{"id":92,"date":"2011-01-25T15:58:34","date_gmt":"2011-01-25T15:58:34","guid":{"rendered":"http:\/\/www.revotas.com\/blog\/?p=92"},"modified":"2012-02-22T14:39:20","modified_gmt":"2012-02-22T14:39:20","slug":"e-mail-marketing-programlarinin-basarisi","status":"publish","type":"post","link":"https:\/\/www.revotas.com\/blog_emailmarketing\/email-marketing\/2011\/01\/25\/e-mail-marketing-programlarinin-basarisi\/","title":{"rendered":"E-mail marketing programlar\u0131n\u0131n ba\u015far\u0131s\u0131"},"content":{"rendered":"<p>Marketing programlar\u0131n\u0131n ba\u015far\u0131s\u0131, gittik\u00e7e \u00f6zelle\u015fen ve m\u00fc\u015fteri taraf\u0131ndan g\u00f6nderilmesi kabul edilen (opted-in) seri pazarlama teklifleri ve mesajlar sayesinde geni\u015f kitlelere hitap etmeyi m\u00fcmk\u00fcn k\u0131lmas\u0131ndan kaynaklanmaktad\u0131r. K\u0131saca spam, bir \u015feyi olabildi\u011fince yayma fikri \u00fczerine kuruluyken ba\u015far\u0131l\u0131 e-marketing i\u00e7in dar ve hedefe y\u00f6nelik se\u00e7im yapmak son derece \u00f6nemlidir.<\/p>\n<h2>Spam&#8217;e kar\u015f\u0131 neler yap\u0131lmaktad\u0131r?<\/h2>\n<p>\u015eu an ba\u015flat\u0131lan ve devam etmekte olan baz\u0131 giri\u015fimler ve te\u015febb\u00fcsler:<\/p>\n<ul>\n<li>\u0130nternet servis sa\u011flay\u0131c\u0131lar\u0131, ticari ve \u00f6zel al\u0131c\u0131lar taraf\u0131ndan i\u00e7erik filtrelemesi<\/li>\n<li>Devaml\u0131 ve ge\u00e7ici blacklisting (g\u00f6ndericiyi kara listeye alma)<\/li>\n<li>Sekt\u00f6rel giri\u015fimler, \u00f6rne\u011fin:<\/li>\n<\/ul>\n<p>Teknolojik \u00e7\u00f6z\u00fcmleri tan\u0131mlamak \u00fczere; kendini adapte eden filtreleme (veya machine learning teknolojisi) politikalar\u0131 ve prosed\u00fcrleri, resim bloklama veya filtreleme, reddedici yan\u0131t mekanizmalar\u0131n\u0131n dahil oldu\u011fu konularda internet servis sa\u011flay\u0131c\u0131 birle\u015fmeleri.<\/p>\n<p>NAI Email Service Provider Coalition (NAI Email Servis Sunucular\u0131 Koalisyonu, ESPC). 37 \u00fcyeden olu\u015fan bu birle\u015fme spam&#8217;in s\u00fcrekli artmas\u0131na ve gittik\u00e7e b\u00fcy\u00fcyen iletebilirlik sorununa kar\u015f\u0131 \u00e7\u00f6z\u00fcmler geli\u015ftirmek amac\u0131yla \u00e7al\u0131\u015fmalar\u0131n\u0131 s\u00fcrd\u00fcrmektedir. Bu birle\u015fmenin \u00fcyeleri ABD pazar\u0131n\u0131n t\u00fcm\u00fcn\u00fc temsil eden yakla\u015f\u0131k 250.000 m\u00fc\u015fteriye toplu mail g\u00f6nderim hizmeti vermektedir. ESPC \u015fu an yasama yetkisi olan organlar, yeni teknolojiler ve end\u00fcstri standartlar\u0131 yard\u0131m\u0131yla spam ve iletebilirlik sorunlar\u0131na y\u00f6nelik \u00e7\u00f6z\u00fcmlerin \u00fcretilmesi i\u00e7in \u00e7al\u0131\u015fmaktad\u0131r. Revotas, ESPC&#8217;nin aktif \u00fcyesidir.<\/p>\n<p>Devlet ve federal yasalar\u0131nda kanunla\u015ft\u0131r\u0131lmas\u0131 ile hedeflenenler:<\/p>\n<ul>\n<li>E-posta g\u00f6nderimini engelleyen listelerin y\u00fcr\u00fcrl\u00fc\u011fe sokulmas\u0131<\/li>\n<li>Konu b\u00f6l\u00fcm\u00fcnde &#8220;ADV&#8221; (advertisement = reklam\/tan\u0131t\u0131m) ibaresinin \u00a0kullan\u0131lmas\u0131<\/li>\n<li>Double opt-in zorunlulu\u011fu (\u00f6rn. al\u0131c\u0131n\u0131n iki kere &#8220;onayl\u0131yorum&#8221; kutucu\u011funu t\u0131klamas\u0131)<\/li>\n<\/ul>\n<h2>E-pazarlamac\u0131lar i\u00e7in spam&#8217;i engellemenin zorluklar\u0131<\/h2>\n<p>Spam&#8217;i engellemek tam anlam\u0131yla bilim dal\u0131 de\u011fildir. Ciddi e-pazarlamac\u0131lar\u0131n mesajlar\u0131 s\u0131k\u00e7a &#8220;false positive&#8221; (bir verinin do\u011fru olmas\u0131na ra\u011fmen hatal\u0131 olarak okunmas\u0131) olarak kaydedilir ve yanl\u0131\u015fl\u0131kla bulk veya spam klas\u00f6rlerine girer vs. Bu durumu engellemek, farkl\u0131 spam engelleme politikalar\u0131n\u0131n, prosed\u00fcrlerinin ve teknolojilerin \u00e7eli\u015fkili ve tutars\u0131z uygulamalar\u0131ndan ve kullan\u0131mlar\u0131ndan dolay\u0131 devlet, eyalet ve uluslararas\u0131 d\u00fczeydeki yasama inisiyatiflerin b\u00fcy\u00fck farkl\u0131l\u0131klar\u0131ndan dolay\u0131 olduk\u00e7a zordur.<\/p>\n<p><a href=\"http:\/\/www.revotas.com\/blog\/wp-content\/uploads\/2011\/01\/blog_21_01_11.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-93\" title=\"blog_21_01_11\" src=\"http:\/\/www.revotas.com\/blog\/wp-content\/uploads\/2011\/01\/blog_21_01_11.jpg\" alt=\"E-mail marketing programlar\u0131n\u0131n ba\u015far\u0131s\u0131\" width=\"490\" height=\"442\" srcset=\"https:\/\/www.revotas.com\/blog_emailmarketing\/wp-content\/uploads\/2011\/01\/blog_21_01_11.jpg 490w, https:\/\/www.revotas.com\/blog_emailmarketing\/wp-content\/uploads\/2011\/01\/blog_21_01_11-300x270.jpg 300w\" sizes=\"auto, (max-width: 490px) 100vw, 490px\" \/><\/a><\/p>\n<h2>Sonu\u00e7 olarak temel sorun devam etmektedir:<\/h2>\n<p>\u00c7o\u011fu ABD s\u0131n\u0131rlar\u0131 i\u00e7erisinde bile bulunmayan spammer&#8217;lerin kimli\u011finin ne \u015fekilde saptanabilece\u011fi ve bu ki\u015filerin ne \u015fekilde kontrol alt\u0131na al\u0131nabilece\u011fidir. Ne yaz\u0131k ki \u015fu an mevcut olan \u00e7\u00f6z\u00fcmler bu sorunu ortadan kald\u0131racak kadar geni\u015f \u00e7apl\u0131 de\u011fildir. Dolay\u0131s\u0131yla ciddi e-pazarlamac\u0131lar, g\u00f6nderilen e-maillerin iletebilirli\u011fini sa\u011flamak ve artt\u0131rmak ad\u0131na monit\u00f6rlemeye ve a\u00e7\u0131l\u0131mlar\u0131n\u0131 ve mesajlar\u0131n\u0131 spammer&#8217;lerinkinden farkl\u0131 k\u0131lmaya y\u00f6nelik \u00e7al\u0131\u015fmalar\u0131n\u0131 devam ettirmek zorundad\u0131rlar.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Marketing programlar\u0131n\u0131n ba\u015far\u0131s\u0131, gittik\u00e7e \u00f6zelle\u015fen ve m\u00fc\u015fteri taraf\u0131ndan g\u00f6nderilmesi kabul edilen (opted-in) seri pazarlama teklifleri ve mesajlar sayesinde geni\u015f kitlelere hitap etmeyi m\u00fcmk\u00fcn k\u0131lmas\u0131ndan kaynaklanmaktad\u0131r. K\u0131saca spam, bir \u015feyi olabildi\u011fince yayma fikri \u00fczerine kuruluyken ba\u015far\u0131l\u0131 e-marketing i\u00e7in dar ve hedefe y\u00f6nelik se\u00e7im yapmak son derece \u00f6nemlidir. Spam&#8217;e kar\u015f\u0131 neler yap\u0131lmaktad\u0131r? \u015eu an ba\u015flat\u0131lan ve devam [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[78,103,99,60,113,79,70,38,29,28,71,108,17,72,92,80,97,89,81,82,31,32,83,84,98,90,105,85,100,30,91,88,109,33,530,96,110,106,73,42,74,75,101,76,93,69,95,77,86,111,107,104,87,94,112,102],"class_list":["post-92","post","type-post","status-publish","format-standard","hentry","category-email-marketing-haberleri","tag-b2b-email-marketing","tag-best-email-marketing","tag-coklu-mail-gonderme","tag-dijital-pazarlama","tag-direct-email-marketing","tag-drip-marketing","tag-e-posta-gonderme","tag-e-mail-marketing","tag-e-marketing","tag-e-pazarlama","tag-email-campaign-marketing","tag-email-gonderimi","tag-email-marketing","tag-email-marketing-campaigns","tag-email-marketing-free","tag-email-marketing-management","tag-email-marketing-services","tag-email-marketing-software","tag-email-marketing-tools","tag-email-marketing-tracking","tag-email-service-provider-coalition","tag-eposta","tag-eposta-kampanyasi","tag-eposta-pazarlama","tag-free-email-marketing","tag-mail-gonderme-programi","tag-mass-email-sender","tag-mass-mail-sender","tag-opt-in-email-marketing","tag-spam-mail","tag-toplu-e-mail","tag-toplu-e-mail-gonderme","tag-toplu-e-posta","tag-toplu-email","tag-toplu-email-gonderimi","tag-toplu-email-gonderme","tag-toplu-email-gonderme-programi","tag-toplu-email-programi","tag-toplu-eposta","tag-toplu-mail","tag-toplu-mail-atmak","tag-toplu-mail-gonder","tag-toplu-mail-gonderim","tag-toplu-mail-gonderim-programi","tag-toplu-mail-gonderimi","tag-toplu-mail-gonderme","tag-toplu-mail-gonderme-programi","tag-toplu-mail-gonderme-programlari","tag-toplu-mail-hizmeti","tag-toplu-mail-nasil-gonderilir","tag-toplu-mail-programi","tag-toplu-mail-reklam","tag-toplu-mail-yollama-programi","tag-toplu-mailing","tag-toplu-mesaj-gonderme","tag-veritabani","no-image"],"_links":{"self":[{"href":"https:\/\/www.revotas.com\/blog_emailmarketing\/wp-json\/wp\/v2\/posts\/92","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.revotas.com\/blog_emailmarketing\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.revotas.com\/blog_emailmarketing\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.revotas.com\/blog_emailmarketing\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.revotas.com\/blog_emailmarketing\/wp-json\/wp\/v2\/comments?post=92"}],"version-history":[{"count":5,"href":"https:\/\/www.revotas.com\/blog_emailmarketing\/wp-json\/wp\/v2\/posts\/92\/revisions"}],"predecessor-version":[{"id":3188,"href":"https:\/\/www.revotas.com\/blog_emailmarketing\/wp-json\/wp\/v2\/posts\/92\/revisions\/3188"}],"wp:attachment":[{"href":"https:\/\/www.revotas.com\/blog_emailmarketing\/wp-json\/wp\/v2\/media?parent=92"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.revotas.com\/blog_emailmarketing\/wp-json\/wp\/v2\/categories?post=92"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.revotas.com\/blog_emailmarketing\/wp-json\/wp\/v2\/tags?post=92"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}