{"id":28276,"date":"2016-07-21T15:59:33","date_gmt":"2016-07-21T13:59:33","guid":{"rendered":"https:\/\/www.artera.net\/it\/blog\/?p=28276"},"modified":"2023-02-24T13:02:52","modified_gmt":"2023-02-24T13:02:52","slug":"scegliere-oggetto-della-newsletter","status":"publish","type":"post","link":"https:\/\/www.artera.net\/it\/marketing\/scegliere-oggetto-della-newsletter\/","title":{"rendered":"Come scegliere l&#8217;oggetto della newsletter?"},"content":{"rendered":"<p>Nonostante esistano nuovi e moderni metodi per mettersi in contatto con gli utenti la soluzione migliore per portare traffico sul proprio sito web e per convincere gli utenti\/clienti ad acquistare \u00e8 ancora la <strong>newsletter<\/strong>.<\/p>\n<p>Abbiamo gi\u00e0 visto quali sono le <a href=\"https:\/\/www.artera.net\/it\/blog\/email-newsletter\/email-design\">caratteristiche che un messaggio deve avere<\/a> per invogliare l&#8217;utente a clickare sulla call-to-action e a navigare sul portale web. Tuttavia \u00e8 importante fare un breve approfondimento su un particolare che non deve essere trascurato per nessuna ragione.<\/p>\n<p>Il primo contato con il destinatario della newsletter avviene tramite l&#8217;<strong>oggetto dell&#8217;email<\/strong>: non il testo, non le immagini ma solo quei pochi caratteri da leggere in fretta sullo schermo del computer oppure sullo smartphone.<\/p>\n<p>Per questo motivo \u00e8 di vitale importanza riuscire a scegliere le parole migliori per <strong>convincere l&#8217;utente ad aprire l&#8217;email<\/strong> e quindi visualizzarne il contenuto. Se si fallisce questo obiettivo il rendimento (inteso come rate di apertura e come click sulle call-to-action) della newsletter sar\u00e0 pessimo.<\/p>\n<p>Ma come deve essere l&#8217;oggetto della newsletter per catturare l&#8217;attenzione del destinatario?<\/p>\n<p>Innanzitutto deve essere <strong>breve<\/strong>: massimo 50 caratteri. Se si hanno a disposizione i dettagli relativi al destinatario \u00e8 un&#8217;ottima idea inserire il <strong>nome utente<\/strong> (o il cognome in caso di comunicazioni pi\u00f9 formali) all&#8217;interno dell&#8217;oggetto.<\/p>\n<p>Secondo diverse ricerche anche posizionare la <strong>citt\u00e0 di residenza\/domicilio<\/strong> del destinatario all&#8217;interno dell&#8217;oggetto porta molti pi\u00f9 utenti ad aprire il messaggio invece di cestinarlo immediatamente.<\/p>\n<p>Un errore bisogna evitare assolutamente \u00e8 il riciclo degli oggetti. Non devono essere inviate due newsletter (a maggior ragione se consecutive) con lo stesso oggetto o con oggetti molto simili. Anche se il contenuto \u00e8 differente, l&#8217;utente creder\u00e0 di aver ricecvuto due volte la stessa email ed effettuer\u00e0 la cancellazione.<\/p>\n<p>Con il passare degli anni le email sono diventate molto pi\u00f9 di semplice testo. Questo vale anche per il loro oggetto. Se il messaggio \u00e8 indirizzato ad un pubblico giovane, pu\u00f2 essere un&#8217;ottima idea inserire delle <strong>emoji<\/strong> all&#8217;interno dell&#8217;oggetto.<\/p>\n<p>Ovviamente non si pu\u00f2 sapere in anticipo quali parole attireranno di pi\u00f9 gli utenti. Per questo motivo, anche quando si lavora sull&#8217;oggetto di una newsletter, \u00e8 importante sfruttare strumenti per l&#8217;<strong>A\/B testing<\/strong>. In questo modo sar\u00e0 possibile analizzare i risultati ottenuti da oggetti differenti e quindi &#8220;tararsi&#8221; per le successive comunicazioni.<\/p>\n<p>Per riuscire a sfruttare appieno l&#8217;A\/B testing \u00e8 fondamentale suddividere gli utenti in gruppi e segmenti sfruttando i dati a disposizione. Grazie a questo i risultati saranno pi\u00f9 dettagliati e forniranno indicazioni fondamentali per migliorarsi.<\/p>\n<p>Hai gi\u00e0 provato a fare dei test sull&#8217;oggetto della newsletter aziendale? Quali sono stati i risultati? Hai altri suggerimenti utili da sottoporci?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Nonostante esistano nuovi e moderni metodi per mettersi in contatto con gli utenti la soluzione migliore per portare traffico sul proprio sito web e per convincere gli utenti\/clienti ad acquistare \u00e8 ancora la <strong>newsletter<\/strong>.<\/p>\n","protected":false},"author":4,"featured_media":28422,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","footnotes":""},"categories":[300],"tags":[407,384,340,130,116,48],"class_list":["post-28276","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-call-to-action","tag-dem","tag-email-marketing","tag-newsletter","tag-ottimizzazione","tag-web-marketing-1"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u2022 Come scegliere l&#039;oggetto della newsletter? - Artera<\/title>\n<meta name=\"description\" content=\"Hai gi\u00e0 provato a fare dei test sull&#039;oggetto della newsletter aziendale? 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