Nā Kūkulu Mea Hana a me nā Metrics i 2021
Ma kēia ʻāpana ʻelua, e ʻike atū ʻoe i nā mea hana a me nā metrics i hoʻohana ʻia e ana i ka maikaʻi o nā leka uila, paha ʻo nā open rates, click-through rates (CTR), unsubscribe rates, a me ka ROI o kaʻike leka uila. I ka makahiki 2021, ʻo ka open rate maʻamau no nā leka uila kūʻai ʻana ma mua o 20 %, ʻo ia paha he ʻoi aku ma mua o ka makahiki i hala. A me kēia, ua ʻike maikaʻi ka poʻe ʻIkepili Telemarketing hana pākeke i nā click-through rates e pili ana i nā ʻanuʻu e ʻike ʻia e like me nā pihi (call-to-action) i paʻi ʻia i loko o ka leka uila. ʻAʻole pono lākou e hoʻokomo wale i nā leka uila, akā pono lākou e nānā pono i nā metrics e hoʻomaikaʻi i ka kūpono a me ka hoʻoholo ʻana i ka polokalamu kūʻai—ʻo ia hoʻi he kumu i hoʻopaʻa ʻia ma 2021.
Nā Hōʻailona Kūleʻa a me nā Pono o laila
I ka pae ʻekolu, e hoʻomau mākou i nā hōʻailona kūleʻa a nā mea hana marketing i ʻike ai ma 2021, a me nā pono i lawe ʻia mai ai. He nui nā ʻoihana, ʻike pāʻoihana, a me nā mea hoʻolaha i kapa ʻia “leveraged personalization,” “automated workflows,” a me ka “segmentation,” he mau mea i kōkua pono i ka hoʻopili holomua ʻana me nā mea kūʻai. Ma 2021, ʻike ʻia ua hoʻonui ʻia ka hoʻokaulana ʻana ma o ka hoʻohaʻahaʻa ʻana i nā mema, hoʻololi ʻia i nā kumuhana ma kā lākou mau leka uila, a hoʻohana ʻia nā ʻike o ka mea kūʻai e like me ka ʻike mua ʻana i kekahi huahana—ʻo ia hoʻi ka mea i kōkua i ka loaʻa ʻana o ʻehā mai ʻumikūmālima hoʻokūkū ma nā open rates, ʻoiai ua hoʻemi ʻia ka unsubscribe rate. I kēia mau mea, loaʻa ka ʻike a me nā hana kūpono e mālama i ka hui ʻana o nā mea kūʻai a hoʻokō i nā pahuhopu kūʻai ʻana.
Nā Pilikia a me nā Lāhui Hoʻoulana
Ma kēia ʻāpana hope, e kamaʻilio mākou e pili ana i nā pilikia i ʻike ʻia ma ke alakaʻi ʻenehana o nā leka uila kūʻai, a pehea i hoʻoponopono ʻia ai iā lākou ma 2021. ʻO kekahi o nā pilikia nui o ka makahiki ʻo ia ke hoʻopili ʻole ʻana o nā leka uila i nā lakoʻike punahele o nā mea kūʻai, ka maʻalahi o ke kaʻina unsubscribe ʻana, a me ka hoʻoikaika ʻia ʻana e ka spam filters. ʻAʻole hiki ke hōʻole ʻia, ua paʻakikī ke komo ʻana i ka inbox o ke kānaka kūʻai. No ia kumu, ua hoʻomaka nā ʻoihana i ka hoʻohana ʻana i ka double opt-in, ka mea e hōʻoia i ka holoʻokoʻa o ka hāʻawi ʻana i ka leka uila, a hoʻomalu i ka hōʻailona spam ma 2021. Ua komo pū lākou i nā kūlana maikaʻi e hoʻomaopopo i ka mahalo o ka mea kūʻai i loko o nā leka uila.
Ke Alakaʻi ʻana i ka Manaʻo a Kaohi ʻana i ka Helu
Ma ka ʻāpana ʻelima, e noʻonoʻo mākou e pili ana i ke alakaʻi ʻana o ka manaʻo kūʻai ma ka leka uila a me ke kāohi ʻana i nā helu i loaʻa ai—me nā ʻōnaehana analytics a me nā hoʻoponopono kau manawa. I 2021, lilo nā aoao maʻemaʻe (dashboards) i mea koʻikoʻi i mea e ʻike ai nā mea hana marketing i ke kūlana o kā lākou campaigns—me nā chart open rates, CTRs, unsubscribes, a ROI. ʻO ka loaʻa ʻana o ka ʻike maoli (real-time analytics) kōkua nui i ka kūkulu ʻana i nā koho koho kūpono a hoʻonaʻauao i nā hoʻololi like ʻole i nā leka uila i loaʻa ʻole ka pono. Ma kēia ʻano, ua hiki i ka poʻe hoʻolaha i nā leka uila ke ʻike koke i nā kūlana haʻahaʻa ʻole a hana koke i kekahi mau mea maʻalahi e hoʻonui i ka hoʻopaʻa pilina me nā mea kūʻai ma 2021.
Ka Hōʻike Pāpālua a Ka Waiwai no Ka Hopena
I ka ʻāpana hope loa, e wehewehe mākou i ka waiwai o nā helu helu kūʻai leka uila 2021 no nā ʻoihana, nā mea hana pāpili (marketers), a me nā mea kūʻai iho. Ma ka hoʻihoʻi ʻana i ka ʻike i loaʻa i ke ʻōnaehana analytics, e ʻike mākou kēlā lākou i paʻa ʻia ka ROI ma kekahi mau lālā—e like me ka hōʻiliʻili ʻana i nā kālā ma ka pili ʻana me nā mea kūʻai hou a me ka hoʻomaikaʻi ʻana i nā kauoha mau. Ua hāʻawi ka makahiki 2021 i ke kūlana koʻikoʻi no ka email marketing—he ala ikaika ia no ke kūkulu pilina me nā mea kūʻai i hala, a hoʻopaʻa hoʻi i nā ʻike kupaianaha e hiki ke alakaʻi ma ka wā e hiki mai ana no ka loli ʻana i nā hoʻolaha pākeke.