{"id":15174,"date":"2025-03-19T19:03:42","date_gmt":"2025-03-19T17:03:42","guid":{"rendered":"https:\/\/newlightdigital.com\/?p=15174"},"modified":"2025-06-18T22:50:56","modified_gmt":"2025-06-18T19:50:56","slug":"personalization-in-email-marketing","status":"publish","type":"post","link":"https:\/\/newlightdigital.com\/ro\/blog\/personalization-in-email-marketing\/","title":{"rendered":"De ce este important\u0103 personalizarea \u00een e-mail marketingul prin e-mail \u0219i cum s\u0103 o realiza\u021bi corect"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">De ce este important\u0103 personalizarea \u00een marketingul prin e-mail<\/h2>\n\n\n\n<p>Personalizarea \u00een marketingul prin e-mail poate \u00eencepe \u00eenainte ca un client s\u0103 deschid\u0103 mesajul, pornind de la expeditor \u0219i linia subiectului.<\/p>\n\n\n\n<p>Personalizarea poate fi la fel de simpl\u0103 precum adaptarea liniei expeditorului pentru a afi\u0219a numele agentului de v\u00e2nz\u0103ri al fiec\u0103rui client. Astfel, e-mailul pare personalizat \u0219i important, nu doar un mesaj \u00een mas\u0103 trimis de companie.<\/p>\n\n\n\n<p>Linia subiectului este o alt\u0103 oportunitate crucial\u0103 de personalizare care poate influen\u021ba deschiderea sau \u0219tergerea e-mailului.&nbsp;<\/p>\n\n\n\n<p>De exemplu, imagineaz\u0103-\u021bi c\u0103 un client a vizitat site-ul t\u0103u de haine c\u0103ut\u00e2nd un pulover de l\u00e2n\u0103. Pornind o reducere de 25% \u0219i trimi\u021b\u00e2nd un e-mail cu subiectul: Reducere de 25% pentru o perioad\u0103 limitat\u0103.&nbsp;<\/p>\n\n\n\n<p>De\u0219i linia subiectului respect\u0103 toate regulile de copywriting bun \u00een e-mail (adic\u0103 este scurt\u0103, creeaz\u0103 un sentiment de urgen\u021b\u0103, folose\u0219te cifre), este posibil s\u0103 nu comunice direct cu clientul.<\/p>\n\n\n\n<p>Acum consider\u0103 aceast\u0103 linie de subiect personalizat\u0103: 25% Reducere la Puloverul T\u0103u C\u0103lduros de L\u00e2n\u0103. Prinde-l P\u00e2n\u0103 Nu Dispare.<\/p>\n\n\n\n<p>Da, este mai lung\u0103. Dar pune informa\u021bia cea mai important\u0103 la \u00eenceput, \u00een caz c\u0103 linia subiectului este trunchiat\u0103. \u0218i spune clientului exact ceea ce vrea s\u0103 \u0219tie.<\/p>\n\n\n\n<p>Odat\u0103 ce deschid e-mailul, \u00een loc de imagini generice cu unele dintre cele mai populare articole \u2013 care ar putea s\u0103 nu rezoneze cu clientul \u2013 ei v\u0103d acel pulover \u00een culoarea pe care au vizualizat-o. \u0218i \u00eel po\u021bi asorta perfect cu o pereche de pantaloni sau colan\u021bi c\u0103ptu\u0219i\u021bi cu fleece. Acum ai o strategie c\u00e2\u0219tig\u0103toare care poate determina clientul s\u0103 spun\u0103: \u201eAr trebui s\u0103-l iau acum, c\u0103 e mai accesibil.\u201d<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Psihologia din spatele personaliz\u0103rii e-mailurilor<\/h2>\n\n\n\n<p>Pe l\u00e2ng\u0103 faptul c\u0103 consumatorii nu vor s\u0103 piard\u0103 timp c\u0103ut\u00e2nd informa\u021bii relevante \u00eentr-un e-mail, personalizarea r\u0103spunde dorin\u021bei lor de a dezvolta rela\u021bii.<\/p>\n\n\n\n<p>Personalizarea e-mailurilor se bazeaz\u0103 pe cercet\u0103ri profunde \u00een psihologia consumatorului. Mai mul\u021bi factori influen\u021beaz\u0103 de ce este personalizarea at\u00e2t de puternic\u0103.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Curiozitatea: Oamenii sunt prin natura lor curio\u0219i. Profit\u00e2nd de aceast\u0103 curiozitate, brandurile pot scrie linii de subiect care fac consumatorii s\u0103 se \u00eentrebe despre ce este vorba \u00een e-mail. Acest lucru poate duce la rate mai mari de clicuri, deoarece consumatorii doresc s\u0103 afle ceea ce \u00eenc\u0103 nu \u0219tiu. Aceasta este \u0219i o explica\u021bie pentru care liniile de subiect cu \u00eentreb\u0103ri func\u021bioneaz\u0103 bine.<\/li>\n\n\n\n<li>Dovada social\u0103: Revenind la exemplul cu puloverul de l\u00e2n\u0103. Poate c\u0103 compania ofer\u0103 cel mai bun pre\u021b \u00een fiecare zi, ceea ce \u00eenseamn\u0103 c\u0103 nu exist\u0103 o reducere care s\u0103 determine prima achizi\u021bie. A\u0219adar, trebuie s\u0103 g\u0103seasc\u0103 o alt\u0103 modalitate de a ajunge la client. Pot introduce scurte recenzii clare despre produs. De exemplu, acum po\u021bi scrie o linie de subiect care spune: \u201ePuloverul Must-have al Iernii.\u201d Sau po\u021bi chiar s\u0103 faci referire la statul clientului dac\u0103 ai dovezi sociale legate de loca\u021bia acestuia: \u201eFiecare Minnesotan Are Nevoie de Acest Pulover\u201d \u2013 Client. Dovada social\u0103 ajut\u0103 clien\u021bii s\u0103 se raporteze unul la cel\u0103lalt \u0219i s\u0103 vad\u0103 cum este s\u0103 folose\u0219ti produsele tale.<\/li>\n\n\n\n<li>Emo\u021bia: O diferen\u021b\u0103 major\u0103 \u00eentre oameni \u0219i restul regnului animal este capacitatea noastr\u0103 de a sim\u021bi \u0219i de a ne raporta unii la al\u021bii. Folosirea emo\u021biilor \u00een e-mail poate determina consumatorii s\u0103 ac\u021bioneze. Nu vrem s\u0103 pierdem nimic, ceea ce face ca emo\u021biile de entuziasm, intrig\u0103 \u0219i anticipare s\u0103 func\u021bioneze bine \u00een marketingul prin e-mail. Povestirea este un alt instrument puternic pentru a ajunge la clien\u021bi pe baza emo\u021biilor. Umorul, de asemenea, ac\u021bioneaz\u0103 asupra emo\u021biilor prin divertisment \u0219i u\u0219urin\u021b\u0103.<\/li>\n\n\n\n<li>Conexiunea: Consumatorii vor s\u0103 simt\u0103 c\u0103 brandurile le \u00eemp\u0103rt\u0103\u0219esc obiectivele de via\u021b\u0103. De exemplu, companiile axate pe sustenabilitate rezoneaz\u0103 cu consumatorii deoarece priorit\u0103\u021bile lor se aliniaz\u0103. Po\u021bi eviden\u021bia aceste aspecte ale companiei tale \u00een fa\u021ba consumatorilor care \u0219i-au ar\u0103tat afinitatea pentru aceste implic\u0103ri comunitare.<\/li>\n<\/ol>\n\n\n\n<h2 class=\"wp-block-heading\">Cum s\u0103 faci corect personalizarea \u00een marketingul prin e-mail<\/h2>\n\n\n\n<p>Personalizarea \u00een marketingul prin e-mail se bazeaz\u0103 pe date. Pentru a o face corect, ai nevoie de formulare eficiente, urm\u0103rire a navig\u0103rii, sisteme avansate de automatizare a marketingului \u0219i marketeri care \u0219tiu s\u0103 analizeze \u0219i s\u0103 foloseasc\u0103 aceste date.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Formulare eficiente<\/h3>\n\n\n\n<p>Formularele de abonare la e-mailuri sunt o modalitate rapid\u0103 \u0219i simpl\u0103 de a colecta informa\u021bii despre clien\u021bi. De\u0219i cererea doar a unui e-mail poate face acest proces \u0219i mai rapid, nu te va ajuta s\u0103 ajungi eficient la consumator.<\/p>\n\n\n\n<p>Solicit\u0103 c\u00e2mpuri suplimentare, cum ar fi numele, loca\u021bia \u0219i interesele non-invazive. Asigur\u0103-te c\u0103 ceea ce solici\u021bi \u00een formular este informa\u021bie pe care clientul ar fi confortabil s\u0103 o furnizeze.&nbsp;<\/p>\n\n\n\n<p>F\u0103 ca toate \u00eentreb\u0103rile suplimentare s\u0103 fie hiper-relevante pentru brandul t\u0103u. A\u0219adar, nu ad\u0103uga un c\u00e2mp de formular doar pentru c\u0103 l-ai v\u0103zut \u00een alt\u0103 parte.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Urm\u0103rirea navig\u0103rii<\/h3>\n\n\n\n<p>Odat\u0103 ce ai un vizitator cunoscut prin formulare online, po\u021bi \u00eencepe s\u0103 urm\u0103re\u0219ti comportamentul lor online pentru a afla mai multe despre interesele lor. Acest lucru necesit\u0103 o tehnologie bun\u0103 \u00een website-ul t\u0103u \u0219i \u00een CRM-ul t\u0103u pentru a recunoa\u0219te \u0219i colecta aceste informa\u021bii.&nbsp;<\/p>\n\n\n\n<p>Dar odat\u0103 ce \u00eencepi s\u0103 aduni aceste date, vei vedea c\u00e2t de puternice pot fi \u00een a-\u021bi spune mai multe despre clien\u021bii t\u0103i, cum ar fi ce produse le plac \u0219i ce subiecte \u00eei intereseaz\u0103. Astfel, le po\u021bi trimite e-mailuri foarte direc\u021bionate, cum ar fi \u00een cazul promov\u0103rii puloverului de l\u00e2n\u0103 pe care l-au vizualizat.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Sisteme avansate de automatizare a marketingului<\/h3>\n\n\n\n<p>Sistemul t\u0103u de automatizare a marketingului trebuie s\u0103 aib\u0103 o integrare profund\u0103 cu platforma ta CRM \u0219i cu platforma de comer\u021b electronic\/website. Astfel, ai acces la toate datele despre un client \u0219i po\u021bi segmenta listele de marketing \u00een consecin\u021b\u0103.<\/p>\n\n\n\n<p>Adunarea surselor de date \u00ee\u021bi va oferi o imagine mai clar\u0103 despre cine este un client \u0219i ce \u00eel motiveaz\u0103.<\/p>\n\n\n\n<p>De asemenea, \u00ee\u021bi permite s\u0103 trimi\u021bi mesaje bazate pe informa\u021bii de ni\u0219\u0103 despre un client, cum ar fi locul unde tr\u0103ie\u0219te combinat cu produsele pe care le caut\u0103, a\u0219a cum este exemplul trimiterii unei recenzii din zona clientului interesat de puloverul de l\u00e2n\u0103.<\/p>\n\n\n\n<p>Personalizarea \u00een marketingul prin e-mail variaz\u0103 \u00een func\u021bie de capacitatea sistemului de automatizare a marketingului. Unele permit doar personaliz\u0103ri de baz\u0103, cum ar fi ad\u0103ugarea numelui clientului sau utilizarea liniilor de subiect segmentate. Sisteme mai avansate pot introduce dinamic imagini ale produselor sau pot compila o list\u0103 de articole de blog relevante bazate pe istoricul de navigare.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-16018d1d wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/newlightdigital.com\/ro\/request-a-free-quote\/\" target=\"_blank\" rel=\"noreferrer noopener\">Solicit\u0103 o ofert\u0103 gratuit\u0103<\/a><\/div>\n<\/div>\n\n\n\n<h3 class=\"wp-block-heading\">4. Marketeri care \u0219tiu s\u0103 interpreteze \u0219i s\u0103 foloseasc\u0103 datele<\/h3>\n\n\n\n<p>A avea date este un lucru. A \u0219ti cum s\u0103 interpretezi \u0219i s\u0103 utilizezi acele date este altceva. Gestionarea datelor complexe necesit\u0103 o expertiz\u0103 profund\u0103, iar angajarea acestor exper\u021bi \u00een echipa de marketing obi\u0219nuit\u0103 poate fi complicat\u0103 din cauza cererii pentru astfel de marketeri.<\/p>\n\n\n\n<p>Ai nevoie de o echip\u0103 care s\u0103 poat\u0103 face urm\u0103toarele.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Segmentare: \u00cen cadrul audien\u021bei tale totale de marketing prin e-mail exist\u0103 multe subseturi bazate pe ceea ce \u0219tii despre consumatorii t\u0103i. Totu\u0219i, s\u0103 \u0219tii cum s\u0103 segmentezi audien\u021ba pe baza acestor informa\u021bii poate fi confuz \u0219i complex dac\u0103 nu ai f\u0103cut-o \u00eenainte. Aici, o echip\u0103 de exper\u021bi te poate ajuta.<\/li>\n\n\n\n<li>Con\u021binut dinamic: Vizualiz\u0103rile \u0219i informa\u021biile din e-mail pot fi at\u00e2t de granulare \u00eenc\u00e2t s\u0103 adapteze aspectul e-mailului pe baza datelor pe care le cuno\u0219ti despre un client. De exemplu, una dintre cele mai de succes campanii Coca-Cola a fost <a href=\"https:\/\/www.historyoasis.com\/post\/share-a-coke\">campania Share A Coke<\/a>. Aceasta \u00eencuraja consumatorii s\u0103 g\u0103seasc\u0103 sticle sau doze cu numele lor sau al unei persoane dragi \u0219i s\u0103 le \u00eemp\u0103rt\u0103\u0219easc\u0103 cu cineva drag. Imagineaz\u0103-\u021bi s\u0103 trimi\u021bi un e-mail unde imaginea are imprimat numele consumatorului pe o sticl\u0103 sau doz\u0103. Acesta este puterea con\u021binutului dinamic.<\/li>\n\n\n\n<li>Personalizarea liniei de subiect: Cea mai simpl\u0103 form\u0103 de personalizare a liniei de subiect utilizeaz\u0103 numele consumatorului. Dar po\u021bi merge mult mai departe, f\u0103c\u00e2nd consumatorul s\u0103 se simt\u0103 important pe baza a ceea ce \u0219tii despre el. Personalizeaz\u0103 \u00een func\u021bie de vreme, cum ar fi trimiterea unui mesaj despre c\u00e2t de \u00eensorit va fi \u0219i c\u00e2t de mult are nevoie clientul de cea mai nou\u0103 p\u0103l\u0103rie de soare. Sau promoveaz\u0103 lope\u021bile de z\u0103pad\u0103 c\u00e2nd un front mare de furtun\u0103 este prognozat \u00een zona consumatorului.<\/li>\n\n\n\n<li>E-mailuri declan\u0219ate: Una dintre cele mai mari puncte forte ale unui sistem de marketing prin e-mail este faptul c\u0103 po\u021bi declan\u0219a e-mailuri pe baza comportamentului \u0219i ac\u021biunilor consumatorului. Declan\u0219atoarele comune includ abandonarea co\u0219ului sau desc\u0103rcarea unui PDF. Apoi po\u021bi declan\u0219a imediat un e-mail pentru a \u00eencuraja clientul s\u0103 fac\u0103 pasul urm\u0103tor.<\/li>\n<\/ul>\n\n\n\n<p>New Light Digital este o echip\u0103 experimentat\u0103 de marketeri digitali care \u0219tiu cum s\u0103-\u021bi configureze activele online pentru succes \u0219i s\u0103 utilizeze datele pentru a informa deciziile \u0219i strategia de e-mail. <a href=\"https:\/\/newlightdigital.com\/ro\/request-a-free-quote\/\">Programeaz\u0103 o consulta\u021bie gratuit\u0103<\/a> pentru a afla cum putem s\u0103-\u021bi \u00eembun\u0103t\u0103\u021bim ratele de deschidere, clicuri \u0219i conversii cu <a href=\"https:\/\/newlightdigital.com\/ro\/servicii\/automatizarea-marketingului\/\">perspective de marketing prin e-mail<\/a> \u0219i <a href=\"https:\/\/newlightdigital.com\/ro\/servicii\/optimizarea-ratei-de-conversie\/\">optimizarea ratei de conversie<\/a>.<\/p>\n\n\n\n<p><strong>Lecturi suplimentare:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/newlightdigital.com\/ro\/blog\/imbunatatirea-marketingului-prin-e-mail\/\">Pagini de destina\u021bie pentru \u00eembun\u0103t\u0103\u021birea marketingului prin e-mail<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/newlightdigital.com\/ro\/blog\/outsourcing-email-marketing-agency\/\">Outsourcing email marketing: Ghidul complet pentru a ob\u021bine rezultate mai bune f\u0103r\u0103 b\u0103t\u0103i de cap<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/newlightdigital.com\/ro\/blog\/anunturi-dinamice-personalizarea-campaniilor-pentru-conversii-mai-mari\/\">Anun\u021buri dinamice: personalizarea campaniilor pentru conversii mai mari<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/newlightdigital.com\/ro\/blog\/automatizarea-marketingului\/\">Ce este automatizarea marketingului \u0219i de ce este important\u0103 pentru \u00eentreprinderile mici<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/newlightdigital.com\/ro\/blog\/modelul-de-atribuire-multi-sursa\/\">\u00cen\u021belegerea celor mai de succes puncte de contact: Modelul de atribuire multi-surs\u0103<\/a><\/li>\n<\/ul>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Personalizarea \u00een e-mail marketing cre\u0219te conversiile. Afla\u021bi cum s\u0103 \u00eembun\u0103t\u0103\u021bi\u021bi performan\u021ba campaniilor.<\/p>\n","protected":false},"author":2,"featured_media":15171,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[65,151,94],"tags":[157,103],"class_list":["post-15174","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized-ro","category-dezvoltare-web","category-strategie-de-marketing","tag-educatie","tag-it-si-saas"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Personalizarea \u00een marketingul prin e-mail: Beneficii \u0219i practici &#8212; NLD<\/title>\n<meta name=\"description\" content=\"Personalizarea \u00een e-mail marketing cre\u0219te conversiile. 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