{"id":17208,"date":"2018-02-27T12:59:56","date_gmt":"2018-02-27T10:59:56","guid":{"rendered":"https:\/\/www.revotas.com\/tr\/?p=17208"},"modified":"2024-03-20T13:06:11","modified_gmt":"2024-03-20T10:06:11","slug":"dunyadan-bir-case-study","status":"publish","type":"post","link":"https:\/\/www.revotas.com\/tr\/blog\/dunyadan-bir-case-study\/","title":{"rendered":"D\u00fcnyadan Bir Case Study"},"content":{"rendered":"

D\u00fcnyadan pazarlama case study \u00f6rnekleri<\/h1>\n

G\u00f6mlek markas\u0131 Twillory resmi a\u00e7\u0131l\u0131\u015f\u0131n\u0131 yapmadan 3 hafta \u00f6nce pazarlama ekibinin elinde binlerce e-mail adresi vard\u0131. Ancak bu maillerin yar\u0131s\u0131 kendileriyle \u00e7ok da ilgili olmayan ki\u015filerin mail adresleriydi.<\/p>\n

Payla\u015ft\u0131\u011f\u0131m\u0131z Case Study\u2019de sizlere; Twillory\u2019nin, kendisiyle \u00e7ok da ilgili olmayan mailleri ayr\u0131\u015ft\u0131rd\u0131ktan ve onlar\u0131 geri kazan\u0131m kampanyalar\u0131yla tekrar d\u00f6n\u00fc\u015f\u00fcme katt\u0131ktan sonra sadakat oranlar\u0131n\u0131 nas\u0131l ikiye katlad\u0131\u011f\u0131n\u0131 anlataca\u011f\u0131z.<\/p>\n

M\u00fc\u015fteri<\/strong><\/p>\n

Twillory’nin  markas\u0131 bu i\u015fe 3 y\u0131l \u00f6nce ilk girdi\u011finde markan\u0131n kurucular\u0131 kaliteye odaklanm\u0131\u015flard\u0131. Twillory\u2019nin kurucu orta\u011f\u0131 ve kreatif m\u00fcd\u00fcr\u00fc Eli Blumstein\u2019in s\u00f6zleriyle; \u201c Kendi param\u0131z\u0131, insanlar\u0131n dolaplar\u0131ndan kazand\u0131\u011f\u0131m\u0131z\u0131n fark\u0131ndayd\u0131k ve Twillory\u2019yi 3 temel prensip \u00fczerinde in\u015fa ettik: De\u011fer, Yenilik ve Deneyim. Bu \u00fc\u00e7\u00fc bizim yapt\u0131\u011f\u0131m\u0131z her \u015feyi etkileyen 3 ana unsur. \u201d Kurulum a\u015famas\u0131nda, Blumstein ve ekibi, yeni kurulmu\u015f bir e-ticaret markas\u0131 olarak m\u00fc\u015fterilerinin genellikle 2000\u2019liler olaca\u011f\u0131n\u0131 d\u00fc\u015f\u00fcnm\u00fc\u015flerdi. Bu ba\u015flang\u0131\u00e7ta do\u011fru g\u00f6z\u00fckse de, Eli\u2019ye g\u00f6re, \u015fu anda hedef kitle 24 \u2013 40 ya\u015f aral\u0131\u011f\u0131ndad\u0131r.<\/p>\n

Zorluk<\/strong><\/p>\n

Blumstein\u2019\u0131n s\u00f6z\u00fcyle g\u00f6mlekleri \u201cKesinlikle m\u00fckemmel. \u00dczerindeki her bir ilmek \u00e7ok g\u00fczel. G\u00f6mle\u011fin \u00fczerindeki  yakan\u0131n duru\u015fundan d\u00fc\u011fmelerine kadar her bir detay muazzamd\u0131. \u0130nsanlar bunu giydikleri andan  itibaren b\u00fct\u00fcn tecr\u00fcbe ve de\u011ferlerin \u00fczerinde bir deneyim olduklar\u0131n\u0131 fark ediyorlar.\u201d<\/p>\n

Twillory,  g\u00f6mle\u011fin tasar\u0131mlar\u0131n\u0131 s\u00fcrekli yeniler. \u201c\u0130nciden yap\u0131lma d\u00fc\u011fmelerden \u00f6zel yap\u0131m i\u015flemeler gibi her bir \u00f6zg\u00fcn detay m\u00fc\u015fterilerin ihtiya\u00e7lar\u0131 ve feedback\u2019lerine g\u00f6re tasar\u0131ma eklenir.\u201d Bu kalite ve yenilikler nedeniyle, Blumstein ve tak\u0131m\u0131, m\u00fc\u015fterilerin e-ticaret b\u00fcnyesinde de bu deneyimleri ya\u015famalar\u0131n\u0131 isterler. \u201cSitemize giren her bir m\u00fc\u015fteriyi asl\u0131nda ma\u011fazam\u0131za ayak basan m\u00fc\u015fterilerimiz gibi g\u00f6r\u00fcr\u00fcz.  Markam\u0131zla birebir temasa ge\u00e7tikleri her nokta ve yak\u0131nla\u015fma asl\u0131nda bir kar\u015f\u0131lama komitesi ilgileniyormu\u015f gibi olmal\u0131d\u0131r. \u201c<\/p>\n

Tak\u0131m, m\u00fc\u015fteri deneyimini tesis etmeye odaklanm\u0131\u015fken e-mail \u00e7al\u0131\u015fmalar\u0131n\u0131n bu i\u015fin \u00f6nemli bir par\u00e7as\u0131n\u0131 olu\u015fturaca\u011f\u0131n\u0131 biliyordu. M\u00fc\u015fteri deneyimini tesis etmek i\u015fin kolay k\u0131sm\u0131yd\u0131. Daha zor olan\u0131 ise, mail listesinin yar\u0131s\u0131n\u0131 ilgisizlikleri nedeniyle listeden \u00e7\u0131kartmakt\u0131.<\/p>\n

Kampanya<\/strong><\/p>\n

Twillory  e-mail marketing \u00e7al\u0131\u015fmalar\u0131n\u0131 sosyal medya kampanyas\u0131 ile ba\u015flatt\u0131 ve geli\u015ftirdi. Ancak daha sonra fark etti ki, bu kampanya gelen bir\u00e7ok ki\u015fi hem ilgisizdi hem de ayak ba\u011f\u0131 oluyordu.<\/p>\n

Yeni bir ESP\u2019ye ge\u00e7tikten sonra fark ettiler ki, mail listelerindeki ilgili kesimi hedef ald\u0131klar\u0131nda daha iyi ve daha ki\u015fiselle\u015ftirilmi\u015f mailingler yapabiliyorlard\u0131.<\/p>\n

 <\/p>\n

    \n
  1. Ad\u0131m: Mailing listesini sosyal medyay\u0131 kullanarak olu\u015fturmak<\/strong><\/li>\n<\/ol>\n

    Takip\u00e7iler yaratmak ve markayla ilgili merak yarat\u0131p y\u00f6netmek ad\u0131na yarat\u0131c\u0131 ekip, markan\u0131n a\u00e7\u0131l\u0131\u015f\u0131ndan \u00f6nce bir sosyal medya kampanyas\u0131 kurgulayarak e-mailler toplamaya \u00e7al\u0131\u015ft\u0131.<\/p>\n

    \u201cTwillory i\u015fe ilk ba\u015flad\u0131\u011f\u0131 zaman trendi yakalamak i\u00e7in elimizden gelenin en iyisini yapmaya \u00e7al\u0131\u015ft\u0131k. Ve bunu dijital \u00e7a\u011fda, 4 sene \u00f6nce ,  e-ticaret siteleri yeni yeni pop\u00fcler olmaya ba\u015flad\u0131\u011f\u0131 ve online al\u0131veri\u015fe insanlar\u0131n yeni yeni al\u0131\u015ft\u0131\u011f\u0131 d\u00f6nemde yapm\u0131\u015ft\u0131k\u201d diyor Blumstein.<\/p>\n

    A\u00e7\u0131l\u0131\u015ftan iki hafta \u00f6nce ba\u015flayan Sosyal medya kampanyas\u0131n\u0131 yakay\u0131 sert ve dik tutan y\u00fcksek kaliteli yaka tutucusu erkek aksesuarlar\u0131 \u00fczerine yo\u011funla\u015ft\u0131rm\u0131\u015flard\u0131.<\/p>\n

     <\/p>\n

    \"home-block1_535x268\"<\/a><\/p>\n

     <\/p>\n

     <\/p>\n

    \u0130nsanlar sosyal medya kampanyas\u0131n\u0131 markan\u0131n sayfas\u0131n\u0131 be\u011fenerek  ya da takip ederek g\u00f6rebiliyordu ve duyuruya t\u0131klad\u0131klar\u0131nda e-maillerini b\u0131rakmalar\u0131 kar\u015f\u0131l\u0131\u011f\u0131nda Twilorry onlara yaka tutucusu hediye ediyordu.<\/p>\n

    Blaumstein  \u201cSan\u0131r\u0131m 10.000 adede yak\u0131n yaka tutucu sipari\u015fi verdik, iki g\u00fcn i\u00e7inde hepsini erittik. A\u00e7\u0131l\u0131\u015ftan 2 hafta \u00f6nce b\u00fcy\u00fck bir h\u0131zla t\u00fckendi.\u201d Diye belirtti.<\/p>\n

    Bu kampanya sayesinde Twillory resmi olarak a\u00e7\u0131lmadan \u00f6nce hem ilgili bir e-mail listesi olu\u015fturabildi hem de marka tan\u0131t\u0131m\u0131n\u0131 iyi \u015fekilde yapm\u0131\u015f oldu.<\/p>\n

    \u201cHi\u00e7 \u015f\u00fcphe yok ki ilk m\u00fc\u015fterilerimiz tamam\u0131yla sosyal medya kampanyalar\u0131ndan geldiler.  A\u00e7\u0131l\u0131\u015f i\u00e7in m\u00fckemmel bir yoldu ve \u00e7ok sevdik. A\u00e7\u0131l\u0131\u015ftan sonra bile bunu hala y\u0131lda bir, bir bu\u00e7uk y\u0131lda bir tekrarl\u0131yoruz.<\/p>\n

    \u00c7aba ve yarat\u0131c\u0131l\u0131k gerektiren b\u00f6yle bir yol onlara iyi bir \u00e7\u0131k\u0131\u015f yakalatt\u0131 diye ekleyerek s\u00f6ze devam ediyor Blaumstein: \u201d B\u00fcy\u00fcmek i\u00e7in de\u011fil ama ba\u015flang\u0131\u00e7 i\u00e7in binlerce mailin olmas\u0131 \u00e7ok iyiydi. Ancak ilerleyen d\u00f6nemlerde marka b\u00fcy\u00fcd\u00fck\u00e7e bu b\u00fct\u00fcn mail adreslerinin e-mailing i\u015flerimizi sekteye u\u011fratt\u0131\u011f\u0131n\u0131 d\u00fc\u015f\u00fcnd\u00fck.\u201d<\/p>\n

     <\/p>\n

      \n
    1. Ad\u0131m: D\u00fczg\u00fcn bir ESP bulmak:<\/strong><\/li>\n<\/ol>\n

      \u0130lk ba\u015fta Blaumstein ve ekibi se\u00e7 ve g\u00f6nder mant\u0131\u011f\u0131nda olan ancak m\u00fc\u015fteri hizmetleri ve ki\u015fiselle\u015ftirme \u00f6zelli\u011finden yoksun bir ESP ile anla\u015ft\u0131lar. Daha sonras\u0131nda en \u00e7ok bu iki \u00f6zelli\u011fe ihtiya\u00e7lar\u0131 olduklar\u0131n\u0131 fark edeceklerdi.<\/p>\n

      \u201c\u0130lk ba\u015fta e-mailing e odaklanmak i\u00e7in yeterince zaman\u0131m\u0131z yoktu. Basit bir firmayla anla\u015fm\u0131\u015ft\u0131k\u201d<\/p>\n

      \u00dcr\u00fcn tan\u0131t\u0131c\u0131 mail i\u00e7erikleri haftada 1 ila 3 kez g\u00f6nderilmekteydi ve a\u00e7\u0131lma t\u0131klanma oranlar\u0131 sekt\u00f6r ortalamalar\u0131nda seyrediyordu bu nedenle de tak\u0131m yanl\u0131\u015f bir durum oldu\u011funu d\u00fc\u015f\u00fcnmedi. \u0130\u015fler b\u00fcy\u00fcd\u00fck\u00e7e e-mail potansiyelini y\u00fckseltemediklerini g\u00f6rd\u00fcler. Datalar\u0131na daha fazla odaklanmal\u0131yd\u0131lar.<\/p>\n

      \u201cE-mail listemizi olu\u015fturduktan sonra onu analiz etmekte zorlanm\u0131\u015ft\u0131k ve ESP firmam\u0131zda bize bu konuda yard\u0131mc\u0131 olam\u0131yordu. Ba\u015fka bir \u00e7\u00f6z\u00fcm bulmam\u0131z gerekti\u011fini biliyorduk ve o \u00e7\u00f6z\u00fcm\u00fc ba\u015fka firmalarda aramaya ba\u015flad\u0131k. \u201dGe\u00e7ti\u011fimiz ESP\u2019deki en b\u00fcy\u00fck fark bu konu\u015fabilece\u011finiz ger\u00e7ek ki\u015filer olduklar\u0131 ger\u00e7e\u011fiydi. Hatta bende \u00f6zel numaralar\u0131 bile var ve ne zaman ba\u015f\u0131m s\u0131k\u0131\u015fsa bana yard\u0131mc\u0131 oluyorlar.\u201d<\/p>\n

      ESP\u2019nin ba\u015fl\u0131ca g\u00f6revi olan e-mail listesini temizlemek ve ilgisizleri ay\u0131klama i\u015fi Blumstein i\u00e7in zor bir lokmayd\u0131. Markan\u0131n en yo\u011fun oldu\u011fu d\u00f6nem olan tatil d\u00f6neminde ve b\u00fct\u00fcn tetik mailler eski ESP\u2019den giderken ekip tavsiye almaktan \u00e7ekiniyor ve kendini bir ad\u0131m geride tutuyordu.<\/p>\n

      Tatilden sonra Blumstein g\u00f6revi bir kere daha yineledi ve listeyi ilgisiz ki\u015filerden temizlemeli ve e-maillerimizle daha iyi i\u015fler yapmal\u0131y\u0131z d\u00fc\u015f\u00fcncesiyle yola devam etti.<\/p>\n

       <\/p>\n

        \n
      1. Ad\u0131m: Sad\u0131k bir liste olu\u015fturmak:<\/strong><\/li>\n<\/ol>\n

        \u201cYeni ESP ile ba\u015flayan ilk birka\u00e7 ayl\u0131k s\u00fcre\u00e7te bize ger\u00e7ekten yard\u0131m ettiler. \u00d6zellikle de data i\u00e7erisinde hedef gruplar yaratma konusunda.  M\u00fc\u015fterileri son 1 y\u0131ld\u0131r al\u0131veri\u015f yapanlar, son 2 y\u0131ld\u0131r yapanlar ve son 3 y\u0131ld\u0131r yapanlar \u015feklinde ay\u0131rman\u0131n yan\u0131 s\u0131ra maillerimize a\u00e7an t\u0131kayanlarla ilgili de ayn\u0131 periyotlar dahilinde segmentler yaratt\u0131k.\u201d<\/p>\n

        Sadakat d\u00fczeylerine g\u00f6re tak\u0131m 3 adet farkl\u0131 katman olu\u015fturdu. Orijinal ilk listenin yar\u0131s\u0131ndan az\u0131 1. Katman\u0131 olu\u015fturuldu. Bu katmandakiler zaten sad\u0131k kitleydi. Bu k\u00fc\u00e7\u00fck ama etkili bir yoldu. ESP ayr\u0131ca alt katmanlardan maillere tepki verenleri ana gruba eklemek \u00fczere geri kazanma kampanyalar\u0131 da kurdular. \u201cGer\u00e7ekten de tam 1 y\u0131l\u0131 bulsa da son derece sad\u0131k bir e-mail listesi olu\u015fturmay\u0131 ba\u015farm\u0131\u015ft\u0131k. Eskisi kadar b\u00fcy\u00fck bir liste de\u011fil elbet ama sadakat anlam\u0131nda yeterince b\u00fcy\u00fck.\u201d<\/p>\n

        E-mail listesinin temizli\u011finin bir di\u011fer faydas\u0131 da Twillory\u2019nin rep\u00fctasyon puanlar\u0131ndaki art\u0131\u015ft\u0131. A\u00e7\u0131lmayan ve reddedilen mailler olduk\u00e7a \u0130nbox\u2019a d\u00fc\u015fme oranlar\u0131 azal\u0131r veya direkt junk\u2019a d\u00fc\u015ferler. Oysaki Twillory\u2019nin unsub oranlar\u0131 azald\u0131 ve a\u00e7\u0131lma oranlar\u0131 art\u0131\u015f g\u00f6sterdi. Sa\u011fl\u0131kl\u0131 bir data olu\u015ftuk\u00e7a marka da daha iyi rep\u00fctasyon puanlar\u0131 elde etmeye ba\u015flad\u0131. \u201cGittik\u00e7e daha \u00e7ok insan mailleri al\u0131yor ve a\u00e7\u0131yor. Bunu g\u00f6rd\u00fck ve say\u0131lar \u015fimdi daha da iyi g\u00f6r\u00fcn\u00fcyor.\u201d<\/p>\n

        Sad\u0131k kitleye yap\u0131lan mailingle ba\u015far\u0131l\u0131 olmaya devam ederken Blaumstein listenin geri kalanlar\u0131ndan hen\u00fcz vazge\u00e7memi\u015fti. Tak\u0131m s\u00fcrekli olarak farkl\u0131 hedef kitlelerini test ederek sad\u0131k kitleye girmeyenlerin sadakatlerini olu\u015fturma yollar\u0131n\u0131 bulmaya \u00e7al\u0131\u015f\u0131yordu. \u201cBu e-mail ekosistemi i\u00e7erisinde dengeyi kurarak rep\u00fctasyon puanlar\u0131m\u0131z\u0131 iyi tutmaya dikkat ediyorduk.<\/p>\n

         <\/p>\n

          \n
        1. Ad\u0131m: E-mail ki\u015fiselle\u015ftirmelerine odaklanmak:<\/strong><\/li>\n<\/ol>\n

          Blumstein ve ekibinin sad\u0131k listeye odaklanmas\u0131yla ki\u015fiselle\u015ftirme taktiklerini kullanmalar\u0131 da \u00f6nemli olacakt\u0131.<\/p>\n

          \u00d6rne\u011fin \u015firket daha b\u00fcy\u00fck bir depo kullanmaya ba\u015flay\u0131nca ta\u015f\u0131nmaya \u00f6zel indirim kampanyalar\u0131 yapmaya karar verdiler. En sad\u0131k grup olan ilk katmana yap\u0131lan birinci mailingde %48,5 a\u00e7\u0131lma ve % 8 t\u0131klanma gibi iyi oranlar yakalad\u0131lar. \u0130lgisiz gruba da bu mailingleri yapmaya karar verdiler.<\/p>\n

          \"tww\"<\/a><\/p>\n

           <\/p>\n

          \u201cBu en alt katmandakilere ula\u015fmak i\u00e7in iyi bir yoldu. Bu en alt katmandakiler ki\u015filer bir y\u0131ld\u0131r hi\u00e7 tepki vermemi\u015fler ki\u015filerdi.\u201d<\/p>\n

          B\u00fct\u00fcn tak\u0131mla beyin f\u0131rt\u0131nas\u0131 yapt\u0131ktan sonra marka bir slogan ve g\u00f6rsel bulup maillerde bunu kullanmaya karar verdiler. Hem de bu sefer Twillory\u2019den de\u011fil direkt Blumstein\u2019den \u00e7ok sade mailler ald\u0131lar.  Olduk\u00e7a basit, g\u00f6rsele bo\u011fulmam\u0131\u015f yaz\u0131nsal yo\u011funluklu bir e-mail. \u201c<\/p>\n

          G\u00f6nderi olduk\u00e7a samimi ve netti.  270 g\u00fcnd\u00fcr hi\u00e7 tepki vermeyen ki\u015filer aras\u0131nda %33 a\u00e7\u0131lma ve %11 t\u0131klanma oran\u0131 ald\u0131. \u201cOlduk\u00e7a ilgi g\u00f6rd\u00fc\u011f\u00fcm\u00fcz bu mail listelerini direkt ana listemize ekledik. \u015eimdi yeni sezonda daha da iyi bir listemiz var.<\/p>\n

          Sonu\u00e7lar:<\/p>\n

          \u201cE-mail pazarlaman\u0131z ya\u015fayan bir organizmad\u0131r. \u00d6ylece oluruna b\u0131rakaca\u011f\u0131n\u0131z bir \u015fey de\u011fildir. Kendi kendine i\u015flemez\u201d diyor Blumstein. E-mailler daimi bir analiz, yeniden analiz ve iyile\u015ftirme isteyen her firman\u0131n en k\u0131ymetli hazineleridirler…\u201d<\/p>\n

          Her ne kadar ilk listelerinden yar\u0131s\u0131n\u0131 elemek durumunda kalsalar da, marka E-mail listelerini iyile\u015ftirerek a\u00e7\u0131lma oranlar\u0131n\u0131n ortalamalar\u0131n\u0131 %40\u2019lara \u00e7\u0131kart\u0131p, t\u0131klanma oranlar\u0131n\u0131 da %20\u2019lere sabitledi.<\/p>\n

          \u201c\u0130nan\u0131lmaz bir deneyim ve bir uyan\u0131\u015ft\u0131. Baz\u0131 projeksiyonlar yapt\u0131k ve yaz bitmeden planlad\u0131\u011f\u0131m\u0131z her \u015feyi iki kat\u0131na \u00e7\u0131kartm\u0131\u015ft\u0131k.\u201d<\/p>\n

          Baz\u0131 markalar s\u00fcrekli \u00fcr\u00fcnlerini \u00f6ne \u00e7\u0131karmak isteseler de as\u0131l \u00f6nemli olan marka ve m\u00fc\u015fterinin sizden g\u00f6rmek ve duymak istediklerini dengeli bir\u015fekilde anlay\u0131p ona cevap verebilmektir.<\/p>\n

           <\/p>\n","protected":false},"excerpt":{"rendered":"

          D\u00fcnyadan pazarlama case study \u00f6rnekleri G\u00f6mlek markas\u0131 Twillory resmi a\u00e7\u0131l\u0131\u015f\u0131n\u0131 yapmadan 3 hafta \u00f6nce pazarlama ekibinin elinde binlerce e-mail adresi vard\u0131. Ancak bu maillerin yar\u0131s\u0131 kendileriyle \u00e7ok da ilgili olmayan ki\u015filerin mail adresleriydi. Payla\u015ft\u0131\u011f\u0131m\u0131z Case Study\u2019de sizlere; Twillory\u2019nin, kendisiyle \u00e7ok […]<\/p>\n","protected":false},"author":1,"featured_media":32282,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2085,2097],"tags":[],"class_list":["post-17208","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-2","category-duyurular"],"yoast_head":"\nD\u00fcnyadan Bir Case Study - Revotas<\/title>\n<meta name=\"description\" content=\"D\u00fcnyaca \u00fcnl\u00fc markalar\u0131n\u0131n case studylerini inceleyin ve e-posta pazarlama otomasyonunun nas\u0131l kulland\u0131\u011f\u0131n\u0131 ke\u015ffedin.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.revotas.com\/tr\/blog\/dunyadan-bir-case-study\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"D\u00fcnyadan Bir Case Study - 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