{"id":9692,"date":"2024-12-08T10:01:15","date_gmt":"2024-12-08T10:01:15","guid":{"rendered":"https:\/\/lui.si\/?p=9692"},"modified":"2025-01-13T07:16:04","modified_gmt":"2025-01-13T07:16:04","slug":"lifecycle-email-marketing-vodnik-za-zacetnike","status":"publish","type":"post","link":"https:\/\/lui.si\/en\/novice\/lifecycle-email-marketing-vodnik-za-zacetnike\/","title":{"rendered":"Lifecycle Email Marketing: Vodnik za za\u010detnike"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"9692\" class=\"elementor elementor-9692\" data-elementor-settings=\"{&quot;ha_cmc_init_switcher&quot;:&quot;no&quot;}\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-60cdb439 e-flex e-con-boxed e-con e-parent\" data-id=\"60cdb439\" data-element_type=\"container\" data-settings=\"{&quot;_ha_eqh_enable&quot;:false}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-1790f09d elementor-widget elementor-widget-text-editor\" data-id=\"1790f09d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>V <span style=\"font-style: inherit; font-weight: inherit; color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ), Sans-serif; text-align: var(--text-align);\">zadnjih desetletjih smo do\u017eiveli velik razpon digitalnih tehnologij, ki so mo\u010dno spremenile na\u010din tr\u017eenja. Pojavili so se novi komunikacijski kanali in orodja, ki so marketin\u0161kim strokovnjakom omogo\u010dili nove pristope in na\u010dine za doseganje potencialnih kupcev. Izmed njih zagotovo izstopa e-po\u0161tni marketing. Glede na poro\u010dilo client email report, e-po\u0161ta dosega <\/span><strong style=\"font-style: inherit; font-family: var( --e-global-typography-text-font-family ), Sans-serif; text-align: var(--text-align);\">najvi\u0161ji donos na vlo\u017eena sredstva (ROI)<\/strong><span style=\"font-style: inherit; font-weight: inherit; color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ), Sans-serif; text-align: var(--text-align);\">.<\/span><\/p><p>Za vsak dolar, vlo\u017een v e-po\u0161tni marketing, podjetja ustvarijo <strong>42 dolarjev prihodka (2024) <\/strong>\u2013 kar pomeni, da je to eden izmed najdonosnej\u0161ih kanalov digitalnega marketinga.<\/p><p>In \u010deprav nove tehnologije ponujajo \u0161tevilne mo\u017enosti in pristope za ogla\u0161evanje, e-po\u0161ta ostaja klju\u010dni element marketin\u0161ke strategije. Rezultati, ki jih druge metode te\u017eko dose\u017eejo, je razlog, da se e-po\u0161ta \u0161e naprej uporablja kot zanesljiv na\u010din za pridobivanje strank, spodbujanje zvestobe in pove\u010devanje prihodkov.<\/p><p>T.i. <strong>lifecycle email marketing<\/strong> pa je \u0161e korak dlje od klasi\u010dnih e-po\u0161tnih kampanj. Namesto po\u0161iljanja generi\u010dnih mailov, le-ta temelji na prilagojeni strategiji po\u0161iljanja sporo\u010dil, glede na posamezno fazo, v kateri se kupec nahaja. <em>W. Sigsworth<\/em> poudarja, da je uspeh tak\u0161ne strategije odvisen od po\u0161iljanja pravega sporo\u010dila, pravemu ob\u010dinstvu, ob pravem \u010dasu.<\/p><p>Razli\u010dne panoge podjetij, lifecycle marketing uporabljajo na razli\u010dne na\u010dine. Na primer, podjetja s spletnimi trgovinami se pogosto osredoto\u010dajo na opomnike za zapu\u0161\u010dene ko\u0161arice, medtem ko SaaS podjetja uporabljajo t.i. onboarding e-mail kampanje za pomo\u010d strankam pri za\u010detni uporabi izdelkov. Ne glede na to, s \u010dim se podjetje ukvarja, pa je cilj enak: vzpostaviti zaupanje, spodbuditi anga\u017eiranost in zagotoviti dolgoro\u010dno vrednost.<\/p><p><strong>Razli\u010dne faze lifecycle email marketing-a<\/strong><\/p><p>Za uspe\u0161en lifecycle email marketing je klju\u010dno prepoznavanje faze nakupnega procesa, v kateri se kupec nahaja in prilagajanje sporo\u010dil ter vsebine samega sporo\u010dila posamezni fazi. Personalizirana e-po\u0161tna sporo\u010dila, usmerjena v fazo, v kateri se kupec nahaja, pove\u010dajo verjetnost uspeha nakupa.<\/p><p>Posamezna faza nakupnega cikla kupca zahteva razli\u010dne vrste e-po\u0161tnih kampanj in pristopov:<\/p><ul><li><strong>Faza ozave\u0161\u010danja<\/strong>: Na tem mestu so e-po\u0161tna sporo\u010dila usmerjena v samo informiranje strank o blagovni znamki, izdelkih ali storitvah, ki jih ponuja podjetje. Pomembno je, da so sporo\u010dila \u010dim bolj relevantna in zanimiva za obiskovalca. Namen je pritegniti pozornost in spodbuditi zanimanje za nadaljnje raziskovanje.<\/li><li><strong>Faza raziskovanja in odlo\u010danja<\/strong>: V tej fazi, kupec raziskuje, kaj je na voljo, primerja razli\u010dne mo\u017enosti in vrednosti izdelkov ali storitev. Podjetje se mora potruditi, da na tej to\u010dki predstavi kupcu vrednost svojih izdelkov, ki bodo kupcu pomagale pri svoji odlo\u010ditvi. Klju\u010dno je, da kupcu ponudimo vsebine, ki se osredoto\u010dajo na prednosti na\u0161ih izdelkov v primerjavi z drugimi mo\u017enostmi.<\/li><li><strong>Faza nakupa<\/strong>: Ko kupec opravi nakup, podjetje po\u0161lje potrditvena sporo\u010dila, obvestila o statusu naro\u010dila ali celo zahvale za zaupanje, kar vodi v ve\u010dje zaupanje in pove\u010duje mo\u017enost za ponovni nakup s strani kupca.<\/li><li><strong>Faza zvestobe<\/strong>: Ko so stranke opravile nakup, je \u010das za ohranjanje dolgoro\u010dnega odnosa. V tej fazi je priporo\u010dljivo po\u0161iljanje personaliziranih promocijskih ponudb, ekskluzivnih popustov in vsebin, ki strankam omogo\u010dajo ob\u010dutek dragocenosti. Tak\u0161na komunikacija, ne samo, da spodbuja ponovne nakupe, temve\u010d tudi krepi zaupanje in pripadnost blagovni znamki oziroma podjetju.<\/li><li><strong>Zagovorniki blagovne znamke<\/strong>: To je zadnja faza, ki jo lahko dose\u017ee kupec. Na tem mestu se za\u010dne preoblikovati v zagovornika blagovne znamke. Tukaj so e-po\u0161tna sporo\u010dila osredoto\u010dena na spodbujanje priporo\u010dil, deljenje mnenj in \u0161irjenje besede o blagovni znamki.<\/li><\/ul><p>Dodatna faza pri lifecycle email marketing-u je tudi <strong>faza zapu\u0161\u010dene ko\u0161arice<\/strong>. Zapu\u0161\u010dena ko\u0161arica je trenutek, ko potencialni kupec postavi izdelke v ko\u0161arico, vendar ne dokon\u010da nakupa. V tem primeru je klju\u010dna uporaba opomnikov za dokon\u010danje nakupa, kot tudi spodbude, npr. razni popusti ali brezpla\u010dna dostava, ki pomagajo zmanj\u0161ati stopnjo opustitve nakupa.<\/p><p><strong>Personalizacija: osnova za uspe\u0161no komunikacijo<\/strong><\/p><p>Personalizacija je klju\u010dni element lifecycle email marketing-a. Podjetja morajo uporabnikom po\u0161iljati relevantna in ciljno usmerjena sporo\u010dila. Na primer, prejemniki, ki so obiskali dolo\u010den izdelek na spletni strani, se bodo bolj odzvali na e-po\u0161tna sporo\u010dila, ki vklju\u010dujejo informacije o obiskanem izdelku ali ponudbah, povezanih z njim.<\/p><p>Danes je na trgu ogromno orodji, ki omogo\u010dajo avtomatizacijo (npr. MailChimp), s pomo\u010djo katerih lahko podjetja sledijo akcijam uporabnikov na spletni strani in samodejno po\u0161iljajo prilagojena sporo\u010dila v realnem \u010dasu. Na primer, uporabniku, ki je zapustil ko\u0161arico brez zaklju\u010dka nakupa, lahko takoj po\u0161ljete opomnik, ki vklju\u010duje podrobnosti o izdelkih v ko\u0161arici, morda z dodanim popustom.<\/p><p><strong>Segmentacija: targetiranje prejemnikov<\/strong><\/p><p>Preden pri\u010dnemo s po\u0161iljanjem e-po\u0161tnih sporo\u010dil je smiselno ustvariti razli\u010dne segmente prejemnikov glede na njihove karakteristike oziroma lastnosti. Klju\u010dno je, da se po\u0161iljajo razli\u010dna e-po\u0161tna sporo\u010dila, glede na posamezni segment prejemnikov in ne kar vsem prejemnikom isto sporo\u010dilo.<\/p><p>Lastnosti prejemnikov, na podlagi katerih jih lahko razdelimo v razli\u010dne segmente so lahko demografski podatki (starost, spol, lokacija, izobrazba, delovno mesto, itd.), vedenje na spletni strani (npr. kliki na dolo\u010dene povezave ali ogledi izdelkov), interesi oziroma preference, ter mnogi drugi.<\/p><p><strong>Sledenje metrikam in prilagajanje strategije<\/strong><\/p><p>Za dolgoro\u010den uspeh lifecycle email marketing-a je zelo pomembno, da natan\u010dno spremljamo u\u010dinkovitost na\u0161ih kampanj in jo po potrebi tudi prilagodimo.<\/p><p>Klju\u010dne metrike vklju\u010dujejo:<\/p><ul><li><strong>Stopnja odprtja:<\/strong> Metrika prikazuje, kako pogosto so prejemniki odprli e-po\u0161tna sporo\u010dila. Gre za prvi kazalnik uspe\u0161nosti e-po\u0161tnih kampanj, saj ka\u017ee, kako u\u010dinkovita je bila tema sporo\u010dila in prvi stik prejemnika z vsebino. Visoka stopnja odprtja pomeni, da je bila zadeva privla\u010dna in da je pritegnila pozornost prejemnikov.<\/li><li><strong>Stopnja klikov<\/strong> (CTR): pove nam koliko prejemnikov je kliknilo na povezave znotraj e-po\u0161tnih sporo\u010dil. To je odli\u010den pokazatelj, kako dobro na\u0161e sporo\u010dilo anga\u017eira prejemnike in jih spodbuja k akciji.<\/li><li><strong>Stopnja konverzije<\/strong>: koliko prejemnikov je izvedlo \u017eeleno dejanje (nakup, registracija, prenos). To je najpomembnej\u0161i kazalnik uspeha, saj meri dejansko vrednost, ki jo prina\u0161a posamezna kampanja.<\/li><li><strong>Stopnja odjave od prejemanja e-po\u0161tnih sporo\u010dil<\/strong>: metrika nam pove, koliko prejemnikov se je odjavilo od prejemanja na\u0161ih e-po\u0161tnih sporo\u010dil. Visoka stopnja odjave lahko ka\u017ee na to, da e-po\u0161tna sporo\u010dila niso dovolj relevantna ali pa so preve\u010d pogosta.<\/li><\/ul><p>Po analizi vseh navedenih matrik, lahko prilagodimo e-po\u0161tne kampanje za dosego bolj\u0161ih rezultatov in bolj\u0161o uporabni\u0161ke izku\u0161nje.<\/p><p><strong>Celostni pristop k lifecycle email marketing-u<\/strong><\/p><p>Lifecycle email marketing je izjemno u\u010dinkovita strategija, ki podjetjem omogo\u010da gradnjo dolgoro\u010dnih odnosov s strankami. Klju\u010d do uspeha le\u017ei v razumevanju potreb kupcev v razli\u010dnih fazah njihove poti, personalizaciji sporo\u010dil, natan\u010dni segmentaciji prejemnikov in optimizaciji e-po\u0161tnih kampanj. Sodobna orodja za avtomatizacijo in analizo nam omogo\u010dajo, da dose\u017eemo visok nivo u\u010dinkovitosti in pove\u010dajo donosnost svojih marketin\u0161kih naporov.<\/p><p>Z doslednim sledenjem metrikam in prilagajanjem strategije na podlagi rezultatov, podjetja ne samo da pove\u010dajo stopnjo zvestobe, ampak tudi izbolj\u0161ajo svojo sposobnost za dosego novih strank in pove\u010danje prihodkov.<\/p><p>Pripravil: Bla\u017e Mandeljc, podjetni\u0161ki mentor<\/p><p>Viri:<\/p><ul><li>Sigsworth, W. Lifecycle emails: the 8 stages, types of content for each plus helpful tips. Dostopno na: <a href=\"https:\/\/www.pipedrive.com\/en\/blog\/lifecycle-email-marketing\">https:\/\/www.pipedrive.com\/en\/blog\/lifecycle-email-marketing<\/a><\/li><li>Van Rijn, J. National client email report 2015. Emailmonday. Dostopno na: <a href=\"https:\/\/www.emailmonday.com\/dma-national-client-email-report-2015\/\">https:\/\/www.emailmonday.com\/dma-national-client-email-report-2015<\/a><\/li><li>West, N in Hubley, A. Customer.io: 6 lifecycle emails that&#8217;ll elevate your engagement game. Dostopno na: <a href=\"https:\/\/learn.customer.io\/lifecycle-marketing\/emails\">https:\/\/learn.customer.io\/lifecycle-marketing\/emails<\/a><\/li><li>Osman M. (2022). Customer lifecycle marketing: Effective strategies to engage customers at any stage of the funnel. Klaviyo. Dostopno na: <a href=\"https:\/\/www.klaviyo.com\/uk\/blog\/customer-lifecycle-marketing-ecommerce\">https:\/\/www.klaviyo.com\/uk\/blog\/customer-lifecycle-marketing-ecommerce<\/a><\/li><li>Sumrak, J. (2023). Customer Lifecycle Marketing: Stages, Personas &amp; Automation. Sengrid. Dostopno na: <a href=\"https:\/\/sendgrid.com\/en-us\/blog\/customer-lifecycle-marketing\">https:\/\/sendgrid.com\/en-us\/blog\/customer-lifecycle-marketing<\/a><\/li><\/ul>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-69eab6f elementor-widget elementor-widget-image\" data-id=\"69eab6f\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"213\" src=\"https:\/\/lui.si\/wp-content\/uploads\/2025\/01\/sio-spot-logotipi-1024x213.png\" class=\"attachment-large size-large wp-image-9710\" alt=\"\" srcset=\"https:\/\/lui.si\/wp-content\/uploads\/2025\/01\/sio-spot-logotipi-1024x213.png 1024w, https:\/\/lui.si\/wp-content\/uploads\/2025\/01\/sio-spot-logotipi-300x63.png 300w, https:\/\/lui.si\/wp-content\/uploads\/2025\/01\/sio-spot-logotipi-768x160.png 768w, https:\/\/lui.si\/wp-content\/uploads\/2025\/01\/sio-spot-logotipi-1536x320.png 1536w, https:\/\/lui.si\/wp-content\/uploads\/2025\/01\/sio-spot-logotipi-18x4.png 18w, https:\/\/lui.si\/wp-content\/uploads\/2025\/01\/sio-spot-logotipi.png 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>V zadnjih desetletjih smo do\u017eiveli velik razpon digitalnih tehnologij, ki so mo\u010dno spremenile na\u010din tr\u017eenja. Pojavili so se novi komunikacijski kanali in orodja, ki so marketin\u0161kim strokovnjakom omogo\u010dili nove pristope in na\u010dine za doseganje potencialnih kupcev. Izmed njih zagotovo izstopa e-po\u0161tni marketing.<\/p>","protected":false},"author":4,"featured_media":9748,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[12],"tags":[],"class_list":["post-9692","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-novice"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Lifecycle Email Marketing: Vodnik za za\u010detnike - LUI<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/lui.si\/en\/novice\/lifecycle-email-marketing-vodnik-za-zacetnike\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Lifecycle Email Marketing: Vodnik za za\u010detnike - LUI\" \/>\n<meta property=\"og:description\" content=\"V zadnjih desetletjih smo do\u017eiveli velik razpon digitalnih tehnologij, ki so mo\u010dno spremenile na\u010din tr\u017eenja. 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