{"id":28495,"date":"2016-09-01T11:58:59","date_gmt":"2016-09-01T09:58:59","guid":{"rendered":"https:\/\/www.artera.net\/it\/blog\/?p=28495"},"modified":"2023-02-24T13:02:16","modified_gmt":"2023-02-24T13:02:16","slug":"performance-email-marketing","status":"publish","type":"post","link":"https:\/\/www.artera.net\/it\/marketing\/performance-email-marketing\/","title":{"rendered":"Misurare le performance dell&#8217;Email Marketing"},"content":{"rendered":"<p>Quando si prepara una <strong>campagna di email marketing<\/strong> l&#8217;obiettivo principale \u00e8 sempre uno: aumentare le vendite, siano esse online oppure offline. Le campagne consentono di accompagnare l&#8217;utente lungo il percorso che va dal primo contatto alla registrazione fino all&#8217;acquisto.<\/p>\n<p>Uno dei compiti pi\u00f9 difficili \u00e8 valutare l&#8217;impatto della campagna. \u00c8 infatti fondamentale identificare gli elementi graditi agli utenti (che quindi portano traffico e conversioni) e distinguerli da quelli che allontanano l&#8217;utente da un portale ecommerce.<\/p>\n<p>Esistono degli indici universalmente riconosciuti che consentono di valutare in maniera il pi\u00f9 possibile oggettiva <strong>performance dell&#8217;email marketing<\/strong>.<\/p>\n<h2>Click<\/h2>\n<p>Il <strong>numero di click<\/strong> effettuati su un messaggio di posta elettronica \u00e8 certamente un buon indicatore del successo della campagna o, meglio, della singola email. Certo il numero di click come indicatore non \u00e8 sufficiente.<\/p>\n<p>\u00c8 importante distinguere tra click effettuati su <strong>link a pagine prodotto<\/strong> oppure a pagine categoria o ancora link di ricerca. Bisogna poi ricercare una correlazione tra la crescita dei click e l&#8217;eventuale aumento degli acquisti. Infine \u00e8 buona norma verificare per quanto tempo i link all&#8217;interno dell&#8217;email vengono cliccati dagli utenti (anche per capire per quanto tempo conservare le immagini su server ad esempio).<\/p>\n<h2>Disiscrizione<\/h2>\n<p>Normalmente la <strong>percentuale di disiscritti<\/strong> per ogni email inviata \u00e8 circa dell&#8217;1% o meno. Un dato del genere indica un elenco contatti &#8220;pulito&#8221; e ben mantenuto. Percentuali maggiori possono indicare una frequenza di invio sbagliata (troppo alta o troppo bassa) oppure bassa &#8220;qualit\u00e0&#8221; della lista contatti.<\/p>\n<p>La disiscrizione pu\u00f2 essere anche legata ad un particolare contenuto. Se si verificano dei picchi di disiscrizioni dopo l&#8217;invio di una particolare email pu\u00f2 essere un&#8217;ottima idea <strong>analizzare e confrontare i contenuti<\/strong> con quelli inviati in precedenza.<\/p>\n<h2>Rimbalzo<\/h2>\n<p>Il <strong>bounce rate<\/strong> \u00e8 un indicatore molto importante, prende in considerazione le email che non hanno raggiunto il destinatario. Questo pu\u00f2 avvenire per due motivi: la casella di posta non \u00e8 raggiungibile (ad esempio per temporaneo picco di traffico sul server) oppure la casella di posta non esiste.<\/p>\n<p>Nel primo caso si pu\u00f2 scegliere di fare qualche altro tentativo di invio per verificare se la problematica si ripresenta. Nel secondo caso invece l&#8217;unica soluzione \u00e8 rimuovere il contatto dall&#8217;elenco di invio.<\/p>\n<h2>Traffico<\/h2>\n<p>Dopo l&#8217;invio di un&#8217;email che fa parte di una campagna marketing \u00e8 fondamentale monitorare il <strong>traffico sul sito<\/strong> ed il <strong>numero di ordini<\/strong>. In questo modo \u00e8 possibile verificare l&#8217;incremento di connessioni ed acquisti e valutare ad esempio se questo avviene in modo graduale oppure istantaneamente ma per un periodo di tempo limitato.<\/p>\n<h2>Registrazioni<\/h2>\n<p>Se dopo l&#8217;invio si registra un incremento delle <strong>sottoscrizioni alla mailing list<\/strong> allora \u00e8 probabile che i contatti che hanno ricevuto l&#8217;email l&#8217;abbiano inoltrata ai propri conoscenti. Questo significa che avete selezionato bene i vostri contatti e che state facendo bene il vostro lavoro tanto in termini di campagna marketing quanto in termini di gestione dell&#8217;ecommerce!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Quando si prepara una <strong>campagna di email marketing<\/strong> l&#8217;obiettivo principale \u00e8 sempre uno: aumentare le vendite, siano esse online oppure offline. Le campagne consentono di accompagnare l&#8217;utente lungo il percorso che va dal primo contatto a&#8230;<\/p>\n","protected":false},"author":4,"featured_media":28525,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","footnotes":""},"categories":[300],"tags":[154,384,340,428,155,130],"class_list":["post-28495","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-conversioni","tag-dem","tag-email-marketing","tag-frequenza-di-rimbalzo","tag-lead-generation","tag-newsletter"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u2022 Misurare le performance dell&#039;Email Marketing - Artera<\/title>\n<meta name=\"description\" content=\"Esistono indici universalmente riconosciuti per valutare in maniera oggettiva le performance dell&#039;email marketing. 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