deme yap\u0131larak al\u0131nan listeler kadar\u00a0 izinsiz, hukuki yapt\u0131r\u0131mlara tabii, Spam g\u00f6nderim sebebi say\u0131lmaktad\u0131r.<\/p>\n

Kayna\u011f\u0131 Belirsiz Veri Listeleri<\/strong><\/p>\n

E-posta pazarlamaya uzun y\u0131llar ara verdikten sonra tekrar ba\u015flamaya karar verebilir ya da firman\u0131zdaki farkl\u0131 bir departman\u0131n daha \u00f6nce hi\u00e7 kullanmad\u0131\u011f\u0131 \u00fcye listesini kullanmaya karar verebilirsiniz. Y\u0131llar i\u00e7erisinde yasa ve y\u00fcr\u00fctmelikler yenilenmi\u015f, ki\u015fi tercihleri tamamen de\u011fi\u015fmi\u015f, daha da \u00f6nemlisi ki\u015filerin firman\u0131zla olan ba\u011flar\u0131 kopmu\u015f olabilir. Bu gibi sebeplerden \u00f6t\u00fcr\u00fc ne zaman ne \u015fekilde elde edildi\u011fi \u015f\u00fcpheli ya da bilinmeyen veri listesinin kullan\u0131m\u0131 en az sat\u0131n al\u0131nan listeler kadar risk ta\u015f\u0131maktad\u0131r. Sebep her zaman ayn\u0131d\u0131r. Size ne i\u00e7in eri\u015fim izni verdi\u011fini hat\u0131rlamayan kullan\u0131c\u0131, e-postalar\u0131n\u0131z\u0131 hi\u00e7 a\u00e7maz, \u00fcyelikten ayr\u0131labilir ya da Spam i\u015faretleyebilir.<\/p>\n

Kara Liste (Blacklist) Nedir?<\/strong><\/p>\n

Spam g\u00f6nderim yapt\u0131\u011f\u0131 tespit edilen IP adresleri<\/a>nin bulundu\u011fu veri tabanlar\u0131na kara liste denilmektedir.<\/p>\n","protected":false},"excerpt":{"rendered":"

E-posta pazarlama yapabilmek i\u00e7in gerekli olan ilk ko\u015ful, g\u00f6nderim yapaca\u011f\u0131n\u0131z bir \u00fcye listesine sahip olmakt\u0131r….<\/p>\n","protected":false},"author":6,"featured_media":37351,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[512,511,523],"tags":[],"class_list":{"0":"post-38260","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-digital-marketing","8":"category-dijital-pazarlama","9":"category-mobil-pazarlama"},"yoast_head":"\nE-posta Pazarlama Ba\u015far\u0131s\u0131nda Veri Y\u00f6netiminin \u00d6nemi | SmartMessage<\/title>\n<meta name=\"description\" content=\"Verilerinizi do\u011fru \u015fekilde y\u00f6netip m\u00fc\u015fterilerinizle etkili ileti\u015fim kurman\u0131z\u0131 sa\u011flayacak veri y\u00f6netiminin e-posta a\u00e7\u0131s\u0131ndan \u00f6nemi SmartMessage'da!\" 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