{"id":48423,"date":"2024-06-12T15:42:15","date_gmt":"2024-06-12T12:42:15","guid":{"rendered":"https:\/\/www.revotas.com\/?p=48423"},"modified":"2024-10-24T13:51:23","modified_gmt":"2024-10-24T10:51:23","slug":"ulkelerin-kisisellestirilmis-e-postalara-yaklasimlari","status":"publish","type":"post","link":"https:\/\/www.revotas.com\/tr\/blog\/ulkelerin-kisisellestirilmis-e-postalara-yaklasimlari\/","title":{"rendered":"\u00dclkelerin Ki\u015fiselle\u015ftirilmi\u015f E-postalara Yakla\u015f\u0131mlar\u0131"},"content":{"rendered":"\t\t
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\u00dclkelerin Ki\u015fiselle\u015ftirilmi\u015f E-postalara Yakla\u015f\u0131mlar\u0131<\/span><\/strong><\/h1>\n

Her g\u00fcn kar\u015f\u0131m\u0131za \u00e7\u0131kan say\u0131s\u0131z reklam ve pazarlama e-postalar\u0131n\u0131n aras\u0131nda ger\u00e7ekten kendinizi \u00f6zel hissettirenler hangileri? McKinsey’in Periscope\u00ae taraf\u0131ndan yap\u0131lan son ankete g\u00f6re, bu konuda baz\u0131 ilgin\u00e7 bulgular ortaya \u00e7\u0131kt\u0131.<\/p>\n

Ki\u015fiselle\u015ftirilmi\u015f e-postalar hakk\u0131nda ne d\u00fc\u015f\u00fcnd\u00fc\u011f\u00fcm\u00fcz\u00fc merak ediyor musunuz? Ankete kat\u0131lanlar\u0131n %50’sinden fazlas\u0131 s\u0131k s\u0131k ki\u015fiselle\u015ftirilmi\u015f e-postalar ald\u0131klar\u0131n\u0131 belirtiyor. \u00d6zellikle ABD ve Fransa’da, bu oran olduk\u00e7a y\u00fcksek. Ancak, Almanya ve \u0130ngiltere’de biraz daha d\u00fc\u015f\u00fck.<\/p>\n

Bununla birlikte, ki\u015fiselle\u015ftirilmi\u015f e-postalar\u0131 hangi kategorilerde almay\u0131 tercih ediyoruz? \u0130lgin\u00e7 bir \u015fekilde, bu da \u00fclkeden \u00fclkeye de\u011fi\u015fiyor. ABD ve \u0130ngiltere’de marketler ve restoranlar \u00f6ne \u00e7\u0131karken, Almanya’da bu durum farkl\u0131l\u0131k g\u00f6steriyor. \u0130\u015fte ki\u015fiselle\u015ftirme alg\u0131m\u0131z\u0131n nas\u0131l \u015fekillendi\u011fini anlamak i\u00e7in, bu t\u00fcr detaylara bakmak \u00f6nemli.<\/p>\n

Bir de ya\u015f ve cinsiyetin ki\u015fiselle\u015ftirme alg\u0131s\u0131n\u0131 etkiliyor mu? Ankete g\u00f6re, bu da olduk\u00e7a ilgin\u00e7 sonu\u00e7lar veriyor. \u00d6rne\u011fin, Almanya’da erkeklerin ki\u015fiselle\u015ftirilmi\u015f e-postalara daha olumlu bakt\u0131\u011f\u0131, ancak \u0130ngiltere ve Fransa’da durumun farkl\u0131 oldu\u011fu g\u00f6r\u00fcl\u00fcyor.<\/p>\n

Son olarak, ki\u015fiselle\u015ftirilmi\u015f e-postalar genellikle ne kadar ki\u015fisel bulunuyor? \u0130\u015fte buras\u0131 ger\u00e7ekten ilgin\u00e7. Ankete kat\u0131lanlar\u0131n \u00e7o\u011fu, ald\u0131klar\u0131 e-postalar\u0131n sadece bazen ki\u015fisel oldu\u011funu belirtiyor. Bu da markalar\u0131n, ger\u00e7ekten bireysel olarak ilgi \u00e7ekici e-postalar g\u00f6ndermek konusunda daha fazla \u00e7aba g\u00f6stermeleri gerekti\u011fini g\u00f6steriyor.<\/p>\n

Sonu\u00e7 olarak, ki\u015fiselle\u015ftirme d\u00fcnyas\u0131nda daha derinlemesine bir anlay\u0131\u015fa ihtiyac\u0131m\u0131z var. Belki de bunun i\u00e7in daha fazla veriye ve analize ihtiyac\u0131m\u0131z var. Ancak, bu bulgular\u0131n, i\u015fletmelerin m\u00fc\u015fterilerine daha ki\u015fisel bir \u015fekilde ula\u015fma konusundaki stratejilerini g\u00f6zden ge\u00e7irmelerine yard\u0131mc\u0131 olaca\u011f\u0131n\u0131 umuyoruz. Bu da, sonunda her iki taraf i\u00e7in de daha tatmin edici bir deneyim anlam\u0131na gelecektir.<\/p>\n

Ki\u015fiye \u00d6zel E-postalar Olu\u015fturman\u0131n Anahtar\u0131: \u00dclke, Cinsiyet, Ya\u015f ve \u0130\u015f Kategorisi<\/strong><\/p>\n

Ki\u015fiselle\u015ftirme sadece bireyleri anlamakla s\u0131n\u0131rl\u0131 de\u011fil. Markalar, ki\u015fisel pazarlamaya y\u00f6nelik \u00fclke \u00f6zelinde, ya\u015fa ve cinsiyete g\u00f6re tutumlar\u0131, ayr\u0131ca i\u00e7eri\u011fi farkl\u0131 hedef kitlelere ki\u015fisel hissettiren \u00f6zellikleri ve nitelikleri g\u00f6z \u00f6n\u00fcnde bulundurmal\u0131d\u0131r; aksi takdirde m\u00fc\u015fterilerini uzakla\u015ft\u0131rma riskiyle kar\u015f\u0131 kar\u015f\u0131ya kalabilirler. Bu, Periscope\u00ae By McKinsey taraf\u0131ndan yak\u0131n zamanda yay\u0131mlanan anket bulgular\u0131na g\u00f6re; ankete kat\u0131lan pazarlardaki t\u00fcketicilerin %50’sinden fazlas\u0131 s\u0131k s\u0131k ki\u015fiselle\u015ftirilmi\u015f e-postalar ald\u0131klar\u0131n\u0131 bildirdi. ABD ve Fransa, en \u00e7ok ki\u015fiselle\u015ftirilmi\u015f e-postalar\u0131 alan \u00fclkeler olarak \u00f6ne \u00e7\u0131k\u0131yor; s\u0131ras\u0131yla %62 ve %60 oran\u0131nda t\u00fcketiciler s\u0131k s\u0131k ald\u0131klar\u0131n\u0131 belirtiyor. Almanya ve \u0130ngiltere ise %55 ve %53 ile bunu takip ediyor.<\/p>\n

\u015eirketlerden ve markalardan ki\u015fiselle\u015ftirilmi\u015f e-postalar\u0131 alma konusundaki tutumlar ise genellikle olumlu y\u00f6nde. Amerika Birle\u015fik Devletleri’ndeki t\u00fcketiciler, yine en olumlu duygular\u0131 sergiliyorlar; %50’si bunlar\u0131 almay\u0131 ger\u00e7ekten veya biraz be\u011fendi\u011fini belirtiyor, bu da i\u015fletmelerin bu t\u00fcketicilerle etkili bir \u015fekilde ileti\u015fim kurma f\u0131rsat\u0131n\u0131 ortaya koyuyor.<\/p>\n

Frans\u0131z ve \u0130ngiliz kat\u0131l\u0131mc\u0131lar ise olduk\u00e7a az ilgili, s\u0131ras\u0131yla %38 ve %37, bunlara biraz veya olduk\u00e7a olumlu yakla\u015f\u0131yorlar. Almanya’daki t\u00fcketiciler ise daha ku\u015fkucu; sadece %29’u ki\u015fiselle\u015ftirilmi\u015f e-postalar hakk\u0131nda olumlu bir d\u00fc\u015f\u00fcnceye sahip.<\/p>\n

Cinsiyet ve ya\u015f ki\u015fiselle\u015ftirme tutumlar\u0131n\u0131 etkiliyor. ABD (%56) ve Almanya’da (%33), erkekler ki\u015fiselle\u015ftirilmi\u015f e-postalar\u0131 almaktan mutlu. Ancak \u0130ngiltere ve Fransa’da durum farkl\u0131; bu \u00fclkelerde kad\u0131nlar\u0131n bu konuda biraz daha olumlu bir tutumu var. Fransa ve \u0130ngiltere’deki kad\u0131nlar\u0131n %39’u ki\u015fiselle\u015ftirilmi\u015f e-postalar\u0131 almaktan biraz veya \u00e7ok ho\u015flan\u0131rken, bu oran Frans\u0131z ve \u0130ngiliz erkeklerde s\u0131ras\u0131yla %37 ve %35.<\/p>\n

Ya\u015f da ki\u015fiselle\u015ftirme tutumlar\u0131n\u0131 etkiliyor. Almanya d\u0131\u015f\u0131ndaki pazarlarda, 30-39 ya\u015f aras\u0131 t\u00fcketicilerin ki\u015fiselle\u015ftirilmi\u015f e-postalara daha olumlu yan\u0131t verdi\u011fi g\u00f6r\u00fcl\u00fcyor, onlar\u0131 18-29 ya\u015f grubu takip ediyor. Ara\u015ft\u0131r\u0131lan pazarlardaki ya\u015fl\u0131 nesiller ise bu t\u00fcr ileti\u015fime belirgin bir \u015fekilde daha olumsuz bir tav\u0131r sergiliyor.<\/p>\n

Kategoriler de Ki\u015fisel<\/em><\/p>\n

T\u00fcketicilere hangi t\u00fcr \u015firketlerden ki\u015fiselle\u015ftirilmi\u015f mesajlar almak istedikleri soruldu\u011funda, ABD’de %51’i marketlerden, %49’u ise restoran ve barlardan almay\u0131 tercih etti\u011fini belirtti. \u0130ngiltere’de bu bulgular\u0131 takip ediyor: s\u0131ras\u0131yla %44, %40 ve %33.<\/p>\n

Almanya’da ise durum farkl\u0131l\u0131k g\u00f6steriyor; %29’u marketlerden, onlar\u0131 %28 ile moda perakendecileri takip ediyor ve ard\u0131ndan oteller, havayollar\u0131 ve araba kiralama \u015firketleri %25 ile geliyor.<\/p>\n

\u0130lgin\u00e7 bir \u015fekilde, baz\u0131 \u015firket t\u00fcrlerinin di\u011ferlerinden daha fazla ki\u015fiselle\u015ftirilmi\u015f e-postalar g\u00f6nderdi\u011fi g\u00f6r\u00fcl\u00fcyor, ancak anket bulgular\u0131 baz\u0131 i\u015fletmelerin g\u00f6nderdikleri e-posta say\u0131s\u0131n\u0131 azaltmalar\u0131n\u0131n daha iyi olabilece\u011fini, di\u011ferlerinin ise potansiyel ki\u015fiselle\u015ftirilmi\u015f e-posta avantajlar\u0131ndan yararlanamad\u0131\u011f\u0131n\u0131 g\u00f6steriyor.<\/p>\n

T\u00fcketiciler Ki\u015fiselle\u015ftirilmi\u015f E-postalara A\u00e7\u0131k, Ancak Onlar\u0131 Alm\u0131yorlar<\/p>\n

Markalar\u0131n ki\u015fiselle\u015ftirilmi\u015f e-postalar\u0131 do\u011fru \u015fekilde almas\u0131 i\u00e7in daha uzun bir yol kat etmeleri gerekiyor; \u00e7\u00fcnk\u00fc t\u00fcm pazarlardaki t\u00fcketicilerin yakla\u015f\u0131k %40’\u0131, al\u0131nan e-postalar\u0131n bazen yaln\u0131zca ki\u015fisel olmas\u0131 gereken \u00f6zellikleri yans\u0131tt\u0131\u011f\u0131n\u0131 belirtiyor. \u0130\u015fletmeler i\u00e7in k\u0131rm\u0131z\u0131 bir bayrak ve bunu do\u011fru yapanlar\u0131n b\u00fcy\u00fck bir f\u0131rsat\u0131 var.<\/p>\n

<\/p>\n

ABD’deki t\u00fcketicilerin %31’i ald\u0131klar\u0131 e-postalar\u0131n genellikle veya her zaman ilgili oldu\u011funu belirtirken, nadiren veya hi\u00e7 ilgili olmad\u0131\u011f\u0131n\u0131 belirtenlerin oran\u0131 %23’t\u00fcr. Kar\u015f\u0131la\u015ft\u0131r\u0131ld\u0131\u011f\u0131nda, Fransa’da yaln\u0131zca kat\u0131l\u0131mc\u0131lar\u0131n %19’u ald\u0131klar\u0131 e-postalar\u0131n genellikle veya her zaman ilgili oldu\u011funu belirtirken, ald\u0131klar\u0131 e-postalar\u0131n\u0131 nadiren veya hi\u00e7 ilgili olmad\u0131\u011f\u0131n\u0131 belirtenlerin oran\u0131 %38’dir. \u0130ngiliz ve Alman t\u00fcketicilerin s\u0131ras\u0131yla %18 ve %17’si genellikle veya her zaman ilgili e-postalar ald\u0131klar\u0131n\u0131 belirtirken, nadiren veya hi\u00e7 ilgili olmad\u0131\u011f\u0131n\u0131 belirtenlerin oran\u0131 s\u0131ras\u0131yla %33 ve %36’d\u0131r.<\/p>\n

<\/p>\n

Ara\u015ft\u0131rmadan a\u00e7\u0131k\u00e7a g\u00f6r\u00fcld\u00fc\u011f\u00fc gibi, her \u00fclkedeki t\u00fcketicilere ki\u015fiselle\u015ftirilmi\u015f pazarlama yakla\u015f\u0131m\u0131 farkl\u0131 olmal\u0131d\u0131r. \u00d6rne\u011fin, ABD’li t\u00fcketicilerin ki\u015fiselle\u015ftirmeyi etkileyen \u00fc\u00e7 ana \u00f6zelli\u011fi oldu\u011funu belirtiyor: bir i\u015fletme ki\u015fisel tarzlar\u0131na uygun \u00fcr\u00fcnler sundu\u011funda, s\u0131k ald\u0131klar\u0131 \u00fcr\u00fcnlerle ilgili oldu\u011funda ve \u00f6zel bir etkinli\u011fe ba\u011fl\u0131 e-postalar g\u00f6nderildi\u011finde. Ancak Alman t\u00fcketiciler, ileti\u015fimlerin ki\u015fisel oldu\u011funu hissettiklerinde, bunlar genellikle kendi tarzlar\u0131na uygun \u00fcr\u00fcnler, kendi adlar\u0131 ve yapt\u0131klar\u0131 son aramalara referans olan maddeler i\u00e7eriyor.<\/p>\n

Fransa ve \u0130ngiltere ise tekrar farkl\u0131. \u0130ngiltere’deki t\u00fcketiciler ki\u015fisel olarak adlar\u0131n\u0131 g\u00f6rmeyi, \u00f6zel bir etkinlikle ili\u015fkili bir \u015feyleri ve tarzlar\u0131na uygun bir teklifi \u00f6nemsiyorlar. Frans\u0131z t\u00fcketiciler ise s\u0131ras\u0131yla \u00f6ncelik s\u0131ras\u0131na g\u00f6re, \u00f6zel bir etkinlikle ba\u011flant\u0131l\u0131, tarzlar\u0131na uygun bir teklif ve adlar\u0131n\u0131 se\u00e7iyorlar.<\/p>\n

<\/p>\n

“Ki\u015fiselle\u015ftirme giri\u015fimleri \u00f6nemli de\u011fer sa\u011flayabilir, bu da ortalama olarak% 10-30 gelir art\u0131\u015f\u0131 ve daha y\u00fcksek m\u00fc\u015fteri kazanma oranlar\u0131 ve kat\u0131l\u0131m getirebilir. Ancak anahtar, bunun do\u011fru \u015fekilde yap\u0131lmas\u0131 gerekti\u011fidir,” diyor ki\u015fiselle\u015ftirme alan\u0131ndaki McKinsey’in k\u00fcresel lideri Julien Boudet. “Bulgulardan a\u00e7\u0131k\u00e7a g\u00f6r\u00fclen, \u015firketlerin \u00f6l\u00e7ekte s\u00fcrekli olarak ilgili deneyimler sunmada eksik kald\u0131klar\u0131. \u0130\u015fletmelerin ki\u015fiselle\u015ftirme \u00e7abalar\u0131nda ba\u015far\u0131l\u0131 olmalar\u0131 i\u00e7in, t\u00fcketicilerini daha iyi anlamak ve etkili hedefleme \u00f6d\u00fcnlerini y\u00f6netmek i\u00e7in geli\u015fmi\u015f analitik ve \u00e7\u00f6z\u00fcmler kullanmalar\u0131 gerekir. Bu yap\u0131lmazsa, izleyicileri uzakla\u015ft\u0131rma riskiyle kar\u015f\u0131 kar\u015f\u0131ya kal\u0131rlar, bu da marka itibar\u0131n\u0131 ve m\u00fc\u015fteri sadakatini etkiler.”<\/p>\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<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

\u00dclkelerin Ki\u015fiselle\u015ftirilmi\u015f E-postalara Yakla\u015f\u0131mlar\u0131 Her g\u00fcn kar\u015f\u0131m\u0131za \u00e7\u0131kan say\u0131s\u0131z reklam ve pazarlama e-postalar\u0131n\u0131n aras\u0131nda ger\u00e7ekten kendinizi \u00f6zel hissettirenler hangileri? McKinsey’in Periscope\u00ae taraf\u0131ndan yap\u0131lan son ankete g\u00f6re, bu konuda baz\u0131 ilgin\u00e7 bulgular ortaya \u00e7\u0131kt\u0131. Ki\u015fiselle\u015ftirilmi\u015f e-postalar hakk\u0131nda ne d\u00fc\u015f\u00fcnd\u00fc\u011f\u00fcm\u00fcz\u00fc merak ediyor […]<\/p>\n","protected":false},"author":1,"featured_media":48425,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2085,2087,2093,2090,2091,2089],"tags":[],"class_list":["post-48423","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-2","category-cxp","category-dijital-pazarlama-blog-2","category-e-ticaret","category-e-ticaret-blog-2","category-onemli-gunler"],"yoast_head":"\n\u00dclkelerin Ki\u015fiselle\u015ftirilmi\u015f E-postalara Yakla\u015f\u0131mlar\u0131 - Revotas<\/title>\n<meta name=\"description\" content=\"Ki\u015fiselle\u015ftirilmi\u015f e-postalar hakk\u0131nda ne d\u00fc\u015f\u00fcnd\u00fc\u011f\u00fcm\u00fcz\u00fc merak ediyor musunuz? 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